Diane Carson on Resiliency and its Role in Networking

Alana Muller:    Welcome to Enterprise.ing, a podcast from Enterprise Bank & Trust that's empowering business leaders one conversation at a time. We'll hear from different business leaders about how they've found success in cultivating their professional networks and keeping them healthy and strong. I'm your host Alana Muller, an entrepreneurial executive leader whose primary focus is to connect, inspire, and empower community. We at Enterprise Bank & Trust thank you for tuning into another episode.
    Hello listeners, welcome to another episode of Enterprise.ing. So glad to have you here today. And I'm delighted to welcome our guest, Diane Carson. Diane is owner and president of Promo Xpertz. She's joining us with over 40 years of expertise in PR and marketing strategy. Diane has had to keep up with changes in the marketing, PR, and promotional products fields. From her position as British proconsul at the British Consulate-General in St. Louis arranging personal appearances and media interviews for a variety of personalities, to special events director for a major department store and her 20 plus years as owner of a marketing company in six plus years as a promotional products distributor, Diane has enjoyed every minute of her career helping small businesses and entrepreneurs to grow in good times and in bad. Diane Carson, welcome to Enterprise.ing.

Diane Carson:    Thank you very much. Thank you for having me, I'm excited.

Alana Muller:    So glad you're here. Diane, I understand you are a certified marketing consultant and that companies leverage your expertise to get them to the next level and to collaborate and develop creative marketing programs that put and keep their name in front of their current and prospective customers. What are some of the ways that you and Promo Xpertz help clients to navigate the challenges of starting and growing their businesses?

Diane Carson:    Well, I have two types of clients. One is an entrepreneur that needs help with start up. So they have no logo, no marketing materials, no website. And so I become their outsource marketing department and we work together to get them jump started and get them ready to go. And then I stay with them for as many months as they want me to stay with them and help them with their newsletters and really get them up off the ground. My other client is probably an established business, maybe is going to a trade show, or an expo, or something like that, or maybe looking for items to keep their name in front of their customers. And so I'm a promotional products distributor. So with my certified marketing consultant position, then I don't just go and say, "Hey, you want a pen"? I say, "Okay, let's talk about it. What kind of pen do you want? How are you going to use it? Who is it going to? When are you going to give it away? Let's think of maybe something else that might be a little bit more creative that somebody would keep". Well- [inaudible 00:02:59].

Alana Muller:    Right.

Diane Carson:    They don't keep pens. They don't keep cheap pens. They keep [inaudible 00:03:02]

Alana Muller:    Exactly. Right, I know. We could all sort of have all the cheap pens possible, but it's much better if you have something really cool. Well and that makes so much sense. And so essentially you're not just dealing in products, you're really a strategic marketer that really helping them think through.

Diane Carson:    Right. More of a consultant, I guess.

Alana Muller:    Yeah. Helping them think through how to connect with their clients. That's so great.

Diane Carson:    Right. I recently had a solo-preneur is what I call them. She's an interior staging company. And she said, "I'm sponsoring a networking event, and I won a thousand of this and a thousand of that". And I said, "A thousand? What are you going to do with a thousand"?

Alana Muller:    Right.

Diane Carson:    So in the end I got her down to 500, but I still told her it was probably way too many. I just don't sell them just to be selling them.

Alana Muller:    Yeah. I think that's a good long term plan, right? You don't want just a transactional customer, you really want to build a client base with relationships. So with that in mind, how do you actively manage your network?

Diane Carson:    Well, I'm actually known as the networking queen. And no reference there to my British upbringing.

Alana Muller:    Do you have a crown? That's what I want to know. I want to know if you wear tiara.

Diane Carson:    Yeah. I probably should show up in... Years ago the only networking group in town was Small Business Monthly. They used to hold, once a month, a get together in St. Louis. And it's when I very first started my business, and I would go and there would be a guy there called the brochure doctor. And he literally was there with a stethoscope and a white coat. So you knew who he was and you knew what he did. So I'm not saying that nowadays with all these networking groups, maybe somebody should start doing that. I don't know.

Alana Muller:    That's a great idea. Yes. Networking queen. I'm good with that. In fact I would love to get a matching one. We can wear them together. That would be excellent.

Diane Carson:    There you go. There you go. That's right.

Alana Muller:    Excellent. As your favorite approach to networking, do you go to a lot of events? And of course that has sort of probably altered in the last few years, right?

Diane Carson:    Oh my gosh. Yeah. I mean I belong to a variety of networking groups. I belong to chambers, I belong to leads groups, I belong to industry specific groups, and then I'm also leading a group myself once a week. It's a leads group. We meet on Zoom and we've been meeting for four years.

