Corrections or additions?
These articles were summarized
prepared for the January 3,
2001 edition of U.S. 1 Newspaper. All rights reserved.
Selling Yourself: Ellen Silverman
The most natural sale is to someone you know,"
says Ellen Silverman, of Ellen Silverman Advertising Inc.
Still, even the best sales people flinch when it comes to knowing
how far to go when leveraging contacts, says Silverman (U.S. 1, August
"Creating relationships is not only crucial to the success of
your business (the sale), but easier and less stressful than selling
to strangers," says Silverman. "Knowing some simple techniques
of networking opens pathways to success."
Networking can be done on an individual (one-on-one) basis or through
a group, but what it is not is joining lots of organizations
and going to lots of meetings. "Networking is more than showing
up at a function, smiling, sitting with your friends, eating dinner
(breakfast or lunch), and going home." This is what a lot of
do; and then they wonder why nothing is happening, she says.
What networking is: "People meeting people and profiting from
Results don’t just happen, Silverman reports. "Networking takes
time, patience, practice, attitude, and a plan.
man who was a manufacturer in Bayonne. I asked him who did his
and gave him my card. I’m not promoting myself — but you never
know. Always have a card in your pocket," says Silverman
Silverman says her networking skills fail to flourish at galas such
as the recent Small Business Association’s awards luncheon. "Some
people can walk into a room of a thousand people and do well, but
I like a more intimate group. At a luncheon, people are hanging out
with people they know and you are at one table. If you start talking
business they give you these quirky looks. But if you go to a chamber
breakfast, people are there to make connections, and they are open
to talking about business."
cards in the room. Go home with up to a dozen cards.
opportunities to do any real business. "Even at a business
if I am going with networking in mind, I am not going to sit for an
hour and do a needs assessment. You get a little bit of information
and move on to the next person. Give them a card and leave it at
says Silverman, and she has devised a built-in protection system
loss. "Either that night or the next morning make a note on the
back as to where you met the person and what the conversation was
about. Then when you call you can say `How was the graduation?
Or, you are trying to hire somebody? Let me put it in my network.’
You have to make those notes before you forget and then immediately
get it into wherever you store it — your Rolodex, your computer,
or your Palm Pilot. It opens the door to building a relationship."
and say it was nice meeting you and pick up from there. You have an
opening to pursue it in a non-social situation, and now it is no
a cold call." Chat for a bit and then say, "by the way, I
was serious, I would like to know more about your needs."
years before I got my first bit of business. It takes a positive
and it takes a plan."
you. "I am looking for people to sell me and looking for people
I can sell to," she says. "Once I made a list of all the
I had met that year, and there were 80 of them, with a 50/50 split
between buyers and sellers." She might be able to hire, for
graphic designers, writers, or printers, and she buys office supplies,
insurance, and other services. "My insurance agent, accountant,
and investment broker are all people I have met at NJAWBO. I have
also done marketing for these people. It’s been a two-way street."
to come from and who is going to refer you or open a door for
says Silverman. "The more people who know you and know about you,
the more people there are in your network to create business for you
and/or do business with you. Networking is an investment in your
that can pay a big dividend."
In today’s information-overloaded culture, good business
etiquette means getting to the point fast, says Carol Andrus,
whose business, Write On Target (212-724-1958, CLAndrus@aol.com),
teaches executive assistants how to communicate effectively (U.S. 1,
April 19). "Malcolm
Forbes said `I read over 10,000 business documents in a year —
you can’t make it simple enough for me,’" Andrus points out.
inundated with information — nobody has enough time and people
want direct conversation, a real voice."
The next time you write a memo or prepare a business document, keep
these points in mind, says Andrus:
days are just gone," she says. "Use words like you, I, and
we." Don’t use the passive voice. "Why say `We had a
with John’ when you could just say `We discussed the project with
few lines of your memo what it’s about," says Andrus, "and
make the last line your action line — tell them what you
Adds Andrus: "Any paragraph that’s longer than seven lines we
re-read. Average business writing is on a 10th grade level."
