Powerful Networking: Focus on Building Connections, Not Closing Sales

You can find numerous references in the business literature about the importance of a company's mission. These sources emphasize that the mission is not to make a profit; that a profit is the outcome of and reward for fulfilling the mission. In the same sense, the mission of networking is not to gain business and close sales. The mission of your networking activities is to make connections, develop relationships, and help others. The outcome of these activities will ultimately be increased business. It's the reward, not the purpose.

Matt Soltis, in his book Strategic Networking, says, "Although an early supporter of business networking, I became quickly disillusioned with it as a mainstay of my marketing plan. I found that something was missing from those long sessions of glad-handing and exchanging business cards. I had collected a pocketful of business cards but little else.

"While I was analyzing my needs and talents it was pointed out by my personal coach that I had a behavioral style that lent itself to chatting, while listening took a back seat. How could I learn if I would not listen?

"At the next opportunity to network, I intentionally listened, never interrupted, and found myself very interested in the other person's business. When I spoke, I asked questions, just a few, but selective so that they elicited answers about the other person's needs. I had stumbled on to the answer I was looking for. I wasn't there to find clients. I was recruiting others to look for my clients and pledging to reciprocate as I learned more about their business. I was participating in something I later described as strategic referral networking."

So how can you approach networking from a prospective that ultimately leads to increased business? First, it is important to understand that developing a network is a process, and it is about building relationships. A key objective of effective networking is to find out about others ? their concerns, problems, needs, and wants.

Become a problem-solver and a resource. Listen for problems you can help others solve, either directly or by referring them to someone else in your network.

Practice the fine art of questioning (and listening). Asking open-ended questions, and really listening to the other person's responses, is one of the most important networking skills. Some key questions or statements you can use to elicit additional information include:

· What would be an example of that?

· Please expand on that.

· Tell me more.

· How do you do that?

Be curious. Develop a true interest in others, what they do, and what they need.

Follow up and stay in touch. Developing a network is not about attending a bunch of meetings, having a meal, and going home. After all, the word "work" is part of "network." Remember, developing a network is a process. Ivan Misner, founder of BNI, describes networking as a process of developing visibility and credibility. Only then will your activities lead to profitability. It may take as many as five to 15 contacts with an individual over a period of weeks, months, or even years to develop the kind of visibility and credibility that leads to profitability.

Look for ways you can support your network members. It's not always about doing business with or even referring business to them. Some ways for you to support your network members include:

· Posting their information on your website or in your newsletter.

· Inviting them to speak at an organization in which you are involved.

· Doing joint promotional projects with them.

· Distributing their information.

· Nominating them for recognition and awards.

· Inviting them to attend events with you.

Arrive early, stay late, and get involved. Take a leadership role in the organizations you are involved in. It's a great way of becoming more visible and developing greater credibility with a larger number of people in a shorter amount of time. Focus on giving, not getting. If you look for ways to assist others, you will be rewarded for your efforts both directly and indirectly in unexpected ways.

Don't keep score. "Successful networking is never about simply getting what you want. It's about getting what you want and making sure that people who are important to you get what they want, too," said Keith Ferrazzi during a January 2003 interview for Inc. magazine. Or as Sandra Yancey, founder and CEO of eWomenNetwork quotes her mother as saying, "Give without remembering and take with out forgetting."

In addition to the ultimate reward of increased business, effectively developing your network will bring you:

· Different prospectives

· Information

· A support team

· Connections

· Strategic alliances

· Access to resources

· Advice and Ideas

· More potential solutions

In his book, Soltis points out another value of networking: the ability to bring your clients value-added relationships through referring them to the right individuals to help them solve all of their personal and business dilemmas ? whether it is a tax question, temporary housing, or a place to board an exotic pet. As you determine the role that networking plays in your business-building strategies, ask yourself these questions:

· How can I assist the members of my network?

· What are their needs?

· What resources can I bring to them?

