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.
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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 without forgetting."
In addition to the ultimate reward of increased business, effectively
developing your network will bring you:
- Different prospective
- 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.
