The Business Women's Network: November 2008

Effective Networking
A practical guide for anyone interested in developing their networking skills
Networking
1. What Is Business Networking?
2. The benefits of business networks
3. What is your networking personality
4. Networking Skills
a. Attitude before the meeting
b. The Introduction
c. 7 Seconds to make an impression
d. What to say after the Introduction
e. Take Time to Get to Know People
f. The Secrets of Working the Room
g. Asking for referrals
h. Show appreciation
i. Smart Ways to Use Your Business Card
j. Manage your business cards
k. The art of follow-up
5. Measurement
2
1. What Is Business Networking?
Popular Definitions
"Business networking is establishing social contact with people with the intent of business."
"The meeting of diverse people, with diverse products and services, who understand and practice "give and take"."
"Business networking is leveraging your business and personal connections to bring you a regular supply of new business. It involves relationship building."
It is critical in business to build relationships, build a network or community, and have support for your goals. Especially for the solopreneurs , it is so important to have resources to help avoid isolation, make connections, brainstorm ideas, and get the joy of helping others.
Business networking is all about creating work-related connections - and understanding how those connections touch one-another. These connections provide us with the ability to better do our jobs by helping us find new clients or vendors, identify best practices or market intelligence, keeping us abreast of developments in our marketplaces, find new employees or partners, etc.
Business networking is not:
􀂃 Dropping your card in a prize bowl at your favorite restaurant hoping to win a free meal
􀂃 Handing out your business card to anyone who will accept it
􀂃 Creating a list of people to call on in hopes of selling to them
􀂃 Putting everyone who has given you a card on your electronic newsletter e-mail distribution list without a follow up program
􀂃 Tacking your card on the bulletin board at your local retailer
􀂃 Introducing yourself or being introduced to another person and not exploring a business relationship
􀂃 Prospecting to get personal leads
Business networking is:
􀂃 Developing mutually beneficial win-win relationship with others
􀂃 Giving, pure and simple!
􀂃 Relationship building with the intent to eventually share referrals
􀂃 Promoting you and your good reputation
􀂃 Building quality business relationships where there is ease, comfort, reliability and respect
􀂃 Serving others without expecting anything in return
􀂃 Being confident that the same people you are serving or others will serve you in return
􀂃 The other very important aspect about Business Networking is at the end it is not who you know, it is who knows you.
3
2. The benefits of business networks
In order to generate new business it's essential to market your business and certainly this can be a very costly business. Advertising is seriously expensive and it works best for those already with an established brand because it's about recognition and repetition, so unless you're already in the league of Coca Cola, serious advertising is probably not a good solution.
Business networking is not about a closed shop where everyone gives each other work, it's even more powerful than that. It's fundamentally about the act of referring business to people that you have grown to know, like and trust, and for them to do the same for you.
It is not a well known fact but up to 70% of new business that your company gets is through word of mouth. Networking allows you to formally explain what your business is about and as your fellow networking business people get to know you so you will naturally start to win new leads because people like to pass business to people that they know.
Simply attending a networking event will raise your profile especially if you network on a regular basis. Remember the earlier point about advertising; recognition and repetition, attending a regular networking event achieves this.
Not only do you have the opportunity to present your business, you also get to meet with a lot of business people from other walks of life that will inevitably be able to help solve some of your problems. And you will be able to do the same, it's all part of the relationship building process and at the end of the day it's this relationship that counts when recommending someone's services.
If there's no one in your network who can help, the chances are that someone knows someone who can and will recommend them. Suddenly you find that your business is moving forward at a much more rapid pace. Your confidence will soar!
The more business owners you meet, the more you recognise that what makes businesses successful is an understanding of the benefits of being involved in business networks.
Being in business is not just about supplying services or products, it’s also about the marketing, the PR and everything else that helps to make connections. It is important to get to know people and let others know what you have to offer. We are the best salespeople for our businesses and no-one knows what we’re about like we do.
