Four Connections Points Every Business Connector Must Develop

Quick Review: There are three focus areas: Communication / Conversation / Connection that are the catalyst to becoming and remaining an EBC.

Connection - is the focus of this episode 005

We’re going to talk about the following:

1. Four Connection Points every business connector must develop

Imagine this: you’ve just wrapped up a great conversation with a potential client. You’ve asked all the right questions, you‘ve listened attentively, and you’ve even managed to make them laugh a few times.?

As you shake hands and part ways, you’re feeling pretty good about how it went.?

But then, crickets.

Days turn into weeks, and you never hear back from them. Despite your best efforts to follow up, it’s like the connection you thought you made never happened. C’mon man!

Sound familiar? If so, you’re not alone. And today’s fast paced hyper-digitally-connected business world, it’s easier than ever to have a seemingly good conversation…

but…? also harder than ever to turn that conversation into a lasting, meaningful connection. And yet, as any successful business person will tell you, connections are everything.?

They open up doors, create opportunities, and build the kind of trust and loyalty that can turn a one-time customer into a life-long advocate.?

So, what’s the secret to making those connections? How do you go from another forgettable business contact to a valued partner and trusted advisor??

That’s exactly what will be diving into in this podcast episode.

Author and speaker John Maxwell says in his book, Everyone Communicates, Few Connect , "Connecting with others may not be a matter of life or death for most of us, but it often is a matter of success or failure. The ability to connect with others begins with understanding the value of people."?

Did you catch that? “Connecting with others may not be a matter of life or death for most of us, but it often is a matter of success or failure. The ability to connect with others begins with understanding the value of people."?

If there’s one statement you should take from this episode, it’s that one.

Jay Sullivan in his book, Simply Said , had this to say, “ If we want to improve our ability to connect with others, to understand them and to be understood more clearly, the easiest and most effective way to do so is to focus less on ourselves and more on the other person.?

“If we put the focus on what the other person is trying to gain from the exchange, we will do a better job communicating because we will select more pertinent information,?drill down to the desired level of detail,?and make the information we are sharing more accessible to our audience.“

I love that quote by Jay Sullivan and he will be one of our future subject matter expert interviews in the upcoming even-numbered episodes.?

My father used to say, “Son, talk about yourself and they’ll listen for a minute, get them talking about themselves and they’ll talk for hours.” Wisdom from the late, great Frank William Buckley.

Making the connection is more about them than you.? Wait, did I just hear what I thought I heard? Make it more about them than me? Blasphemy I say! Lies nothing but lies!

Connecting is never about me. It’s about the person with whom I’m communicating. Feel free to take a moment and tweet that last line. Connecting is never about me. It’s about the person with whom I’m communicating. Boom. Knowledge bomb.?

Whenever you can help other people to understand that you genuinely care about them, you open the door to more genuine interaction that leads to a? connection.

And from that moment on, you have the potential to create something beneficial for both you and them, because good relationships usually lead to good things: ideas, growth, partnerships, sales, but also a true human connection.?

You can connect with others if you’re willing to get off your own agenda, to think about others, and to try to understand who they are and what they want.? I know, I’m getting a little too personal but even I need to be reminded of this truth… sometimes daily.

If you really want to help people, connecting becomes more natural and less mechanical.?

If you’re willing to learn how to connect, you will be amazed at the doors that will open to you and the people you will be able to work with.?

Our instinct to capture a moment says: I want to remember this. That’s a moment of elevation says Dan and Chip Heath in their book, The Power of Moments . ?

After you create a true connection with someone, all your future correspondence is so much easier and effective.?

Emails to phone calls will be more enjoyable and their response time is far quicker.? Have you noticed this to be true?

This is a gift to grease the wheels of the next reach out. For example, my daughter plays travel volleyball in high school. She has a lot of tournaments.?

Every once in a while someone will follow up for business but will lead with asking how my daughter’s team did in her tournament the last weekend.?

Bingo. That’s what I’m talking about to remember an important personal detail that will win major points with me even though I know what they’re doing! Do you think that person caught my attention immediately? Abso-connecting-lutely!

There are four different connection points you'll come across on a consistent basis then how to handle each connection point differently and effectively.

Four Key Connection Points

1. Connection Point One: Meeting New People – strong first impression

If you’re in sales, or customer service, hospitality or real estate, you’re constantly meeting new people. But just because we meet a ton of new people all the time doesn’t mean we’re making a good first impression or we’re even further from a connection. It’s a starting point.?

I want to challenge you on how good of a strong first impression you’re making but through the OTHER person’s eyes.

This is where your great first impression is key. Asking the right questions let alone just asking any questions is an absolute must.?

It’s about making it ABOUT the other person which is critical.?

It’s the difference between the average and the elite business connector. When we’re young or new to a position, our nerves manifest themselves in words and have a tendency to talk nonstop.?

I want my flights to be nonstop, not you talking nonstop! Just the fact of you simply being aware you may be talking too much is an early win…

But too many times, we don’t even make it out of this first connection point of meeting new people that we now have zero shot at any further connection points.

We need to give the other person reason to move your communication to a worthwhile conversation that can lead into the coveted connection.

2. Connection Point Two: Developing New Connections – needed follow-up impression

Jessica, for example, excels at meeting new people for the first time. In fact, Jessica is really good. But, she struggles with moving this business small talk and conversation any further.?

To her credit she wants to grow beyond the first time meeting but just isn't sure how. She burns so many calories up front that she doesn’t know where to go from there.

Some business professionals put too much time and effort into the first connection point that this second connection point of developing new connections simply dies on the vine.

