Schmoozing In Style

My favorite movie quote

The recent Fisher Price toy recalls and Meg Whitman housekeeper situation got me thinking about crisis communications and leadership. This was the one (of many) problems that ruined BP during the tragic oil disaster in the Gulf of Mexico. If you remember the 1995 movie, The American President, there was a point in the film where the President, played my Michael Douglass was in his office with one of his advisers, Lewis, played by Michael J. Fox. Shepherd jeopardizes his political future with an ill-timed romance, unrealistically claiming a right to privacy. The situation is spun by his political rival as anti- family and anti-American.

Like Toyota a few months ago, the President in the movie was trying to keep silent and not comment on the situation. Here is how it played out in the movie:

Lewis Rothschild: They don't have a choice! Bob Rumson is the only one doing the talking! People want leadership, Mr. President, and in the absence of genuine leadership, they'll listen to anyone who steps up to the microphone. They want leadership. They're so thirsty for it they'll crawl through the desert toward a mirage, and when they discover there's no water, they'll drink the sand.

President Andrew Shepherd: Lewis, we've had presidents who were beloved, who couldn't find a coherent sentence with two hands and a flashlight. People don't drink the sand because they're thirsty. They drink the sand because they don't know the difference.

I think that line sums it up. It is all about the absence of leadership. What makes a good leader during a crisis or situation, and how can they keep it from irreversibly destroying a company's reputation? The answer is more simple then it seems. It comes down to really three things: (1) be quick, (2) be accurate, and (3) be consistent.

As for the President in the movie? When he finally stepped up to the plate (a little late) and addressed the issue. Shepherd shows courage in changing course, rejecting cynical symbolism, and choosing substance. Check it out! http://www.youtube.com/watch?v=mWRVbWMvi7c

For a total analysis on how to respond during a crisis, I recommend the article Crisis Management and Communications by W. Timothy Coombs, Ph.D 

Keeping up with the Schmoozing

It has been a while since I last updated this site, but here I am! I have been going to many events lately and noticed that most people act like they are at a Jr. high dance, regardless of their sex. They come with their friends, stand in a corner and act if they cross over to introduce themselves to someone new a lion will single them out for attack, (I guess I have been watching a bit too much Animal Planet.)

 

Having just celebrated the Jewish New Year, Rosh Hashanah about a week ago, it is time for resolutions and forgiveness to flow. Of course you do not have to be Jewish to change things about behavior- the holiday just provides an excuse or opportunity, depending how you look at it. One of my resolutions is to really get out there, try new groups, and meet at least one or two new people at each event. How do I start and conversations?

Here are two important tips of the trade I adopted:

 

1) PAY ATTENTION to everyone and everything around you. Pay attention to people--Google them ahead of time. Does somebody have an interesting story? Is someone at the event who can introduce you to the person you *really* want to meet?

Pay attention to your immediate environment. Do you see something unusual? Is someone wearing an interesting watch or tie?
Pay attention to the news. What’s going on in the local news? In your industry? What’s going on in pop culture? (You be surprised how lively "True Blood or Entourage" discussions can get!)

 

Again, I have to give credit where it is due, the true example of an AMAZING Schmoozer is Susan RoAne. I was at an event she attended and she introduced me to quite a few new people over the hour we had prior to the formal presentations. One of her tips I used at a big event where I do not know many people is to, "pick the noisiest group that is having fun, talking and laughing of 3 or more people. Stand in the periphery. Give agreeable body language (smile, nod, open stance). When someone glances your way, say something, and then your name if that feels appropriate.Then you can step into the conversation.

 

TIP: This is not the time to change the topic to your agenda, your company, services or products. IT is just time to schmooze! Groupchat."

 

2) Offer a genuine compliment like "I like your shoes" or "You did a fantastic job with that presentation today" or "I love the way you play the piano". Try to make it a compliment that involves something they did, rather than something they are, because then you can carry the conversation forward by asking them how they did what they did. i.e. "Where did you find the shoes?" or "How did you learn to put together such great presentations?" or "Who taught you to play the piano?" If you tell someone they have nice eyes, they can thank you and the conversation ends there.

One thing that is often overlooked but is just as important as starting a conversation is to know how and when to move on!

