"Call it a clan, call it a network, call it a tribe, call
it a family: Whatever you call it, whoever you are, you
need one." -- Jane Howard, US journalist, writer. (1935-
1996)
Networking - surely one of the most popular buzzwords
in the business world today! A Google search
for "business networking" yields 158,000 hits. And if
you search for "networking," you'll be swamped by more
than 49 million hits!
Clearly, everyone is talking about networking, but what
is networking, really?
If you use the thesaurus in your word processing
program, you'll find network used as a
noun can be "a set of connections," a "set of
contacts," a group, or an association. As a verb, it
means "to meet people," to "make contacts," or
to "exchange ideas."
At its best, networking involves creating connections
with others: building interest, knowledge, and
credibility. To take advantage of the interest in
networking, thousands of networking groups have
appeared, both in physical locations, and through the
Internet. You probably participate in some form of
networking yourself, even if it doesn't go by that name:
alumni associations, clubs, parent-teacher groups, etc.
As a successful entrepreneur, you need to be an active
part of networks. Why? Because networks provide
several things: they create the links you need to
find people, products, and services. They provide the
personal connections that are important to help you
stay on top of what's going on. And they can bring
business your way - and increase sales.
Notice that increasing sales was the last item listed -
and not by accident. The most successful business
networking involves a nurturing process: building the
relationship, building credibility, providing information,
and then getting sales. Too often,
we become frustrated because the first or
second meetings with a new networking group don't
instantly result in sales. The fact is that, with a few
exceptions, it may take as much as a year with an
effective networking group before you will start
obtaining sales leads.
So how can you get the most out of your networking
groups? Following are a few suggestions:
1. Plan your objectives - Before you go to a
networking event, decide what you want to achieve
during the hour or two that you will be there. What do
you want to learn? What do you want to share? Your
objectives will help you determine what kinds of groups
you want to join. For example, what is the composition
of the membership of the group? You should generally
be looking for
members whose customers could also be your
customers. When you have identified your networking
objectives, develop a means of tracking the
effectiveness of the group. Does the group meet your
objectives?
2. Plan your self-introduction - Walking into
a group of strangers is never easy. And you are not
alone in feeling a little uncomfortable. To make things
easier, prepare and rehearse a short self-introduction.
Its purpose is to break the ice and to let
the person you're meeting for the first time know a little
about you. By the way, this isn't your "elevator
speech" - that comes next. What is an elevator
speech? An elevator speech is a short description of
what you're about and something that makes you
special. Use your elevator speech when you're asked
about your business.
3. Business cards - Don't leave home without
them! - Always have a supply of business cards
with you, no matter where you're going. You never
know when you might want to give one to someone.
4. Remember: it's a two-way street.
Successful
networking involves a lot of giving before you start
getting. Learn about other people's businesses; that
means being actively interested. Be willing to answer
questions and to offer assistance. Offer referrals or
connections with others when you can't personally
meet a need or answer a question. People remember
and value a person who is connected. And remember
that your network represents a valuable resource for
your customers, making you able to offer solutions that
may be beyond the scope of your own business.
******************************************
Looking for a new networking group? These groups
that Peggy belongs to in the Northwest Suburbs of
Chicago are looking for new members:
The Women's Network for Entrepreneurial Training
(WNET) at the College of DuPage meets the second
Tuesday morning of each month.
Biz2Biz Network focuses on business customers and
meets every Wednesday morning in Hoffman
Estates.
Connections, part of the NSACI Chamber of
Commerce, meets Thursday mornings in Schaumburg.
Contact Peggy Morrow for further information.
Suggestions for further reading:
How to Work a Room: The Ultimate Guide to Savvy
Socializing in Person and Online. Susan RoAnne.
Harper-Collins Books, New York, 2000.
Networking Made Easy. Patty Marler and Jan
Bailey Mattia. NTC Contemporary Publishing Co.,
Lincolnwood, Illinois 1998.
Networking is just one aspect of an effective marketing
program. Want to learn more about marketing
communications? Click here
