In today’s fast-paced digital age, forming connection in networking has become more important than ever. It is a necessary marketing skill. You need to become a master at building those networking connections. So read on to discover a powerful method you can use to build the real relationships necessary to grow your business.
[Theresa] Way back in episode 77, Meghan and I shared how you can improve your marketing productivity through networking. The core theme of that episode is to build strong relationships through your networking efforts.
[Meghan] Building relationships is the secret sauce. Because if you are attending networking events, be it in person or virtual, and approaching people with a “what can you do for me” attitude — you won’t have much success.
[Theresa] Yep. That is a true story. The art of networking has evolved. It requires much more than just passing some business cards or sharing QR codes.
And if networking is one of your marketing lanes, then it’s time to up your game.
Be a Master at Building Connection in Networking
[Meghan] Effective networking requires building a true connection with a person. And you need a plan and a strategy to make the best use of your time and effort.
[Theresa] Yes! I love hearing that. Being productive in your marketing is so important. Especially when it comes to networking and creating connection. Because you aren’t careful, you could essentially just waste a bunch of time talking to people.
I’ve certainly made that mistake. And worse! The first networking event I ever attended was a complete bust. I walked in. Took a stroll around the room and headed straight for the door.
[Meghan] That is so funny! But times have changed. Theresa is now a master networker with tons of experience building connection through networking.
[Theresa] That’s in good part to the networking organization I belong to — Master Networks. I’ve been a member of the New York Region since 2017.
It was here that I learned about the critical skill of relational networking.
Relational Versus Transactional Networking
[Meghan] Relational networking is very different from transactional networking. We talked about this in-depth in episode 77. But to ensure we’re all on the same page, let’s briefly explain the difference.
[Theresa] Transactional networking involves brief, often opportunistic interactions. The primary goal is to achieve immediate benefits or specific objectives.
[Meghan] Transactional networking focuses on short-term exchanges. As the term implies, it often does not prioritize building deeper connections or maintaining long-lasting relationships.
[Theresa] Conversely, relational networking refers to the establishment and cultivation of long-term, meaningful relationships with others. Those relationships are based on mutual trust, support, and shared interests.
The focus is on building strong connections that can lead to valuable collaborations and opportunities over time.
Master Networks is built on the principle of connection in networking. And it’s here where I learned to hone that skill using the BOND Method.
What is the BOND Method?
[Meghan] I have never heard of this! Theresa hasn’t shared it with me before. So, what exactly is the BOND Method?
[Theresa] The BOND Method was developed by Master Network’s CEO and Founder, Chas Wilson. You can read more about this method in his book Five Plus One: The Entrepreneurs Formula for Success.
BOND is a pneumonic that stands for
- Build on common interests
- Occupation exploration
- Needs discovery and
- Develop an opportunity
BOND is, in effect, a map of how to build a purposeful and meaningful connection in networking to grow your business. It’s the key to creating efficient and effective meetings with potential customers and possible partners.
[Meghan] So, Theresa is saying that the BOND Method focuses on putting people first by helping you master your relationship-building skills.
Once you master that, the business will come.
[Theresa] Learning and practicing the skill is certainly part of it. The other part is who you’re BOND-ing with. But we’ll get into that piece a little later.
[Meghan] Sounds good. So, let’s dive into the BOND Method.
The BOND Method: How to Build Connection in Networking
1) Build On Common Interests
[Theresa] The first step to creating a connection in networking is to build on common interests. This phase is about creating a connection with someone by being perpetually curious, asking good questions, and being a great listener.
What typically happens in networking is you meet someone once maybe on a Zoom or for coffee. You talk about your businesses. Then, nothing.
[Meghan] If that’s the path you’ve been following then you’re missing out on the entire purpose of networking!
[Theresa] Exactly. Here’s the thing. It’s not about you. Your job is to get to know the other person. You do that by asking good questions and listening well.
Have some icebreaker questions in your tool bag. Questions like:
- Where did you grow up?
- What do you like to do for fun?
- Are you from this area originally?
- What is your favorite book? (or movie, TV show, song, etc)
- What famous person would you want to spend time with?
You may be wondering what questions like these have to do with business. Only everything! Remember, the point here is to find common ground — topics and ideas you can connect on.
In this step, you may connect or you might not. And that’s ok.
[Meghan] Truthfully, you’re not going to develop a business opportunity with every person you meet.
