Definition: Developing and using contacts made in business for purposes beyond the reason for the initial contact. For example, a sales representative may ask a customer for names of others who may be interested in his product.
The ability to network is one of the most crucial skills any
entrepreneur can have. How else will you meet the clients and
contacts necessary to grow your business? But many people are put
off by the idea of networking, thinking it requires a phony,
glad-handing personality that oozes insincerity. Nothing could be
farther from the truth.
Think a moment. What does a good networker do? How does he or
she act? What is his or her basic attitude? You’ll probably be
surprised at how much you instinctively know about the subject.
You may decide, for example, that a good networker should be
outgoing, sincere, friendly, supportive, a good listener or someone
who follows up and stays in touch. To determine other skills an
effective networker needs, simply ask yourself “How do I like to be
treated? What kinds of people do I trust and consider good
friends?”
Now that you have an idea of what attributes a good networker
must have, take an objective look at your own interactive
abilities. Do you consider yourself shy and regard networking
groups as threatening? Do you tend to do all the talking in a
conversation? Do you give other people referrals and ideas without
a thought to your own personal gain? Can people count on your
word?
Many people go to networking events, but very few know how to
network effectively. Networking is more than just getting out and
meeting people. Networking is a structured plan to get to know
people who will do business with you or introduce you to those who
will.
The best way to succeed at networking is to make a plan, commit
to it, learn networking skills and execute your plan. To make the
best plan, ask yourself: What do I want to achieve? How many leads
(prospects) do I want per month? Where do my customers and
prospects go to network? What business organizations would benefit
my business? How can I build my image and my business’s image? What
would I like to volunteer to do in the community?
Make a five-year networking plan listing your five best
customers, five targeted prime prospects and five targeted
organizations. Next, set goals for involvement in each
organization, determine how much time you will need to commit to
each organization and prospect, and decide what kinds of results
you expect.
Now that you have a plan, get committed. Tell yourself that you
will devote enough time and effort to make it work. Half the battle
of networking is getting out there and in the swim.
The other half of the battle is learning to network effectively.
Typically, ineffective networkers attend several networking groups
but visit with the same friends each time. Obviously, this behavior
defeats the entire purpose of networking. If you stick with
familiar faces, you never meet anyone new. And since most people
stay within their circle of friends, newcomers view the
organization as a group of cliques. This is one reason people fear
going to new organizations by themselves–they’re afraid no one
will notice them.
The trick with networking is to become proactive. This means
taking control of the situation instead of just reacting to it.
Networking requires going beyond your comfort zone and challenging
yourself. Try these tips:
- Set a goal to meet five or more new people at
each event. Whenever you attend a group, whether a party, a
mixer or an industry luncheon, make a point of heading straight for
people you don’t know. Greet the newcomers (they will love you for
it!). If you don’t make this goal a habit, you’ll naturally
gravitate toward the same old acquaintances. - Try one or two new groups per month. You
can attend almost any organization’s meetings a few times before
you must join. This is another way to stretch yourself and make a
new set of contacts. Determine what business organizations and
activities you would best fit into. It may be the chamber of
commerce, the arts council, a museum society, a civic organization,
a baseball league, a computer club or the PTA. Attend every
function you can that synergizes your goals and customer/prospect
interaction. - Carry your business cards with you
everywhere. After all, you never know when you might meet a key
contact, and if you don’t have your cards with you, you lose out.
Take your cards to church, the gym, parties, the grocery
store–even on walks with the dog. - Don’t make a beeline for your seat.
Frequently, you’ll see people at networking groups sitting at the
dinner table staring into space–half an hour before the meal is
due to start. Why are they sitting alone? Take full advantage of
the valuable networking time before you have to sit down. Once the
meeting starts, you won’t be able to mingle. - Don’t sit by people you know. Mealtime is a
prime time for meeting new people. You may be in that seat for
several hours, so don’t limit your opportunities by sitting with
your friends. This is a wonderful chance to get to know new people
on either side of you. Sure, it’s more comfortable to hobnob with
familiar faces. But remember, you are spending precious time and
money to attend this event. Get your money’s worth; you can talk to
your friends some other time. - Get active. People remember and do business
with leaders. Don’t just warm a chair–get involved and join a
committee or become a board member. If you don’t have time,
volunteer to help with hospitality at the door or checking people
in. This gives you a reason to talk to others, gets you involved in
the inner workings of the group, and provides more visibility. - Be friendly and approachable. Pretend you
are hosting the event. Make people feel welcome. Find out what
brought them there, and see if there’s any way you can help them.
Introduce them to others, make business suggestions or give them a
referral. Not only will you probably make a friend, but putting
others at ease eliminates self-consciousness. A side benefit: What
goes around comes around. If you make the effort to help others,
you’ll soon find people helping you. - Set a goal for what you expect from each
meeting. Your goals can vary from meeting to meeting. Some
examples might be: learning from the speaker’s topic, discovering
industry trends, looking for new prospects or connecting with
peers. If you work out of your home, you may find your purpose is
simply to get out and talk to people face to face. Focusing your
mind on your goal before you even walk into the event keeps you on
target. - Be willing to give to receive. Networking
is a two-way street. Don’t expect new contacts to shower you with
referrals and business unless you are equally generous. Follow up
on your contacts; keep in touch; always share information or leads
that might benefit them. You’ll be paid back tenfold for your
thoughtfulness.
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