Networking vs. Relationship-Building: The Difference is Subtle but Significant

By Mark Goldstein

© Robert Kneschke - Fotolia.com

We all like to tell someone “I know a guy” or “I know a lady” who can exceed that person's expectations with price, selection, or service. The reason is simple -- if the person we recommend really comes through, then we are the hero. We recommend people we trust; we trust people we know well. The only way to get to know someone is to actually spend time with them to build a relationship. No one in their right mind would risk burning relationship collateral by referring, much less recommending, someone with whom the extent of the relationship is having their business card.

Today, the buzzword is “networking,” and the idea is to connect with as many people as possible who need and want your product or service or who will introduce you to others who do. This is accomplished by attending face-to-face meetings and using social media such as Facebook and LinkedIn. The problem is that people who attend these meetings, or who regularly use social media, all want to sell -- not be sold. When I speak at these types of meetings I sometimes ask, “How many of you have a product or service to sell?” and almost all of the hands are raised. Then I ask, “How many of you came here today to buy something?” and no hands are raised.

So how can you get the most out of networking? Simple, Don't network. Relationship-build.

Since no one attends networking events to buy, don't try to sell. Rather, attend these types of events with the purpose of wanting to serve. Zig Ziglar says, “You can have everything in life that you want if you just help enough other people get what they want.” Use these events as opportunities to identify people with whom you want to meet again to get to know them better and to explore ways you can bring value to them either professionally or personally. Use social media as an opportunity to present helpful tips and become known as a problem-solver. When you meet with people, ask questions and genuinely take an interest in their stories. Remember, people spend tons of money going to counselors with whom they can just talk and who will listen. Just listen to people and you will gain their friendship, confidence and trust.

The bottom line is that few people enjoy making cold calls. Referrals may get you in the door, but recommendations put money in your pocket. Spend your time developing relationships rather than networking and you'll never have to make another cold call.

Mark Goldstein is the president of the Central Florida Christian Chamber of Commerce. E-mail:

mark@cfchristianchamber.com.

Helping people find their purpose

If you heard Kevin McCarthy speak at the chamber luncheon last September, you know his mission is to help others be on-purpose.* Many of us have been through the On-Purpose Leader Experience, a transformative seminar that helps people focus on their purpose, vision, and mission.

Kevin is looking to broaden the On-Purpose reach with a small group study, and has applied for a grant from Intuit, maker of Quicken and Quickbooks software. To get the grant, Kevin's company,  On-Purpose Partners, needs votes:  http://bit.ly/khwhji.

If On-Purpose Partners wins the grant, it will fund completion of the small group materials for his book The On-Purpose Person. This would be a great resource, so I encourage you to support the endeavor.

* If you didn't hear Kevin speak at the chamber, here's a link to a replay.

Support team for elder care needs

By Mark Goldstein

If you were at the chamber Business-Building Lunch in April, you heard me tell how Cathy Crossman and her staff at Transition Options not only helped us find the assisted living facility that best suited my parents, but negotiated with them to save us $1,500 up front and another $800 every month.

Andrejs Pidjass
Fotolia.com

Transition Options has helped not only Rhawnie and I, but also my parents, during their transition into assisted living. I must admit, we were woefully unprepared for the challenges of the past few months. As most of you already know, my mother has Alzheimer’s disease and my father is in very poor health. Cathy and her team have been there for us every step of the way.

When my parents moved, my mother had difficulty adjusting because of the disease. Transition Options gave additional personalized care, and they continue to provide much-needed services, allowing Rhawnie and me to focus more on chamber needs. It’s said that the biggest concern for caregivers ends up being the quality of their mental health. In our case, we are at complete peace knowing we have our “back-up plan” in place with Transition Options.

The bottom line: If you, or anyone you know, are having to care for the ever-increasing needs of your parents and have not already created a “back-up plan,” I strongly and enthusiastically recommend that you contact Cathy Crossman at Transition Options. She will custom-tailor a plan that will meet every care-giving need. You can contact her at 407-629-5233.

If someone has gone “above and beyond” to provide you with outstanding service, please let us know.

Go also the second mile

By Mark Goldstein

Kotangens - Fotolia.com

I’ve been trying to help my mother and father through their transition into assisted living. They have both reached a point where they need special care in every aspect of their lives. Needless to say, this has put an extra burden on me. Fortunately there are many caring people who are helping greatly.

An example of this happened when I was washing my parent’s car and realized that the registration expired in February. Checking further, I found the insurance had lapsed also. After going online to re-register the car, I immediately called my friend Angie Martinez, principal of Florida Chartered Insurance Group in Oviedo, and explained the situation. She contacted Jacqueline Eiermann, a senior agent who specializes in auto and home insurance.

Within one hour, on a Sunday afternoon, Jacqueline had secured an insurance policy for the car. But here’s the best part: Since my parents had let their insurance lapse, they should have had to pay a large penalty. However, Jacqueline was able to add me to their policy, and the company accepted this as continuous coverage. What’s more, she had already gotten me a quote with that company, and even though I hadn’t switched yet, that company still offered a multi-car discount. Talk about going the extra mile for a client!

The bottom line is that when you approach the renewal date on your home or auto policy, I would strongly recommend that you first contact Jacqueline Eiermann. She will not only get you the best value, but as you can see, she never stops working for her clients. You can reach her at 407-278-0423 or by e-mail.

…and if anyone forces you to go one mile, go also the second mile.—Matt. 5:41 NRSV

Have a great story about one of your fellow chamber members? E-mail Kristen.