 

Its important to respect that the other person is there to meet people too and it would be better to have a shorter conversation and agree to meet again. If you think that you would like to talk to them further then invite them for coffee and ask for their card. For example.                                         

I’ve really enjoyed meeting you xxxxx, I need to...(get some more coffee, go to the bathroom, make a quick call etc.) would you be interested in meeting for coffee sometime? I would be very interested to find out more about (you / your company / what you do.)

Sometimes you will meet people who you do not want to meet again. For example, they show no interest in you whatsoever or maybe show too much interest in trying to sell you something rather than get to know you. Use the same approach but miss out the invitation to meet for coffee!

The key to effective business networking is to find people where there is a mutual interest to meet again. Follow these schmoozing tips and you will soon be confidently making useful new contacts and enjoying the process.

Shana Tova!

Take off the blinders

I just started reading an amazing book, "Animals in Translation," by Temple Grandin and Catherine Johnson. It is fascinating! The way that "normal" or "average" human beings behave, in contrast to autistic children and animals is very interesting. I have already learned so much. It is amazing how we miss the tiny details in our day to day lives that can change the bigger picture. So far, I have read how, normal human beings are limited in the way they think because we are too abstract. We are too used to seeing certain things so many times we miss the important details or bigger picture that can solve problems. This goes for writing, communicating and basic day-to-day work or interaction. 

"We (animals and autistic children) see the details that make up the world, while normal people blur all those details together into their general concept of the world." page 30.

This is so true! People are so used to seeing or reading the same things every day that they often loose sight of the bigger picture.

Example: I have been going to the same place to get my haircut for three years. Today I was sitting in the chair (as usual ,) reading my book with my dog (as usual) and a women commented on how well behaved my dog was sitting on my lap (happens most of the time he is with me because he is just so cute!)

We began to talk and the subject changed to the book I was reading (Animals in Translation), then moved on to how I horseback ride. I listened to her and picked up that she was local and had children in addition to being politically active. Now, I could have ended the conversation there and go back to my book, but since I am in the job hunt mode and consider myself pretty outgoing and social, I kept the conversation flowing (even almost sabotaging my hair since I was not directly under the dryer in the process.)

I learned that her son is a prominent DA in San Francisco, and that she recently threw a fund raiser for a local Judge running for office. Since I have worked in politics before and have a VIP level contact list I asked if I could give her my information to share with the judge to help with his campaign. She gladly took it and said she would email the judge. Who knows, maybe I could get a job out of it or at least maybe get out of a parking ticket.

My point is, she was not just another older woman getting her hair done. She was an actress, her husband is a retired successful businessman. Her oldest son is in biotech, the other is a DA. She is an important contact, a link to a new connection, a prospect. If you look at the world without blinders and find the details, you never know who you may meet.

 

Listen to the Masters- Three Tips for Easy Conversation

As I have said previously, it is important to have mentors and I am fortunate enough to personally know the Queen of Schmoozing, Susan RoAne, "The Mingling Maven,"  and quote her recent blog post on, "Three Tips for Easy Conversation," because it is so important for any situation.

Three Tips for Easy Conversation by Susan RoAne

     When people tell me that they are not "good at schmoozing" either in their professional or personal life, it can be an explanation or an excuse and sometimes both. First off, schmoozing is easy going conversation that is engaging and without an objective. It's easy going because there is no "goal" in spite of what some American dictionaries seem to think. Schmoozing allows for the "getting to know you" exchanges where we establish common bonds (we enjoy the same sports, movies, authors, restaurants or find out we went to the same school, camp, training seminar...you get the drift).       

    Whether it's business small talk or social, engaged conversation is the vehicle that connects us to others and provides an opportunity to get to know them. Whether we are attending a networking event so that we can garner (and give) referrals, make contacts as as part of a job search strategy or build visibilty in a segment of our various communities, it won't work if we are not talking to others. Beyond, "Hello, my name is Chris", we should be prepared to schmooze and carry on interesting and interested conversations. That's why I wrote What Do I Say Next?

It's easier if you are well-read and well-informed.  There are so many more options to do so both online and in print.

