556: How To Use Your Social Capital To Elevate Your Business Relationships w/ Amy Franko

ABOUT THIS EPISODE

In this episode we talk to Amy Franko, Founder and President of Impact Instruction Group.

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BTA, be growth,show podcast dedicated to helping bee to be executive, achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show, welcome back to the B to be gross shop.Today we are joined by any Franco. Amy is a Kenote Speaker, she's, also thefounder and president of Impact Instruction Group. Any welcome to theshow. Thank you so much for having the air. It's a pleasure to have you on theshow. I had to actually reschedule on amy the other week when we lost powerdue to Erasel and e, has been...

...incredible. She's been flexible withher schedule, so we really appreciate You'e taken some time out of yourschedule today to join us on the show. We are going to be talking about how touse social capital to elevate your business relationships, which I thinkis a very intriguing topic. I'm excited to dive into it, but ay before we getinto today's topic, but you can tell her listeners a little about whatyou're up to these days. Yeah absolutely so so I started inpactinstruction Groupa ten years ago and it's hard to believe that that muchtime has gone by and where I spend most of my time these days, I grew up insales, took a pivot into training and development. When I started the companyand where I spend most of my time these days in a couple of key areas, one isin the the sales, enablement and sales performance space, so working withorganizations that want to take a look at sale strategy. They want to take alook of sales and ablemen and they want to improve those areas of theirorganization and also the the skill component that goes along with that andin the second area, where I tend to...

...spend a lot of my time as a leaderdevelopment, so working with those same organizations that want to upskilleither salesleaders or other leaders in their organization. I spend time withthem on developing those skills and then, lastly, the one other big projectthat is taking up a lot of my energy and passion is my first book is comingout early next year, early O thosand, a eighteen and it's working title is themodern cellar, and I am digging into some of those big skill sets that wereally need to build as modern sellers and also modern marketers in order toto thribe in in this new economy, with our new buyers and decision makers. Sothose are a few of the places I'm spending most of my time these days.Well, it sounds like you are staying incredibly busy and Wi'll be lookingforward to seeing that book when it comes out. So An and you had mentionedum sort of leaders across the boards. I think today's Today's episode, you knowsales leaders are going to get some...

...value out of today's talk, but I thinkmarketing leaders as well are certainly going to get value out of today's talk.U They're going to also be able to find out about this idea using socialcapital to elevate your business relationships, so any. Why don't westart off at the beginning? Let's define social capital yeah, so sothat's a big, a big fancy term that that you can unpack a lot of thingswith, but a couple of the concepts that I think are so important with socialcapital. First, what I call it called the three urs and- and these are thethings that we take with US- no matter where we go in our business or in ourlife and those are are results, our reputation and our relationships andthose things are so intertwined in that they tie into one another and the morethat we focus on those things. D and relationships will be what we'respending our time talking about today. That's really! Those are the linch pinsof our success and our satisfaction in business and in life, so so the threehours are, or one concept of social...

...capital, a social capital is really aninvestment. It's a long term investment in the relationships, the mostimportant strategic relationships that we want to build. Are we adding valueto those relationships? Are we creating the right relationships and also are weleveraging them in in the service of the greater good? Are we doing thosethree things in order to kind of elevate, the overall status of ourrelationships and helping, whether that's helping you know helpingsomebody move forward or developing our own career? So it's really a long terminvestment and the organization that really gets the value of social capital.They are higher performing, they have more engagements and they actually havebetter results to the bottom line. Social capital isn't something thatyou're going to see on a piano, but it is one of the most important thingsthat an organization can build and to tie that back to sales intomarketing asindividual sellers or marketers social...

...capital also creates higher performance.It also creates more engagement in selling and in marketing, not onlywithin our teams but, more importantly, with our buyers and our decision makers,so so that a couple of things about social capital there perfese so any canwe can. We dig in a little bit more than on this idea of of what engagementlooks like when you are using social capitals. You have some sort of somereal world examples that we can talk about on the show. So so, when I'mworking with the organizations and looking at or individuals and lookingat how they, how they leverage social capital we're talking about things likeour mindset we're talking about our goals, what does our network ecosystemlook like and then what are the habits that that we are putting into play each and every day? And so, when I lookat some real world examples of where I...

...see see, successful, marketers and alsosuccessful cellers build social capital and in working together they are doingthings like they're getting into the field to to build relationshipstogether. Marketers are getting to know true two true prospects and decisionmakers and buyers to understand what motivates them and what's important tothem, because one element of building social capital is understanding what'simportant to the other person. What do they value so, the more that we areable to, even in this age of technology leveraging technology where we need to,but the opportunity to be face to face, or at least to spend time with peopleto spend time with our prospects, an our customers so getting into the fieldand building those relationships. Also as a as a marketer truly getting toknow the business that you're in part of being able to provide value andelevate your social capital within your organization is spending timeinternally building relationships and...

