Business Tip

"Your 3-Step Influence Plan "

By: Mary Cantando, WomenEntrepreneur

If you dread selling, pay attention. You're about to learn how to bypass many elements of sales by expanding your influence. Now don't confuse this idea with traditional networking, because it's much more deliberate. I'm talking about developing a Three-Step Influence Plan and then moving forward to make it happen.

Step 1: Create Your Top 10 List
Your top 10 list is a running list of the 10 individuals you know who can make the most difference in your business. You make this list work for you by making a positive connection with each of them at least once a month. That doesn't mean you simply send them your e-mail newsletter or new marketing brochure. That might have value for you, but you want to do something that will have value for them.

A "positive connection" could be sending an article that relates to their business or personal life, or a funny card--something that says you know each of them as an individual. It could be a referral for new business or an invitation to attend a luncheon meeting as your guest. It should be a well-thought-out, personal engagement with each individual.

After creating your top 10 list, put a notice on your calendar to connect with each one every month. And then, every six months or so, review your list with an eye toward individuals you've recently met. To expand your area of influence, you need to be visible and involved. You need to associate with influencers--with movers and shakers. Your top 10 list is the place to start.

Step 2: Create Your Top 100 List
After you've got your top 10 list working, create a list of 100 people who should know about you and your business. Working from this list, create a plan to connect with each individual once a month for a year.

These connections won't be as customized and time-consuming as your top 10. If you see six of them at a NAWBO meeting, cross them off that month's list. Then maybe you send a Valentine's Day card to another 20, a copy of a relevant article to another 20, and so on.

While each of these doesn't have to be an individual effort as with your top 10 list, don't just think you can send your e-mail newsletter once a month and cross off all 100 people. To repeat: Your newsletter is about you; this interaction should be about them.

Once you've worked your top 10 and top 100 lists for a few months, you're positioned to move up the influence ladder.

Step 3: Move Up the Influence Ladder
Ever notice how people tend to stay within a certain comfort zone of business associates? They feel at ease relating to a certain level of individuals. If you want to stay at this level, that's your choice. But to ignite your business, you've got to move up the influence ladder.

What do the rungs on this ladder look like? Well, depending on the needs of your business, they could be the spending power of your contacts, the level of the individuals you meet, the type of organizations to which you belong or your role within those organizations. If you want to grow, you've got to step up from your current network.

How do you do that?

When I decided to become a recognized expert in women-owned businesses, I knew I couldn't achieve that goal by continuing to attend local chamber meetings. I had to move up the influence ladder from the local level to the regional, national and international level. This meant transitioning to organizations with more serious agendas, programs and members. I searched out the appropriate groups, took a deep breath and called the executive director or president of each group.

I told those leaders I wanted to get involved and was willing to commit significant time and effort to their organizations. Then I asked for their advice--not their "help," but their "advice"--on how best to support them. And I followed through on their recommendations. Soon I found myself sitting on international boards and national forums. I was playing with the big girls.

The same thing worked for my writing and speaking. I started out writing pro bono articles for local media; I now write columns for several national publications. Where I had formerly spoken at local women's meetings, I now set my sights on regional, national and international conferences. This decision has taken me from Central America to Europe and Africa.

So what's the key? Jump in and get started, and always keep your eye on the next rung on the ladder.