Networking Unleashed: Building Profitable Connections. An Interview with Swire Ho and Michael A Forman
- mforman521
- Mar 14
- 16 min read
📍 📍 📍 📍 📍 I have an exciting guest. His name is Swire Ho, and he was born and raised in Hong Kong, but he immigrated to Los Angeles in 1996.
And he's done so much. He has such a vast background that I would do it an injustice if I tried to tell you. So let me just introduce you. Swire, how are you? And welcome to the show. I'm doing well, Michael. Thanks for having me on your show. Good. I'm glad you're here, first of all. Why don't you tell us a little bit about you?
My name is Swire and thanks for the, introduction. I came to LA in 1996. I originally wanted to be in, in entertainment, but I don't play, I don't act. I'm not good looking but I wanted to be in the entertainment industry. So I studied and became a recording engineer. So worked at for a couple of years.
And. Fast forward a little bit, on the day of my honeymoon, I found out that the company that I worked for at the time went out of business. So that started my entrepreneurial journey. So started first in the CD, DVD replication business. If you're old enough like me, back in the days, people still buy a lot of discs.
We, I'm in the right place at the right time. So did that for about 10 years in 2013. We sold the business to a competitor in LA. So hindsight that was very good timing. So got into promotional product business. And now I call myself the promo guy and has been in the promo industry for about 12 years now.
Good, good. Wow, that's great. And it seems like your timing was perfect in just about everything that you've done. But let's switch this around a little bit. How has strategic networking played a role in your ability to turn creative ideas into successful business projects? I wish I know more about networking, like when I was younger, like I love networking, this is what I do, this is how I find business.
But for example, now my son is a sophomore in college right now. So my advice to him at this point will be, you should network with the alumni, with your professors. With other students that, friends that you have, because I tell him he always complained to me that the job market is tough, right?
There's a lot of people want the same job, but I told him, most position, like even the executive positions are taken before they even on the market. Why? Because people network, people know who is up and coming, who they want to work with who they want to be on the team. So those dream position actually might not be on the market, but you're able to get through them through networking.
So I think that could relate to business as well. Like the best deal out there are not in the open for request for quote. It's already given through handshakes, networking, and then people working from behind the scenes. You're absolutely right. And let's just go back a little bit. You said your son was in college and you told him that networking was so important.
I can't begin to tell you how right you are because even today where I, I have friends in high places they network. through their college buddies. And they do work, one guy goes hunting and invites all of his college buddies with him. And they talk business over hunting, everything is networking.
Networking is so crucial. And What goes with that is your is the trust and the trust factor is so big and so important that when you go to college with these guys, you have that built in. So half your battle has been fought already. Okay. So what are some key strategies you use to build and maintain strong business relationships that lead to profitable collaborations?
I think one of the key to success, if I can use that word, is, I like to follow up with my customer, because think about, listener can think about your experience right now. When is the last time that a sales rep or a representative checked in with you after you purchased from them?
Chances are not that often, but if you are in business development, if you are a business owner why don't you check in with your customer, ask them the field question, are you happy with the product and services that we provided? And then you listen. Sometimes they will give you concern.
Sometimes they will complain a little bit. I wish you could, deliver on Thursday instead of Wednesday. If this is something that you could solve or do quickly, do that without them asking you again. So you'll be surprised, how you could build on your customer loyalty that way, just because you listen, because.
Most big companies don't listen. Or if you try to complain, they have a whole department just listen to you. But then, that they're not going to do anything. You're absolutely right. And the follow up, I'm jumping ahead like towards the end of the podcast already, but the follow up is so crucial and so important with your customer base.
What system do you use for follow up? And how do you follow up? I have a plan that works for me. So obviously everyone is in different business and do different things. Actually I think the best one that I have learned is from a financial planner. So what he does, obviously the cycle that he signed up a client, it's longer than, when you buy a promotional product, it's faster, transactional.
