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Networking is one of the most crucial skills any start-up
entrepreneur must have. It is an effective and inexpensive way
to grow your business by meeting the key people who could become
your clients, suppliers and support systems.
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In fact, networking is the best marketing device of even the
most cash-strapped home-based entrepreneur. It is based on an
inexpensive endeavor using a simple skill: talking. As a result,
networking is also referred to as "word-of-mouth
marketing" because it is based on talking to people about
what you do and listening to find out how to serve them. The
best networkers do not even know that they are networking - they
are simply being good conversationalists; adept at becoming
visible; talking and responding, and getting to know people.
However, many people are put-off with the idea of networking.
Some view the practice akin to "politicking" requiring
an extremely outgoing personality willing to approach anyone who
would care to listen. Many start-up entrepreneurs also have a
hard time approaching other people - particularly strangers -
about their business. It may be the fear of speaking out to a
total stranger, or the fear of coming on too strong or
aggressive. Others let their insecurities take the better or
them, while some people fail to network simply because of
laziness. As a result, many formal gatherings and social
situations become lost opportunities to spread the word about
their business.
Everyone you meet is a potential customer or a valuable
contact. Well, maybe not the old lady you met in the library if
you are selling shaving cream. But then again, that old lady may
have a husband, son or nephew who could use your product.
Marketing is simply spreading the word around, and it is a big
loss if you continuously pass up opportunities for networking.
Schmoozing pays. In fact, the growth of any business is
directly correlated to the number of people who knows about it.
Doing more of networking allows you to develop more contacts in
your field and to exchange information with your prospects. It
can help you find out the concerns of your prospects and who is
fulfilling them; what's happening in your industry; and who
needs what and who offers what. It is basically an
entrepreneur's tool for relationship building.
Successful networking entails harnessing your people skills.
But it doesn't happen overnight, particularly for those who are
not natural social butterflies. It requires careful
orchestration and good manners, too. Here are several steps to
help you become an effective networker:
1.
Prepare a plan.
Networking goes beyond greeting people. You need to prepare a
step-by-step plan for how you'll build relationships and how you
can effectively tell your story. It entails getting to know
people who will either do business with you or can introduce you
to people who will. When people ask you what you do, make sure
you have a clever opening line to introduce yourself and your
business.
2.
Learn to communicate more easily.
To be a good networker, you need to work on your ability to make
small talk. You need to be able to articulate what you do in
clear, easily understandable, and memorable way. Imagine
yourself in a cocktail party or industry luncheon full of
potential prospects. Set a goal of meeting at least two people
in one event, slowly increasing the number as you become more
comfortable with the art of schmoozing. Once you are at an
event, do not stand around with appetizers in hand waiting for
other people to approach you. Go out, head straight to people
you do not know, and start a conversation. You will defeat the
purpose of networking if you continuously stick with familiar
faces. Get interested in what others are offering or saying
without being abrasive. Good networkers are good listeners,
too.
3.
Identify your prospects.
Know your most likely market, and learn where you will find
them. Research as much as you can from the ideal prospects for
your business. How do they get their information? Do they live
nearby? What activities do they participate in? What
organizations do they belong to? The more you know about your
customers, the easier you can reach them.
4.
Start with people you know.
Look at your roster of friends, colleagues, acquaintances, and
people you have come across in your lifetime. From among your
friends, identify whom you think might be able to help you the
most.
5.
Get involved.
A key to successful networking is to get involved. Participate
in organizations, events, professional groups and social clubs
that offer opportunities for you to meet and greet. Participate
in numerous networking groups, join your chamber of commerce,
and attend conferences and training seminars. With the advent of
the Internet, you can also network in online newsgroups and
discussion boards. The key is to list every opportunity to
network and develop win-win relationships with your
contacts.
6.
Make networking a part of you.
Make it a point to meet new people wherever you go - whether you
are on the plane, waiting in line at the bank, or fetching your
child from school. Be generous in giving away your business
cards
An established business has the luxury of satisfied customers
spreading the word about the business. Until your business is
self-sustaining, you need to start opening your mouth, spreading
the word about your venture to all your friends, relatives,
acquaintances, then later on, even strangers.
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