Build Your Business Through Smart Networking
Build Your Business Through Smart Networking By Andrea Nierenberg
Many of us still have a negative perception when we hear the word “networking” and as I always say, it’s a misunderstood word. My theory is that good networking skills build links and alliances with people we meet along our career path. “The opposite of networking is not working”—you can learn from everyone you meet and also be a resource to them. If you are lucky, down the road something may come back.
1. Is networking just about finding customers and growing one’s business?
Networking is all about developing and building relationships first. When this happens with hard work and sincerity, customers will come. It’s like a garden. When you meet new people for the first time, it’s like planting a seed. When you stay in touch by meeting for coffee or sending a holiday card, it’s like watering the seeds. Finally when there is a genuine reason for you to have a closer working relationship or friendship, it’s like the harvest. Remember we can plant and we can water—however the growth is a natural and organic process. You cannot rush it. One needs to think win/win and patience. I look at each connection I make as how I can help or refer that person. The biggest joy is when I put someone in touch with someone else and they do business together. Three of my major corporate clients took over three years to develop-lots of staying in touch, patience and finally an opportunity to work on an assignment. Each has turned into multiple referrals within the organization. The goal is stay in front of people, to be on their radar screen as a thank you. I do this with my electronic tips of the month, my quarterly newsletter and a variety of articles.
2. What has been the biggest “negative” that I have heard about networking?
The top complaint that came from a national survey that my company did was about people who act like they are trying to sell you something-right when they meet you. They pounce on you and tell you only about themselves and don’t have any interest in you. Another complaint is about people who lose interest if they don’t think you can help them—the people who figure they only need to “network” when they NEED a job or business. The key is always to give first. Be a resource-go through your database and think how you can help the other person. Every day, get in touch with three people just to say hello. I do this systematically. It could be as simple as sending an article including a note saying “I haven’t spoken to you in a while, and thought you might be interested in this.” Or let them know about an event they might enjoy, or congratulate them on a recent accomplishment. Keep it sincere, short and make it about them—not about you.
To read the rest of this article, check out the Winter 2008 Issue of WE Magazine for Women.
One of the biggest complaints I’ve heard about networking is from folks who aren’t comfortable meeting new people or being in group settings. In fact, I was one of these years ago when I first became a massage therapist. But as necessity mandated that I build my practice, I learned to look at a room full of strangers as a room full of potential clients. It became a lot easier to talk to people everywhere about what I did after that attitude adjustment.
Now as a business consultant that helps other service-oriented professionals (such as massage therapists, yoga instructors, estheticians, and even computer technicians) I try to help people find marketing tools and vehicles that suit their personality best. Perhaps not everyone is cut out for joining a leads group or other structured networking organization. But they would work well and enjoy serving in a volunteer position that complements what they already do or puts them in touch with people who can use their services.
To me networking is just about spreading the word about what you do to others you meet and making business connections that can be of help to you and others you know down the road. So I encourage people to be prepared to share their business with others wherever they go and to be open to the many opportunites that can come from “planting” and “watering” the seeds of their business along the way.
Andrea,
I so concur with all you said in this post. Networking doesn’t have to be a “bad” or “scary” word to people as long as they remember that it isn’t about selling. I think people feel that is hard to do because they want customers however, if they realize that if they give it time…and allow those relationships to grow, it will work. However, you really can’t go into it expecting anything at anytime. Just network to be of help or of service to others in whichever way that you can.
I know for me too, I network to help others and to see how I can make connections for them possibly. I don’t expect them to be my client, I just do it because I truly want to do it.
It seems as if because I give to others, it comes back to me in some way. The law of attraction seems to come into play here.
I am a virtual assistant and I would have to say that 80% of my clients have come to me via referrals and networking events.
I would also encourage people to go out there and be a part of a networking group. You don’t have to say anything if you don’t want to however, being visible is helpful. Also, listen to what others say and watch what others do. If something seems to “fit” you, become more involved in that group. If something doesn’t seem to “fit” you, don’t go back for awhile.
Another thing about networking is being consistent in your efforts. One thing that I help some of my clients with is creating a networking schedule. This allows them a bit more clarity and organization for the networking efforts so it is easier to manage.
Thanks Andrea for a wonderful post.
Sincerely,
Teresa Morrow
Andrea,
You hit the spot with your comments about networking. When I attend a networking event, I go with the intention of getting out of my own way and meeting new people. I’m interested in getting to know them on a personal level, as well as finding out how their business is doing in the marketplace. If during our conversation it feels natural to talk about my business, I don’t hesitate to do so.
I find it helps me break the ice to ask, “How’s your business going?”, and “What’s next?” In particular the question, “What’s next?” gets people thinking about the future, and I tend to have some really interesting conversations.
But, besides getting you out in the community, it helps you feel like you’re doing what you need to do to build and grow your business. This lets the Universe know you’re serious and attracts more opportunities for growth. So, in reality the networking is just as much for your mental outlook as it is for your business opportunities.
Warm regards,
Sandy Reed