Successful Networking: Process and Strategy

Networking is probably the most effective and least expensive marketing method one can use to build a professional network, and to promote oneself, or one’s business or practice. However, what I have seen is that this method works best if one does business in their local area.

Networking is relatively easy for someone who naturally likes to talk, however those who are a bit on the shy side or have reservations about meeting new people can actually gain from networking. In the past, I have met some people who were skeptical about networking and said that they don’t like to network because they haven’t found it to be effective. However, I feel that is the case because they don’t know how to network or may be because they have unrealistic expectations from their network.

Networking is not about selling, but the idea is to develop relationships that can lead to sales or referrals. One’s objective should be to get to know people and allow them to understand you and your business. Often, people approach networking with the hope of making a sale or getting a client after one visit to an appropriate group. That’s where they get disappointed and this is not how networking works.

It’s important to understand that people do business with, or recommend someone if they know them well and trust them, and this takes time. So, I think one should approach a networking event without any expectation of getting new business or getting some lead to a new job. Instead, one should go with the intention of meeting new people or chatting with those you’ve already gotten to know. Networking is more a process and not a one-off event.

I think it’s also a great opportunity to make a good impression so one should also be dressed appropriately for the event; I think one should wear something formal when one goes for a networking event.

People attend networking events to meet others. So, if someone is alone, that’s a great opportunity to make a new contact. Also, one should not spend most of the time talking to one person. Once sufficient information is exchanged, one needs to move on and try to talk to someone else. While walking around, do talk to people you have met before to enhance your relationship, but one should also talk to people you don’t know in order to widen your network.

While talking to people, one should ask people about their business, listen to them carefully, let them know about what you do, and find points of commonality that you can bring into the conversation.

I feel one should carry plenty of business cards to such events, and at least give your card to those who show real interest in what you do. Also, one should be well-prepared with a short description of what you do – say 10 or 15 seconds, so that you can answer effectively when you’re asked to explain your profile.

It’s also a good idea to follow-up. If you make a good connection with someone, after the event, send a note saying how much you enjoyed meeting them.

Options for building business networks

Building a network of business connections has always been an important part of running a business. While offline activities are still important and there is a value to face-to-face meetings that cannot be overlooked, the Internet has made it easier to expand a business network.

So, options to build business network (to grow a business) should include offline as well as online methods.

• Participate in Industry Meetings: Participating in industry meetings, conferences, and tradeshows is a great way to build and cultivate relationships with colleagues, network, and meet new people. If your industry has a trade association, join it and participate in their meetings. In general, it’s a great idea to join and become active in important associations.

• Use Social Sites: Grow your business network by using social media sites and apps, such as LinkedIn, Twitter, and Facebook. LinkedIn and Facebook can be great sites to start and grow your business network. Twitter can complement a company blog well.

  Create a Facebook page for your business. Actively participate in forums, submit articles, and respond to any postings from others about what you’ve written.

• Seek Referrals: Your customers will most likely know other people like themselves who need your product or service. It is perfectly acceptable to ask them for a referral and request permission to use their name for an introduction. Once a prospect hears the name of someone they know, sales people will have a much greater chance of success in their introductory contact.

• Use Testimonials: Your customers are your most important advocates. Ask them if they would be willing to provide a testimonial about your product or service. The testimonial may be a simple quote or a longer case study that demonstrates how your product or service solved their problem. The testimonial should be posted on the company website, on brochures and other promotional materials.

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