Today’s business and sales environment has led to a different form of referrals though. These referrals come in the form of networking within different business groups. I joined a referrals group about 4 months ago that meets every week for breakfast. My initial thoughts were that many of these people might not need my services because their businesses were too small or they were in industries that could not utilize my talents. I looked at each person as a prospect only and not as a source of potential leads. I managed to go to breakfast each week and heard the same 30 second “elevator pitch” from everyone and questioned whether my point was ever getting across successfully. My wife even asked if I were getting anything out of it.

The biggest obstacle I had in networking was in referring a relative stranger (business wise) to one of my clients only to find out that they were dissatisfied. I then wondered how it would affect my relationship with that client. Within the past few weeks, my attitude has changed quite a bit. I managed to recommend someone from my group to a client and they are ecstatic with his services. Every time I ask if he I working out, they mention they want to adopt him into the family. This made me feel much more open to the prospect of networking and recommending others to my clients to help them fill their needs.

My new-found attitude has translated into others contacting me wanting to know more about what I do and how I can possibly help their clients. I have had meetings with people to determine how each of us might be able to help the other increase business. We have also shared some general business knowledge which has helped me understand how other industries work and how I can prospect them as potential clients.

I do not know yet if any of these networking opportunities will directly lead to any new clients or not. However, I do know that if I did not open my mind to the fact that networking can be a resourceful tool, I might be missing out on a great number of opportunities that I otherwise might not know about.

That incident got me to thinking about how many people have lost the art of communication and have relied on talking to people via text or e-mail instead of making a simple phone call or writing a simple note. The person I had an appointment could have called to tell me they could not make it. However, they chose the easy, less confrontational way to communicate.

The technology of today has created a workforce built on avoiding having direct contact with people. It has caused people to forget some of the most important things a company or individual can do in order to succeed. By communicating with people and thanking them for taking the time out of their day to meet, you are on your way to establishing a relationship based upon mutual respect and trust. This caused me to discuss how important communication is in establishing a relationship with both prospective and existing clients. Communication comes in many forms, but nothing cements a relationship like making a phone call or writing a personal note on stationary. I understand many of us are extremely busy, and today’s times have asked us to take on greater responsibilities, but making small gestures to show your appreciation to customers will pay for themselves in the long run.

This is not just good business sense it is also common sense. So I challenged my group to avoid using their PDA or e-mail to communicate once in a while and to pick up the phone and have a conversation with a customer instead. You should give it a try yourself, you could be amazed what you might find out.

Lesson 1:
Barter for Services
In order to get anywhere as a model, you will need a portfolio. If an agency is truly interested in you, they’ll offer you a free test shooting. But unless you look like you could be the next Kate Moss or Heidi Klum, they would prefer to see someone who already has experience in front of a camera. Instead of paying someone for photos, I worked with photography students and received free prints of the pictures they took, or I modeled at trade shows where I received free designer clothing. I currently model for photography seminars where I get a nominal fee, but at the same time learn a lot about photography, my main hobby, from seasoned pros. Think about your products and services, who might need them and not be able to pay your fees but instead could offer you something? Are you a printing company in need of a new website? I’m sure there are web design companies who would gladly set you up with a website in return for printing. Are you a CPA, struggling to get new customers? How about approaching a PR company and offer your services in return for some press and marketing materials? The possibilities are endless. Just be sure to put your barter in writing and have both parties sign it, to avoid problems lateron.

Lesson 2:
Always Be Prepared
I’m sure you have heard about the elevator introduction. Can you tell someone about your business in less than 20 seconds and make it engaging? If not, you better start practicing, because you never know who you meet. I got booked by clients who I met on a bus, in a restaurant and on campus. Just take this recent example from our company: Our sales manager rescued two runaway labradors from a busy street and dropped them off with a local rescue organization who was able to track down the owner. Who after talking to her “dog hero” on the phone wanted to meet him in person to talk about how we could help her with her sales and marketing efforts.

Lesson 3:
It’s Not an 8-5 Job
Working as a model means getting up before the sun in order to get prepped before a shooting, working long hours until everything is just perfect, and working on weekends and holidays. Ask any business owner, and you will hear them tell you the same thing: Running your own business, especially in the early stages, is NOT an 8-5 job. It seems, there is always something you could or should be doing.