 Top tips for easy schmoozing in a business networking setting or a social networking one:

1. Read a paper and an industry magazine. Check blogs in your area of interest. Visit relevant websites.

2. Prepare a 7-9 second self introduction.

3. LISTEN, listen, listen

People tell us what they want to talk about if we are paying attention and not planning our next comments as they speak.  And your comments?

     When people tell me that they are not "good at schmoozing" either in their professional or personal life, it can be an explanation or an excuse and sometimes both. First off, schmoozing is easy going conversation that is engaging and without an objective. It's easy going because there is no "goal" in spite of what some American dictionaries seem to think. Schmoozing allows for the "getting to know you" exchanges where we establish common bonds (we enjoy the same sports, movies, authors, restaurants or find out we went to the same school, camp, training seminar...you get the drift).       

    Whether it's business small talk or social, engaged conversation is the vehicle that connects us to others and provides an opportunity to get to know them. Whether we are attending a networking event so that we can garner (and give) referrals, make contacts as as part of a job search strategy or build visibilty in a segment of our various communities, it won't work if we are not talking to others. Beyond, "Hello, my name is Chris", we should be prepared to schmooze and carry on interesting and interested conversations. That's why I wrote What Do I Say Next?

It's easier if you are well-read and well-informed.  There are so many more options to do so both online and in print.

 Top tips for easy schmoozing in a business networking setting or a social networking one:

1. Read a paper and an industry magazine. Check blogs in your area of interest. Visit relevant websites.

2. Prepare a 7-9 second self introduction.

3. LISTEN, listen, listen

People tell us what they want to talk about if we are paying attention and not planning our next comments as they speak.  And your comments?

Media Matters

I am often asked, how do you get to know the reporters the way you do? For anyone who has worked with me, I am all about getting to know the face behind the voice on the phone.

Media relations is the art of building relationships of trust and mutual interest with reporters. It’s a step up from publicity for your product, service or event, or asking reporters and editors to do your marketing for you. Remember, reporters don’t work for you (or me) - they work for their editors, readers, and viewers.

Try an approach that builds better relationships with give and take, generating more call-backs, and ensuring that your calls are returned down the road. How? Position you and/or your client or company as a resource to the press.

Resources offer instead of asking; they help reporters and producers develop story ideas, gather background information, analyze market trends, comment on breaking news, or suggest subjects (and people) for feature stories. They’re responsive, credible and respected.

If this is a major shift from marketing for you, here’s an eight-point checklist by Martin Cohn to help with positioning your company or client as media resource, not a marketing nuisance!

Return calls promptly. Respect reporters’ deadlines and they’ll keep calling for your expert wisdom.

1. Don’t push your own agenda. Listen carefully to what the reporter is looking for and why — even if the story isn’t about you. Clarify the intent and objectives in talking with you.

2. Clarify uncertainty. If you have any uneasiness about where the reporter is going with a line of questioning, respect it: ask about the thinking behind the question.

3. Go off the record at any point if you’re uneasy or concerned about being misquoted. Say so plainly: “off the record and not for attribution”; ask the reporter to confirm. (Remember Watergate and Deep Throat?)

4. Be forthcoming. If you don't have answers, say so and suggest other colleagues who may have them. This positions you as a fair and accessible source to come back to, even if someone else gets the mention this time.

5. Thank the reporter. Acknowledge that the reporter has an interesting and challenging job and thank her/him for the opportunity to discuss your story. Ask whether or when the story will print or air so you can look for it.

6. Follow up. When you see a piece about your story, always send a note or e-mail of thanks. Even if the reporter didn’t give you the most positive presentation, be gracious and let the reporter know you’d like to suggest stories from time to time and ask about what kinds of things s/he might be interested in.

7. Log your lessons. Log all media calls to shorten your learning curve: track who you spoke with; questions asked and answers given; notes on the reporter’s style or approach; what worked well; and how the story played.

8. Finally, keep your notes, you’ll need them to maintain a connection and a relationship with the report. Keep track of which papers and reporters covered your story, how receptive they were, and whether the story was a positive, neutral or negative piece.

Media relations doesn't have to be expensive but the potential return can be substantial. A story in the media offers a third party endorsement that you can't get anywhere else.

