Relationship Marketing

Doing Business Online: The Virtual Handshake!

by Lynn Terry © 2004
Exclusive Article - Do not Reprint

You hear a lot of talk about "Relationship Marketing" and Networking - but there is just nothing like the power of a solid handshake and good eye contact.

Networking is one of my favorite topics. In everything that I do, everywhere that I go and everyone that I meet - - I am ever thinking "what's the magic key to turn this into a mutually beneficial and rewarding situation for all involved?"

This is one of the reasons that I love Ryze.com and all of the topical Networks they host, as well as Discussion Forums and Email Discussion Groups. Places like this are a breeding ground for new business relationships - not necessarily new clients only... but also peers, partners and mentors!

By Networking online, we are able to build relationships all over the world and also to position ourselves to turn a small h*ome b*ased b*usiness into a successful international business. We can do this at any time of the day or night, any day of the week - at our own convenience and on our own schedule. Regardless of those variables, positive results are practically *guaranteed*. (Try visiting your local Chamber of Commerce at 3am on a sleepless Thursday night - its quite lonely!)

As much as I enjoy building these relationships with professionals all over the world, I must admit that I am still a bit old-fashioned in that I favor an enthusiastic conversation over coffee or a live training session with an appreciative client ten times over.

Honestly - how many people in your home truly understand what it is you are doing here online? How many of your close friends have a clue what you are talking about when you say HTML or WYSIWIG or CTR?

For those of you that are w*orking f*rom h*ome full-time, or are working towards that goal now, you know all too well how alone you are in all of this. Depending on your location, you may be one of very few within hundreds of miles that has the slightest clue what an "alt tag" is... or that can sincerely appreciate the small victories.

This week I had the pleasure of meeting the only other breathing life form in the near viscinity that spoke my language - an entrepreneurial woman by the name of Connie. Since I do not promote myself locally, the referral came from a mutual friend - - the perfect foundation. Connie phoned me the following week and we set up an appointment to meet for coffee.

(Listen closely as I share my story with you so that you can learn from my thought process - - and then I will tell you a bit about the Virtual Handshake, and how you can make this work for you ONline as well!)

Connie is a woman, like myself. She has been in business for over 7 years... again, like myself. She is self-taught, motivated and confident - and we hit it off immediately. She originally phoned me with the intention to hire me or to delegate projects to me on a contract basis.

a. I'm not for hire.
b. You can't afford me.
c. What's the magic key to turn this into a mutually beneficial
and rewarding situation for all involved?

Now A and B are true - but don't assume I'm being self-righteous. Connie could say the same if I approached her with a similar offer. After all, we are two women in complimentary industries with 7+ years of experience under our belts. We both have the same issue, also - finding good on-site help in an area where not many people are experienced at what it is that we do.

When Connie and I met, there were two things that I noticed first: she returned the eye contact with confidence, and she had a solid handshake. In business, this is the absolute best first impression that you can offer. As a woman, a firm handshake was something I had to learn, as it is associated with professionalism and confidence. I would imagine this comes much easier for you men out there - but regardless of gender, I highly recommend that you show your strength, and your respect, through: your best smile, your best shoes, a solid handshake and good eye contact.

My next step was to listen. As Connie and I moved through our brief introductions and she began to discuss her business model, I paid close attention. At this point, I could have told her all about me, what it is that I do, my credentials & experience, and my rates. But that is NOT the correct approach - after all, she phoned me... and my part in this meeting was to identify her needs, and to offer a solution.

We ended our meeting with a follow-up scheduled, a project outlined and several options to consider. It was very productive, mutually beneficial... and enjoyable. Bingo! - Networking at it's best ;)

Everyone that you meet is not a "Connie" - meaning, not a perfect fit for YOU to work with or for. Still, there is always a "magic key to turn this into a mutually beneficial and rewarding situation for all involved", which might include:

- a referral to someone you think they COULD work well with
- an idea or resource that you can share to benefit them
- a temporary solution that doesnt require a long-term commitment

How can offering a referral be beneficial to you? Obviously it benefits both parties which you have connected... but by simply making that connection, you have positioned yourself positively for future referrals from both of these people.

How can sharing an idea or resource be beneficial to you? Again, you have positioned yourself positively as a resourceful and trustworthy professional. Strategically handled, you may also have an incentive or earn a commission for referring them to the alternate resource.

How can a temporary solution be beneficial to you? You meet their immediate needs while they continue to look for a long-term solution, and you are compensated appropriately. This, again, puts you in a good position for future business and referrals with this person.

In everything that you do, everywhere that you go and everyone that you meet - - consider the magic key to turn it into a mutually beneficial and rewarding situation for all involved.

... the last of which is the MOST important. Dont talk about yourself. Instead, listen and identify the needs of the people that you meet... and consider the potential solutions. Offering this solution is always more well-received than a 15-minute verbal biography :\

* Listen. Get to know the person by reading their message, visiting their website and/or speaking with them personally via email or telephone.

* Introduce yourself and express your interest or your thoughts to them (as it relates to *them*). Make sure your correspondence is personalized - and not a "form letter" or "mass mailing".

* Consider ways that you can express your character and/or your branding electronically: through a compelling signature, eye-catching logo, your photo... even your personality.

* Use your real name (not a screen name or alias), and offer your telephone number in the case that they would like to follow-up with you through a 'solid' connection.

In addition, take every opportunity to meet your core group of advocates, your clients and your peers in person. Consider Seminars, Conferences and Workshops in your industry - - and make it a point to attend at least one event per year. Solidifying 'virtual' relationships with eye contact and a handshake can make a world of difference - - both to that particular relationship, and to the many new ones that will be made available as a result of positive recommendations.

Having just returned from Las Vegas, where I attended an Affiliate Marketing Conference, I can certainly say that this is one of the most positive and rewarding experiences. I met people I have known online for 2+ years, was introduced to new people and companies that are now a key part in my e-business... and had a great time, to boot!

In a few weeks I am heading to Chicago for the Publishing Profits Seminar... where I will have an opportunity to meet Fabio Marciano (author of The Secrets of Wealth), Alice Seba (of Internet Based Moms), Armand Morin (founder of Audio Generator) and Perry Marshall (author of The Definitive Guide to Google Adwords)... among others.

If you are in the Chicago area, or have an interest in Publishing (web content, sales copy, self-publishing, copywriting, etc), let me know - I would love to meet with you... and challenge you to a solid handshake ;) Otherwise, feel free to send me an email!

Lynn Terry, Self-Starters Weekly Tips
http://www.SelfStartersWeeklyTips.com
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