4
3. What is your networking personality?
In business, people buy people and they buy people that they know, like and trust. So, it stands to reason that if you are going to get the results you are looking for you need to be able to attract others to you to help you out and pass business and contacts your way.
Networking is critical to the success and the growth of a small business. But for many, networking is something that is a chore rather than a must-do activity. Understanding your networking personality and that of others can be the key to success.
The Socialite
Socialites love to attend events and can be relied upon to lighten up any occasion. They seek out the person standing at an event on their own and include them in conversation. These are great people to meet if you are fearful of attending a networking event on your own.
If you are a socialite you run the risk of spending too much time socialising and leave little time for yourself to do the things you must do, often resulting in time pressure and unfinished business. Time must become your friend, not your enemy.
The Serial
The serial is known to rush around collecting cards and making quick 'friends'. Serials rarely give you a chance to talk or catch your breath. They are a whirlwind of information and have a database that reads like a business who's who directory. For those that don't like attending events meeting the serial is their worst nightmare. The serial can appear overbearing and pushy even though this is not usually the case.
Serials – be aware not everyone is on board as quick as you.
The Initiator
The initiator is well connected, has strong business relationships and will connect you for a common purpose that benefits all. They see opportunity and follow up immediately. Their ability to cut through the red tape, clear the clutter of thinking and to take action assists in initiating change, action and results.
They are resourceful and if they don't know it, someone they know will. Take care to not waste their time because they become frustrated easily with people who do not follow through on what they say. They operate with a 'what you see is what you get' attitude.
5
The Occasional
Unfortunately, this is the most common type of small business networking personality. They network occasionally because they need to. Either business is slow or they feel a need to seek opinion, ideas, social interaction or business.
Typically they attend an event, make contacts, exchange business cards and never follow up. They rarely get business from networking so see it as a last resort rather than a must-do part of their business.
The Balanced
The balanced are consistent with their actions, follow up when they meet people, see opportunities, connect people and give without expectation. They understand the true value of networking. Importantly they plan their business networking activities, they know each day who they will call each week, what events they will attend and who they will follow up with. They are never short of business and are happy to refer their ‘networking friends’.
The Inactive
These people think business networking is a waste of time. They are fearful people will reject them or are just way too busy or lazy to network.
If this is you and you want to grow your small business... NETWORK! It won't kill you; in fact you never know what opportunities it might bring!
The most important aspect of small business growth is to network. You should look to create connections, build relationships and follow up with the people you meet.
You will come across many people in your networking lifetime. Even if they are not useful to you at the time, you never know what is around the corner or who they know!
Which of the above types best describes your networking personality?
6
4. Networking Skills
How can you improve your business networking skills? Numbers 1, 2 & 3 on the list are probably "loosen up." Nothing turns one off faster than someone getting all car-salesman on you. Yes, it's good to have a 10-second statement and elevator speech and business cards, etc. But the main thing is to relax, take in and enjoy. Remember, you're meeting people, not selling to them.
Take time to find out how you can help others
Listening is the highest form of respect you can show someone.
• Show genuine interest in someone’s business and find out:
• What services and benefits do they offer
• What customers are they looking for
• What contacts would be useful for them
• How else can you help them
Spot opportunities for others
Whether you are with friends and family or work colleagues listen to what problems they have. Do you know someone who can solve that problem for them, providing them with a business opportunity?
Share your contacts with others
Be prepared to give names and contact details to those people you know like and trust.
Make positive introductions
If you spot two people who could benefit from knowing each other make the effort to introduce them to each other.
When relationship building with your contacts use positive words such as ‘Mary is the really great accountant I was talking to you about’ or ‘Peter is a real expert in building websites – he’s really helped me get more business already.’
’Warm up’ leads
Ask your contact whether they may be contacted by the person whose services you are referring. This way you are warming up the lead and that person knows to expect a call.
Give free advice
If someone has a problem be generous with any help and advice you can give which draws upon your area of expertise. This will not only show you are willing to help but also that you are an expert in this area.
7
Return favors
Thank someone for any favors they have done for you and ask how you can help in return.