Schmoozing into the New Year

“It's not what you know or who you know, but who knows you.” - Susan RoAne

With New Years Eve approaching tomorrow, it is important to remember when you are attending any festivities that this is your chance to really get out there and schmooze! In case you are wondering how to do this, here are a few tips with the help of Guy Kawasaki on how to master the art of schmoozing:

The key is to establish a relationship before you need it. And this is why I'd like to provide the art of schmoozing.

1. Understand the goal. They say that  Herein lies eighty percent of the battle: great schmoozers want to know what they can do for you, not what the you can do for them. If you understand this, the rest is just mechanics.
2. Get out. Schmoozing is a contact sport. You can't do it alone from your office on the phone or via a computer. You may hate them but force yourself to go to tradeshows, conventions, and seminars. It's unlikely that you'll be closing a big order with someone you met online at Facebook or Skype. Get out there and press flesh.
3. Ask good questions, then shut up. The mark of a good conversationalist is not that you can talk a lot. The mark is that you can get others to talk a lot. Thus, good schmoozers are good listeners, not good talkers. Ask softball questions like, “What do you do?” “Where are you from?” “What brings you to this event?” Then listen. Ironically, you'll be remembered as an interesting person.
4. Unveil your passions. Only talking about business is boring. Good schmoozers unveil their passions after they get to know you. Great schmoozers lead off with their passions. Your passions make you an interesting person--you'll stick out because you're the only person not talking about the future of multicore programming at ESC.
5. Read voraciously. In order to be a good schmoozer, you need to read voraciously--and not just the EE Times, PC Magazine, and the Wall Street Journal. You need a broad base of knowledge so that you can access a vast array of information during conversations. Even if you are a pathetic passionless person, you can at least be a well-read one who can talk about a variety of topics.
6. Follow up. Over the course of my career, I've given away thousands of business cards. Funny thing: hardly anyone ever follows up. Frankly, I don't know why people bother asking for a business card if they're not going to follow up. Great schmoozers follow up within twenty-four hours--just a short email will do: "Nice to meet you. I loved your XXXX. I have two tickets to the XXXX if you want to attend, I hope we can do something together." Include at least one thing to show the recipient that she isn't getting a canned email.
7. Make it easy to get in touch. Many people who want to be great schmoozers, ironically, don't make it easy to get in touch with them. Remember to always carry a pen and business cards, or use their business cards if you don't have any. Be sure to collect phone numbers and email addresses. 
8. Give favors. One of my great pleasures in life is helping other people; even though I am not a true believer in Karma, I think from time to time someone is keeping track of what you do. I am a big believer in payback, and  strongly believe in returning favors for people who have helped you.

I hope this helps you in every situation or party tomorrow night. Happy New Year and super schmoozing!

Ask for the return of favors. Good schmoozers give favors. Good schmoozers also return favors. However, great schmoozers ask for the return of favors. You may find this puzzling: Isn't it better to keep someone indebted to you? The answer is no, and this is because keeping someone indebted to you puts undue pressure on your relationship. Any decent person feels guilty and indebted. By asking for, and receiving, a return favor, you clear the decks, relieve the pressure, and set up for a whole new round of give and take. After a few rounds of give and take, you're best friends, and you have mastered the art of schmoozing.

Read more: http://blog.guykawasaki.com/2006/02/the_art_of_schm.html#ixzz0bDrU2DLX

Media kit Madness

The other day I was meeting with my friend discussing upcoming media/product coverage opportunities and she said that a few editors requested a media kit. It's funny how those two little innocent words, "media kit" usually strike a note of anxiety in most start-up or small business owners. I think the reason is because many don't understand what a media kit is or what it should offer.

Media kits are designed to give a clear picture of the benefits of advertising with you. It paints a picture of what the prospective customer will receive and how the customer will expand his/her customer base due to exposure to your subscribers or site visitors.

A media kit usually contains the following:

• Stats page
• Press release or advertisement copy
• Business card
• Company profile
• Photos or samples
• Testimonials from customers
• Cover letter
• All enclosed in a folder (unless it's an online media kit)

Let's take a look at each component and how they help to build an impressive image of your company or product.

