Powerful Networking:
Focus on building connections, not closing sales
by Julie Chance
You can find numerous references in the business literature
about the importance of a company's mission. These sources emphasize
that the mission is not to make a profit; that a profit is the outcome
of and reward for fulfilling the mission.
In the same sense, the mission of networking is not
to gain business and close sales. The mission of your networking activities
is to make connections, develop relationships, and help others. The
outcome of these activities will ultimately be increased business.
It's the reward, not the purpose.
Matt Soltis, in his book Strategic Networking, says,
"Although an early supporter of business networking, I became
quickly disillusioned with it as a mainstay of my marketing plan.
I found that something was missing from those long sessions of glad-handing
and exchanging business cards. I had collected a pocketful of business
cards but little else.
"While I was analyzing my needs and talents it
was pointed out by my personal coach that I had a behavioral style
that lent itself to chatting, while listening took a back seat. How
could I learn if I would not listen?
"At the next opportunity to network, I intentionally
listened, never interrupted, and found myself very interested in the
other person's business. When I spoke, I asked questions, just a few,
but selective so that they elicited answers about the other person's
needs.
I had stumbled on to the answer I was looking for.
I wasn't there to find clients. I was recruiting others to look for
my clients and pledging to reciprocate as I learned more about their
business. I was participating in something I later described as strategic
referral networking."
So how can you approach networking from a prospective
that ultimately leads to increased business? First, it is important
to understand that developing a network is a process, and it is about
building relationships.
A key objective of effective networking is to find
out about others - their concerns, problems, needs, and wants. Become
a problem-solver and a resource. Listen for problems you can help
others solve, either directly or by referring them to someone else
in your network.
Practice the fine art of questioning (and listening).
Asking open-ended questions, and really listening to the other person's
responses, is one of the most important networking skills. Some key
questions or statements you can use to elicit additional information
include: What would be an example of that? Please expand on that.
Tell me more. How do you do that? Be curious. Develop a true interest
in others, what they do, and what they need.
Follow up and stay in touch. Developing a network
is not about attending a bunch of meetings, having a meal, and going
home. After all, the word "work" is part of "network."
Remember, developing a network is a process.
Ivan Misner, founder of BNI, describes networking
as a process of developing visibility and credibility. Only then will
your activities lead to profitability. It may take as many as five
to 15 contacts with an individual over a period of weeks, months,
or even years to develop the kind of visibility and credibility that
leads to profitability.
Look for ways you can support your network members.
It's not always about doing business with or even referring business
to them. Some ways for you to support your network members include:
- Posting their information on your website or in your newsletter
- Inviting them to speak at an organization in which you are involved
- Doing joint promotional projects with them
- Distributing their information
- Nominating them for recognition and awards
- Inviting them to attend events with you
- Arrive early, stay late, and get involved.
Take a leadership role in the organizations you are
involved in. It's a great way of becoming more visible and developing
greater credibility with a larger number of people in a shorter amount
of time.
Focus on giving, not getting. If you look for ways
to assist others, you will be rewarded for your efforts both directly
and indirectly in unexpected ways.
Don't keep score. "Successful networking is never
about simply getting what you want. It's about getting what you want
and making sure that people who are important to you get what they
want, too," said Keith Ferrazzi during a January 2003 interview
for Inc. magazine. Or as Sandra Yancey, founder and CEO of eWomenNetwork
quotes her mother as saying, "Give without remembering and take
without forgetting."
In addition to the ultimate reward of increased business,
effectively developing your network will bring you:
- Different prospectives
- Information
- A support team
- Connections
- Strategic alliances
- Access to resources
- Advice and Ideas
- More potential solutions
In his book, Soltis points out another value of networking:
the ability to bring your clients value-added relationships through
referring them to the right individuals to help them solve all of
their personal and business dilemmas - whether it is a tax question,
temporary housing, or a place to board an exotic pet.
As you determine the role that networking plays in
your business-building strategies, ask yourself these questions:
How can I assist the members of my network? What are
their needs? What resources can I bring to them? What connections
can I help them make? What can you expect if you put in the time and
effort required to develop an effective network?
To paraphrase Yancey, from her CD, Increase Your Net
Worth by Developing Your Network: A strong network brings the power
to make things happen and provides a safety net when things aren't
going so well.
Julie Chance is president of Strategies-by-Design,
a Dallas-based marketing consulting firm specializing in marketing
programs including marketing coaching for professional service providers.
If you are interested in additional information about how to develop
more leads, turn those leads into loyal customers, and obtain a greater
return from your marketing investment, Julie invites you to sign-up
for their free marketing tips newsletter at www.strategies-by-design.com
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