Networking Unleashed: Building Profitable Connections. An Interview with Alison Silbert and Michael A Forman
Welcome back to Networking Unleashed, Building Profitable Connections, the show where we talk about the conversations, relationships, and follow-up that actually move business forward. Today's episode is going to hit home for every business owner, coach, consultant, and professional who has ever said, "I just need more clients."
Because the truth is, sometimes the problem is not that you need more people. Sometimes the problem is that you're not clear enough about the right people. My guest today helps business owners understand their ideal clients at a much deeper level, not just age, income, title, or location, but they value... or what they value, what they worry about, what they want, what they believe, and why they choose one business over another.
We're also going to talk about rev- the revenue lessons the big companies already understand, the kind of practical moves the Fortune 500 companies use every day but smaller businesses often miss. This conversation goes way beyond marketing. It's about clarity, character, leadership, and service, because when you truly understand who you serve, you stop chasing everyone and start speaking directly to the people you're built to help.
So get ready. This episode may change the way you think about your audience, your message, your relationships, and your revenue. I'd like to welcome to the podcast today Alison. Alison is an expert in everything that I had just discussed. And why don't you give us, Alison, why don't you give us the cliff notes of how you got where you are today?
I started training in computer programming, believe it or not, and then I worked for the University of Toronto for a couple of years programming the- their database. And then I started my own business which I ended up closing down when I had children. But during that time of having my business I trained in marketing psychology, and that's where this comes from.
Okay. That's, it sound- sounds like a good start. But here, let me... i've gotten a few questions for you, and let's just see how you do when I bounce them off of you. Okay. When someone says, "I serve everybody," what does that usually reveal about their clarity, confidence, and willingness to truly understand people?
People who think they wanna serve everybody are insecure. They think that they can be everything to everybody, and the truth is they can't. They can't solve everybody's problems all the time. The experts know the niche market that they serve, and they cater just to those people again and again and again and again
That's very true. I learned a long time ago that, listen, you have a lot to offer people, but pick a lane, as soon as you become an expert in that lane, then maybe you can wander off to another. But you can't just start off trying to service everybody, because if you try to service everybody, you're servicing nobody.
Exactly. Okay? So- You end up spreading yourself too thin, and you're helping nobody, and you're burning yourself out. Ab- absolutely. Absolutely. And that goes, beside, Jack Jack of all trades, a master of none. It falls right along the same lines as that in business.
So you really have to get focused in on what you do well, and expand that. Yes. Okay? So how does knowing your ideal client on a deeper level change the way you build relationships, not just the way you market it? It changes the way you build relationships because it changes the way you introduce yourself.
It's- Okay ... more refined. It's more clear how you introduce yourself. Rather than saying, "I do marketing for everybody," I would say, "I teach people how to refine their ideal clients so they know exactly who they can help." Okay. So now I'm asking you this because I'm a coach as well. ... I teach people.
So that sounds very canned, like very rehearsed. If somebody asked you, "What do you do for a living?" how do you answer that? I teach people how to take everyday marketing tactics that the small and the big guys use, and teach them how to apply it to their business. Okay. I feel that you should really work on that just a little bit, but that...
Let me move on to the next question. What do psychographics tell us about a person that demographics never will? Psychographics are the emotions behind why a person buys. It's the emotional driving force that makes you decide, "Yes, I wanna buy this product."
Okay. All right. It, the let's go back to the 30-second elevator pitch. And in a world that's flooded with pitches- ... how can business owners use better client understanding to make people feel seen instead of sold to? They can ask some clarification questions and ask rather than just saying, "Hi, I sell phones."
You can say, "Hi, I'm from Bell Canada. We're across Canada. We sell internet and phones and cell phones." And you can be really specific in what you do k- a saying comes to mind, "People love to buy- ... but they hate to be sold to." So you have to make the person feel as if you're not there to sell them, but you're there to explain the services that you may have.
Or better yet, find out what their problem is- Exactly ... and tell them h- how you are going to solve it. Exactly. The easier you find out how, what their problem is, the easier it is for you to solve it. Or know- And- ... that, no, you don't solve it, but such a body does. Here's a referral. That, that's true, and it goes back to what you said originally by asking those questions, and the more in-depth, the more inside the person's head you can get, and you get a deeper understanding of what their problem is- the easier it is for you to say, "I can solve that," or, "I know somebody who can solve it." Yeah. But either way, you're giving them the answer. Yeah. O- okay. What does the way we define our ideal client say about our values, our boundaries, and the kind of business we wanna build? Defining your ideal client has little to do with values and a lot more to do with basically who you can help.
For example, an ideal client for a cellphone would be somebody who wants to be on the phone all day moving around in the car or on transit or walking around versus somebody who wants a landline, just wants to stand still while they talk. Okay, so you're saying that the person with the cellphone has the mobility to go wherever they want to, and the landline, you're more tethered to a wall- Yes
to a floor, to something else. Okay, so Fortune 500 companies spend heavily to understand buyer behavior. What are they doing that small businesses can apply without a massive budget? One of the biggest things that Fortune 500 companies re-leverage on a regular basis is the media. Things like podcasts or newspapers or magazines or journals.
They get articles written about them, and they get interviews for television as well as their advertising. They know the secrets behind giving... writing a good press release And getting picked up ... if you write that good press release, the, so the whole goal is to have them ask you about writing the article, doing a podcast or something else.
