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Hello and welcome to Networking Unleashed, a new type of game.

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Welcome to the talks on how to perform it and listen to the podcast where Networking is more than just a book and called Instant Art.

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But here's the question, is an art and how do I get this to work?

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Yes, even if you're the person hiding in the corner at every event pretending to check email.

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This is for you.

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Now, working isn't just a skill to have it go under one, have it started sooner.

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More connections or opportunities, more profits.

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It's like unlocking a cheat code for life.

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So whether you're the like of the party or just a let me just stay in the corner in text.

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We've got something for you.

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Stick around and let's turn those awkward small test moments into big wins.

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Now, I've got a guest today and his name is Lance Kessner.

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And he's got really quite a story to tell.

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He created a consumer product and it's right from his kitchen and it went viral.

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It's now selling in Walmart and I can't really do it justice.

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But if you just let me introduce Lance, then he'll be more than happy to share it with you.

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Lance, how are you doing this morning?

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I'm fine, Michael.

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Thank you so much for the opportunity.

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My pleasure.

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Tell me a little about your product.

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To kind of boil it down to just a couple of sentences.

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What we've done is created a product that helps people kind of reduce their stress and anxiety

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and to help them with their wellness programs.

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It's broth and a tea bag.

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It's a simple idea that we brought to market 12 years ago.

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But what it did do is during COVID, we went viral because we were discovered by Weight Watchers.

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And that raised the awareness of this new kind of crazy idea of combining a tea bag with broth.

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And we ended up a year ago getting a commitment from Walmart to be in half of their stores.

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And that just happened about a month ago.

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And so you could say we're a 12-year overnight success.

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That's great.

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So I guess could you share with me a personal experience where networking itself impacted your career or your business?

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I'd say with that, as it relates to the story, we won an award for our product.

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It's a very prestigious award that is given out by the fancy food show in New York.

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And we won an outstanding hot beverage of the year.

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And so it was the first time a broth had ever won that award.

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Normally it's tea or coffee or cider or something like that.

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So we got the award in New York.

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And after that meeting, somebody I had met years before was in the food business.

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And he always said to me, if you ever need my help with something, let me know.

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And so I called him up and said, I think I need your help.

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Can we meet for lunch?

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And he said, absolutely.

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Right away we met for lunch.

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And I told him that we won the award.

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And he said, yeah, you know what?

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You're right.

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This is a pretty big deal.

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Let me see what I can do.

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He took it to a couple of his customers and came back and said, this is a big deal.

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We'd like to participate with you in building this brand.

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And right now he and his partner are partners of ours.

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And that all came from networking.

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It's crazy.

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That's good.

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That's great.

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You know, trust is such a crucial component of networking.

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Right.

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So with that in mind, how do you maintain your professional networking contacts?

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With even people in your profession, how do you maintain those contacts?

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You know, a lot of it has to do with being comfortable with putting yourself out there.

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One of the things I learned really early on in sales is that you kind of have to make

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yourself a little uncomfortable in a lot of situations.

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I think the only person that knows you're uncomfortable is you.

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Other people don't realize that you're uncomfortable.

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And once you get over that, then it's easier to kind of connect with new people.

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Staying connected with people, it does require some effort.

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As an example today, I am having lunch later on with a person I met probably 20 years ago

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and helped him sell his business.

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And I just called him out of the blue because I had seen an interview that he was on.

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And I just called him and I said, hey, I saw that interview.

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You did a great job.

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Don't need to call me back.

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And then a week later, he calls me.

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He says, I'm taking you out to lunch.

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So, you know, it's those little things, I think, that are kind of fun.

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I'm a pretty social person.

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And so that really kind of fits my personality.

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I think another thing is that LinkedIn, those types of networking sites are so easy to stay

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connected with people and share.

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Now, sharing stories, sharing experiences, again, putting yourself out there, letting

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people see a little bit of a vulnerable side to you is also a great way to connect.

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Because they may be connecting with you and not saying anything.

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And the next time you see them, they'll kind of go back and go, oh, how was that trip?

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Did you ever get that client, that kind of thing?

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So yeah.

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Well, you know, networking is so very important if you own a company or if you're doing the

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sales for the company, but that trust you is such a major factor in networking and everything

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you're telling me that trust factor is so important, you know, because even if you put

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some people on a drip campaign and you forget about them, about eight months later, you

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realize that they're going to call you and say, you know, how about that product or how

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about the sale or whatever?