For networking to yield extraordinary success, your mentality must be that of a farmer. He prepares the soil for months before ever planting the seeds. He tends the seedlings with care, feeding and watering them regularly, putting up a scarecrow to keep pesky birds away. It's a long, drawn-out process to go from seeding a field to harvesting the crops. There's no quick return.
Approaching networking with a mentality that focuses on the process of cultivating referrals will create the results you desire.
When you're thinking about becoming a more skilled networker, you usually think about what you can do to network more effectively. This includes teaching others what kinds of referrals you're looking for, asking for referrals from your clients, and using incentives for those referring you. These are all components of your skill set.
8
a. Attitude before the meeting
To be successful at business networking, you need a positive attitude. Professionals do not like to be around unhappy people. Always try to be in a good mood before you talk to someone and keep smiling the entire time.
Next it is important to have a strategy before beginning to build your business community through networking. You need to be clear on what it is you have to offer, what problem your products and services are the solution to.
And while it's important to know the right things to do while networking, it's equally important to start thinking the right way to make your networking efforts as successful and dynamic as they can be. This involves altering your mind-set.
9
b. The Introduction
When you meet someone, say your name loud enough to be heard, and clear enough to be remembered. Not like a robot, but clear like you're hoping they remember you forever. PRACTICE this.
Don't do the card-swap/handshake-at-the-same-time thing. The other person might not need your relationship, and you might not need theirs. Instead, when it's about time to break off the conversation, say, "I'm really excited we connected. I'd love to talk more with you. May we exchange cards?" See how that feels? Totally different.
Many networking events have a time built into their agenda for word of mouth marketing allowing you 60 seconds to formally explain about your business and what you do. You must make the most of this.
Although in essence a sixty seconds pitch is just an extended elevator pitch there is a distinction between them.
• Your elevator pitch is the response you would give in any situation when someone asks you ‘what do you do?’ To effectively answer the "What do you do?" question, it's important to have a clearly defined 10-second speech.
Focus on the result you help your clients create. E.g. instead of saying "I'm an Internet Marketing Consultant," you might say something like, "I help my clients implement online systems to increase their profits while freeing up more time."

Points for an effective elevator pitch
1. Keep it short – generally 10 seconds is about right. A sure fire way to turn someone off if you have just met them is to start rambling on.
2. Decide what the one key message is that you want to convey – saying you do too many things will just confuse
3. Choose you words carefully – your elevator pitch should sum up your intended message
4. Make it interesting to the listener so your listener will be compelled to find out more. E.g. ‘I help to keep people out of prison…’ Why should your listener listen to you? Perhaps pick out an interesting client you had e.g. ‘I recently helped a client make his first million’
5. Focus on what you can do for people and how you can help them versus what you are e.g. ‘I help people pay less tax’ versus ‘I am an accountant’
6. Make your pitch specific – this is really important if you are going to be remembered. Eg. ‘ I specialise in helping newly singled women find a clear direction in their life’ versus ‘ I’m a coach and I work with all types of people to help them get what they want’
7. Prepare different versions depending on who you are speaking to
8. Practice your elevator pitch
9. Get feedback from friends, family and colleagues as to how you ca improve your pitch
10
10. Last but by no means least convey your passion – passion creates energy and people love talking to people with energy. If you are not passionate about what you do you may have some serious questions to ask yourself.

• A 60 seconds pitch is where you are actually allocated a set time in which to explain what you do to others and usually to a number of people at once. So in some cases you are verging on public speaking. Your 60 seconds is your opportunity to get your audience interested in what you do so they will be compelled to find out more. It is also an opportunity to let your audience know what contacts you are seeking and who you would like to speak to.

Points for an effective 60 seconds pitch:
1. Keep to your allotted time
2. Remember more is less - even if you are allocated 3 minutes, keep your pitch nearer to sixty seconds as your audience is likely to switch off - Sharpshoot, don't shotgun
3. Decide the purpose of your pitch – what one key message do you want to get over and what will you cover to help you achieve this?
