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. Whetheryou're looking for techniques and strategies or tools and resources, you've come to theright place. I'm James Carberry and I'm Jonathan Green. Let's get into theshow. Welcome back to the B tob growth show. Today we are joinedby Amy Franco. Amy is a keynote speaker. She's also the founder andpresident of Impact Instruction Group. Amy, welcome to the show. Thank youso much for having me here. It's a pleasure to have you on theshow. I had to actually reschedule on amy the other week when we lostpower due to Erma. So amy has...

...been incredible. She's been flexible withher schedule, so we really appreciate you taking some time out of your scheduletoday to join us on the show. We are going to be talking abouthow to use social capital to elevate your business relationships, which I think isa 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 littleabout what you're up to these days. Yeah, absolutely, so. SoI started impact instruction group but ten years ago, and it's hard to believethat that much time has gone by. And where I spend most of mytime these days? I grew up in sales, took a pivot into trainingand development when I started the company, and where I spend most of mytime these days in a couple of key areas. One is in the thesales enablement and sales performance space, so working with organizations that want to takea look at sale strategy, they want to take a look at sales enablementand they want to improve those areas of their organization and also the skill componentthat goes along with that. And then...

...the second area where I tend tospend a lot of my time as in the leader development so working with thosesame 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 andpassion is my first book, is coming out early next year, early twothousand and eighteen, and it's working title is the modern seller, and Iam digging into some of those big skill sets that we really need to buildas modern sellers and also modern marketers in order to to thrive in in thisnew economy with our new buyers and decisionmakers. So those are a few of theplaces I'm spending most of my time these days. Well, it soundslike you are staying incredibly busy and and we'll be looking forward to seeing thatbook when it comes out. So amy and you had mentioned sort of leadersacross the boards. I think today's Today's episode. You know, sales leadersare going to get some value out of...

...today's talk, but I think marketingleaders as well are certainly going to get value out of today's talk. They'regoing to also be able to find out about this idea using social capital toelevate 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 bigfancy term that that you can unpack a lot of things with but a coupleof 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 thatwe take with us no matter where we go in our business or in ourlife, and those are our results, our reputation and our relationships, andthose things are so intertwined and that they tie into one another, and themore that we focus on those things and relationships will be what we're sending ourtime talking about today. That's really those are the lynchpins of our success andour satisfaction in business and in life. So so the three hours are oneconcept of social capital. Social capital is...

...really an investment. It's a longterm investment in the relationships, the most important strategic relationships that we want tobuild. Are we adding value to those relationships? Are we creating the rightrelationships, and also, are we leveraging them at in in the service ofthe greater good? Are we doing those three things in order to kind ofelevate the overall status of our relationships and helping, whether that's helping, youknow, helping somebody move forward or developing our own career? So it's reallya 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 betterresults. To the bottom line, social capital isn't something that you're going tosee on a panl but it is one of the most important things that anorganization can build. And to tie that back to sales into marketing. Asindividual sellers or marketers, social capital also...

...creates higher performance. It also createsmore engagement in selling and in marketing, not only within our teams but,more importantly, with our buyers and our decisionmakers. So so that a coupleof things about social capital. They're perfect. So amy can we can we digin a little bit more than on this idea of of what engagement lookslike when you are using social capital? Do you have some sort of somereal 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 howthey 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, andthen what are the habits that that we are putting into play each and everyday and so when I look at some real world examples of where I seesee 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, tounderstand what motivates them and what's important to them, because one element of buildingsocial 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'rein. Part of being able to provide value and elevate your social capital withinyour organization is spending time internally building relationships...

...and getting to know the business thatyou're in, because the more that we know the business that we're in andthe 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 thatwe have. So those are a couple of real world examples that I've seenpeople 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, butI know we were also going to try and talk a little about actually leveragingthose relationships. What does that look like? Leveraging relationships is probably one of thetoughest things that people it's one of the toughest things for people and whenI 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 notused 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, thoseare 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 beingable to build and do something with the social capital that you're building. Sowe have to create the relationships, we have to continue to add value tothem, but we also have to be willing to ask for what it isthat we need in order to reach a goal. And typically what I advisepeople on is think about a goal that you want to accomplish and in yourworld as a marketer, what's what's a goal that you're looking to accomplish withinyour organization? So starting there and then looking at the relationships that you knowthat you need to build in order to reach that goal. So creating thatvalue first and building those relationships, but then also being willing to ask forwhat you need at the time that you...

...need it. That's what true leveragelooks like, and when you're doing it toward a common goal, that's whereeveryone knows 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 reallyinteresting point that you bring up, that there are a lot of professionals thatdo feel like, well, you know, I don't want to I don't wantto ask, I don't want to impose, I want to create theserelationships, but then it feels weird that I'm you know, am I takingadvantage of this relationship? But I think, as you said, I if everyoneis is actually providing real value, then it's nothing that you have tofeel bad about. That's exactly it. And not all relationships are are createdequal, if you will. Some relationships get more time and attention and investmentthan 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 givingthem the time and attention that they deserve,...

...so when the time does come thatwe need to make that ask for something, we know that we've donethe work ahead of time in order to be able to do that perfect andso amy I do want to make I know we touched on this a littlebit, but in terms of marketers, you know, is this is thissomething that marketers can use? I mean, do you have some takeaways for thefor the marketers and the marketing executives in our audience, things that theycan they can take back with them to their team, to their company andsort of start putting into place? Yes, absolutely so. If you are inif 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 needto 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 accomplishthis here, and what are the relationships that you need to build in orderto 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 internally firstand look where you can begin to build those relationships and add value. Andthen, secondarily, I would take that outside of the organization, because it'sso easy 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 theability to spend time with with prospects and customers or getting into an organization thathelps feed your personal development your skills, because it's amazing the relationships that youcan build in those kinds of situations. That might help you solve a problemthat that you've been trying to solve forever, or maybe you didn't even know youhave the problem and somebody helped you to do that. So those arethose are a couple of the things that I would advise marketing leaders, marketingindividual contributors to start begin cultivating those relationships.

Well, I love those takeaways wherewe are certainly in the business of creating relationships here at the with Btob grows show and with sweetfish media. So really you are definitely speaking ourlanguage, amy, and if any of our listeners are interested in maybe followingup 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 findout more about your book. What's the best way for them to go aboutdoing that? So the best way to go about doing it? I'll giveyou two places to find me. The first is impact Instructioncom, so that'severything 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 forour readers in our community. And then secondly, come find me on Linkedin. Amy Franco on Linkedin and Amy Franco on twitter. Perfect any thank youagain so much for your time today.

It was a absolute pleasure having youon the show. Oh, thank you so much for having me. Toensure 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 thatevery episode will get delivered directly to your device. If you'd like to connectwith B tob executives from all over the world, make sure to join ourprivate facebook community. There are some incredible conversations happening inside this group. ToJoin, visit Bab Growth Showcom FB. Thank you so much for listening.Until next time,.

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