Let me give you another example. I fly a ton and I mean (Dumb and Dumber) “a lot.” I meet some really sharp people on the road so it’s easy to talk about Elite Road Warrior and now Elite Business Connector. ?

We exchange business cards and promise each other we’re going to keep in contact. This new contact may even express having me come into speak to his team or his company but when I follow-up, again, crickets.

It’s frustrating and it’s easy to stop here feeling blown-off and almost everyone stops here.

But this is exactly when you need to push-through and reach out again. People get busy and what’s highly important to us often is slightly important to the other person.?

Did you catch that last line??

What’s highly important to us often is slightly important to the other person. But this is the point of connection point two of developing new connection. Needed follow-up is required.

Persistence is key and for me, it’s amazing how many people respond to my second attempt and usually very apologetic. I comment on our interaction and let them know I appreciated our conversation.?

The difference? Willingness to follow-up with grace and be patient with the other person. You do your part.

We’ve moved from Meeting New Connections then to Developing New Connections to…?

3. Connection Point Three: Advancing Established Connections – challenging continual impression

Jason has been working this new process of the connection points but unsure what to do next. He’s better than most at the first two connection points of meeting and developing new people but throwing up zeros on the scoreboard for connection point three of advancing established connections.?

But when Jason looks at what could be frustrating to now an opportunity to be creative, everything changes.?

Jason started to notice what matters more to this established relationship and he’s responding with new and fresh efforts.?

He’s taken cues of what this customer likes, and he’s been sending him some gifts just to be thoughtful and low and behold, this contact not only reaches back out but is incredibly impressed and grateful for his over-and-above efforts.

Way to pull that car back on the tracks, Jason. Mad kudos. (Gluten free of course)

I’ve found many a business person stuck in this 3rd connection point and act as if it will magically work itself out or all the? “own-age” is on the other person.?

But when we choose to be proactive and make the next move or two, it almost always works to your advantage. Keep hustling. Keep grinding. The longer time goes on, the more touch points need to go on to keep this relationship to keep growing.?

This 3rd connection point is to remain “top of mind” with this slowly maturing connection. You don’t push, you nudge people in your direction that reminds them of you so when, not if, they need your services, it’s you they come to next without even thinking of anyone else.?

After we’ve Advanced Established Connections, we finish with one of the toughest but most rewarding of the four connection points…

4. Connection Point Four: Sustaining Established Connections - customer loyalty impression

When you make it to this fourth connection point, you’re in rare air, my listening friend. You’ve made a ton of deposits and there’s now customer loyalty.

Yet too many people are way too concerned about one thing:?

…the next sale or contact and completely forget about connection point four…? and this is a huge miss.

You’ve worked hard developing influence and this fourth connection point is where you can begin to leverage your influence.

So let’s put this in a business context. The contract is almost up with one of your customers and he has the choice to stay or go.?

If you’ve decided to only do the first couple of connection points and glide right by the third and specifically the fourth connection point, you’re done, man. Check please. You’re out with no replay.

But when you’ve worked hard to sustain this established connection, they’ll almost always come to you first but even better, last, so you know what you’re up against in order to keep this customer.?

This influence comes back in the form of this current customer letting you know insider information.? Key word: Influence.

When he does this, he may not be even asking you to match the price but to give him something on your side to close the gap.?

He’s giving you every chance to re-win his business because of your influence on him.

You see, if there wasn't a connection, the customer may just go with the better price.?

But when you bring a real connection into the mix, the rules quickly change due to the influence you've created over time.

Real estate agents are a great example of the 4th connection point. If you’ve had a great experience with a previous real estate agent and they’ve kept in contact with you, who are you most likely to go back to for purchasing your next home??

Here’s another example. You’re in the hospitality and/or customer service business and you have repeat patrons.?

If you remembered my name, remembered where I like to sit, what I like to drink, what I like to order, how I like my order, etc, all of those details solidity this 4th connection point.?

Let me give you one last example. Let's say you’re selling software that has a yearly subscription renewal. There is no guarantee he's going to renew with you automatically.?

There may be a competitor out there trying to get his foot into his door and could be gaining some serious ground while you’ve been fat and lazy making assumptions this is a slam dunk renewal.?

There’s a great chance your assumption may surprise you when they go with the other guy. But it shouldn’t especially now that you know this 4th connection point: Sustaining Established Connections - customer loyalty impression.

You haven't earned influence if you just met someone. You must move them along through these four connection points and when you do, it makes all the difference in that valuable relationship.

Connections matter especially in the long run. Don't be shortsighted only looking at getting the sale to get the revenue then ghosting your new customer. This is the hard way and the selfish way.?

Your ultimate goal is influence with this valued customer or client no matter what. It will pay you back in more ways than one.

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Closing Comments and Snide Remarks

Let’s wrap this up. We discussed four connection points that are critical to becoming and remaining an Elite Business Connector:

1. Connection Point One: Meeting New People – strong first impression
2. Connection Point Two: Developing New Connections – needed follow-up impression
3. Connection Point Three: Advancing Established Connections – challenging continual impression
4. Connection Point Four: Sustaining Established Connections -customer loyalty impression

Remember, how you communicate is how you connect. And when you connect is when you have influence.?

Well, this episode 005 is officially in the books - in-and-out and nobody got hurt.?

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Don’t forget that all this episode’s show links are available in the show notes.

As we close, I would love to here from you and available for your feedback. Find me here: [email protected]

As my father used to say, “thanks for coming but most of all, thanks for leaving.”

I’m out.