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But that's because you've already established that trust factor.

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And it's very, very important.

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And if you go to large scale networking events, I'm sure that you've done a few of those and

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you walk in and you see a huge amount of people with tables and everything with people around

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them.

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How do you, you know, usually there is a kind of a secret sauce sort of sort of speak about

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when you approach a table and what you listen for and everything else.

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How do you do that?

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You know, I usually am at the table at those events, but I'll tell you how the most effective

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ways people have approached me and they're very good.

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And I actually don't mind it because they instantly want to know about me, my product,

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what was the inspiration.

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They will take some time to ask me questions without talking about themselves.

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And they're really thoughtful questions.

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You know, they're really asked, they're very interested in knowing what I want to do.

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The people who I instantly turn off are the ones who introduce themselves and what they

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do.

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And if they're not a buyer, which I'm there for, I really don't want to talk to them.

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But if I think that they can add value or if they present themselves in a way that that

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shows that they can add value to what I'm doing, I'll listen.

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And so, yeah, that's usually the way in which I advise people, find something that you can

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connect with and express a sincere interest.

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And you will get, you know, very positive results because the people at those boot,

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they pay a lot of money to be there.

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They're there to sell.

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They may be there to network too, but that's secondary.

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It's true.

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Whenever you go to a networking event, you're always looking to give.

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You never look to get, okay, because that is exactly what you said.

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Everybody is aware that everybody is there to sell something or they have a service or

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something else.

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But if you can show the other people that you have something that you are truly interested,

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I have something called for F.O.R.M.

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Family, occupation, recreation and a message that you can get onto the same level as them.

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And if you can talk to them, speak about their family, their husband and their wife, their

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sister, brother, son, daughter, doesn't make a difference.

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Or the occupation or recreation, do they like to snow ski or snowboard or boating or something

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else like that?

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Get out to the same level and talk about it because people love to talk about themselves.

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They love it.

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So if you can get that so you you're building up that trust value.

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Okay.

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So trust here it is coming back into the fold.

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So you're lowering their wall and you're building your trust value.

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So it's so very important.

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Let me ask you a question.

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What is your vision right now?

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For the company, we're basically, so we've kind of created a new category as a consumer

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packaged good company.

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And we've taken two different ideas, broth and tea categories.

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And we've mixed them together and we sell it as broth.

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You go to the soup aisle, you go to Walmart, you look in the soup aisle for a product.

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Our vision is to let as many people know about that as possible that, hey, there's this new

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thing that you can reach for instead of coffee, tea or cider that is savory and oh, by the

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way, your mom probably served it to you when you weren't feeling good.

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And oh, by the way, we've been drinking broth for thousands of years.

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Yeah, we just happened to put it in a more convenient format and make it very affordable.

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So our vision is that and that encompasses talking to people like yourself, being in

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the press, social media, and then also getting our product into as many places as people

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can taste it as possible.

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That includes break rooms, hospitals.

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We would love to be in an airline beverage cart.

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Can you imagine that they have on the cart?

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And if they said, oh, how about some wonderful Thai lemongrass broth that you could just basically

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... I'll take a cup of that, absolutely.

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So that's kind of our vision.

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I put it very simply, but I'll tell you, it takes a lot of effort to do all that.

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Now, what you've said to me was the grand scheme of things, but I'm sure you've faced some

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challenges.

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Okay?

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So can you give me an idea of a challenge that you've faced and how you overcame it?

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In our business, there are daily challenges that affect the manufacturing of the product

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or getting into a customer or keeping a customer.

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And I think I'd like to speak about the challenge of manufacturing a product.

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When you create a product like ours, my wife and I were not experts in making something

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like this.

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Nobody was.

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In fact, when we came to the market, nobody had ever done this before.

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We were the first ones to do this.

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Our challenge was finding someone who was crazy enough to work with us, who knew what they

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were doing and could grow with us.

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So that original challenge did take a while, but we did find a company, but we quickly

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realized that we outgrew their capabilities.

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And I think that was the second challenge, is realizing that our expectations were going

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to be different than our partners.

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And we needed to be able to kind of lift ourselves away and look for different opportunities.

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And that was really hard because there's a comfort level when you're working with a

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partner like that.

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And you don't want, you know, you don't know what's next.

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There are continual challenges when it comes to growing.

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And we expect that there are going to be other kinds of things that come along that we didn't

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really expect.