4. Engage your audience – consider starting your pitch by posing a question which will capture your audience’s attention e.g. ‘who here would like to reduce their costs?’…or ‘who do you know who…?’ and then explain how your business can help achieve this or help.
5. Make it interesting so your audience wants to listen to you– make it amusing, use props, tell a short story or mention a special offer you have on. Think about how experts in public speaking use props and amusing anecdotes……
6. Be a specialist – people will remember you if have a particular area of expertise
7. Focus on what you do and how you can help rather than what you are e.g. ‘I help people feel good about how they look’ versus ‘I am an image consultant’
8. Finish with a memorable tag line or catch phrase which will help people remember your services
9. Convey your passion – passionate people exude energy and people like people with energy. If you can’t be passionate about what you do you may have some searching questions to ask yourself.
10. Finally practice, practice, practice…until you get the results you want. Word of mouth marketing can be really effective if rigorously prepared.
11
c. 7 Seconds to make an impression
Did You Know?
• That it takes ONLY 7 seconds to make a first impression!
• That ONLY 7% of your message is communicated through the words you say!
• That 38% of your message is communicated through the sound and tone of your voice!
• That 55% of your message is communicated through your body language, personal appearance and actions!
• That 86% of your message is communicated through how you sound when on the phone!
What people use to form their 1st opinion.
When you meet someone face-to-face, 93% of how you are judged is based on non-verbal data - your appearance and your body language. Only 7% is influenced by the words that you speak. Whoever said that you can't judge a book by its cover failed to note that people do. Clearly, it's not only what you say - it's the way that you say it.
Choose your 1st 12 words carefully.
This is crucial and part of the 1st 7 seconds. Although research shows that your words make up a mere 7% of what people think of you in a one-on-one encounter, don't leave them to chance. Express some form of thank you when you meet the client. Perhaps, it is "Thank you for taking your time to see me today" or "Thank you for joining me for lunch." Clients appreciate you when you appreciate them.
Use the other person’s name immediately.
There is no sweeter sound than that of our own name. When you use the client's name in conversation within your first twelve words and the first seven seconds, you are sending a message that you value that person and are focused on him. Nothing gets other people's attention as effectively as calling them by name.
Pay attention to your hair.
Your clients will. In fact, they will notice your hair and face first. Putting off that much-needed haircut may cost you the deal. Very few people want to do business with someone who is unkempt or whose hairstyle does not look professional. Don't let a bad hair day cost you the connection.
12
Keep your shoes clean.
People will look from your face to your feet. If your shoes aren't well maintained, the client will question whether you pay attention to other details.
Fine tune your handshake.
The first move you make when meeting your prospective client is to put out your hand. There isn't a businessperson anywhere who can't tell you that the good business handshake should be a firm one.
Make introductions properly.
It does matter whose name you say first and what words you use when making introductions in business. Because business etiquette is based on rank and hierarchy, you want to honor the senior or highest ranking person by saying his name first. When the client is present, he is always the most important person. Say the client's name first and introduce other people to the client. The correct words to use are "I'd like to introduce..." or "I'd like to introduce to you..." followed by the name of the other person.
Never leave the office without business cards.
Your business cards and how you handle them contribute to your total image. Have a good supply of them with you at all times since you never know when and where you will encounter a potential client. How unimpressive is it to ask for a person's card and have them say, " Oh, I'm sorry. I think I just gave my last one away." Keep your cards in a holder where they are protected from wear and tear. That way you will be able to find them without a lot of fumbling around, and they will always be in pristine condition.
Match your body language to your verbal language.
A smile or pleasant expression tells your clients that you are glad to be with them. Eye contact says you are paying attention and are interested in what is being said. Leaning in toward the client makes you appear engaged and involved in the conversation. Use as many signals as you can to look interested and interesting.
In the business environment, you plan your every move with potential clients. You arrange for the appointment, you prepare for the meeting, you rehearse for the presentation, but in spite of your best efforts, potential clients pop up in the most unexpected places and at the most bizarre times. For that reason, leave nothing to chance. Every time you walk out of your office, be ready to make a powerful first impression.