...getting to know the business thatyou're in, because the more that we know the business that we're in and themore that we get to know the people that are within our organizations. Themore opportunities start to present themselves, where we can continue toadd value, continue to build those relationships, and hopefully thattranslates into achieving a larger goal that we have. So those are a couple ofreal world examples that I've seen people successfully use in order tobuild social capital, great, an and so okay, so you're you're, building socialcapital, you're engaging ou're, creating relationships, but I know wewere also going to try and talk a little about m actually leveragingthose relationships. What does that look like leverging relationships isprobably one of the toughest things that people it's one of the toughestthings for people and when I ask people what holds them back from buildingthose relationships or leveraging them. Typically, it's we feel like maybewe're taking advantage of somebody or...

...we're just not used to doing it, and wefeel like maybe we're going to be rejected. We don't have time to buildrelationships. When I asked that question. Those are probably three ofthe biggest objections that that I hear the most often, but the laveragon partof relationships is one of the most important part of being able to buildand do something with the social capital that you're building. So wehave to create the relationships we have to continue to add value to them,but we also have to be willing to ask for what it is that we need in order toreach a goal, and typically what I advise people on is think about a goalthat you want to accomplish and in in your world as a marketer. What's what'stha goal that you're looking to accomplish within your organization sostarting there and then looking at the relationships that you know that youneed to build in order to reach that Holl so creating that value first inbuilding those relationships, but then also being willing to to ask for whatyou need at the time that you need it.

That's what true leverage looks likeand when you're doing it toward a common goal. That's where everyoneknows that they're, adding value, and you feel good about asking for what youneed in order to reach a goal. Yeah. I think that's a really interesting pointthat you bring up that there are a lot of professionals that do feel like well,you know, I I don't wanna. I don't want to ask, I don't want to impose, I wantto create these relationships, but then it feels weird that I'm you know am Itaking advantage of this relationship, but I think, as you said, if, ifeveryone is actually providing real value, then it's nothing that you haveto feel bad about. That's exactly it a and not all relationships are arecreated equal. If you will some relationships get more time andattention and investment than others, and it's making sure that we know whatour values are, what our goals are, so that we're investing in the rightrelationships in giving them the time...

...and attention that they deserve. Sowhen the time does come that we we need to make that ask for something. We knowthat we've done the work ahead of time in order to be able to do that, pervectand so amy. I I do want to make. I know we touched on this a little bit but interms of marketers you know is this: Is this something that marketers can use?I mean: Do you have some takeaways for for the for the marketers, themarketing executives in our audience, things that they can, they can takeback with them to their team to their company and sort of start putting intoplace? Yes, absolutely. So if you are in, if you're, in a marketingleadership rule or in an individual contributor wole. The first thing thatI would recommend is look at the relationships that you need to buildinternally and in line os up against the goals of your team. What are whatare the goals that your marketing organization is looking to accomplishthis year and what are the relationships that you need to build inorder to help the organization further...

...its goals? Do you need to go spend timewith folks and sales? Do you need to spend time with folks in training?Where do you need to build those relationships so so start enternally?First and and look where you can begin to build those relationships and addvalue, and then secondarily I I would take that outside of the organization,because it's so easy to to kind of get in our own little silos and we get alittle insulated into our organization so get outside the organization,whether that's the ability to spend time with with prospects and customersor getting into an organization that helps feed your personal developmentyouare skills, because it's amazing the relationships that you can build inthose kinds of situations that might help you solve a problem that thatyou've been trying to solve forever- or maybe you didn't even know you had theproblem and- and somebody helped you to do that so so those are. Those are acouple of the things that I would advise: Marketing, laiders marketing,individual contributors to start begin...

...cultivating those relationships. Well,I love those takeaways we're. We are certainly in the business of ofcreating relationships here at the with the B to B Grocho and a sweetfish media.So Um, really, you are definitely speaking ourt language, amy and if anyof our listeners are interested in maybe following up with you aftertoday's episode, they wanta learn more about social capital. They want tolearn more about impact instruction group. They Wan to find out more aboutyour book. What's the best way for them to go about doing that, so the best wayto go abou doing it I'll give you two places to find me. The first is impactinstruction com. So that's everything you really need to know about theorganization and also Um ar or blog. We write a lot of original articles andposts for for additional value, added information for our readers in ourcommunity and then, secondly, come fins me on Lincon Amy, Frankoi', Linton andAmy Franko Onter pervect an thank you...

...again so much for your time today. Itwas absolute pleasure having you on the show. Thank you so much for happing me to ensure that you never miss anepisode of the B to B Grost show subscribe to the show in Itunes, whereyour favorite pod cast player this garing tea. That every episode will getdelivered directly to your device if you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit B. TA B growth show tcom, slash FB. Thank you so much forlistening until next time.

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