Improve Your Networking Results
(By Gil Gerretsen) It has long been said that success doesn’t lie in WHAT you know, but rather in WHO you know. The WHAT should already be a given fact if you expect to stay in business very long.
Business is about developing relationships. It’s about knowing people who believe in you and your work. People who trust you will recommend you or open doors for you.
Most people prefer to do business with someone they know or who is recommended by someone they trust or respect. Therefore, your allies can make a tremendous difference between a marginal or stunning success.
Effective networking is person to person, not business to business. Success depends more on building relationships than on how much money you spend for expensive marketing and sales initiatives.
When networking, you can use your own mouth to make all the business contacts you need. Increase your success by increasing the contacts you make.
Networking is one of the best and most affordable marketing tools for a business that is just getting started. Initially, you will need to do most of the talking. The only commitment is time and a willingness to speak out. Eventually, you will receive referrals from satisfied customers who talk about you to their friends and associates.
As time becomes more precious, you may need to cut back, but networking should always remain a vital part of your marketing program.
As you develop your networking program, here are some tips to help you build an effective presence.
First, join one or two key community or industry organizations that have members with who you can do business. This might include your local Chamber of commerce, civic groups, or professional association.
Second, attend meetings regularly. Repeated interaction is vital to developing business relationships. Business is a social process. Plan on participating in at least two organizational or networking meetings PER WEEK.
Third, become an active member by assuming volunteer or leadership roles. Goal-directed group activity is the best way to build relationships. By doing a good job, you develop a credible reputation and you will meet potential new customers in the process.
Fourth, make a point of meeting new people who attend meetings or functions. Don’t sit or talk with your buddies until the formal agenda has started. Try to meet five new people before you settle in with established friends. If it makes sense, invite one of the new people to join you. That will pave the way for them as well, and they will remember the courtesy.
Fifth, schedule one or two AM or PM brew (coffee or beer) visits to follow up with the new contacts you have made. Find out how you can help THEM succeed. Keep in mind that person-to-person is always the most fruitful and enjoyable. If that’s not an option, use a video call or phone call (as a last resort).
Sixth, become a walking directory. Actively refer business and leads to the people you meet. Ask for, and keep, people’s contact information readily available. That’s easy to do with today’s technology tools.
Sounds pretty easy, doesn’t it? And since annual dues to most organizations cost very little, networking doesn’t need to be expensive. Done right, you will get a very good return on investment.
Then why do so many people avoid networking? Here are some common reasons. Do you see yourself here?
“I’m too busy.” If you don’t network, you probably won’t be busy for long. You’ll probably be going through the “feats or famine” cycles rather than having a more regular revenue pattern. Perhaps you are just covering up fear or anxiety.
“I’m too shy.” Almost everyone is! Each person you meet will probably be just as awkward as you are. Some people put on a good show, but I learned long ago that almost everyone fears meeting new people to some degree.
“It takes me away from the office.” This is just another way of saying that you are overly protective or afraid of your safety zone. Force yourself to get out.
“I don’t like to mix business with pleasure.” As mentioned earlier, business is a social process. And for most people. business CAN be a pleasure. If it’s not a pleasure, then you are probably not cut out for entrepreneurship. Go find another career. The key is to keep a balance with your personal life.
“I don’t like to sell.” Networking is the best way to sell without having to sell. This is not the place or time to be a pushy salesman. Focus your attention on the other people, not yourself. Relax and enjoy yourself. Your new friends will respond in kind.
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