But what he would do is he actually set up for customer loyalty and his referral. He has his planner. So before he sign up a client, he would tell them, we're going to work together. We're very excited. If all goes well, if I'm able to provide what you're looking for, would you be willing to refer me to your friends or colleagues or family member?
So he already set that in place a couple of months during the time work together, the. Check in, make sure that they're happy. And then he go ask for that questions again. So the amount of referral that he could receive as a financial planner has skyrocketed. So there are different ways that we could do that.
For me, I'll ask my customer. If I know that they work in a larger organization, the same question, do you have any colleagues that could use a promotional product, would you mind to introduce me to them? That's how I'm able to build my relationship. You think it's slow, but one at a time, one at a time, then what if you never lose any customer?
Then how is your business going to grow in five years or 10 years? Absolutely. I used to be a mortgage banker and we did almost the very same thing for referrals. Now, they said you should ask for referrals. When you're just starting out, when you just, when you first start with that customer or client, but I didn't do that.
I wait till we're about halfway through and said, are you happy so far? And they would of course say, yes, I would ask for a referral. And at the end, when they were so happy, I would ask for a referral. So I would ask twice. In the sales cycle and it came back to me very well. What communication techniques do you use to gain trust and influence in a corporate setting?
I think the way it's changing right now, and you mentioned it in the beginning of the show, Michael, like there are a generation now, they don't like to speak over the phones anymore. Some of my clients, I can never get them on the phone. Email maybe, but they do text and they will be available.
A lot longer if I text them. So I try to adapt, I try to accommodate, right? So maybe they only do Lincoln dm, maybe they only do text messages after 4:30 PM So I make notes in my CRM system, what they like to do and how I'm able to reach them. Some of them still available before 8:00 AM before the madness start, as people call it.
So I, I learn how people like to communicate. I learn, I adapt to the style that they like to do things, some people are more straight on point. Some people like to see a lot of options. So as networking, you got to be open to everyone. There's not one style for networking. It is you when you go to different situation, different networking groups, there are different dynamics, you might have to shift what works for you and other Locations.
Do you network in any way, person to person anymore? I do. I still go to a lot of in person networking. I think those actually works for me better. A lot of buyers that would normally don't answer my email, don't take my phone call. If I see them face to face, at least I'll get a FaceTime for, a couple of minutes to make an impression.
So I think if you are targeting larger account, if you know the buyer or the decision maker is going to be there, you should pay that. Absolutely. Listen, I am a firm believer in networking face to face, networking so when you walk into a room, you feel the vibe of the room, you feel the vibe of the person, and you see a lot more of what he does or she does, and how they do business, and you can do business the very same way.
Okay. So when presenting a new idea project, how do you communicate its value in a way that resonates with corporate leaders and stakeholders? I think you have to do your research. So I think we're fortunate versus, back in the days in the CD business that we are Having a fingertips, a lot of the information to bio, what people have done or what the corporation have done.
So when you actually speak to them in person or via virtual meeting, you know a lot about them already. So with the dawn rise of AI, it's actually easier. You could, if there are someone if you do a search something's got to pull up. So if you don't know. Your client or the company or what the project is going to be out when you walk into a meeting you lost the account So people want to be known people want to see show me that you know me, right?
So when we talk to someone if we could relate to them, we can build a rapport quickly Then the chances of them open up for our question to answer things that we know Is a lot higher but when you see someone It seems like you have not been preparing and you don't know nothing about their project or their pain point, then you probably get shut out or that meeting is going to end pretty quickly.
It's true. There's a mantra in networking. If they know you like you and trust you, they'll do business with you. And know you and like you that's pretty easy. Look, you're a nice guy. You're a good looking guy. Everything goes all right. But that trust factor is so important. And I stole this idea, by the way, but I have a system.
It's called FORM, F O R M, Family, Occupation, Recreation, and a Message. And you get the person to talk about themselves, because people love to talk about themselves, and the more that they talk about themselves, that wall comes down a little, and the trust factor goes up. It's very Integral, it's very important that you gain the trust and that you have them talk about themselves so that all that comes together at the same time.