Exactly. You don't wanna go out to them, right? Because you don't wanna seem like you need them. So you wanna assume or you wanna go out and say I don't need them, but listen, if you wanna interview me, okay." And that word that, You wanna offer your services and show them why you're an expert.
Yes. Precisely. Precisely. What is one revenue strategy big companies understand that small business owners often overlook and they're too close to their own work?
Basically, I think if they're too close to their own work, they're doing too much of their own thing, and they're not getting out and seeing enough people to build the business and that translates into poorer revenue It does. It does. When somebody just starts out- ... on their own, they have to do everything.
They're a man of many hats. But they don't realize what I didn't realize until 30 years later, that, you do the things you love. But the things you don't, you outsource. Exactly. And it may cost you a l- a little bit of money, but it's gonna save you a ton in the future. Exactly. For example- Yeah
in my business, I developed websites. When I started out, I did the graphic design, I did the templating, I did the programming, I did the testing, I did the accounting, I did everything. Then little by little, I outsourced the accounting and the graphic design, and that gave me a lot more value to focus on the programming that I loved.
Absolutely. Absolutely. And that's good that you focused in on what you were all about. And, Tim Cook the CEO of Apple... no, it wasn't Cook, it was Jobs, Steve Jobs. And when he was building his board, the people around him, he didn't pick yes-men. He picked people that did well in the areas that he did not.
Yeah. That he really did lousy. He picked the people because they went ahead and they went a- we- went ahead with their with their vision. But together they all made one big, huge vision. But- Exactly ... he didn't have to do it all. So it's really good. All right. And at the company I'm at now, the CEO regularly conver- converses with the financial manager of the company to get this advice and that advice, and how to solve this and how to solve that, and he comes to me for marketing advice, and it's all that teamwork vibe.
Teamwork makes the world go round. Yep. You can't do it all by yourself, right? Okay. So how can small business owners build trust faster by speaking to the real emotions, fears, goals, and beliefs of their audience? If you speak to the emotions of a person, then the emotional centers take over and say, "Yeah, I need this need solved now," and they're more likely to buy from you.
Absolutely. Absolutely. As long as you can get to that emotion that they, that something that, that compels your customer not only to buy, but to buy from you. And that's a niche you have to figure out. But once you do, then you've got it made. Okay, so where do you see business owners confusing attention with connection, and how does that hurt their revenue?
When you have somebody's attention, they're listening, or half listening if you like. When you connect with them, you've got their heart and soul. You would connect with somebody by capturing their emotions and tapping into that emotional potential that drives them to buy
Okay. All right. So le- let's bring this podcast full circle. When a leader truly understands their audience, how does that change the way they show up in conversations, sales, networking, and follow-up? When an expert knows what they're doing, it's really easy to answer questions and solve problems. Or they also know, "No, that's out of my wheel box.
I can't help you. Try this person."
Okay. You know what, Allison? That was- it's great. This was a wonderful podcast. If somebody wanted to get hold of you- ... either to be mentored by you, trained by you, buy something f- whatever, or just call you to say hi, what's the best way for them to get hold of you? They can get a hold of me by email, allisonsilbert@gmail.com.
Okay. All right. This was a powerful conversation. Today, we talked about why knowing your ideal client is not just a marketing exercise, it's a leadership decision. When you understand who you serve, what they care about, and what keeps them up at night, and what usually they are really looking for, your conversations become clearer, your message becomes stronger, and your relationships become much more meaningful.
We als- Exactly ... pulled back, we also pulled back the curtain on what larger companies already know about RevvD. They do not guess at their audience, they study people. They listen. They pay attention to behavior, emotion, timing, trust, and decision-making. And the great news is, small businesses can use many of these same ideas without a giant budget.
Here is the big takeaway. Stop trying to be the fit for everyone. The better path is to become easier to recognize by the people who truly need what you offer. If this episode made you think differently about your business, your message, or the people you're trying to reach, do not let it sit there. Take one idea and use it in your next conversation, your next follow-up, or your next piece of content.
And before you go, make sure you subscribe, or follow Networking Unleashed so you can keep getting the best information on networking, communication, and building profitable relationships. I'm Michael Forman. And remember, the right conversation with the right person can open the right door. I'll see you on the next episode of Networking Unleashed, Building Profitable Connections.
Allison, I wanna tell you again, you're a great guest, and I hope to speak with you soon. Okay, thank you very much. Keep in touch.
That's a wrap, folks. A huge thank you to our guests for sharing such incredible insights today. And of course, a big shout-out to you, our amazing listeners, for tuning in and spending your time with us. If you're interested in my digital courses, being coached, or having me come and talk to your company, just go to MichaelAForman.com and fill out the request form.
Remember, networking isn't about being perfect. It's about being present. So take what you've learned today, get out there, and make some meaningful connections. If you've enjoyed this episode, please don't forget to subscribe, leave us a review, and share it with someone who could use a little networking inspiration.
Let's keep the conversation going. You can find me on Apple, Spotify, Pandora, YouTube, or my website, michaelaforman.com/podcast
Michael is a business networking expert specializing in enhancing professionals' networking and communication skills to drive profitability. As a leading authority in this field, he is highly sought after for his dynamic presentations and workshops. His extensive experience has consistently led to significant improvements in corporate profitability by empowering individuals and organizations to connect more effectively and efficiently.
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