Networking is an interesting thing. Most business people believe that it's necessary but many don't truly understand the dynamics. Whether it's participation in a leads group or attending ‘networking’ events, how you approach will determine how successful you will be.
The best thing about networking is that the more you do it - or maybe I should say the longer you do it - the better it gets. Energy breeds energy. So the more you are out there meeting people, the more likely you are to reap the benefits.
At the same time, if you aren't careful you can find yourself networking all day everyday. That is most likely not the best use of your time. The key is to find the events and groups that will provide you with the best contacts.
There are leads groups where the membership is mainly B-to-B and others where the majority of members are B-to-C. Knowing this and knowing your target market will help you determine which group is better to join. Beware. Just because a group is big and the people are nice, doesn't mean it's the best for you and your business.
You will also find business events conducted throughout the month on various topics. Between seminars, workshops, and awards ceremonies the opportunities are seemingly endless. Be sure to determine whether you will really get a chance to network. It may look like an impressive attendance list, but if its mainly a social event you may find that you are spending money and time to eat and drink and nothing else.
Likewise, timing is everything. You never know when you are going to meet someone who needs something you can help them with. And I'm not talking only about your product or service. No sir. I'm including your ability to match them with the person you've met who can help them solve their problem.
Case in point: A few months ago I connected with a man who offers business search services to individuals. On the face of things you'd think that we should be able to refer people to each other all the time. In reality, it works differently - more naturally. I learned about his business and went on my way. I've kept in contact with him through email, social networking, and the occasional phone call. However, until a couple of weeks ago, I couldn't refer him. I didn't know anyone who could benefit from his services - until a month ago when I met a woman who was considering a career change. As we talked it became clear that the man I knew could probably help her. So I connected them.
That's networking. It's genuine, and natural.
I didn't spend a lot of time trying to find connections for him. I just let nature take its course, and when the time was right, there it was.
As you can see, networking doesn't necessarily have an immediate payoff. It's a process. It's mainly relationship building and relationships take time. When you approach networking as a chance to build relationships with people and create a resource pool, you'll find that it is much more effective.
This same philosophy applies to membership in a leads group. There are many groups out there that have quotas for leads. Nothing could be more unnatural. To feel obligated and forced to give a lead takes the value right out of it. The intention is in the wrong place. You are giving the lead because you have to - not because you've discovered a connection between someone in your resource pool and someone with a need. For those leads groups with no quotas, the leads may be fewer and farther apart, but they will definitely be solid. Which would you rather spend your time on?
Don't get me wrong. There are still people who join leads groups with and without quotas that give garbage instead of leads. Those people don't understand networking at all. They believe that if they are seen as giving they will get. Unfortunately, it only takes a few empty leads for the other members to figure them out. The good news is that when they fail to receive leads they'll leave the group.
So be natural, be yourself, and stick to your plan. Where are you going to go? Who do you want to meet? What leads group should you join? Doing your research along with really understanding your target market will help guide you toward the best events - for you.
And remember, don't succumb to the idea that you have to be ‘working it’ all the time. Networking bears the greatest results when natural relationships are born and cultivated. Over time you will enjoy continued benefits.
Copyright©© 2008 Seize This Day Coaching
Diane Helbig is a Professional Coach, and the president of Seize This Day Coaching. She works one-on-one and in groups with small business owners, entrepreneurs, and salespeople to help them create successful business development strategies. As a team, they embrace the possibilities. Diane is also the Co-Founder of Seize True Success, a coaching practice dedicated to helping franchisees achieve greater success. Diane is also a member of the expert's panel of Top Sales Experts and a contributing editor for COSE Mindspring, a resource website for small businesses. Diane's websites are http://www.seizethisdaycoaching.com and http://www.seizetruesuccess.com