What are some of the most effective ways you expand your professional network with the right people who can turn your ideas into reality? I think going tied to the previous point that you make, right? So people love to work with experts. So how can you make yourself become an expert in, you don't necessarily have to be the best, but then if you're the most well known, or if you appear to be an expert in your industry, people will likely get that conversation with you better.
So actually, again, I learned from a PR expert, her title was, she asked me, how do you become the go to expert in your industry? So you'll think about that listener. If you have when I mentioned coffee, when I mentioned luxury watches, when I mentioned vacation, you already have some brand or some places in mind.
Why would they come up like that? So in, and in your industry, how can you become that person or that, few person people will mention when they mentioned your industry. So I think if I'm able to do that and if listener can able to get to those point, so the conversation will be a lot. Easier, right?
So if you are the expert, you could probably afford to charge more than people who are regular. So it's my continue journey, try to become the expert. That's why I'm doing the podcasts. I love doing podcasts because if you people, Give the perception that if you could talk about what you do, you probably know what you're talking about sometime.
That's good. That's good because your goal is to be the expert in your field and all of this, is part of it, but I'm sure that you've made mistakes in the past. Okay. So just give me a general idea of the mistakes you've made and how did you overcome them? I'm not good at small talking. Not at all.
Like you mentioned in the beginning as well, trying to hide in the corner and pretend I'm doing email. I do that still, nowadays, like even after almost 20 years now. So what I overcome those mistakes because I get nervous when I walk into a room with sometimes 100 people that I don't know. I follow my routine.
I need to warm up. So I normally will actually go to the magnet, right? The alpha in the in the meeting or in the event itself. I They will talk to anyone, right? They're welcoming, they know everybody. So I know by talking to him or her they will give me a lot of energy. They will ask me a lot of questions because they know what they're doing.
And after the conversation, I'll ask them to introduce me to people that I might want to know I'll I will, I'm, I wanted to tell them who I'm trying to meet, what kind of company works for me and, maybe what I'm here for. A lot of time they will point me to the right direction.
So I think I need to work on my small talk and then, but I'll continue to do my warmup talk so that I become better after I warm up in networking. That's very good and it's really important that you do that warm up and that you practice because this is a skill like anything else.
Okay, the more you practice, the better you get. And I do a whole thing when I go on stages and I coach people, whether they are introverts or extroverts. If they're introverts, it's not much different than an extrovert. I have what's called a wingman, and I'll go into that later on, it's really not much different, but you're doing the right thing because you're practicing to get to be better, and once you're better, you become the expert in your field, and then everything opens up for you.
Okay. Can you share a time when a connection helped you overcome a challenge and open doors and an unexpected open up of the doors? Yeah, actually a recent example. So I'm not going to name names, but I go to went to a conference for hospital organization last year. So I met all the buyers, all the important people.
So there were a lot of people at big events. So I talked to the main buyer of a hospital group. They have about. 20, 000 employees in LA. So big account for me potentially. But as those type of meeting, a lot of people are jumping on to the person as well. So I actually get maybe two minutes of FaceTime.
Nothing happened. I checked in. I do all my email. He's busy. But I met him again in November, right at another separate event. So he remember we met. So we continue to talk still. Nothing happened until about two months, two months ago. I email him and I keep following up with him and he said, okay, I actually do have a opportunity for you and we got connected and now we are getting a little orders.
from that big hospital group. So I think the challenge and then for a lot of us is we're all busy, right? Do you ever forget your follow up? How often do you follow up? Like at what point do you give up? A lot of us give up after maybe a couple of tries, maybe five tries. I think like the longest I follow up with a person and open up door, I think it was five years.
That's a long time. That's a long time. It's really there's in the sales force, you have to reach out and touch somebody, touch their email, talk to them, whatever, like six to 12 times before they would respond to you. So you have to put a lot of work into this while you're not getting any response, but you have to keep at it.
