10½ Practical tips to help kick start 2011

1. Prepare
The purpose of 1on1s is to get someone to hold a mirror up to your business and provide a fresh perspective. Decide before your meeting what areas to focus your conversation on. Perhaps you are looking for ideas on how to create new leads? A second opinion on a marketing plan? You want input into preparing a pitch document or a client presentation?

2. Be proactive
It's your meeting so seize control. An agenda might help you here. Don't expect someone else to wave a magic wand and produce a big billing client. Take personal responsibility for creating business but use others through 1on1's to help support you. Help might be simply being there as a sounding board for you. Perhaps the other party can share personal experiences.

3. Choose the right Mind Set
You will get most value from involving others if you have an open mind. Don't be defensive or rationalise why you haven't done something. 1+1 can =3; if you let it. You must be prepared to let go and accept that there may be alternative courses of action. Don't stick to what has or hasn't worked in the past. Time moves on and possible success tactics change.

4. Stick to 3 things only
Be realistic in what you can achieve in a 1on1. 3 really is the magic number. Don't prepare a shopping list of items to cover. Transactional items should be covered outside your 1on1s. Better to use the 1on1 to have a two-way conversation focusing on 3 items of interest to you (maximum). So, for example, you might want help to prepare for a networking event; rehearse a seminar you are delivering; and discuss targeting strategy.

5. Do what you say you are going to do
Respect peoples time. If you ask for advice, listen to it and take action. By doing what you say you are going to do you will build trust and get more value from relationships. There is really no value in just turning up for 1on1's because they are in your diary. You must commit to implementing ideas and following through as agreed. A good way to help you do this is to write down what has been agreed in your meetings.

6. Build on previous conversations
1on1 relationships that are working feel like a dialogue; not one-off conversations. Each 1on1 should build on the previous discussion. Be efficient in how you use your time by capturing action points and following up between meetings. Empathise with preferred communication styles and learn from each contact to adjust your style to maximise impact.

7. Use existing control documents
A common issue in 1on1s is that they are used to transmit transactional information, eg marketing activity such as number of ‘coffee' conversations or networking events attended. This is not a good use of time. Control documents should be used routinely day to day and simply used in the 1on1 as a reference point.

8. Be trusting
Others are there to help you with practical support and guidance. They can only do this if you are really honest. A personal example of how I have seen this work was the accountant who confessed to me in a 1on1 that she was so scared of walking into a room full of strangers that on one occasion she had been physically sick at a networking event. With this insight we were able to design a bespoke training programme to build personal confidence. The result was a happy accountant who came to enjoy networking.

9. Ask for feedback & treat as a gift
As a management trainee at Procter & Gamble I learnt at a young age that feedback is a gift. Have the confidence to ask for feedback, listen positively and take action. Feedback should be specific and offer practical ideas to hone skills, eg networking; pitch writing; presentation delivery; or marketing plan. Feedback will help you identify vulnerabilities and develop plans to address these.

10. Stick to timings
Personally my recommendation is that 1on1s should last between 45-60 minutes. This allows time to discuss the agenda; focus on 3 key areas (maximum); and wrap up by agreeing actions items and who is going to do what. You will often find - certainly in the case of using external advisors - that your 1on1 is scheduled with 4 or 5 other 1on1s. If this is the case it is critical that you stick to your allocated time.

10½. Follow up & take ACTION
There really is no excuse in not following up. Even if you are sceptical that a new approach will work, try it and see. Testing is a great way to improve marketing effectiveness. Saying you have been ‘'very busy'' is a cop out. If you put a higher value on 1on1s you will get a better return on time invested.

Good luck; Take Action; and happy New Year!

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