Stats Page                                                                                                                                             Consider the questions you have when buying any item. You would be curious as to the basic who, what, where, when, why and how about the product. Include information on the target audience the product reaches. Finally, you'd want to know the cost of the products or if there are different packages.

Laying out all this information in an easy-to-read style will allow your prospects to view, at a glance, the pertinent information they need to make a decision.

Press Release
A press release or advertisement copy (called a tear sheet) is generally included in order to show the customer that you are actively promoting your publication or site. Make sure your release or review is recent. It won't make much of an impression to send outdated material.

Business Card
Yes, your contact information may be on your site, or you might have provided it to the customer via email or phone. However, including a business card is a simple courtesy that prevents the customer from having to look for your information. For online media kits simply provide a link to your contact information. The key is to make contacting you and placing orders simple.

Company Profile
This document should include a brief company history along with other more recent news about your business. If you are seeking investments, be sure to include Growth ratios, estimated sales figures, percentages of circulation increase over the last several months, etc. can all be included to show the advertisers that your business is a good investment. The profile should be approximately 2 pages in length.

Photos or Samples
Everyone likes to see what they are purchasing. Providing a sample of your product, or a few photos (screen shots) of your Web site

displaying banner ads, etc. is a good visual motivator. It also allows the target to experience your product first hand.

Testimonials From Customers
Showing the end results from other's advertising experiences will make quite an impact on your customers. When they see that current customers are getting excellent results from their ads, you demonstrate the effectiveness of your offer. If you don't have any testimonials, ask your current clients for some. Suggest that they include the length of time they've advertised with you and what their average results have been.

Cover Letter
If you'll be mailing paper media kits, be sure to include a cover letter. Thank the prospect for their interest and make specific references as to how your publication/site has provided success for others in related industries.

All Enclosed In A Folder
A professional presentation is vital. Unfortunately, I've seen far too many "cheap" looking media kits. They were simply printed on standard copier paper (or worse yet… were photo copies of originals), stapled or paper clipped together and shoved into an envelope. That approach won't convince anyone to purchase from you.

Print all your materials as originals onto laser (or better quality) paper. Place them neatly in a heavyweight, pocketed folder.

For online kits, create a downloadable pdf document in Adobe. This will allow your visitors to quickly get your information in a convenient form that is readable by both Mac and PC.

Remember… these prospects don't know you. They are trying to make a decision, and the only thing they have to base that decision on is what you offer them. Make sure professionalism is a primary consideration in everything you do.

Once your complete media kit is professionally prepared, it will offer your potential clients all the information they need to see why your product or client is worth it!

strategic event planning

I told you all a few days ago how I have been working with a friend to promote her cosmetics and jewelry business. About a month ago, I sent out the Facebook invites, then followed up with reminders and sent out a note the day of the event which was actually last night. This brings up my new event invite "rule for anyone who sends out invites via Evite or Facebook for any type of event,"

Maybe's are NO's, then subtract about 2-3 from the "Yes" list to get your total.

Here are a few things to think of before you plan an event.

Tips for strategic event planning:

1. Make sure the purpose for the special event is important enough to merit the time and expense needed to properly stage, publicize and evaluate the event.
2. Match the type of event that is selected to the purpose that it serves. Do you want to reach out to new users or thank your supporters?
3. What is this event for? Do not forget your target audience or key demographic, including those who have a special stake in the event such as potential vendors, customers, funders, politicians, business leaders, ect.
4. Check a calendar to make sure your event will not overlap with any major holidays or conflicting large events.
5. Develop ways to evaluate the event's success. Measurable event objectives may include attendance, the amount of money raised, or product sold, the number of new or returning customers, increase in product usage, or general brand awareness.

At this specific event, (without a formal debriefing) I believe we achieved the following main goals:

• Increase in brand awareness
• Direct product sales

Maybe in our next conversation I will go over sales tips and what I thought we did that really worked, and things that I could have improved on.

The Mingling Maven

It's important to have mentors. One incredible woman who I have looked to for career advice is Susan RoAne, "The Mingling Maven." I consider her the queen of schmoozing. Her book, "How to Work a Room," just turned 21! Check out her blog. http://www.susanroane.blogs.com/

I think this says it all..