13
d. What to Say after the Introduction
Good networkers should talk about more than just business. Explore the power of common interests.
Never underestimate the power of personal interests in making connections. Networking is about building personal relationships.
When talking about what you do/your business at networking groups, focus on one aspect of your business. Remember, your goal in the networking process should be to train a sales force, not close a sale. Therefore, each time you have an opportunity, focus on a specific product or service you offer, then train people how to refer you in this area. Too often we try to cover everything we do in one introduction. When you have the chance to be in front of the same group of folks regularly, don’t make the mistake most people make by painting with too broad a brush. Laser-sharp networking calls for you to be very specific and detailed about one thing at a time.
Typically there is discomfort that comes from not knowing how to start conversations, worrying that you are not interesting enough or good enough, the feeling that you are imposing or have to be pushy and extroverted to succeed. Sound familiar?
Try this out. For a moment, focus on something you love to do, like buying a new book to read. You start shopping with a little research based on your desired outcomes from this book. Then you decide the best store to shop in, walk over to the right section, and cock your head to the side and start skimming titles.
When a book catches your interest, you might skim the jacket and table of contents. All the while, you are filtering how this book makes you feel, how it fits your needs, and decide if you want to read more. Ultimately, you make some leap of faith that you are ready to make a purchase. This is a relatively simple, self-directed process that you’ve done many times with little or no fear, pressure or self-judgment.
See how you can network the way you shop for a book! At times, you have many reasons for networking; getting new clients, speaking opportunities, a new job. Just as with the book, decide what you need and what you want to focus on.
14
e. Take Time to Get to Know People
Connect with the individual first and attempt to learn about their business and whether or not they are a possible prospect before you discard them and move on. Although someone doesn't look like an ideal fit for what you have to offer, people always know other people and this world is way smaller than most people think.
We all need to do networking better and that means setting aside our professional agendas first to really connect with people as people first. If you do that, huge rewards and often business will come back to you.
Come armed with some engaging questions that give you some insight into who the new people you are meeting.
Also, there's a fine line between our personal and professional worlds, especially for solo-entrepreneurs. The more transparent you're willing to be, the more people will want to get to know, like and trust you -- which is one of the cornerstones of a successful business.
One of the catch 22's in a typical networking environment is that people don't want to focus only on themselves and what they do, but at the same time, they do want to communicate what they do to the other person.
Well over 70% of business is won not through advertising, but through word of mouth, via people who know us, like us, and trust us. In other words, over 70% of business comes via relationships. And not just any relationships, but quality relationships.
In any business, relationship building is based upon value-added behavior.
Success steps for building and maintaining relationships by making heartfelt connections:
• how you can help the other person achieve her goals.
• helping the others in attendance to feel good about them selves.
• send a handwritten note of appreciation. becoming genuinely interested in the other person.
• giving unconditionally to others your time, interest, connections and support.
• make notes of important key information such as birthdays, anniversaries, hobbies, interests, favorite sport teams and business interests and reconnect later with cards, magazine articles and tickets to sporting events.
• When listening to others talk about their business, think about how you can help them grow their business. Practice asking penetrating questions like who, what, when, where and how variety to elicit areas of needs, wants, opportunities and concerns. Once you have identified 3-5 needs, ask the other person to prioritize them in order of importance and then identify the services of someone in your network who can help the client or prospective referral.
• Find something you have in common with the other person. Listen intently at what the other person has to say. Learn to really want to hear their story. Active listening shows a genuine interest and respect for others.
15
Be your business. No matter what you're selling, what you're really selling is:
• yourself
• how you will serve me in whatever it is you do. If you are polite, attentive, interesting, charming, etc., I'm probably going to look for ways to find out what you do, and how to either work with you or help you.
Be generous, genuinely compassionate, and help others generate energy and creativity to fuel your own work and dreams.
If possible, do some research before so you're not meeting them cold. Then you can say, "Oh, are you the so-and-so who..." or "I was checking out your website before the event and..." or whatever.
