In this episode, Cliff goes solo.  We talk about the difference between networking and building strategic connections.  Also how you can convert your existing relationships into powerful partnerships.  And how your podcast can deepen the relationship with your clients.

Topics we covered:

  • What is better for you: Networking or Strategic Connection
  • How to Convert Your Existing Relationships to Powerful Partnerships
  • Why You Need To Invest in Your Relationships to Achieve Your Dream Business

This episode is brought to you by “Start My Business Podcast Challenge“. I’ve been using podcasting as a powerful business growing tool for years. Nothing is more powerful than podcasting for help businesses grow. If you’re tired of playing roulette with your ad dollars and frustrated with algorithms constantly changing on social media platforms, the only thing that has changed about podcasting is the popularity of the platform.

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Select Links from the Episode:

Show Notes:

  • A new change of pace for Entrepreneurs on Podcasting (00:52)
  • Why you should forget your downloads and focus on this… (02:57)
  • How podcasting can be a platform for mindful networking on a large scale (03:34)
  • The perfect formula for identifying a strategic connection (06:18)
  • How podcasting makes the “impossible” possible (07:51) 
  • Securing almost a year’s worth of content in just one month (09:02)
  • How to escalate your relationship with your existing network (09:47)
  • Why you should have your clients appear on your podcast (10:45)
  • The initial steps to building your dream business (13:00)


Cliff Duvernois: 

Hello everyone. And welcome back to another episode of Entrepreneurs on Podcasting. This is episode number 10. I will be once again, solo in this particular episode. I’m actually liking these solo episodes and I hope you’re getting some enjoyment out of them as well. I want to make a quick announcement before I jump into today’s topic.

I had an interesting conversation with somebody the other day, who actually mentioned in her interview, we’ll be coming up on this podcast, but she made a comment about some of the best podcasts out there have a recap at the end of the episode, like maybe five or 10 minutes where they take the conversation that they had with their guests and turn it into actionable strategies and tactics.

And I said, you know, this is really brilliant. I know that I’ve been operating in a world of podcasting for long. I’ve been exposed to a lot of different technologies, strategies, whatnot, and oftentimes when I talk to somebody and they tell me things, I just intuitively understand what it is that they’re saying. But sometimes I forget that other people out there aren’t understanding it, or they might not get it.

Well, I’m going to fix that now in the episodes that are coming up. So we already have three or four episodes that are in the can. I won’t be going back and opening those back up again. That would just be too much work for myself and my VA. But you can look for that to start somewhere probably within the next five episodes of the airing of this podcast.

So probably before episode 15, I’m really looking forward to that. And I. Uh, anxiously awaiting feedback from you guys to see if that’s, uh, if it’s good, if you’re getting an enjoyment out of that, if you’re learning something from it and if you’re able to use it in your podcast. 

What I want to do today is I want to pick up where I left off in episode five and in episode five, We talked about the difference in mindset between being a podcaster and an entrepreneur with a podcast.

Now I know under the strict definition, podcaster is somebody who podcasts. I get it, but the mindset of a podcaster is different from an entrepreneur with a pod cast. So we are focusing purely on, as entrepreneurs, how can we use a podcast to grow our business? And I argued that it’s about the relationships that we can create. 

The downloads that is a by-product that will come in time after you’ve been doing this for a period of time, whether it’s 12 months, 14 months, 16. The downloads will come. So what can we do today? How can we start using our podcast today to have a positive impact on our business? And that is through the relationships that we build.

How do we use our podcast to create relationships? What is the benefit that we get from this? Now, somebody who is listening to this might be thinking, oh, well, Cliff’s talking about it in terms of networking.

And really, I’m not. When I think about networking, I’m thinking about you’re just out there, you’re meeting a bunch of people. You talk about what it is you do, that you do. And you kind of leave it at that. You’ve gone through the hassle of, you know, either going to some kind of a function or something else like that.

And, and you’re, handing out your business card and you’re like, oh, I’m in real estate or, oh, I’m in podcasting or whatever that business might be. But this is what I think about in terms of networking. 

With a podcast, this is actually much bigger. Now, let me ask you a question. I want you to think about all the current relationships that you have. Run down that mental list.

Now in that current list, out of all the relationships that you have, is there somebody that you know, that could help your business? 

Now, let me ask you the second question. Is there someone that you would like to add? To your relationships, somebody who might be outside of your sphere and you’re thinking, oh, you know what, if I could bring this person on board and have a relationship with him, maybe we could do something together.

Maybe we could collaborate on a project, whatever that might be. But is there someone that you’d like to add to your relationships? Now I’m not asking if it’s possible or not. That’s I’m not focusing on the, how I’m just asking who. Don’t dismiss somebody just because they may not be in your wheelhouse, just because you can’t think, oh my goodness.

I don’t know of anybody who can introduce me to this other person that can help me. So I does me no good to even think about it. That’s not what I’m asking. What I’m asking is the who. Now, the key difference when I’m talking about network networking before networking is just random.

It’s just by chance that you might be able to meet somebody who can help your business. But podcasting is different. And I’ll explain why in a second, but let me share with you that I really struggled with this because I was thinking to myself, podcasting networking, really not that thing. But then I saw Amanda Rose speak.

Now Amanda is a strategic connector. This is what she had to say.

Amanda Rose: Anyone can network, so anyone can turn up to a function, have a chat with someone else and hand out their card. And they. Great. I’ve made it, you know, I’ll get lots of business when that’s not the case. Strategic connecting means you need to be strategic about everything you do. From what you wear to a functional, to a meeting or to work, who you speak with, why do you need to speak with them?

