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"Networking is a state of mind. You must always keep
in mind those people to whom you can refer others. In order to receive the
benefits of networking you must first give." This philosophy of networking
began my chapter, "Networking: Nuisance or Necessity?" in The Sales
Coach: Selling Tips from the Pros. Networking is my passion, my pleasure, and my
best sales tool! Whether we write or speak or work at home or work in
corporate America, we are all salespeople. How successful we are depends on our
attitude toward others and our willingness to help others better themselves.
Brian Tracy, well-known speaker and author, has said: "Your success is
largely due to the number of people who know you favorably." Proactive
networking is an excellent way to positively impress others. When we create that
good impression, when others know us as a resource, they are more likely to
refer their contacts and clients to us. 1985 marked the year I risked it all and launched Positive
Connections (formerly The Haggerty Group), my speaking and consulting business.
My first two clients were a company I had worked with while at AT&T and one
of the AT&T Sales Divisions. During my tenure at AT&T, I had carefully
nurtured the relationships with these two groups. Nurturing means carefully
tending, gently handling, and valuing the relationship. Valued relationships are
to be cherished and cultivated so that they grow strong and fruitful. Scripture
teaches, "For if you give, you will get! Your gift will return to you in
full and overflowing measure, pressed down, shaken together to make room for
more, and running over. Whatever measure you use to give - large or small - will
be used to measure what is given back to you." Networking is also a process that can be learned and
followed assiduously. There are four basic steps: Principal, Process, Place, and
Practice. The Principal has been stated previously. The next step is the
Process. Process: Determine the answers to the following
questions:
Next set goals for networking. Decide on a particular time
of day or the week when you will proactively network. Set up a system for
tracking the contacts you make, whether the old standard, the Roladexî, or one
of the new computer-based systems such as Act!î or Goldmineî or Daytimer
Organizerî. Prepare the tools of networking - business cards, thank you notes,
brochures. Make sure that your materials are professional and reflect you.
Remember that we want to make positive connections! Place: Where can we network? The possibilities are
endless!
As we were loading our luggage into the car, she chirped to
me, "And what do you do?" My spirits plummeted. I was tired from a
long trip, I didn't want to go into sales mode, so I tried to be brief.
"I'm a professional speaker, but I wasn't here speaking, I was helping a
friend." "Oh, really? she exclaimed delightedly. "I come to these
conferences looking for speakers for my company!" My inner voice sighed,
"Why now? I'm so tired. I don't want to do this!" We got into the car
and as we glided off to the airport, she queried, "What do you speak
about?" In a totally negative state of mind, I handed her my business card
and mumbled that my speeches were listed on the back. She read down the list of talks and asked, "Right
Person, Right Job - what's that all about?" At that point I gave up and
realized I was getting into the conversation whether I wanted to or not. I
explained that many of my consulting clients had been burned in the
hiring/firing process, that I had found some objective assessments to use in the
process, and that the speech taught a better methodology for hiring employees.
"Really!" she excitedly interrupted. "I have to hire someone next
week and I can't afford to make a mistake! Please overnight me the marketing
materials for these assessments." When I got home, I sent her the materials - she liked them
and purchased the software and the assessments. Next she hired me to come out
and spend two days with her department to facilitate teambuilding in the group.
The day I returned from that engagement, I received a call from another group in
the same company asking when I could come back and do the same for them! Five
little words - brought me almost two-thirds of my revenues for the past year -
brought me a new friend and positive relationship - and I wasn't even trying! Practice: To be successful at networking, practice is
critical. First impressions are important, so keep in mind that you only
have one opportunity to make a positive first impression. There are several
guidelines to follow that help make the practice perfect! Keep business cards with you at all times, along with a pen for jotting down notes on the cards you receive to help you remember where and why you have them. Have a "TMAY" - "Tell Me About
Yourself." Practice a short phrase that will enable you to respond
professionally and in a manner that will attract interest and lead you into a
meaningful conversation. Remember the 3' Rule - anyone within three feet (about the length of a handshake) is a prospect and possible contact for you. Always smile at people - it's contagious! Have fun - you never know when you'll meet a "new best
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