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. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the B tob growth show. Today we are joined by Amy Franco. Amy is a keynote speaker. She's also the founder and president of Impact Instruction Group. Amy, welcome to the show. Thank you so much for having me here. It's a pleasure to have you on the show. I had to actually reschedule on amy the other week when we lost power due to Erma. So amy has...

...been incredible. She's been flexible with her schedule, so we really appreciate you taking some time out of your schedule today to join us on the show. We are going to be talking about how to use social capital to elevate your business relationships, which I think is a very intriguing topic. I'm excited to dive into it. But Amy, before we get into today's topic, maybe you can tell our listeners a little about what you're up to these days. Yeah, absolutely, so. So I started impact instruction group but ten years ago, and it's hard to believe that that much time has gone by. And where I spend most of my time these days? I grew up in sales, took a pivot into training and development when I started the company, and where I spend most of my time these days in a couple of key areas. One is in the the sales enablement and sales performance space, so working with organizations that want to take a look at sale strategy, they want to take a look at sales enablement and they want to improve those areas of their organization and also the skill component that goes along with that. And then...

...the second area where I tend to spend a lot of my time as in the leader development so working with those same organizations that want to upskill either sales leaders or other leaders in their organization, spend time with them on developing those skills. And then, lastly, the one other big project that is taking up a lot of my energy and passion is my first book, is coming out early next year, early two thousand and eighteen, and it's working title is the modern seller, and I am digging into some of those big skill sets that we really need to build as modern sellers and also modern marketers in order to to thrive in in this new economy with our new buyers and decisionmakers. So those 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 and we'll be looking forward to seeing that book when it comes out. So amy and you had mentioned sort of leaders across the boards. I think today's Today's episode. You know, sales leaders are going to get some value out of...

...today's talk, but I think marketing leaders as well are certainly going to get value out of today's talk. They're going to also be able to find out about this idea using social capital to elevate your business relationships. So any why don't we start off at the beginning? Let's define social capital. Yeah, so that's a big, a big fancy term that that you can unpack a lot of things with but a couple of the concepts that I think are so important with social capital. First, what I call called the three hours, and then these are the things that we take with us no matter where we go in our business or in our life, and those are our results, our reputation and our relationships, and those things are so intertwined and that they tie into one another, and the more that we focus on those things and relationships will be what we're sending our time talking about today. That's really those are the lynchpins of our success and our satisfaction in business and in life. So so the three hours are one concept of social capital. Social capital is...

...really an investment. It's a long term investment in the relationships, the most important strategic relationships that we want to build. Are we adding value to those relationships? Are we creating the right relationships, and also, are we leveraging them at in in the service of the greater good? Are we doing those three things in order to kind of elevate the overall status of our relationships and helping, whether that's helping, you know, helping somebody move forward or developing our own career? So it's really a long term investment and the organizations that really gets the value of social capital. They are higher performing, they have more engagement and they actually have better results. To the bottom line, social capital isn't something that you're going to see on a panl but it is one of the most important things that an organization can build. And to tie that back to sales into marketing. As individual sellers or marketers, social capital also...

...creates higher performance. It also creates more engagement in selling and in marketing, not only within our teams but, more importantly, with our buyers and our decisionmakers. So so that a couple of things about social capital. They're perfect. So amy can we can we dig in a little bit more than on this idea of of what engagement looks like when you are using social capital? Do you have some sort of some real world examples that we can talk about on the show? So, so, when I'm working with organizations and looking at or individuals and looking at how they how they leverage social capital, we're talking about things like our mindset, we're talking about our goals. What is our network ecosystem look like, and then what are the habits that that we are putting into play each and every day and so when I look at some real world examples of where I see see successful marketers and also successful sellers build...

...social capital and in working together, they are doing things like they're getting into the field to build relationships together. Marketers are getting to know true to true prospects and decisionmakers and buyers, to understand what motivates them and what's important to them, because one element of building social capital is understanding what's important to the other person, what do they value? So the more that we are able to even in this age of technology, leveraging technology where we need to, but the opportunity to be facetoface, or at least to spend time with people, to spend time with our prospects, in our customer so getting into the field and building those relationships. Also, as a as a marketer, truly getting to know the business that you're in. Part of being able to provide value and elevate your social capital within your organization is spending time internally building relationships...

