BUILDING A NETWORK

As a BA, your network truly is your net worth.   That being said, you should utilize contacts carefully and build them extensively.

This module will discuss some best practices for making small talk, growing your contacts, and building a successful network.

In this video, Brand Ambassador Taylor Corrigan speaks of steps he took to build his network and the immense impact these simple steps helped him grow his career.

To Recap the above:

PROVEN TECHNIQUES TO CONNECT

• Whenever you are in the room, and you don’t know others, make it a habit to introduce yourself. 
• Listen with two ears, one mouth 
• Let others do most of the talking
• Be vulnerable so others can relax and feel more connected.
• Ask questions about what others are speaking about
• Don’t feel the need to impress people with your intellect. 
• Communicate politely, with empathy & compassion, and people will always respond in kind.

GROW YOUR KNOWLEDGE OF THE WORLD AND INDUSTRY YOU WORK IN

• People radiate to others who are interesting & can provide new insights.
• Read newspapers or news apps daily, both local and international, so you always have something to talk about with people. Listen to podcasts, read current affairs magazines, etc., etc.
• Stay on top of trends by reading industry newspapers, trade magazines, and websites such as Imbibe, Spirits Industry news, and Drinks International.

If you are a full-time Brand Ambassador working for a large corporation building your contacts within the corporation is just as crucial to your career as building them externally.

Within this network, you should also include folks you may not interact with daily, such as IT, HR, receptionists, and senior executive assistants, as well as those at a more senior level, including the President, CMO, and owners.

Each of them can be essential to building your career, and though you may not realize it, you may be crucial to helping develop theirs as well. 

Many overlook the people they do not need to interact with daily and only reach out to them when they need something; this is a mistake. Their jobs are not sexy, but they are essential, and they have the power to make your life easy or very uncomfortable. 

A great way to build a relationship with them is to invite them to brand events, take them out for lunch or drop off a bottle ( if they drink). Offer to help make their reservations at cool spots. These gestures will go a long way and help you get to the top of the line. 

These folks would Include

IT

The IT person can be your lifeline. When your computer breaks or your phone dies, you can wait days for it to be fixed or replaced, sending your whole schedule out of whack.  

Accounting

They check your expenses- enough said. 

 Human Resources

 The folks in HR are not just to help you when things go wrong; they are there to help you build your career. Make sure they know who you are, your skill sets, and your career goals. 

 Receptionists/Admins

Most large company offices have one. The receptionists are the pulse of the company. They know everyone, and they are the gateway to senior executives. Help them look like rockstars to their bosses by helping them get their bosses into exclusive places. 

In this video, I speak about why getting to know the folks in the IT Department (if you have one), and Jenna talks about how getting to know your HR person can be essential to building your career.

A GREAT WAY TO BUILD YOUR CAREER AND YOUR BRAND IS TO:

• Become the eyes and ears on the street for Brand owners, Brand Managers, and Senior Executives. These folks are generally stuck in the office and do not get to see their brand in action. As a Brand Ambassador, you experience firsthand what the trade says about it (good and bad) and how consumers drink it. This information is invaluable to them.
  
  
• Propose new ideas: Decision-makers notice people who speak up and bring fresh creativity or solutions to the table. The key is to present ideas with the big picture of what would work in multiple places across the country or the state.
• 2nd is present ideas that are scalable (easy to replicate) in numerous locations. If you pay attention to the Brand meetings, you will notice that they only present the top-line concepts and don't get bogged down in the nitty-gritty. If you can master this, the doors will open, and accept your ideas.

In this video I will dive into this more deeply.