Alana Muller:    Wow.

Diane Carson:    Yeah.

Alana Muller:    Was it always virtual? Were you meeting virtually with them before, or did it start in person?

Diane Carson:    We started out in person, and then with the pandemic of course we ended up on Zoom. But every quarter we get together for lunch somewhere, so it's not like we're meeting face to face every week. It's kind of a loosey goosey. There's no cost to join. It is industry specific. I mean really all we ask of our members is their time, and if they can manage to make maybe three out of four meetings a month, that's great. But they don't have to find anybody to fill in for them, they don't have to go to any educational things. It's very relaxed. And the members, we've become fast friends. And there's a lot of business that goes on in that group.

Alana Muller:    Well, what's nice about it is that not only could it be some good lead generation, referral generation, but you're building friendships, you're there for each other. You can really serve as a cohort for one another.

Diane Carson:    Right. Yeah. And we make sure that we do our, what they call one to ones, and get together occasionally for coffee. Just maybe two of us just to chat, see how we're doing and just check in on each other.

Alana Muller:    So great. Well so with that in mind, what are some ways that you personally have been able to make connections mutually beneficial? How do you give back and show that mutual appreciation?

Diane Carson:    Well, I'm just always looking for opportunities to connect people. For instance yesterday, one of my clients held a client appreciation breakfast. So I went there. And how I met him was through his sales manager who was a member of a networking group I had gone to. Well she recently left. And she had brought him along to one of the networking events and I'd become friends with him, and he was the owner of the business. And so he said, "Well I've hired a leads group, but I just didn't like what they were doing so I've had to just cancel my relationship with them. And I'm just looking for a salesperson, I've come to realize that's really what I need". So I said, "Oh, do you know so and so"? He said, "No, I don't". I said, "Well, she's with this HR company and that's what they do". And I said, "Let me give you an introduction". And so I gave them an email introduction, and she's now helping him to find a replacement for the sales person that left.

Alana Muller:    Whoa. And what's so wonderful about that is that not only is it beneficial to him, it's beneficial to her, and I suspect that it feels really good for you.

Diane Carson:    Yes, it does. Yeah. I just love helping people.

Alana Muller:    Yeah. That nice virtuous cycle. So that's great.

Diane Carson:    Yeah.

Alana Muller:    Diane, as I was learning a little bit about you before we got together today I know that you are just an amazingly resilient person. And you've worn lots of hats, including tiaras.

Diane Carson:    Right.

Alana Muller:    And what I want to understand is where do you source your resilience, and how does that factor into your daily interactions with others?

Diane Carson:    Well, I'm a British boarding school brat. So I was shipped off to school at 10 years old.

Alana Muller:    Wow.

Diane Carson:    I mean it's not unusual in the UK. My father was in the Royal Navy and I had been to 10 schools before I was 10. So I had arrived at one school, they'd already learned a particular subject. And then I would go to another one and they hadn't. My education was getting disrupted. So I was sent to Edgehill College in Bideford, North Devon, and I was there until I was 17. So I think when you go you're kind of put in a situation like that, you learn how to be extremely independent and take care of yourself. And I was divorced and downsized in the same month, within weeks of each other.

Alana Muller:    Wow.

Diane Carson:    So the divorce came first, the downsizing came like about a couple of weeks later. But I just said, "No one's going to do that to me again". That was the second time in my corporate career, actually. The first time was when Margaret Thatcher closed 32 posts worldwide, and St. Louis was one of them. And actually when I think about it, I really got that job when I went on to become a special events director for a big department store in St. Louis. And that really was through networking because I was taking British businessmen around to the media, and it was a member of the old Globe-Democrat newspaper that called me and said, "Oh by the way, they're looking for someone to do their special events". So back then [inaudible 00:09:54] for a job, basically. So, yeah.

Alana Muller:    Perfect. Well and it's funny, I often when I teach classes, when I do coaching, I will ask the participants in the room, "How many of you found your current position through networking"? And it's always fascinating. I mean it's 90 to sometimes a 100 percent of the people sitting in the room.

Diane Carson:    Right. Absolutely. Yes.

Alana Muller:    And so to hear you talk about that, even sort of in the face of kind of a lousy situation... I don't know if you were looking for a new position, it doesn't sound like you were. But in the face of, sort of something that was out of your control, something really brilliant came through as a result of your relationship base.