Also emphasize important comments with bold, underlines, capital
and bullet points.
still see a lot of bedtime stories written in memos," says Andrus
"For example, someone writes `Gene Gold called me yesterday from
our Denver office to tell me,’ — does your reader really need to
know that? Otherwise, it’s just `Gene Gold told me that…’ or `We
have a big problem in our Denver Distribution Center.’"
Even in E-mail, don’t ask your reader to scroll down page after page.
all the employment charts is attitude," says Andrus. "Do you
have an `I can do it’ attitude for the new technology and all the
things in the workplace?" In most cases, secretaries will say no,
and it’s time to change that, says Andrus.
Wall Street, Princeton 08540. Paul Braun, president. 609-279-1600;
fax, 609-279-1318. E-mail: firstname.lastname@example.org. Meetings at
Princeton University’s Prospect House
07032. 201-997-1212; fax, 201-998-7839. E-mail: email@example.com.
Home page: www.adcnj.org.
Edison 08837. Ken Messner, president. 732-940-0545; fax, 732-297-6475.
Home page: www.bma-nj.org. Meetings on second Tuesdays, $25,
part of the International Business Marketing Association, with 100
NJ , c/o Trien Rosenberg, Box 1982, Morristown 07962. Jay Trien,
president. 973-267-4200; fax, 973-984-9634. E-mail: firstname.lastname@example.org.
Home page: www.nmanj.com. Statewide network organization dealing
with electronic commerce and Internet business issues and
Nassau Street, Suite 204, Princeton 08542. Charles Van Horn,
609-279-1700; fax, 609-279-1999.
08057. Frank Felsberg. 856-234-0530; fax, 856-727-9504. Network of
professional speakers, meetings at the Union League of Philadelphia
Media, 126 Parker Road South, Plainsboro 08536. Dennis Nobile,
’00-01. 609-716-1737; fax, 609-716-1742. E-mail:
Home page: www.movingimage.org. Professional organization for
anyone involved with video and multimedia production, including talent
and vendors, meetings third Wednesdays, at 6:30 p.m. at area
January to November.
Donna Lukenbill, president. 201-998-5133; fax, 201-998-7839. E-mail:
corporate advertising and marketing departments, suppliers, media,
$150 annual dues, also New Jersey Internet Marketing Association.
Monroe 08831. Philip H. Roberts, executive director, ’98-’00.
fax, 609-860-0110. E-mail: email@example.com. Home page:
president 2001. 609-799-4900; fax, 609-799-7032. Home page:
Statewide non-profit alliance of members of NJ’s communications,
and marketing industry
305, West Trenton 08628. John O’Brien, executive director.
fax, 609-406-0300. E-mail: firstname.lastname@example.org. Home page:
Trade association for daily and weekly newspapers.
Box 1982, Morristown 07962. Jay W. Trien, president. 973-267-4200;
fax, 973-984-9634. E-mail: email@example.com. Home page:
Statewide network of web design and Internet professionals or anyone
interested in new media, extension 193.
08619. Robin Levinson, president. 609-584-9330; fax, 609-584-9330.
E-mail: firstname.lastname@example.org. Home page:
Experienced nonfiction freelancers — authors, journalists,
and public relations specialists, with directory "Pens for
Morristown 07960. Patricia Lurker, administrator. 973-987-6184; fax,
Quail Run, Long Valley 07853. Mitchell Audritsh, state chapter
908-979-9222; fax, 908-953-2765. E-mail: email@example.com.
For those engaged in evaluating competitors and competitive
advocate for high ethical standards.
Somerville 08876. Ron Miskoff, president ’99-00. 732-225-4555; fax,
Meetings from September to June for discussion of news, professional
Road, Princeton 08540. Michael Suber, membership contact person.
fax. E-mail: firstname.lastname@example.org. Home page:
Organization dedicated to helping people develop speaking, listening,
and leadership skills: meetings first and third Thursdays, 7:30 PM,
Princeton Methodist Church, rear entrance.
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