Scott Gould vs Alastair Banks – A Case Study

Ok – back to me again! I have to warn you I’m feeling a bit mischievous today, hence the title!

I realise that this blog will be read by people that don’t know either Scott or I so before I go on, I just want to give you a quick heads-up on who Scott is. He runs a relatively new (2008) ‘Experience Marketing Company’ in Exeter called Aaron & Gould. You don’t need to know us either – what underlies is an important message for new business owners or people trying to make a name for themselves.  That’s probably all you need to know. Let’s move on….

Did you know that most business owners (SMES) are more often than not, sales people? They have to be in order for their businesses to succeed. They normally can’t afford to pay someone to go out and sell for them so they have to sell themselves (this is why some of my networking/sales posts are so critical if you’re starting up). There is nothing wrong with this – it’s how I started and it forms the basis for my post – you see times have changed in business and it wasn’t until I met my new pal Scott Gould that I realised quite how much (Well I realised but this really brought it home).

When I started Optix Solutions I shamelessly gave out my business card to everyone I met – The way I saw it, the more people that knew about Optix the better. In certain circles I was known as the networking king – visiting every meeting I could, wherever it might be and giving away more and more business cards. In fact this got to the point where even my best friends, who didn’t know me through work circles, lovingly gave me the nickname of ‘business card’ :) Happy Days! To be honest, I still live by this mantra – you never know who someone might know, so what are you waiting for, exchange contact details and see where it goes. In fact, only last week I sat on the buffet service on the train back from London and met a senior partner from Deloitte, a guy from Reuters and a product designer. The guy from Deloitte asked for my card and the chap from Reuters and I exchanged details – all over a meal and a two hour train journey from London to Exeter – The point is, that might not go anywhere – but equally I may well have my biggest sale next month from it. If I hadn’t exchanged cards, it certainly wouldn’t have given me any chance at all.

Back in 1999, Social Media certainly wasn’t around – in fact, Google wasn’t even around (well, only just). Man, I’m starting to worry that I sound old writing this now. :) I should mention at this point that it took me years to become well known – even in a small town like Exeter. I would guess that it was a good 5 years before I was trusted on the networking circuit.

Now roll on 10 years and I meet this chap, Scott, through our mutual love of Social Media and especially Twitter – I think I’m right in saying that from one of my first tweets about Exeter he popped up with a friendly ‘hello’ and said if I needed any help that I could contact him’ – What a gent! We’ve since become friends and Scott and I have done some work together. Optix also sponsored the fantastic event that he put on a month or so ago – Like Minds.

I’m pretty sure that by his own admittance he would say that at the start of this year, his name was not very well known in Exeter. He was a true start-up, had a few clients and was looking around for work. Through use of social media sites like Facebook and Twitter he was able to connect with quite literally hundreds of people in the Exeter area in a very short space of time. I watched this process for months with great interest. He was essentially doing what I did when I started, but using new technologies and platforms to achieve it – and doing very well at it. For the first part of the year very few people had actually met Scott but many new his name – they’d connected on Twitter and other platforms, but slowly and surely people soon started to meet him at tweet ups and events and then of course he blew everyone away by organising Like Minds entirely using social media (read my article on that here). Now he’s known all over the town – in fact some might say it’s the Scott Gould show at the mo ;) (He will love that one!)

Scott has successfully used modern tools to network the area, gain trust and reputation and he now stands in a great place to capitalise on that and take Exeter, Devon and possibly the World by storm – All in less than a year. I take my hat off to him, I really do. What took me years to achieve, Scott has done in a far shorter period of time. I wish him well.

So to summarise, in case anyone missed the point of this post – Use social media to build your networks locally, gain trust and reputation. Make sure you network online and offline and as much as possible and you’ll reap the rewards in business. To help you along the way I’ve picked out a few of the tactics Scott would have used to achieve what he has – you too can use these, starting today:

  • Follow your local town/city name – Setup a search for the town/city in any of the major tools such as tweetdeck and actively engage with people mentioning the name  – There are also directories like twellow that you can use to find people and now twitter has its ‘lists’ feature, many people have setup local lists which make it really easy to find local ‘tweeps’ – For those of you in Exeter – Here is the search for Exeter on Twitter done for you already.
  • Use social media as an ‘Enabler and Extender’ – Try and take your contact through the following process – tweet/email/call/meetup – You may be lucky enough to do business as a direct result of SM but its more likely that you’ll need to meet up, so use the tools to gently take people more quickly through this processes which might have taken months or years in ‘olden days’ – circa <2007 ;)
  • Have a clear result – Who do you want to attract/connect with?  Have a strategy, even if  its as basic as ‘I want to talk to business leaders/influencers in my town’ – Filter out what you’re not interested in and have a strategy in place.

Scott and I have recently co-founded TAGS Tweetup in Exeter with Dave Thomas – If you’re interested in finding out more then please take a look at our new Tags blog for information about the next event.

Now go and put a brew on and come back ready to use your new found tactics to build your network and of course, as always, please let me know about your success.

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Comments

  1. Al,

    Thanks for your kind and gracious words!

    I think this goes to show how Social Media, to a certain degree, has a democratising and also meritocracising effect.

    But still what is needed is:
    - strategy
    - passion
    - persistence

    That’s why it’s great that you pointed out how people can take this stuff away and do it!

    • Glad you enjoyed the post Mr Gould. I’ve found it particularly interesting watching a new style of networking working for you. Long may it continue…

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