Assignment:
In late 2004, Howard Weisz had a problem. As a long-time member of the Mid-Atlantic Consultants (MAC) Network, he had agreed to organize a program for the group on networking. As the date approached, Howard realized that he really didn't want to moderate this event. His solution was to ask Kay Keenan, founder of Growth Consulting, to present the program. Kay had previously worked for Howard before she became a wellknown speaker and consultant on networking. Kay felt there should be more than one presenter, because the topic was networking. So, she created a panel of volunteers from the MAC members. Steven Smolinsky, founder ofBenari LTD, volunteered even though he did not know Kay. Later, Steve received a call from Kay telling him that all the other panelists had cancelled, so it was just going to be the two of them. They decided to use a conversational approach that involved the audience. Thus, Conversation on Networking was born. During the program, the audience reacted with incredible enthusiasm, interest, and participation. Afterwards, testimonials flowed in as attendees discovered rapid results from using the skills they had leamed. Word spread fast, and many requests were made for a repeat session. Kay and Steve responded by taking the show on the road. Since that time, numerous public and private events have been held around the country. As the name implies, Conversation on Networking is a fully interactive program about how to effectively meet people and develop those contacts into long-term relationships. Kay and Steve recognize that there is no single, correct answer to a networking issue, because appropriate advice is dependent on a particular situat.ion. As a result, the discussions that occur between the presenters and the attendees focus on real, everyday issues that people have experienced. To further customize their advice, Kay and Steve provide forms that an attendee may complete before or after an event. This information is used to create a report with individualized feedback. The goal of the program is to help participants obtain immediate results after leaving a Conversation on Networking event. In addition to events, Kay and Steve use many other ways to share their experiences and ideas. The Conversation on Networking Web site includes basic information about services and events, networking tips, short video clips, links for e-mailing Kay and Steve, and a link to Steve's blog. You can sign up to receive a newsletter as well as purchase their book and/or a DVD, via the Web site. Customer testimonials are also posted online. The newsletter and blog often mention readers and clients, giving an extra boost to the networking information that is shared.
Case Study Analysis
1. How does Conversation on Networking reinforce the importance of selling based upon benefits?
2. List three things that Kay and Steve have done that you could adopt to help build business relationships.
3. What principles of selling do Kay and Steve employ to sell Conversation on Networking?
4. How do Kay and Steve support their customers and colleagues, and utilize customer referrals?