Allow people to see you for who you are as a person first - then it's easier for others to let their guard down and be more real with you... that's when the really good stuff starts to happen! Put on your HEARING ears and really hear what people tell you. Notice I didn't say listen. There is a difference!
16
f. The Secrets of Working the Room
‘Working the room’ is a term given to that process, when networking, of moving effortlessly from one person to another.
Over 98% of people feel somewhere between anxious and petrified when walking into a room at a business (or even social) event. It's called 'social phobia' and is one of the highest ranking phobias in the world.
OK to explain …you walk into a roomful of people and think ‘where on earth do I start?’ and at worst say to yourself, ‘I just want to turn round and go back out.’ If these sound familiar then rest assured you’re not alone. They are most people’s initial reactions when faced with a room full of strangers.
Survey the room and decide which groups to approach - Look for ways to join an existing conversation and add value to the conversation with someone you want to connect with.
Most people come to the meeting unprepared and unrehearsed, with only a vague idea of what they will talk about. While others give their presentations, instead of listening, they're thinking about how to say what they need to say. When their turn comes, they stumble through an amateurish, marginal presentation. Yes, they practiced, but it was far from perfect practice, and the results prove it.
You don't have to meet everyone. Don’t be one of the people racing around to collect the biggest stack of business cards possible. Focus on one or two (or more, depending on time and your abilities) quality conversations.
Just follow these points for working the room and your confidence will soar:
1. Make the first move – introduce yourself to others rather than waiting for others to come to you – this allows you to choose who you talk to and you’ll be thanked by the other person.
2. To ease yourself in try heading for that one contact you know however don’t stick with them – after all you already know them
3. Look for lone people to speak to – think how pleased they will be to talk to you, after all they want effective business networking, not just standing around watching others.
4. Look for contacts the same height and age as you to make connections with – this can help you feel more relaxed at the outset, and choose the sex you feel more comfortable networking with.
5. Decide whether to approach groups of people depending on how they are standing. E.g. if there are a couple of people more or less standing side by side then this means they are open to being approached. If a couple or a group appears ‘closed’ with all parties facing each other then it may be more difficult, so save them until later.
6. As you join a couple or group, listen to what they are saying, wait for a lull in the conversation, ask whether you may join them and introduce yourself.
17
Moving On
You’ve introduced yourself and you’ve had a good conversation with someone, but you know instinctively it’s time to move on…what do you do?
Be prepared to move on, it’s all part of effective business networking - once you feel that you have gained all you need from your new connection it is time to move on to the next person– remember that the other person will probably be feeling the same way too.
Move on by:
• suggesting you go and get a drink or something to eat
• by introducing them to someone else or asking them to introduce you to someone else they know
• saying ‘I know your time is precious so I shall let you continue networking’
• saying ‘thank you for your time…perhaps we could arrange a meeting another time when we can talk at greater length’
• if all else fails just say ‘well, shall we go and introduce ourselves to some more people now?’
18
g. Referrals
Choosing the right time to ask for business referrals makes the difference between winning and losing. Your referral marketing strategy is so dependent on selecting best time to ask someone to positively recommend your products or services to others.
When asking for referrals from your networking partners, be very specific about what you want. Identify specific people to whom you wish to be introduced. Personal introductions can open doors for you that would've otherwise remained closed. If you don’t know the name of the manager of another business you wish to meet, find out - then ask specifically for a referral to that person.
A referral relationship is much more than just, "I do business, you do business, let's do business." A better approach is to find common ground on a personal level, then relate your business to it.
Give vivid examples of the type of referral you wish to receive. Be as detailed as you can be so your networking partners can really visualize the experience and have a clear picture of how you were able to meet this person’s needs. This will give them clarity and focus when they're away from you and they meet another person with the same needs.
Don’t sell to your network - educate your network on your product and your customers so they can help expand your client base.
Educating your networking group's members about the type of referrals you want
- specifically, and where applicable, even the names of the individuals with whom you want to meet and develop relationships - is much more important to the success of your networking in a closed contact network than selling to other members.