Diane Carson:    One door closes, another one opens. Yes. And yeah. And so the second time I just said, "I'm going to be responsible for my own destiny. I can stand on my own two feet. I've done it before, so I could do it again". And it's a roller coaster. I'm not saying that having your own business and being an entrepreneur and out there by yourself is all roses. It isn't. It's one day you're up here and the next day you're down there. But along the way you're having fun, and at least you're just really making your own destiny.

Alana Muller:    100 percent. I mean you used the expression solo-preneur. One of my favorite expressions. I too am a solo-preneur. And what I find is we make our own luck, right? People say, "Oh, you're so lucky". I was like, "You know what? We make our own luck". We work hard.

Diane Carson:    Absolutely.

Alana Muller:    We build relationships.

Diane Carson:    Yes.

Alana Muller:    And the thing is, as you're describing, we surround ourselves with others who can sort of advocate for us and be part of that circle. So I admire the fact that you've been able to do that over your career.

Diane Carson:    That's right. Right. Yeah. Actually one of the people that I feel I'm really lucky to know is someone from Enterprise Bank, and that's Lorna Gibbar. I just adore her, and she's just one of my biggest supporters. I love just introducing her to people. And I just was at lunch with her and she said, "Oh, you just send so many wonderful business women my way." And I said, "But look who you've introduced me to." So it's really a mutual relationship.

Alana Muller:    Well that is, yeah, I mean the best example of mutually beneficial. So I just love that. Thank you for sharing that.

Diane Carson:    That's how I ended up here. So yeah.

Alana Muller:    Yeah. So great. So great. What advice would you share with someone who wants to grow or cultivate their own professional network? Not everybody is as comfortable as you're describing with building those relationships. What would you tell them if they asked you that advice?

Diane Carson:    Well first of all, I think as a marketer you really have to know who your customer is, and go where your tribe is what they say. And so if your tribe is in the Chamber of Commerce, then go there. If your tribe is, I don't know, in a group of medical experts, go there. Just depending on where your clients are and then I think start out that way. And then there's this 30 second elevator speech. And actually I do recommend a book and it's by Fred Miller, he does a great job. And he takes you up the elevator to where you build your speech to where it's 30 seconds. But I ask questions first, and give before you get. The more generous you are, and the more you give just information or whatever it is, it'll come back to you in spades.

Alana Muller:    It will. You're so right. And we all have information to share.

Diane Carson:    Mm-hmm. Absolutely.

Alana Muller:    So just as you're describing, whether it's a referral, whether it's the name of a great restaurant, a good book, a website, I mean you've just done all of that. That's amazing.

Diane Carson:    Absolutely. And follow up, follow up, follow up.

Alana Muller:    Yeah. Yeah, that sort of secret tool that we all have at our disposal but very few people utilize. So you're exactly right.

Diane Carson:    A handwritten note goes a long way.

Alana Muller:    Indeed.

Diane Carson:    Yes. Especially these days. Yeah, you'd be surprised.

Alana Muller:    That's exactly right. I loved the example that you shared about Lorna. Is there another interaction that you've had with one person who resulted in a breakthrough for you either personally or professionally?

Diane Carson:    Yeah, actually I was introduced to Dr. Stan Fine, he's a PhD. And he's actually I think he's about 80 years old. Anyway he's a wonderful mentor, and he in his late stage of life is working on putting together radio programs that are of interest to small businesses. And so I've been helping him with his marketing pro bono. I've done some trifles for him and helped him with a few things. And his PR, I've written some press releases and helped him with that kind of thing. And he said, "You're so good to us, I want to give you your own radio show". And I said, "No, no, no, no. That's not me. I'm behind the scenes. I'm a worker bee. I'm not out front". And he said, "You'd be great at it, and I think you really should give it a try". And so for the last two or three months, every Tuesday I'm in the studio with some wonderful businesswoman, either an expert or someone who owns their own business. And we're chatting about ways that our listeners, our women business owners or even entrepreneurs or whatever they are, can maybe get a nugget and put it into use immediately in their business or their corporate career or whatever it is.

Alana Muller:    So fabulous.

Diane Carson:    I'm learning so much. I'm learning from my guests. I think it's amazing. I had a health coach on this week and she blew me away with some of the stuff that she was... The way they can tell from your genetics what kind of diet you should be on and all that kind of stuff. So I just didn't know anything about that. So I'm learning along the way. And so, yes.

Alana Muller:    Yeah. Game changers. Game changers. These are great.

Diane Carson:    Yes yes. Yeah, he's given me a whole other path to go down.

Alana Muller:    Well and I mean and one that you weren't looking for.

Diane Carson:    Absolutely.