Now. I had a I emailed somebody about seven months ago. It was an event planner that I wanted to talk at this show and nothing crickets, nothing for seven months last month. It's, she emailed me and talking as if we were talking for the entire seven months. So it's a mind blowing, but. Once you extinguish your options with a potential client, let's say, cause I have a secret sauce for following up.
And after all of that, if they still don't want to talk to me, I put them onto my drip campaign. In other words, they're emailed once a month just to keep me in front of them and keep me top of mind. Okay. So never give up. Practice, but never give up. If someone wanted to strengthen their business communication and networking skills, what's the first step that they should take?
They should definitely learn more about their ideal client, meaning that we all have our ideal client one that will spend the most money with you, one that will pay you full price. And, you love working with them. So if you have not figured out who your ideal clients are, You should definitely do that.
And after you know who your ideal clients are, think about, their demographics, think about what they like to do. Are they golfers? Are they going to be at the gym? Are they going to be at a corporate retreat? And once you identify all those things, you got to be there. So are they, if they're a soccer game, you go to a soccer game.
If they are only hanging out at a country club, you got to get a membership. So I think these are very important questions. A lot of us sometimes run in circles. We attend a lot of meetings and then we complain that it's not good for us because you're not going to the right event. Even though an event might cost you, let's say a thousand dollars to attend.
If your ideal clients are going to be there, there's really you should, consider doing that Yes, free meeting is good virtual meeting. No costs are good. But are you finding your ideals clients there? So I think if you can answer the question for who your ideal clients are the rest of what you're looking for will follow Very good.
Very good. And so let's bring this full swing. All right, tell me, Swire, what is your favorite marketing tactic that you would employ today?
I would still find people where they are, especially I will find an industry. That none of my competitors are there because if you think about in my industry and promotional product people think it's a commodity, but then if I talk to the right people which has the right pain point that I can solve then it will be easier.
It's a no brainer conversation you know going back to what I just said to find out my ideal clients, no more about them than they know about themselves. If you can do that then you are in a good point. If they only hang out in the, a certain place, really, you should go there.
Or if they only play, if they all play pickleball, for example, or if they all, Do running, you got to take up the hobby. So I think really is if you are strategic and you wanted to make best use of your time, knowing where they are, what they like, and then, do, and meet them there.
Great. Okay. So let me ask you a question. So if you were to give me one idea that my listeners could take away from everything you've said, they could take away and they can employ it. Today or tomorrow, what would you suggest that would be? I think I'm going to put in technology in there as well. Assume that, your ideal client, or even if you knew in business, you don't know who your ideal client are.
Do you dream of the perfect client, right? One that pay you full price, you're happy to work with them and they buy, they love buying your product or services, right? And then you go in and ask AI, act as, your industry. I'm trying to target these are my client, where do they mostly located?
What kind of events do they hang out? What kind of magazines do they read? What kind of social media platform are they most likely to be on? And then learn, at least in a general sense, AI can give you that feedback. And then now you can do your own research to confirm are the ideal client really on those platforms?
I do. really at those events. Then, do yourself a favor to go to those events, sign up for maybe their conferences and be on the social media platform that they have and then engage conversation with them. That's great. So if somebody wanted to get hold of you, either they wanted to buy your services or they just wanted to talk to you, what's the best way that they would get hold of you?
I'm most active on LinkedIn, so you could go on LinkedIn, just type in Swire Ho you'll find me and happy to connect with everyone I think in order to be an expert, another point that, the peer expert told me is good. A lot of time nowadays, after the conversation, a client would definitely Google your name and Google your company.
What would they see when they type in your name or your company? Are they good things or are they the bad reviews that, people have been living behind you? Try my name Swai Ho hashtag, the promo guy, and to see what so if you could plan. Even on social media and on web search about the content or the material that you want people to see.
And then people will start thinking you as the expert, because that's why it's not just on the web, on social media, talking about cooking, talking about his, backyard hobbies. He's talking about his industry. So yeah he has been in industry for a while. So I encourage everyone to try that and see if that works for you.
That's great. Swire. I can't thank you enough. This was a great podcast. And thank you for coming on my show. Thanks, Michael.
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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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