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Mind Capture

By Tony Rubleski
President & Author,
Mind Capture Group
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I can't help but shake my head and chuckle at people who keep canceling meetings and conventions or skip their industry trade shows based on fear and cutbacks in budgets. Not only is this the wrong thing to do when members are counting on getting value for their association dues, but while others stay at home with their list or reasons (excuses) for not attending, I'm hopping planes to meet with people in the flesh.

I'll be very direct with you now about what you should strongly consider if your employer cuts back on travel and expenses. If your company won't pay for you to go to a key meeting or convention, dig in your own pocket and pay for it yourself. If it's that important, quit whining and invest in yourself, your customers, and pick up new contacts and business. In both of my prior careers I always invested a healthy sum from my commission checks in books, seminars and travel that my employer would not cover.  Hmm? If I invest in myself, it seems that everybody wins. My customers, business, family, and community all gain and benefit from this action.

Here are three, simple yet highly effective, tips to getting valuable face-to-face time with other people:

1. Promise speed
2. Get on the plane
3. Join and participate in key trade and association groups

Let's take a quick look at the three tips and the logic behind each one.

#1. Promise speed. Everyone's busy these days and the quickest way to lose someone is to imply that what you have to offer or discuss will take up a lot of their time. I often get super busy people to pay attention because I tell them upfront that we're both busy, and I only need a few minutes. If I sense that we're connecting, I ask permission for more time and often get it. It works like a charm and it disarms their fear that I'll waste a lot of their time. I know I'm appreciative as well when people respect my time and get to the point sooner rather than later.

If you get stuck in proverbial "voicemail hell" when trying to connect with a busy person, have no fear, as there are many ways to solve this problem. In the first Mind Capture book I shared several proven ways to leave a powerful message and use targeted and unique direct mailings to get busy decision makers to take notice and accept your call or get back to you when you leave an engaging voicemail message.

#2. Get on the plane. You have to go to where the action is, and often to where the prospect or client calls home. Now, I'm all about saving time, and again, balance is required with this tip. I'm not paid by the airlines to put this in the book, but here's the point: If it's a big enough opportunity to gain face time and knock out other meetings via block scheduling, book your trip and fly in to meet people. Let the media scare away your competition from spending money on business travel. While they're at home often making futile attempts to reach decision makers, you'll be meeting and shaking hands with top prospects and cementing long-standing relationships.

For example, every year I attend a major trade group's convention in January. It's not so much to attend the show, but to set up important breakfast and lunch meetings with key decision makers that I know are all in town for the week. I can get more done in two days with face-to-face meetings than I could in a year of detailed and time draining follow up. Press the flesh to impress and get valuable face time!

#3. Join and participate in key trade and association groups. Yes, a simple strategy. But here's a quick and important tip that a lot of people overlook: Join one or two key associations where your top customers and referral partners congregate. Instead of only spending time in your own industry groups, go to where the best prospects are located and get busy. I'm baffled as to why more people don't budget dues and allocate sponsor dollars to allow for focused networking time in their marketing plans so they can be noticed and connect with the best prospects for their business.

I had the unique opportunity to interview networking guru Dr. Ivan Misner, founder of the massively successful referral organization BNI (Business Network International). In our 45-minute conversation he mentioned that the top performers in many BNI chapters devote six to eight hours per week to focused and strategic networking. Everything from attending their weekly chapter meeting, to chamber events and meeting with key clients and referral partners each week over coffee, breakfast or lunch to exchange ideas, contacts and helpful information. Yes, it's a serious commitment, but these people often get incredible results toward achieving their goals.

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