Alana Muller:    And so what you're describing to me is this notion of being open to the opportunities as they present themselves.

Diane Carson:    Absolutely. Yes.

Alana Muller:    And once again, it's something where you can leverage the opportunity. You've earned the opportunity and you can make something really fabulous from it. So, great example.

Diane Carson:    Right, right.

Alana Muller:    Great example.

Diane Carson:    Yeah.

Alana Muller:    One of the things that, as we begin to come to a close here this afternoon, I'd love to know if you could meet with one person... And I don't care if they're living, not living, fictional, non fictional, doesn't matter to me. Who would you want to meet with and why?

Diane Carson:    Well this wouldn't have come as any surprise to you, but I'd really like to meet Queen Elizabeth.

Alana Muller:    Oh. So great.

Diane Carson:    I mean talk about resiliency.

Alana Muller:    Yeah.

Diane Carson:    Oh my gosh. And she's celebrating 70 years on the throne, service before anything else. I did meet Prince Charles, but I would really like to meet her and just find out how she just kind of really hangs in there and just keeps at it no matter what.

Alana Muller:    Yeah.

Diane Carson:    She's obviously worn out at this point, I would think, and maybe wants to sit back with her feet up and a cup of tea. But she keeps going.

Alana Muller:    She does keep going. She is remarkable. I mean we've got to make this happen for you. Have you thought about ways to make that happen?

Diane Carson:    Well actually my parents did go to a tea party at the Buckingham Palace when my dad was still in the Navy. So maybe I could get invited to a tea party. That would be great.

Alana Muller:    I think you should try. I really love that one. I really love that one. That's great. That's great. Yeah my education about her came from, of course, the Netflix show.

Diane Carson:    The Crown?

Alana Muller:    The Crown.

Diane Carson:    Right.

Alana Muller:    Which I just adored and I ate it up. But you're exactly right. I mean she's quite remarkable. And I loved even just the recent her birthday photograph with her horses. I just think it's sweet.

Diane Carson:    Yes.

Alana Muller:    So sweet.

Diane Carson:    Yeah. Yeah. And she must be going through a lot of turmoil right now, too.

Alana Muller:    Of course.

Diane Carson:    With everything that's going on within her family, but it just doesn't show.

Alana Muller:    Yeah.

Diane Carson:    She's just handling it really, really well.

Alana Muller:    Really neat.

Diane Carson:    I really admire her.

Alana Muller:    That's a great answer. I just love that.

Diane Carson:    Thank you.

Alana Muller:    Okay. So what's currently on your nightstand.

Diane Carson:    Well something to put you to sleep, but it's very interesting.

Alana Muller:    Melatonin. Is it melatonin?

Diane Carson:    Well that's on there too. Yes. The Power of Human Connection: How Relationship Marketing is Transforming the Way People Succeed.

Alana Muller:    Ooh. Very fancy.

Diane Carson:    It's by Kody Bateman.

Alana Muller:    Okay.

Diane Carson:    And then the other book I have is a book that my 98 year old dad found in a bookstore somewhere. And he said, "I saw this and thought you might like it". It's called Bright Marketing: Why Should People Bother To Buy From Me?

Alana Muller:    Ooh. I love it. These are good ones. These are good ones.

Diane Carson:    Yeah.

Alana Muller:    For pleasure reading, is it mostly business related books? Or do you read novels as well?

Diane Carson:    It's mostly business. I'm extremely ADD. And so if I start a novel I could never finish yet.

Alana Muller:    Never finish. Okay.

Diane Carson:    No. No.

Alana Muller:    That's fair. That's totally fair. These are good ones and I love [inaudible 00:19:05]

Diane Carson:    But I can go a chapter at a time on these. And then I'll noodle on it and then maybe put some of it into practice and then go back to it and do some more. So, yeah.

Alana Muller:    That's perfect. Well I have loved getting to know you. I want to thank you so much for being on the program today. Diane, tell our listeners where they can go to learn more about you and more about Promo Xpertz.

Diane Carson:    They can go to my website, www.gopromoxpertz.com. And that's G O P R O M O X P E R T Z .com.

Alana Muller:    Love that. Diane Carson, thank you so much for being on Enterprise.ing.

Diane Carson:    Thank you, Alana. It's been fun.

Alana Muller:    Thanks for joining us this week on Enterprise.ing. Be sure to visit our website enterprisebank.com/podcast to subscribe so you'll never miss an episode. If you found value in today's program, please consider leaving a review on Apple Podcasts or telling a friend about us. Enterprise.ing, powering business leaders one conversation at a time.
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