Networking got a lot of bad press in the 1980’s, a decade many viewed as greedy, self-serving, insincere and non-performing. But networking is so much more than passing out business cards and inviting others to “do lunch.” When approached with purpose and thought, networking is an excellent way to build mutually beneficial relationships within your and your clients’ industries.
Before a gathering, find out who will be there and familiarize yourself with the backgrounds of the people you will be meeting. The information will arm you with relevant conversation starters while demonstrating your interest in the lives and careers of others.
Try to meet two to five new people and listen more than talk. Ask lots of questions so that when you leave, you will have a pretty good idea of people’s needs. After the function, keep in touch with your new contacts by sending a card.
An especially effective way to make new business contacts is to become actively involved in professional organizations. It’s not enough to simply join and attend a monthly meeting. Get yourself on a committee where you will make an impact, meet potential clients and gain new referrals. Also, consider joining professional organizations outside your industry because that’s where you’re most likely to meet people who will need your services. For instance, a caterer who is active with the local chamber of commerce is likely to meet people who plan corporate parties and events. This caterer is more likely to gain clients through the chamber than through a caterer’s association.
Another benefit of professional organizations is that they often sponsor functions during non-business hours specifically for the purpose of networking.
Another often overlooked networking channel is our own personal relationships. Think of all the people you have met during your life, from childhood friends to college buddies to PTO parents. You’ll find there are many people in your life that would be interested in knowing about your business. At the very least, some of these people could put you in touch with potential clients or customers.
Once you have the meeting and greeting part of networking down, remember to follow up with your new contacts. Advertising experts say consumers need to see a product six or seven times before they connect it with its ad. As entrepreneurs, we need to use the same strategy to promote our business.
Obviously, networking is a way to make new business contacts, but it serves another important function as well. Consider how important others are to us in our personal lives. We depend on family and friends to listen to our ideas, to serve as sounding boards, to help us work through problems, to supplement our own skills and talents and to ease our workload. We have these same needs in our professional lives. Networking puts us in touch with those who can fulfill them. And this method of reaching out to others is especially important for small-business owners who don’t have a vast support system in-office.
If you view networking as nothing more than a way to meet people who can further your own business goals, you probably won’t get very far. If you approach it with the intent of forming mutually beneficial relationships, you will find that networking has indeed come a long way since the 1980’s.