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Yeah, there's always challenges and everything that you do.

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But if I'm to ask you, for my viewers, what is one essential networking tip that you would

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give them that you found to be successful?

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I think that I just attended a holiday networking event a week and a half ago.

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And I probably knew four of the hundred people or so.

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And in this case, I brought something that kind of broke the ice with people.

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Week three, eight, it's something called the broth sloth.

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And so I brought this huge backdrop that people could take pictures with and get hugged by

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the broth sloth.

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And so I can't tell you how many people came up.

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They wanted to know what it was.

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I had a reason to say, hey, you need to get a picture.

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The sloth has been waiting for you.

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Come and sit down and take a picture.

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And the smiles on their faces were just amazing.

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But I'll tell you, if you have something that can break the ice with somebody in a way that

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they're not really expecting, you get amazing results very quickly.

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And it may be asking them, how did they get to the event?

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You don't say right away, what do you do?

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How did you get to this event?

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Like questions that are very kind of sideways.

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And I'll bet that that will break ice and figure out whether you want to keep talking

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to that person or not.

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You hit on so many things that I usually speak about just for general networking guidelines.

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And you seem to be doing everything the way you should be doing it.

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So I think you're going to do great.

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What would your favorite marketing tactic be?

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Was it this or was it something else?

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I can tell you that the broth sloth, we actually created it because we were at a very large

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conference in Minneapolis.

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And our booth was right in between two multi-billion dollar companies.

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And I said to my wife, we need to figure out a way to stand out.

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People are going to just walk by, they're going to look at general mills, which is right

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in front of them.

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And they're not going to look at us, a two-person company.

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So we created the broth sloth.

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We had the next morning, we had people waiting in line to take pictures with the broth sloth.

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We got our largest ever customer from that and we're just rolling them out.

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I can't really talk about them, but basically that ended up being the reason why that organization

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brought over their executive director to find out about it.

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Because what happened was if people were walking in front of our booth, I would go out into

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the aisle and say, the broth sloth is waiting to take a picture with you and totally catch

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them off guard.

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They didn't even know what we did.

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I got them to sit down.

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They gave me their cell phone.

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I took a picture with their cell phone.

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They still didn't know what we did.

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I gave them back their cell phone and handed them samples of our product and gave them

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literally a five-second pitch.

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That was, I think that was the best marketing we've done.

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And it did prove out to work very well.

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Okay, so let me just say, because we're going to close things up here a little bit, and

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I want you to give me and everybody else one takeaway that somebody can use today or tomorrow.

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They can immediately start to use.

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One networking takeaway.

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You know, go on LinkedIn and look at your network and reach out to five people that you haven't

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talked to in a long time and just ask them how they're doing.

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Just say, hi, I was thinking about you.

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Maybe mentioned something that connected you to them in the first place.

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And I'll bet you that something will come out of that and don't have any expectations.

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Say, hello, how are you thinking about you?

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And you might be surprised.

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That's a great tip.

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One which I do all the time, but I also recommend to everybody else.

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So I feel that is a very, very good tip.

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So Lance, if somebody wanted to get hold of you, ask you a question or ask about your

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product, how would they do it?

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Our website is sipping broths or sipping broth.com.

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You can reach me on LinkedIn, Lance Kesner, or we're on social media at sipping broths

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plural.

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So any of those channels are open for communication.

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If you want to email me from our website, that works too.

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So yeah, all kinds of ways.

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Great.

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Lance, this was terrific.

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You have done wonders with what you have.

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Your product sounds sensational.

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And honestly, I can't wait to go out and try it.

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So I want to wish everybody a happy holidays, Merry Christmas, happy Climax, and we'll get

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back to you soon.

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Thank you, Michael.

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Well, that's a wrap, folks.

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A huge thank you to our special guests for sharing such incredible insights today.

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And of course, a big shout out to you, our amazing listeners, for tuning in and spending

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your time with us.

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Remember, networking isn't about being perfect.

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It's about being present.

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So take what you've learned today, get out there, and make some meaningful connections.

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If you enjoyed this episode, don't forget to subscribe, leave us a review, and share

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it with someone who could use a little networking inspiration.

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Let's keep the conversation going.

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You can find me on Apple, Spotify, YouTube, or my website, MichaelAForman.com.

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Remember, until next time, keep practicing, keep connecting, and keep building those relationships.

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This is Michael A. Foreman signing off.

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Take care, and happy networking.