Whether you’re an introvert or an extrovert, feel like you have the gift of gab or just don’t know how to make small talk, networking know-how is very important for your business success. There is a notion in business that I believe most of us subscribe to that says “all things being equal, people will do business with and refer business to those they know, like and trust.” And the key to this is obviously being able to develop relationships.
Think of networking as the
cultivation of mutually beneficial, win-win relationships. In order to be
win-win, there must be GIVE and take (notice the emphasis on give). Networking
shouldn’t be viewed as “events” where you go to sell your business. When
effective networking is taking place, the parties involved actively share
ideas, information, resources, etc.
Ok, so you know that you should be networking because it is one of the most cost-effective lead generation activities when used wisely, appropriately and professionally. But, maybe that seems easier said than done. Here’s a seven step plan to really get going with networking for your business.
1.
Check out several groups to find the best
chemistry and perceived value. Most groups will allow you to come and visit at
least a couple of times before you have to join. Go and ask around to find out
why others have joined and what value they get out of belonging.
2. Resist the urge to just go join the Chamber
of Commerce simply because everyone tells you that’s what you need to do. If
that’s not where your target group can be found, then you might just be wasting
a considerable amount of time (and money).
3.
I’m not telling you not to join the Chamber.
Just be clear about what you’d like to get out of this or any other group. If
it’s to find prospective clients or referral sources, then you need to be
networking where those resources can be found.
4.
When you find a group or two, join and go to
all the meetings you can. Don’t go just once or twice expecting things to
happen and then if they don’t quit. Building mutually beneficial, win-win
relationships will take some time.
5. The contacts you make need to constantly see
your face and hear your message. Continual contact with others over time will
open up opportunities for you to go deeper and learn more about each others
thoughts, ideas and capabilities in regards to your respective businesses.
6. Know, like, and trust generally only happens
over time. Being regular and persistent will pay off.
7. Get involved - be visible. Do as much as you
can to make yourself more visible within the organization. Volunteer to help
with meetings, be on committees, or become a leader or board member.
8. Being involved does a couple of things for
you and your business. First, you’ll get more opportunities to establish
connections and get to know some of the contacts you’ve made even better. Secondly,
the higher the visibility you have in the group, the less you’ll have to work
to make new connections. Instead, as new people come into the group, they will
likely seek you out because they view you as a leader within the organization.
9.
Keep your circles of contacts informed. Don’t
just assume that running in to someone once a month (or even once a week) will
cause them to start doing business with you or sending it your way. You need to
let them know what’s going on when you’re not at that particular group in order
to inform and educate them.
10. Send
them invitations to your events or open houses. Send them email or letters to
share big news or success stories, especially anything of relevance to them or
those in their networks of contacts. If you believe that you have valuable
ideas, information and resources to share with others, then doesn’t this just
make sense?
11. Work
at GIVING referrals and sharing valuable information. That’s right, you need to
be willing to GIVE before you get. That means you need to get to know other
members and what makes a good prospect for them. What kinds of information
might you have access to that could be useful to them?
12. You
may initially think you don’t have much of value to share with others (besides
your business and what you provide). Part of the key to getting good at giving
is to not make assumptions. For example, don’t assume that some basic resource
(e.g., a web site) that you’re aware of is familiar to someone you might be
talking to just because they are the “expert” in that field. Be willing to ask
if they know about the resource and ready to share if they don’t.
13. Want
to get better at actually giving referrals? Here’s a simple question to ask
someone you’re connecting with. “How am I going to know when I meet a really
good prospect for you?”
14. Just
the fact that you are willing to explore giving will elevate your know, like
and trust factor.
15. Focus
on Quality, not Quantity, Quantity, Quantity. It’s not necessarily about the
number of connections you make, but about the quality of the ones you do make.
Are they mutually beneficial, win-win relationships?
16. Quality
connections will be identifiable because all involved parties will be actively
sharing ideas, information, and resources. Yes, it is true that you need to
spend some time and effort getting to know the other person(s) and what’s
important to them. But, you also need to be clear and actively thinking about
what information or resources you want and need.
17. Staying
in touch with and following up with a smaller number of quality relationships
will generally be much more productive than trying to follow up with a larger
number of superficial contacts.
18. Be
persistent, but be patient. The goal of a networking event shouldn’t
necessarily be to come away with prospects every time you go out, but to come
away with great connections. Networking usually takes time to get the
relationships developed and nurtured.
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