BRAND MANAGER/BRAND OWNERS

BUILD A RELATIONSHIP AND STAND OUT AMONGST THE CROWD: To build your career, you will want to make a relationship with these folks independent of your manager. That being said, you never want to undermine your manager, so #1, never bad-mouth your manager to people above them, 2nd whatever information you are sending to the Brand Manager or Brand Owners, make sure to send it to your manager as well ( you want them to look like a rockstar) 

Steps you can take:

• Please email them to let them know you enjoy working for them and their brand. 2nd, express your interest in attending brand meetings to learn more about the business. It would be best if you also let your manager know as well.
• Keep them informed: When keeping them informed, send the details in an organized format and not too much information at once. Short emails with bullet points listing the essential facts and pictures in ppt or word document or keynote descriptions of the photos. ( only send 2-4 images, or else it will not make it into their inbox)
• Brand meetings: Ask to participate in brainstorming meetings/calls and sit in on brand meetings/calls to learn about the business and the brand. 
• Photos of the brand: When you are out and about, send them pictures of their brand on back bars, cocktails, and menus. ( some might prefer a quick text, always ask their preference)
• Competitor activities: take photos of on-trade events, pos, exciting articles, cocktail placements, off-trade activities or placements, etc. 
• Brand wins: Send them a quick note about new placements, upcoming events, or something cool you pulled off.

SENIOR EXECUTIVES: If you work for large to midsize companies, there will be layers of management. 

STARTING WITH: CEO ( Chief Executive Officer) 

The positions that report directly to this person are the: COO (Chief Operating Officer), CFO (Chief Financial Officer), & CMO (Chief Marketing Officer).

THE NEXT LAYER IN ORDER OF RANK: President, Vice President, Directors, & Managers & Assistant Managers. 

If you are lucky and we are not in a pandemic, you will have the opportunity to meet them at company events.

Take this opportunity to introduce yourself. 

• Beforehand research them: This will help you discover if you have anything in common, giving you things to discuss. ( Obviously, nothing too personal, you do not want to seem like you are stalking them)
• Remember, two ears, one mouth. Only speak about yourself when they ask ( which they will). Keep your stories short and to the highlights. Do not reveal embarrassing facts) 
• Offer to help them out with restaurant or bar reservations. ( You do have all the connections, after all)note: if you do send them somewhere, obviously make sure the company and specifically your brand looks great on the menu and the back bar) 
• Ask to email them once to keep them up to date on some critical observations made in the field and big wins for the brand if they say yes ( which they most likely will ( even though, just FYI, most of their email is vetted by their assistants so they might not always see it).
• Lastly, ask if they would be willing to meet with you once or twice a year to give you guidance and career advice. Senior executives like to be helpful to up-and-coming talent. 

The key is to stay in touch with them. Everyone needs a champion in a company to help get their agenda through and to help build their careers. You can achieve incredible things, but if the right people do not know about it, it won't help progress your career. 

GROWING YOUR NETWORK WITHIN THE BAR AND RESTAURANT INDUSTRY

BARS/RESTAURANTS: Building relationships with the entire team is essential. Many folks concentrate on bartenders, who are crucial but not the only people who can help sell the brand. If you come from the industry, you already know this; this is just a reminder to make an effort to get to know the whole team, including the: host/hostess, waitstaff & Bar Backs. Remember, people move positions and change locations, so get to know them at the beginning of their careers, so your relationships can grow as you both move up in the industry. 

HOW TO BUILD A DEEPER RELATIONSHIP 

Make an effort to:

• Learn all of their names
  
  
• Always say hi, ask how they are doing, and listen to the response. 
  
  
• When holding staff training, make sure to include all of the staff
  
  
• Provide POS for everyone.
  
  
• Invite them to events when you can (I know this is not easy because of limited spots, so pick your favorites)

Bartender/manager/owners: 

People tend to do business with people they like and trust. Take the time to get to know them —an excellent way to do this. 

• Take them out for drinks & dinner on you. 
  
  
• Research them on Facebook to find out their interest & discover if you have anything in common with them.
  
  
• Holidays: Drop off a present of something that has nothing to do with your brand or a specialty item from the brand that is hard to get.
  
  
• Thoughtful presents:  If you discover in conversation with them that they have a particular interest, such as they collect: Hot Sauces, Shot glasses, or read a specific author. These are great facts to know because you get to travel to different places as a BA. In your travels, you might come across an item that you think might interest them, i.e., They collect hot sauce you are in place that makes a specialty variety, pick it up, send it to them in the mail or drop it off with a note saying- Saw this and thought you might want to check it out. Cheers! I hope you are well. 

These are a few excellent ways to build a relationship from now to the future.