Does Networking Really Work?
Does Networking Really Work?
‘Networking’ has become a buzzword in British business in recent years but many people are still confused by, or sceptical of, anything carrying the tag. Yet we all network. Talking with people we know; exchanging stories; expressing ideas; asking questions and offering our support.
Everyone has their own personal ‘network’, a sphere of influence which, according to American author and sales guru Joe Girard, extends to around 250 people. These are the people who help us to succeed, providing the benefit of support, advice, experience and expertise as and when we need it.
As Bob Burg says, in his book ‘Endless Referrals’,
“We are not dependent on each other; nor are we independent of each other; we are all interdependent with each other.”
Networking operates on this foundation with everyone looking to support and connect others within their sphere of influence.
In its formal manifestation, networking can be a successful part of your marketing approach but only with an effective strategy. You need to establish what you want to achieve and how and where you can realise these ambitions.
Networking where it is local, convenient or because you have been invited is not enough. Look at the opportunities available to you and how much time you can commit to them.
Most networks can be categorised into one of two types - network-building or referral-building. Network-building opportunities, such as monthly Chamber of Commerce evenings and internet-based networks, are about making new contacts and expanding your network. Referral-building groups, such as BRE, meet more frequently, aiming to build stronger levels of trust and understanding between members, thereby enhancing the quality of referrals passed.
Don’t expect an immediate return from networking. Understand the commitment needed to make it work; both at meetings, online and in building relationships with the people you meet through effective follow up. Sometimes less really is more! It may be better to commit regularly to one or two organisations rather than trying to get to every gathering in town.
Successful networkers don’t concentrate on trying to sell to people; they understand that they probably won’t meet their prospective customers in these forums. Even if they do, those prospects are probably not there looking for suppliers. Instead, they focus on building strong relationships and helping others. Many have found that the more they help people in their network; the more people want to help them.
When you have a network of people who trust you, like you and are ready to refer you, make sure you have a clear, focused message to make it easier for people to help you.
Many businesses struggle to gain results from networking because they are not able to express clearly what they need and how people can help them. By having a memorable and repeatable message, you make it simple for others to connect you to people in their network. Bear in mind that you may not be addressing your ideal contact but you may only be one or two steps away from them.
Don’t be afraid to identify ideal connections for your business and then ask for them. At a recent BRE meeting in Fylde in Lancashire, Bill McKenzie of Quay Imports asked for an introduction to Blackpool Zoo for a product imported from China. As a result, not only did Quay Imports do business with Blackpool Zoo, but through those meetings they were able to target the sector as a whole and now do business with a number of other, larger zoos, including London Zoo.
There are countless other examples like this from other companies for whom networking is a key part of their marketing strategy. Plan your strategy. Focus on what you want to achieve. Know what steps you need to take. Do this and then networking really can work for you.
Does Networking Really Work - To learn more about this author, visit Andy Lopata's Website.
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DOES NETWORKING REALLY WORK?
‘Networking’ has become a buzzword in British business in recent years but many people are still confused by, or sceptical of, anything carrying the tag. Yet we all network. Talking with people we know; exchanging stories; expressing ideas; asking questions and offering our support.
Everyone has their own personal ‘network’, a sphere of influence which, according to American author and sales guru Joe Girard, extends to around 250 people. These are the people who help us to succeed, providing the benefit of support, advice, experience and expertise as and when we need it.
As Bob Burg says, in his book ‘Endless Referrals’,
“We are not dependent on each other; nor are we independent of each other; we are all interdependent with each other.”
Networking operates on this foundation with everyone looking to support and connect others within their sphere of influence.
In its formal manifestation, networking can be a successful part of your marketing approach but only with an effective strategy. You need to establish what you want to achieve and how and where you can realise these ambitions.
Networking where it is local, convenient or because you have been invited is not enough. Look at the opportunities available to you and how much time you can commit to them.
Most networks can be categorised into one of two types - network-building or referral-building. Network-building opportunities, such as monthly Chamber of Commerce evenings and internet-based networks, are about making new contacts and expanding your network. Referral-building groups, such as BRE, meet more frequently, aiming to build stronger levels of trust and understanding between members, thereby enhancing the quality of referrals passed.
Don’t expect an immediate return from networking. Understand the commitment needed to make it work; both at meetings, online and in building relationships with the people you meet through effective follow up. Sometimes less really is more! It may be better to commit regularly to one or two organisations rather than trying to get to every gathering in town.
Successful networkers don’t concentrate on trying to sell to people; they understand that they probably won’t meet their prospective customers in these forums. Even if they do, those prospects are probably not there looking for suppliers. Instead, they focus on building strong relationships and helping others. Many have found that the more they help people in their network; the more people want to help them.
When you have a network of people who trust you, like you and are ready to refer you, make sure you have a clear, focused message to make it easier for people to help you.
Many businesses struggle to gain results from networking because they are not able to express clearly what they need and how people can help them. By having a memorable and repeatable message, you make it simple for others to connect you to people in their network. Bear in mind that you may not be addressing your ideal contact but you may only be one or two steps away from them.
Don’t be afraid to identify ideal connections for your business and then ask for them. At a recent BRE meeting in Fylde in Lancashire, Bill McKenzie of Quay Imports asked for an introduction to Blackpool Zoo for a product imported from China. As a result, not only did Quay Imports do business with Blackpool Zoo, but through those meetings they were able to target the sector as a whole and now do business with a number of other, larger zoos, including London Zoo.
There are countless other examples like this from other companies for whom networking is a key part of their marketing strategy. Plan your strategy. Focus on what you want to achieve. Know what steps you need to take. Do this and then networking really can work for you.
Does Networking Really Work - To learn more about this author, visit Andy Lopata's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Connecting People - Andy works with companies to help them realise the full potential from their networking. Too many businesses network without a clear view of what they are trying to achieve and Andy's experience helps them to have a much more focused strategy.
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