How can you work together? Often people want to push what they do instead of saying, well, hang on. What can I do for you? What’s in it for the other person. So being strategic means, knowing what you can do for them and knowing what they can do for you.

Cliff Duvernois: So it’s not networking that Amanda is referring to. It is strategic connections. And what are the two key elements to a strategic connection? Well, first off, how can this person help my business? And second off, how can I help their business? This is way different than it is with networking.. Now for these two types of questions, when we’re talking about strategic connections, right?

Somebody who can come in and help your business and how you can help theirs. Let’s focus on the second question first. How can I help them with their business? To start, of course, you’ve got to create a relationship with a person that you want to have the strategic connection with. And how does this fit into podcasting?

Well, I was thinking about my conversation with Mark Mawhinney. Now, Mark is the host of the Natural Born Coaches podcast. He is also the admin for the Coaches Jungle Facebook group, thousands of listeners, thousands of attendees. This is the big lesson that he learned about strategic connections through his podcast.

Marc Mawhinney, Natural Born Coaches: I wish I could say that, I dream grew up wanting to be a podcast or anything like that.

It wasn’t that it’s just for me, I thought it sounded like fun, listening to myself speak, but also a great way to meet people too. I thought, wow, this is a way to get my foot in the door. So. Yes. And 751 episodes than the least as of today, I’ve met some incredible people who I probably wouldn’t have met, or I know I wouldn’t have met if not for the podcast.

So that’s something, if anyone’s thinking of starting a podcast, a big plus is it definitely connects you with some cool folks. 

Cliff Duvernois: Let’s unpack what mark just talked about. He was mentioning on there that podcasting can give you access to people that you never dreamed possible. So remember when I asked you at the beginning of this podcast, And I said, Hey, who would you like to have in your sphere, in your orbit, in your relationships, who is that person that you would like to build a relationship with?

And you’re thinking, Nope, I don’t have a connection with them. I don’t know. I don’t have anybody in common with them. I don’t know how to get a nudge written. Congratulations. This is how you do it. It is through your podcast. 

Now, when we talked about how you can help their business and interview does just that.

They get a chance to come onto your show. They get to showcase their expertise. And then when it’s all said and done, they get to share it to their audience. Not only that, but they get to share their message with your audience. Now, if you just randomly call this person up on the phone and said, Hey, we’ve never met before.

I know you don’t know who I am, but I’d like to have an hour of your time. They will probably tell you no. Unless you’re willing to pay for it. No. Right. But with a podcast, your chances of getting a yes are about 50, 50. 

When I started this podcast, that’s exactly the lesson that I learned. I had a compelling story. I had a compelling reason. This is a podcast I would love to have you come on to my podcast and share your story with us. It was all about that strategic connection. And out of every 20 connections that I sent out, I got 10 yeses. And from this, I have enough episodes to last me, almost for an entire year, just within the span of the first month.

So, this is really great. When I’m talking about starting these strategic connections, right? These very special relationships. This is exactly what I am talking about. 

Now, if you already have relationships in your orbit, right. People that are around you, maybe you’ve already have clients or you’re bringing on a new client right now.

How can podcast help me to elevate those relationships? Make them more of a strategic connection about how I can help them with their business, right. And the clients coming out, they’re already paying you for a service, but what can you do in addition to really elevate that relationship?

 I had an opportunity to watch this great TEDx talk from Mark Morris. Now he’s a professor of business and entrepreneurship at Brigham young university. This is what he had to say.

Mark Morris: Sometimes in business, we only think of transactions in terms of what that person can do for me.

And so I’m inviting you to think beyond that in your business, in your personal relationships, in your everyday relationships. And I think you’ll find that if you invest, that over time, \ the relationships that you think are just transactional can truly be endowments. Perpetually giving off good.

Cliff Duvernois: So let’s talk about that for a second. Do not treat any relationship as transactional. Treat it as an endowment, meaning that this is something that perpetually gives off something good. And this reminded me of a conversation I had with Randy Rohde. Now, Randy is the president of 38 Digital Market.

He appeared in episode six. Now here is how he uses his podcast to start creating very strategic relationships with his new clients.

Randy Rohde,Running the Bases with Small Business: We do it for our clients. So any new client that comes in, we always have them as a guest on our podcast. Any small business owner, typically a small business that loves to talk about their business and promoted and, help drive business for themselves and that’s terrific.

They love to hear. Be on the radio or be in a broadcast and hear about their business as well. we have a fun time doing the recording and we go through it and it’s generally is a good experience.

Absolutely galvanizes the relationship with that client 

Cliff Duvernois: He signs a client and then he brings them onto his podcast. They create this wonderful piece of content for them to share with their audience, no cost. He doesn’t charge any extra for it. And they signed the contract. Hey, I would love to have you on my podcast. Now they all of a sudden have a piece of great content to share, but he uses his podcast to deepen the relationship.

Right. Converting it into a strategic relationship. Look, I helped you. Yes. You hired me to do a job, but I’ve actually, I’ve, over-delivered in this other area because I believe in this relationship, this relationship isn’t purely transactional for me. It’s an endowment. Who knows what other opportunities that this could potentially open up for him to get introduced to more people.

Hey, you’ve got to meet this guy, Randy. His company is doing great things. Look at all the things that he did for me. And now the client is, is beyond happy. They look good in front of their audience, but this is the power of having a podcast in your business. 

When you look at it from a relationship standpoint, when you look at it from the ability to build a strategic connection, a strategic network that can help you to grow your business, who are those people that can help me to move forward? And what can I do to help them move forward? 

Build your network. Be strategic about who you want to invite into your orbit, into your relationships, and then use your podcast to create the relationship, deepen that relationship and start building the business that you truly want to have. My name is Cliff Duvernois and I will catch you in the next episode.