The Anarcho Geek Info Center

Networking - it’s the latest business trend. Or is it?

Actually, business owners have always engaged in the art and science of networking.
Only years ago it didn’t have a name. Business owners would get together, shake hands, and smile and chat about themselves and their businesses. Same thing with “coaching.” I’ve been a sales trainer for 40 years, but it wasn’t until five or six years ago that someone said, “Milt, you’re not a sales trainer, you’re a coach.” I always thought coaching was leading your kid’s soccer or baseball team. Turns out I’ve been a “coach” for 40 years.

The buzzwords, however, aren’t important. What counts is what you do. And if you’re a business owner looking to grow your business, then networking should be a way of life for you. It’s how you climb the ladder of success. But if you don’t actually climb that ladder, you won’t go anywhere. That’s why it’s called networking!

While you can network anywhere - I’ve met some really great clients while eating at the local diner - a good place to begin is by joining a networking group. It’s an excellent way to meet a lot of potential “suspects” who have the potential to become “prospects.”

Here you will have a brief opportunity to stand up and talk about yourself and your business to a group of people who share the same goals you do. In essence, you become a 60-second commercial. When given the opportunity to “sell” yourself, be sharp and to the point. Look directly at your audience, not at the ground or up at the ceiling. Make eye contact. It lets your peers know that you’re confident.

Once your commercial is over, get out in the crowd and talk to people. Work them like a politician works a crowd. But don’t be pushy; don’t use fancy words - not everyone is a Princeton graduate, and make sure you have a firm handshake. Trust me, you can tell if a person is positive or negative by their handshake. And be a good listener. Listen 80% of the time, talk 20%.

But most importantly, don’t make this an “it’s all about me” affair. Remember, you’re not the only person there networking. You’re all in the same boat. When you introduce yourself, don’t hand someone your business card and immediately tell them what you do. Show an interest in others - talk about what they do. Ask them questions about themselves and their families; develop a rapport. In other words, don’t kiss on the first date!

You’ll know if there’s any “chemistry” between you. If there is, make arrangements to meet at another time and place to discuss your mutual interests. Why eat lunch by yourself? And always ask for a referral.

While there’s no harm in speaking to everyone, do target your audience - seek out people who you know would benefit your business. But even if you determine there’s nothing worth pursuing, a particular business owner may have other clients that can help you. You may speak to a business owner with whom you have no mutual interest, but you’re also talking to his/her 30 “suspects” who may become “prospects.”

As for that business card - make sure it describes what service you are offering. Your card is your billboard. I suggest putting your photo on it. If I don’t remember what you do, chances are I will toss the card. When you receive someone’s card, don’t wait a week or three weeks to make contact. Follow-up in a day or two.

The key to successful networking is practicing your presentation. Write down your message and key points and practice it over and over. Repetition leads to confidence. Practice in front of your spouse or friends and neighbors. Practice is especially important for people who are terrified to speak in public, which is about 99% of the total population. You may even want to consider hiring a coach.

There’s also the “likeability factor” to consider. In order to sell your product or service, you have to sell yourself. And if people like and trust you, they’ll sign that contract. Conversely, if they don’t like you, you can be selling gold in your pockets, but they won’t buy.

Networking is the best way to build your business. You can read a million books about it, but unless you get out there and do it, you’ll never even reach the first rung of that ladder.

Milton J. Paris is Sales and Business Coach and Marketing Consultant for Paradigm Associates, LLC. The host and producer of the radio show “Getting Ahead in Business” on WCTC 1450 AM every Saturday, Paris believes the way to increase sales is through setting goals and executing them. An author and speaker, he served as President and Vice President of Sales for three diverse companies with a national customer base. He has 40 years of sales and business growth experience. Visit http://www.ParadigmAssociates.US or call (908) 276-4547.

As a consultant and entrepreneur, I have joined associations, leads groups, Chambers of Commerce, and even a few non-profits. All of those organizations are ideal for networking and obtaining great business. However, each of these venues will not guarantee you leads, especially hot leads.

Chambers will refer business when asked but will not actively chase those leads on your behalf. You have to look after that for yourself. You are still responsible for finding the list of prospects to call, making those phone calls and finding the right script to use to gain attention. You may even send out mailers, emails, and invitations. It all seems like a lot of work just to get one client. The truth of the matter is that it IS a lot of work and effort. Sometimes the rewards a phenomenal and sometimes they are lukewarm.

What would you think if you found a group that would actively, that is, ACTIVELY seeks leads for each member of the group? I found such a group today that does such a thing. The fees are low ($90 for three months), buy your own meal, and an expectation to attend the meetings once every two weeks. Not bad! They have a service that uses a database, telemarketing component, and a give away program to keep in touch with the suspect (potential client).

Did you know that you can do this for your association, group, or Chamber? The person that has started these groups is willing to share the technology and methodology to anyone that wants to do their own. The one main thing is that groups are only 10 people each and their businesses must mesh for cross referrals. I particularly like the tracking of leads and the jobs everyone gets from the methods used.

Bette Daoust, Ph.D. is a member of the National Speakers Association (NSA) and speaks about business development issues for businesses of all sizes. She has spoken for non-profit organizations, associations and large enterprizes. Her companies include http://www.BlueprintBooks.com and http://www.BizMechanix.com.

She has developed a Credit Repair Kit http://www.CreditRepairForEveryone.com to help business and individuals get control of their financial life and make the best of their money.
Dr. Daoust helps businesses move towards their full potential by planning and executing business, marketing, and PR plans. You can contact Bette through any of her websites.