Build Your Business through Strategic Networking
Networking - it's the latest business trend. Or is it?
Actually, business owners have always engaged in the art and science of networking. Only years ago it didn't have a name. Business owners would get together, shake hands, and smile and chat about themselves and their businesses. Same thing with "coaching." I've been a sales trainer for 40 years, but it wasn't until five or six years ago that someone said, "Milt, you're not a sales trainer, you're a coach." I always thought coaching was leading your kid's soccer or baseball team. Turns out I've been a "coach" for 40 years.
The buzzwords, however, aren't important. What counts is what you do. And if you're a business owner looking to grow your business, then networking should be a way of life for you. It's how you climb the ladder of success. But if you don't actually climb that ladder, you won't go anywhere. That's why it's called networking!
While you can network anywhere - I've met some really great clients while eating at the local diner - a good place to begin is by joining a networking group. It's an excellent way to meet a lot of potential "suspects" who have the potential to become "prospects."
Here you will have a brief opportunity to stand up and talk about yourself and your business to a group of people who share the same goals you do. In essence, you become a 60-second commercial. When given the opportunity to "sell" yourself, be sharp and to the point. Look directly at your audience, not at the ground or up at the ceiling. Make eye contact. It lets your peers know that you're confident.
Once your commercial is over, get out in the crowd and talk to people. Work them like a politician works a crowd. But don't be pushy; don't use fancy words - not everyone is a Princeton graduate, and make sure you have a firm handshake. Trust me, you can tell if a person is positive or negative by their handshake. And be a good listener. Listen 80% of the time, talk 20%.
But most importantly, don't make this an "it's all about me" affair. Remember, you're not the only person there networking. You're all in the same boat. When you introduce yourself, don't hand someone your business card and immediately tell them what you do. Show an interest in others - talk about what they do. Ask them questions about themselves and their families; develop a rapport. In other words, don't kiss on the first date!
You'll know if there's any "chemistry" between you. If there is, make arrangements to meet at another time and place to discuss your mutual interests. Why eat lunch by yourself? And always ask for a referral.
While there's no harm in speaking to everyone, do target your audience - seek out people who you know would benefit your business. But even if you determine there's nothing worth pursuing, a particular business owner may have other clients that can help you. You may speak to a business owner with whom you have no mutual interest, but you're also talking to his/her 30 "suspects" who may become "prospects."
As for that business card - make sure it describes what service you are offering. Your card is your billboard. I suggest putting your photo on it. If I don't remember what you do, chances are I will toss the card. When you receive someone's card, don't wait a week or three weeks to make contact. Follow-up in a day or two.
The key to successful networking is practicing your presentation. Write down your message and key points and practice it over and over. Repetition leads to confidence. Practice in front of your spouse or friends and neighbors. Practice is especially important for people who are terrified to speak in public, which is about 99% of the total population. You may even want to consider hiring a coach.
There's also the "likeability factor" to consider. In order to sell your product or service, you have to sell yourself. And if people like and trust you, they'll sign that contract. Conversely, if they don't like you, you can be selling gold in your pockets, but they won't buy.
Networking is the best way to build your business. You can read a million books about it, but unless you get out there and do it, you'll never even reach the first rung of that ladder.
Milton J. Paris is Sales and Business Coach and Marketing Consultant for Paradigm Associates, LLC. The host and producer of the radio show "Getting Ahead in Business" on WCTC 1450 AM every Saturday, Paris believes the way to increase sales is through setting goals and executing them. An author and speaker, he served as President and Vice President of Sales for three diverse companies with a national customer base. He has 40 years of sales and business growth experience. Visit http://www.ParadigmAssociates.US or call (908) 276-4547.
Latest News
MeetingWave Files Geo-Location Social Networking Patent Application MarketWatch - MeetingWave.com, announced that it has filed a patent application entitled "Computer-Based Networking Service and Method and System for Performing the Same" ... |
Experts Connection Offers Executives Tips to Maximize Professional ... MarketWatch - "Understanding how to harness social networking tools like LinkedIn and Facebook demonstrates the kind of new media savvy that discriminating companies are ... |
 Techtree.com | Facebook Migrates Social Networking With New Connect Platform NewsOXY, FL - By John Lester The new Facebook Connect platform will migrate to multiple social networking profiles into one. The new service is similar to Microsoft's ... Facebook Connect Expands, Aims To Shrinking The Web Facebook Connects to the Rest of the Web Networking News |
How to Use Social Networking Sites for Marketing and PR New York Times, United States - By AllBusiness.com Social networking sites such as Facebook and MySpace have become the party lines of this young century. They are inviting and intriguing ... |
 PR Web (press release) | Power.com: For Social Networking Power Users Washington Post, United States - They're calling what they do "social inter-networking" because it allows users to view and interact with all of their social networks at once. ... SMBs Get Social Networking Bridges from Power.com Power.com Offers One-Stop Shop for Social Networking Power.com to Become Social Networking Sites Aggregator |
Cisco introduces wireless CCIE pinnacle for aspiring networking gurus Search Networking - Cisco's less advanced wireless certifications, the CCNA and CCNP, have certified networking pros to support and troubleshoot wireless networks, ... |
FindMyAudition.com Proves It's Not What You Know, But Who MarketWatch - "Through FMA's unique networking events, we're providing qualified participants with first-hand insight on how to get their big break. ... |
Fibre Channel Switch Market Propelled by New Products, According ... MarketWatch - As the trusted source for market information about the networking and telecommunications industries, Dell'Oro Group provides in-depth, objective research ... |
ADVA OPTICAL NETWORKING LEADS WITH QUALIFICATION FOR NEW VERSION ... FOXBusiness - ADVA Optical Networking successfully completed interoperability testing and qualification of its FSP 3000 platform for a new version of IBM's mainframe ... |
Elite social networking site Total Prestige to raise $1M VentureBeat, CA - Total Prestige, another social network that aims to cater to elite users, plans to raise $1 million from angel investor Frank DeRose. ... |
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