Networking is one of the best ways to strategically build your business. Most of us, however, are uncomfortable simply walking into a room full of strangers. Networking can be doubly daunting when we try to juggle it with work, family, and other commitments, as well. Although networking inspires both analysis and anxiety, in the end, it's really just about building relationships and being genuine.
First and foremost, you should network to learn the latest in your business and others' and to gain more visibility in the business community at large. Networking opportunities exist everywhere -- business meetings, professional associations, alumni groups, sports groups, community groups, weddings, parties, and any other place where people come together.
It's important to have goals when you attend a networking event. I have four: Meet interesting people, learn something, get a new client, and have fun. If I achieve at least three of these goals -- and I make it a point to do so -- I am thrilled.
Set a realistic goal to meet one or two really good people and find out about them. Don't try to be the life of the party, running around and randomly handing out business cards. People will sense a lack of focus and commitment. Would you refer clients to someone who did that? Probably not.
People do business with people they know, like, and trust. Our job is to get to know others and earn the right to ask for their referrals. What's the best way to do that? Ask insightful questions. Forget about yourself and focus on the other person. Look for ways you can help. You might have a marketing idea, an article to send, a business connection, or even a potential client referral. If you've truly connected, make plans to get together for breakfast, lunch, or coffee to continue your conversation.
You have 10 seconds to connect with someone, often with the first words out of your mouth. Make that personal connection immediately by delivering a clever introduction when someone asks you what you do. Simply saying you sell insurance may elicit rolling of the eyes or a glazed look -- that's not the connection you want to make. Here are some samples of successful introductions:
o A staffing company employee: "I keep people off the streets."
o An architect: "I make sure you're not lost in space."
o A travel agent: "I tell people where to go."
You get the idea. Think about what you love most about what you do, or consider a testimonial you've received from a client. Write down and test at least two 10-second introductions. If you get a smile or a follow-up question, you've got a keeper.
Decide which groups you'd like to join and attend them regularly. It's better to join fewer groups and attend regularly than it is to join many groups and show up once in awhile. You need to give people the opportunity to get to know you, like you, and trust you. The more they trust you, the more they'll trust you with their referrals. It's even more important to become active in a group. When you volunteer, people learn how you work -- they'll learn that you are dependable and contribute innovative ideas -- and you'll begin to develop strong, trusting relationships.
Not sure which events to check out? Find out what meetings your clients attend and go there. Do some research on various professional associations. Read your weekly business journal to find interesting opportunities. Attend an event to learn something new from a speaker. The more you learn, the more valuable you are to your clients.
The trick to maintaining a successful network is to keep in touch with individual network members. Don't call someone only when you want something. Sure, it's tough to keep those connections hot. We're busy. We get so involved in our jobs that we don't make time for networking. Remember Woody Allen's advice: "Eighty percent of success in life is showing up." The more often you show up, the more visible you become, and the more people will get to know you, recognize you, and offer to refer you.
So get out there and network. Remember to connect, enjoy yourself, and focus on helping others. You'll be a winner every time.
Joanne Black is the author of "No More Cold Calling: The Breakthrough System That Will Leave Your Competition in the Dust." She can be reached at 415-461-8763. For more information, visit www.nomorecoldcalling.com.