· What connections can I help them make?

What can you expect if you put in the time and effort required to develop an effective network? To paraphrase Yancey, from her CD, Increase Your Net Worth by Developing Your Network: A strong network brings the power to make things happen and provides a safety net when things aren't going so well.

© 2004 Strategies-by-DESIGN. May be reprinted with credits and contact information.

Julie Chance is president of Strategies-by-Design, a Dallas-based marketing consulting firm specializing in marketing programs including marketing coaching for professional service providers. If you are interested in additional information about how to develop more leads, turn those leads into loyal customers, and obtain a greater return from your marketing investment, Julie invites you to sign-up for their free marketing tips newsletter at http://www.strategies-by-design.com.

---

Write It Down!

Why would you want to write information on paper when... Read More

Discover Your Own Source Of Business Leads

Generating new business leads is critical in your success, no... Read More

The Quest for Passive Income

Passive Income, residuals, royalties three ways to get paid multiple... Read More

Effective Networking

The process of finding out about a job, getting interviewed,... Read More

Have We Met Before? What to Do When You Cant Remember Who Yourre Talking To

You see him from across the room. You know him,... Read More

Putting The Fun Back In Networking

Networking is one of the most important skills a person... Read More

Create a 10 Second Introduction From Your USP

You can generate a ton of business by networking, whether... Read More

Building Great Business Relationships

If you're in a business relationship with anyone ? a... Read More

Small File Box With Resumes to Help Customers

I bet you have not thought about it much, but... Read More

How to Generate More Business by Telling People What You Do

What do you tell people when asked what you do?... Read More

Business Networking ? Extroverted Web Weaving for the Introvert

If you have been in business for any amount of... Read More

10 Terrific Tips to Talk Your Way to the Top

What is "the top" anyway? According to society, "top" has... Read More

The Answer to Your Worst Networking Nightmare

Imagine you just met your ideal client at a networking... Read More

Measuring Value for a Networking Group

How do you measure a group's worth to your organization?It... Read More

Networking

Networking: Is it who you know or what you know... Read More

How NOT to Waste Your Time Networking

Ever wonder if networking, referral groups, and conferences are a... Read More

The Promotion Factor: Seven Strategies to Promote Yourself and Your Business by Playing Golf

Effective business promotion is more powerful than advertising. Using golf... Read More

Lesson 15 - Meeting the Prince with More Reputation than Power

The StoryBusiness has a habit of testing us as individuals... Read More

Which Networking Events Should You Attend?

How does one determine which are the best events to... Read More

Who Are You and What The Heck Do You Do?

A few years ago, I was attending a family function... Read More

Networking for Wallflowers: How to Profit from Getting into the Crowd

The two most common complaints about networking are: 1) I... Read More

How Well Do Your Customers Know You?

Know your customer, know your customer, know your customer. Three... Read More

Flying High, Flying Far

"What me? Sell myself? You have to be joking!"This was... Read More

Is The Company You Keep Hurting Your Business?

When you look at your friends, it's like looking into... Read More

Network Marketing

Network marketing is the ordinary person's best opportunity to make... Read More

Develop a Great Network - Pay It Forward for Maximum Success

Who needs a network of people to talk to about... Read More

Five Steps for Expanding Your Customer Base with Guerilla Networking

As a single company, it is impossible to provide your... Read More

Effective Business Networking: 5 Tips For Mastering The Art of Networking

The heart of any business is the connection it has... Read More

The A-B-Cs of Networking

In the workplace - and when dealing with workplace matters... Read More

Networking Know How

Networking, even to a seasoned professional, can seem intimidating or... Read More

Defining a Quality Networking Group

When it comes to quality, how do you choose the... Read More

How to Get Ahead in Your Career

Bigger Better Deal. That's what everyone always hopes will come... Read More

Growing Your Network of People Can be Easy and Fun!

A few years back when I moved to Charlotte, NC... Read More