The Art of Networking
Bill Boyer
But there is one very old and proven method that will never change. Many experts say is the most critical, especially in a local market. It is networking.
Many people consider networking a way to speed up the sales process. Networking is not selling: it is marketing. Again, networking is not selling, it is relationship building. It is a way to increase your visibility and develop credibility. You want to be sought out and referred.
At the typical networking event, it is rare to find an immediate customer, yet that is what we are all looking for. Even if the individual you are talking with is a potential customer, they probably are not going to ask you for a meeting to discuss potential sales at this time. They want an opportunity to know you better. Your goal in networking should be to get to know more people and build rapport with them.
Don’t just try to find out all you can about their business, get to know them as individuals. Find about their interests outside their business. Where have they gone on vacation or where do they plan to go? Whether they admit it or not, people enjoy talking about themselves. They appreciate the interest in them. This is not a chance for you to show off and prove how great you or your company is. Listen to them. You will get a lot of good information.
Concentrate on listening for information and messages that will allow you to be in a position to connect people. This is just not for business contacts; it can be for anything that comes up in the conversation. Giving good referrals is one of the best ways to establish credibility in a network. And when giving referrals, you should contact the party you are referring and let them know that they may be getting a call. Or find out if he person you have made the referral to would like to receive a call. Or have a three way meeting.
Generally, people are not going to refer you to their friends, customers or suppliers unless they consider you credible and trustworthy. You would not refer someone to an associate if you were unsure of their capability or credibility. After all, people do business with people they know, like, and trust.
Be sure to get business cards. Follow up with potential clients or referral partners to let them know it was good to meet. Your method of contact may be different for each networking group or individual, but staying in contact will maintain your visibility and will build credibility.
Also, you need to show up often. Contacts with potential clients come from establishing visibility and credibility and building relationships. It is much more important to visit the same networking groups often than it is to visit many various groups. You will need to decide which groups seem to fit your potential client base the best. Experts say that it takes on average eight contacts or touches before customers are ready to buy, or referral partners are ready to refer you. You need to periodically evaluate the results you are getting with each group. It must be looked at as an investment and if the return is not adequate to the time you are investing, you should find another networking group.
Where to network? There are many chamber groups, actual networking groups, seminars, association events and tradeshows. Also, volunteer for civic organizations-make connections. Learn to get information about people and their businesses.
Networking should not be the exclusive technique used. It should be supplemented with many of the others active methods: newsletters, presentations, meetings, association memberships, internet, etc.
Make networking a goal. Learn to get information about people and their businesses. Establish your credibility. Over the long term, you will probably find that networking is your most effective marketing tool.
Bill Boyer is the President of Tidewater CEO. He can be reached at bill@tidewaterceo.com or read Bill’s blog at http://tidewaterceo.wordpress.com/