Sometimes you may make a great, new friend. Sometimes you may discover there’s nothing there to develop. And that’s ok.
The question is, what do you do if there IS a connection? What comes next?
2) Occupation Exploration
[Theresa] In that case, you move on to the next step of the BOND Method — occupation exploration. This step focuses on work.
Your goal here is to continue building a connection with that person. It’s here where you’ll learn more about their career or business.
You’re looking to discover:
- their passion and their “why”
- the path they’ve taken to get where they are now
- steps in their journey, which will give you insight into their values and ideals
To make the most of this stage, come prepared. Do a little research. And know what questions you’d like to ask in advance of this meeting.
[Meghan] What are some suggestions for questions to ask at this stage?
[Theresa] Great question! You may want to ask things like:
- How did you get interested in your line of work?
- Have you always been in this industry? If no, what made you change?
- What do you like most about what you do?
- What about your industry keeps you up at night?
- What separates you from your competitors?
- What does your ideal customer look like?
Ask your questions, then listen to understand, not respond.
The Purpose of Asking Good Questions
[Meghan] Those are good questions to start more meaningful conversations. Although, the last two are often tough to answer for many folks…at least in my experience!
As a marketing consultant, through discovery calls, I’ve found that business owners often aren’t sure of their ideal customers or what differentiates them from others. But, still good questions!
[Theresa] I can see how those two questions might stump some people! But, it’s always good to make them think. And who knows what they may discover about their ideal customers, competitors, or even themselves just by asking thoughtful questions.
I know the questions I’ve been asked during BONDs have helped me get clear on my avatar, the digital products I create, and so much more.
I could talk about this all day, but let’s get back to building on common interests.
When it comes to your questions, don’t treat them like a checklist. Dive deeper into the replies you get with follow-up questions like, “Can you tell me more?”
You can learn a lot in one meeting, but don’t be afraid to book another call to go even deeper. Really deepen that networking connection.
[Meghan] Remember, you’re building rapport and the foundation of trust you need for the next step.
3) Needs Discovery
[Theresa] The next step to building a connection in networking is the N which stands for “needs discovery.”
Think of this stage of the BOND Method as an important bridge between the B and O to the D — which is “develop an opportunity.”
The “needs discovery” stage is all about understanding the needs of your prospect. The needs you’re discovering will differ depending on whether that person is a prospect (meaning a customer) or a partner (meaning someone you refer customers to you or collaborate with).
[Meghan] I imagine that’s quite an important distinction since it’s likely the types of questions you ask will differ some. True?
Create a Connection in Networking with Prospects
[Theresa] Absolutely!
For example, with people who are prospects, some good questions to ask are:
- What are you trying to accomplish?
- What results have you achieved so far?
- What kinds of problems are you encountering?
- What frustrates you the most?
- What solutions have you tried?
- What would happen if you did not solve this issue?
- How would it feel if you solved this problem?
- How committed are you to solving this problem?
Think about what the person said regarding their frustrations. Then focus on those things and ask pointed questions to discover how you might help.
It’s at this point you can share what you do and how you can assist.
[Meghan] These questions are a much better approach than meeting someone for the first time and selling yourself in the first few sentences! That’s always a jarring experience, and it feels really unnatural and forced. The conversation flows better with the questions included, you know?
Develop a Connection in Networking with Partners
[Theresa] Yes! There’s a method to it that really works.
Now, in the case where you’re meeting with a potential partner, your questions will go in a different direction. And the questions will be further defined by whether or not that person is a referral partner or a collaboration partner.
In this situation, you’ll be focused on how your needs align.
For example, maybe you’re in different industries but share an ideal client. Your needs may align with generating leads.
In this instance, you’ll explore how you can refer one another.
[Meghan] That makes sense.
[Theresa] Or perhaps you’re an expert in a subject, like productivity. And let’s say this productivity expert has a membership where she’s discovered that her members need help with mindset. Her need may be to find a strategic partner like a mindset coach who can provide mindset training for her people.
[Meghan] Whichever the case, prospect or partner, you find this out through curiosity and questions.
This brings us to the last step in BOND.
4) Develop an Opportunity
[Theresa] The last step to connecting in networking is to develop an opportunity. Success in this phase requires
- recognizing good opportunities early
- moving from pulling information to sharing information and
- focusing on finding solutions to fix problems
[Meghan] This begs the question, “what IS an opportunity?”