...and getting to know the business that you're in, because the more that we know the business that we're in and the more that we get to know the people that are within our organizations, the more opportunities start to present themselves where we can continue to add value, continue to build those relationships and hopefully that translates into achieving a larger goal that we have. So those are a couple of real world examples that I've seen people successfully use in order to build social capital. Great and so. Okay, so you're you're building social capital, you're engaging your creating relationships, but I know we were also going to try and talk a little about actually leveraging those relationships. What does that look like? Leveraging relationships is probably one of the toughest things that people it's one of the toughest things for people and when I ask people what holds them back from building those relationships or leveraging them, typically it's we feel like maybe we're taking...

...advantage of somebody or we're just not used to doing it and we feel like maybe we're going to be rejected, we don't have time to build relationships. When I ask that question, those are probably three of the biggest objections that that I hear the most often. But the leveraging part of relationships is one of the most important part of being able to build and do something with the social capital that you're building. So we have 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 to reach a goal. And typically what I advise people on is think about a goal that you want to accomplish and in your world as a marketer, what's what's a goal that you're looking to accomplish within your organization? So starting there and then looking at the relationships that you know that you need to build in order to reach that goal. So creating that value first and building those relationships, but then also being willing to ask for what you need at the time that you...

...need it. That's what true leverage looks like, and when you're doing it toward a common goal, that's where everyone knows that they're adding value and you feel good about asking for what you need in order to reach a goal. Yeah, I think that's a really interesting point that you bring up, that there are a lot of professionals that do feel like, well, you know, I don't want to I don't want to ask, I don't want to impose, I want to create these relationships, but then it feels weird that I'm you know, am I taking advantage of this relationship? But I think, as you said, I if everyone is is actually providing real value, then it's nothing that you have to feel bad about. That's exactly it. And not all relationships are are created equal, if you will. Some relationships get more time and attention and investment than others, and it's making sure that we know what our values are, what our goals are, so that we're investing in the right relationships and giving them the time and attention that they deserve,...

...so when the time does come that we need to make that ask for something, we know that we've done the work ahead of time in order to be able to do that perfect and so amy I do want to make I know we touched on this a little bit, but in terms of marketers, you know, is this is this something that marketers can use? I mean, do you have some takeaways for the for the marketers and the marketing executives in our audience, things that they can they can take back with them to their team, to their company and sort of start putting into place? Yes, absolutely so. If you are in if you're in a marketing leadership role or in an individual contributor role. The first thing that I would recommend is look at the relationships that you need to build internally and in line those up against the goals of your team. What are what are the goals that you're marketing? Organization is looking to accomplish this here, and what are the relationships that you need to build in order to help the organization further its goals?...

Do you need to go spend time with folks and sales? Do you need to spend time with folks in training? Where do you need to build those relationships? So so start internally first and look where you can begin to build those relationships and add value. And then, secondarily, I would take that outside of the organization, because it's so easy to kind of get in our own little silos and we get a little insulated into our organization. So get outside the organization, whether that's the ability to spend time with with prospects and customers or getting into an organization that helps feed your personal development your skills, because it's amazing the relationships that you can build in those kinds of situations. That might help you solve a problem that that you've been trying to solve forever, or maybe you didn't even know you have the problem and somebody helped you to do that. So those are those are a couple of the things that I would advise marketing leaders, marketing individual contributors to start begin cultivating those relationships.

Well, I love those takeaways where we are certainly in the business of creating relationships here at the with B tob grows show and with sweetfish media. So really you are definitely speaking our language, amy, and if any of our listeners are interested in maybe following up with you after today's episode, they want to learn more about social capital, they want to learn more about impact instruction group, they want to find out more about your book. What's the best way for them to go about doing that? So the best way to go about doing it? I'll give you two places to find me. The first is impact Instructioncom, so that's everything you really need to know about the organization, and also our blog. We write a lot of original articles and posts for additional value added information for our readers in our community. And then secondly, come find me on Linkedin. Amy Franco on Linkedin and Amy Franco on twitter. Perfect any thank you again so much for your time today.

It was a absolute pleasure having you on the show. Oh, thank you so much for having me. To ensure that you never miss an episode of the B to be growth show, subscribe to the show in Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with B tob executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, visit Bab Growth Showcom FB. Thank you so much for listening. Until next time,.

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