2010
July 5
9 Secrets to Networking Success
9 Secrets to Networking Success
by Dawn Billings, CEO & Founder of Trova Business Directory.com and Trova Women Business Directory.com
With so many networking opportunities, how do you make sure that the time, energy and money you spend networking increases your bottom line? Sales develop through the relationships we create with other people. Networking events can be a perfect resource for developing new relationships if you know how to use them to network for success. Networking with other professional gives us a chance to expand our circle of influence, particularly when we create and nurture quality relationships.
Quality relationships are not developed by a quick visit to a networking group. Quality relationships are not easily created when we are rushing to talk to dozens of people and gather as many business cards possible. Too many times when you network using the rush and gather strategy, all you will end up with is a hand full of cards from people you don’t remember.
Every networking event has tremendous potential for new business leads, but the best business leads come from referrals from people who know, respect and trust you.
Here are eight secrets or strategies to strengthen your networking efforts and create networking success:
1. Choose your networking opportunities carefully. Choose the networking group or event that best fits your business needs. The best results come from attending the appropriate networking events for your particular industry. This should include trade shows, conferences, and associations dedicated to your type of business. For example, if your target market is a Fortune 500 company, it does not make sense to join a group whose primary membership consists of individual business owners. If your ideal customer or client is female, it would only make sense to attend a women’s networking group like The Heart Link Women’s Network. If you are a community business, it would make sense for you to attend Chamber meetings and functions. If you are in a particular trade association, it would make sense to network with people who know and use that trade. You can also participate in groups where your potential clients meet. Several friends of mine are professional speakers, it makes very good sense for them to belong to their state chapters of the National Speakers Association, or to the online SpeakerSite.com.
2. Learn the difference between quantity and quality. Learn the difference between BIG and “Just Right.” In the story of Goldie Locks and the three bears, Papa Bears bed and chair were big, but Baby Bears chair was “just right.” Just because a networking venue touts 100s of people does not mean it is the “right” venue for you. Many times, in order to focus on creating real relationships, a smaller intimate group like The Heart Link Women’s Network is better. If there are only 15 to 25 women attending, think of how well you have the opportunity to get to know one another.
Always focus on quality versus quantity. Most people have experienced the person who, while talking to you, surveys the room, seeking his next prey. This individual is more interested in passing out and collecting business cards than establishing relationships. It is better to leave after getting to really know 10 people, that spending an evening with hundreds and leaving not really knowing anyone.
3. Your first impression should be Fabulous. You have exactly one opportunity to make a great first impression. Factors that influence this initial impact are your handshake, facial expressions, eye contact, interest in the other person and your overall attentiveness. Develop a great handshake, approach people with a natural, genuine smile and make good eye contact. Notice the color of the other person’s eyes as you introduce yourself. Listen carefully to their name. If you don’t hear them or understand exactly what they say, ask them to repeat it.
Many people do not speak clearly or loudly enough and others are very nervous at networking events. Make a powerful impression by asking them what they do before talking about yourself or your business. Ninety percent of communication is non-verbal. The best way to influence your non-verbal communication is by preparing your heart ahead of time. People can sense the truth in your heart. If you attend an event dedicated to learning as much as you can about others, people can feel it. They like it and begin to trust you. As Stephen Covey states, “Seek first to understand and then to be understood.” Comment on their business, ask them for details, or have them explain something. As they continue, make sure you listen intently to what they tell you. Once you have demonstrated interest in someone else, they will – in most cases – become more interested in you. When that occurs, follow the step outline in the next point.
4. Know who you are and what you do. It is important that you are able to clearly state what you do. This sounds so simple but I cannot tell you how many networking events I have attended where people struggled with communicating who they were and what they did. Invest time and energy in developing a ten second introduction, and a thirty second commercial.
The introduction explains what you do and for whom. For example; “I work with pet stores to help them increase their sales and profits.” This introduction should encourage the other person to ask for more information. When they do, you recite your thirty-second commercial. If you attend The Heart Link Network for women, or The Success Link Network for both men and women, you get double and triple the time to showcase and advertise your business. But even then, you need to practice how to use this time powerfully and effectively.
5. Follow up. You must follow up after attending a networking event. I think this is where most people fail. Success is in the follow thru, especially when you need to increase sales. The follow-up is the most important aspect of networking. There are two specific strategies to follow:
Immediately after the event – typically the next day – you should send a handwritten card to the people you met. (This is a very powerful way to follow up and I highly recommend a company named Send Out Cards. Send Out Cards is a terrific and inexpensive way to follow up with people in a very personal manner. If you do not know about Send Out Cards please go to www.SendOutCards.com Cards are more powerful when you mention something from your conversation and express your interest to keep in contact. Always include a business card in your correspondence.
6. Follow Thru. Within two weeks, contact that person and arrange to meet for coffee or lunch. This will give you the opportunity to learn more about their business, the challenges they face, and how you could potentially help them. This is NOT a sales call – it is a relationship-building meeting.
7. Be Consistent and You must be consistent. Networking does produce results. The more people who know about you and your business who trust and believe in you, the greater the likelihood they will either work with you, or refer you to others. But you must be consistent. Marketing is all about consistent touches. When you decide to network, really decide to network for success.
8. Be Yourself. If you combine being consistent with being yourself, people have the time they need to get a sense of who you are and what you stand for. Once people know you and understand the products and services you provide, the chances of your networking being a real success increase significantly.
9. Have Fun. If you are not having fun, you won’t keep attending and meeting people and as I mentioned in number 6, the most important thing about marketing and networking to grow your business is consistency.
If you are going to take the time to network, don’t just socialize, network 4 success!
Dawn Billings is the CEO & Founder of Trova Business Directory.com, Trova Women Business Directory.com and The Success Link Network for both men and women. Dawn is also the creator of the new parenting toy, the CAPABLES and the CAPABLES companions, ValuZ. Now you can insure that you children can have the valuZ you know they need in order to be successful in their lives.
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