[Theresa] Well, it’s not just the sale of a product or service. It’s also
- referral partners
- co-branding (meaning people who need your services also need mine)
- joint events
- co-marketing
- speaking opportunities
- partnerships
- sponsorships
- collaborations
- invitations to other events
[Meghan] You definitely need to be a good listener and a quick thinker! Networking with intention and purpose takes practice indeed. So, what are some questions to ask a potential partner?
Develop Opportunities Through Good Questions
[Theresa] To improve your skill of developing opportunities, practice asking questions like these:
- Knowing what I do, how can I help you?
- How do you see us working together?
- What if….?
- What do you see as your options?
- Do you want input from me?
- What is our “go forward” plan?
- When could you meet to discuss this further?
What’s important to understand is that opportunities come in all different shapes and sizes. Sometimes those opportunities come in the form of direct revenue. In other words, you’ve gained a new client.
Other times, the opportunities may lead to revenue in the future. For example, in the form of a referral to a client.
And, as I said before, sometimes the opportunity is an amazing new friend. Those are also important!
[Meghan] Yes they are!
But no matter what the outcome, you’re developing the skill of discovering needs in order to identify opportunities. But, like I just said, this exercise takes practice. So, use this BOND approach to sharpen your networking skills.
Before you know it, you’ll be amazing at creating the rapport and trust that lead to relationships that grow your business. Build strategic relationships since those will carry you further for longer.
Create Intentional Connection in Networking
[Theresa] YES! Strategy for the win!
OK. Now that you understand how the BOND method works, you may be wondering who to BOND with. Honestly, this could be its own podcast episode.
But let’s start with this —the BOND Method does not typically happen in one meeting, but rather in several meetings, over time. And you’re not going to get through all four steps with everyone. You want to find the right people and filter out from there.
To determine who you’ll BOND with, you must first put some thought into who you want to meet. Be intentional about it. Have a goal for your networking.
Are you looking to meet
- Your ideal customer avatar?
- Referral partners?
- Collaboration partners?
Then determine where those people are hanging out. Start connecting there.
For example, if you’re looking for collaboration partners, visit MeetUp.com and see what networking events are in your area.
[Meghan] Honestly, you never know where you’ll meet someone, what will develop, or when. Take Theresa and me. We met in an influencer’s Facebook group about 10 years ago. That chance meeting led to friendship and then this podcast. How cool is that?
[Theresa] It’s very cool! Not only do we collaborate on this podcast, but I’ve hired and referred Meghan over the years. Not to mention that she is my best sounding board and most trusted ally.
So, keep your eyes open. There are opportunities everywhere if you’re open to them. And now you have a process to help you be more productive in your network marketing efforts.
Taking Small Steps for Lasting Networking Connections
[Meghan] As we wrap up this episode, we’ll emphasize that networking is more crucial than ever for business growth. Digital marketing is awesome but extremely competitive. Nothing is more effective at business growth than relationships! It’s often WHO you know versus WHAT you know when it comes to creating opportunities and achieving success.
[Theresa] Yes! By mastering the BOND Method, you can cultivate meaningful connections that lead to valuable collaborations, referral partners, and clients. Remember, small steps can yield significant results, so don’t feel overwhelmed.
Just take it one step at a time.
[Meghan]] Always put people first, be curious, ask good questions, and listen attentively. Building rapport and trust takes time, but it’s the key to successful networking.
Be intentional about your networking goals and seek out your ideal connections. Embrace progress, not perfection, and keep sharpening your networking skills.
[Theresa] Networking is an endless opportunity for growth and high-value connections. So take action by employing the BOND Method and let the power of genuine relationships propel your business forward.
Small steps will lead to lasting connections that can transform your business journey.
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Oh gosh.. you know I love this! I preach business is all about relationships and too many folks don’t get that this is an always on thing… you have to constantly be networking, finding new relationships, fostering them and so forth. That doesn’t mean, constantly selling to them either. So many great points in here… thank you for doing this!
Hi there Kristen! You are the queen of networking, lol! You are the perfect example of how networking can be the best resource for leads and buyers. After all, networking also helps referrals, and that can be another important way to acquire clients. You inspire me in so many ways, and I’ve always admired your success in business. Thanks for leaving us a comment. We appreciate you!