Lesson 4:
Know Your Limitations
I was once approached by a client looking for a model who was fluent in several languages. I grew up speaking German at home, learning English and French in high school, as well as spending some time in France, but that had been I ages ago. I could still understand French, but was I truly fluent? I thought about it and then declined. I could have probably gotten by with my German and English, but I didn’t want to be put in a situation where I would embarass myself and even worse, the client. The same applies to how I run my business: If a client requests something that falls outside of our competencies, we typically refer them to someone we know who can handle it rather than attempting it ourselves. Your clients will appreciate your honesty, and in most cases the vendor you suggested will be happy to pay you a referral fee.

Lesson 5:
Stand Our From Your Competition
I probably don’t have to tell you that the competition in the fashion world is beyond fierce. It’s brutal. So how do you get hired in a competitive environment? Well, it’s obvious, you need to stand out from your competition. During my modeling years, I learnt that looks weren’t always everything, so I sometimes used my accent to my advantage (yes, I got a couple of assignments because I was told: “you sound foreign, people always like that”.) What makes your business stand out from its competitors? Do you offer a service or product they don’t? Do you offer special packages, customization, warranties? Think about what sets you apart and then capitalize on it.

Lesson 6:
You Are Not a Supermodel
I never wanted a career in fashion, to me modeling was just a way to make some extra money. I knew, I would never be a supermodel, making thousands of dollars a day, but I was happy with the money I earned and I enjoyed the work I was doing. Your company will probably never be the next Microsoft, Walmart or Mercedes of its industry, but you don’t need to be. You can still make good money doing what you enjoy, as long as you are willing to do what it takes to make it work.

I cannot tell you how many times I meet with business owners or entrepreneurs who have spent countless hours putting together a business plan and executing it under the assumption that the sales numbers will just start to magically come in. When I ask to see their sales and marketing plan, often times I get a blank look. In most of these instances, I am presented with their original business plan and told to refer to the marketing section in it.

My experiences have taught me that the best way to develop a top notch sales and marketing plan is start out going a bit retro and look at your sales objectives as a traditional paper map. It gives you a large scale overview of your starting point and ultimate destination. It also provides a look at multiple different avenues you can take to get to that destination. There is the easy and quick way, the long and scenic way, and many others in between. Each of these different routes has advantages and disadvantages based upon your goals. Once you decide on a route, you can then focus on the specifics, turn by turn, to get a better understanding of what you can expect on your way to your destination.

I know this is a very simple analogy of what constitutes a good sound sales and marketing plan, but I feel it stresses the overall importance of spending the time on having one developed. Of course, I would be the GPS or Mapquest in this scenario, providing you with turn by turn detailed instructions while also pointing out potential areas of concern like construction or traffic.

When you do get to your ultimate destination, doesn’t it provide you with a greater sense of accomplishment knowing that you had followed the directions on the map and avoided any potential areas of traffic? The goal of developing a sales and marketing plan will provide you with the exact same feeling. You will be able to reach your ultimate goal by following the plan; the problem is deciding which route you want to take and how to handle the turns.

2009 was a bad year for the US economy, everyone knows that, we were in the middle of a major recession. Not the best time to launch your own business, especially in a city that had been hit extremely hard with sky-rocketing unemployment rates, some of the worst foreclosures rates in the country and a dwindling economy. “If you always do, what you’ve always done, you will always get, what you’ve always got.” Anthony RobbinsWe faced a lot of scepticism from others: How are you going to get business from companies, if they’re struggling themselves? They won’t be able to afford a consultant, even if they need your services. You’re going to go under just like the other small companies out there.

Fast-forward a year: We’re still here. We didn’t go under. We found clients. And we keep getting more. We have some extremely talented and inspiring people working for us. Yes, we made mistakes and had setbacks. But we kept our positive attitude: We learnt from our mistakes, recovered from the setbacks and took constructive criticism to heart. It was well worth it. A year later we have a profitable company and happy, successful clients to prove it.