When not to ask for referrals
• When you have just met someone (unless you are at a structured networking event where this is part and parcel of the meeting)
• When someone is busy or is about to go home for the day
• When someone has just had bad news
• When your own service to that person has been inadequate

Giving quality referrals
When you meet with others:
• find out what services and products they offer
• establish who their target market is – in other words ‘who is their ideal client or customer? ‘
• Establish how you can recognise when someone needs these services. If what the other person is offering is perhaps unusual or unfamiliar to you may have
19
to work harder to understand how you can recognise a potential client for them.
• Establish what products and services they are looking for as they may be a good referral for someone else you know.
• Identify those people in your network who may benefit from these services
h. Show appreciation
There are many ways to show your appreciation. A simple phone call always works, or a quick e-mail.
One of the best ways to show your appreciation is a handwritten thank you card. In this day of voice mail and e-mail, a good old-fashioned "snail mail" piece, addressed by hand, will certainly make a far greater impression, and keep you in the mind of the receiver - your referral source - far longer. Remember, it's not about getting more referrals; it's about showing your appreciation for the ones you get and making the most of the opportunity, while strengthening your referral relationships to ensure that your referral pipeline flows steadily and reliably.
20
i. The Art of Follow-up
Here are a few quick and easy ways to follow up with people and turn them from simple clients to business referral contacts:
Send a thank you note. This note does not have to be fancy or lengthy. A simple card that thanks them for their business and invites them to contact you with any future needs is a wonderful way to let your clients know that you appreciate their business. This is also the easiest way to follow up with your clients and is the least intrusive when it comes to your clients' schedules.
Make a quick phone call. A quick phone call to your client asking them what they thought about your services as well as asking them about any needs you might not have covered is another way to show your clients that you care about them. They will remember your attention to their needs and will be quick to refer you to other potential clients.
Send an email. Easy and effective.
Schedule a meeting. Follow-up and meet with each person in your networking circle one on one, away from the general networking session, to deepen the relationship and increase the focus of your networking efforts.
One can't stress enough the importance of deepening the relationships with your networking partners. To really maximize the energy of the partnership you're forging with your referral sources, it's critical to spend time with them. Just going to a social function or sitting side by side at some type of conference or networking event isn’t enough. You have to be face to face, talking and exploring commonalities and complimentary aspects of each of your businesses to be as powerful a referral source for each other as you can be.
21
i. Smart Ways to Use Your Business Card
The business card is the most powerful single business tool - Rand for Rand - you can invest in. It's compact, energy-efficient, low-cost, low-tech, and keeps working for you hours, weeks and even years after it leaves your hands!
Some of the things your business card does are:
• Tell people your name and the name of your business
• Provide prospects with a way to contact you
• Give others a taste of your work, style and personality
• It can be so unusual or attractive or strange or charming or funny that it sticks in the memory like a great radio or television ad
• It can be reused, as it passes from person to person, giving the same message to each person who comes in contact with it
The two main functions of your card are to gain business from the person you give it to and to get your name out to other people with whom the first person comes in contact with via referrals. With that in mind, let's take a look at the most effective ways to use your business cards.
Make your cards accessible in every situation
In short, don't leave home without them! It's a great idea to keep a small box of your cards in your glove box, just in case you find yourself in a situation where you need more than you've carried in your pocket or purse.
Keep an eye on your supply. Re-order in time.
In addition to being sure you have your cards on hand, be sure that your networking partners always have your cards. Check with them regularly to see if they need more, and be ready to provide them with whatever quantity they say they need in order to promote you.
Seek Situations to Exchange Business Cards
There are many opportunities in which you can pass on your card to prospective clients and customers as well as referral sources you wish to develop. Some are obvious; others are not. Whenever you have a one-on-one meeting with someone new or someone you haven't seen for a while, give them your business card. At
22
mixers and social events, be sure you have plenty of cards when you go in. These are good places to extend the reach of your network.
Conventions and trade shows are another great venue for exchanging business cards. The vendors at the trade shows are anxious for you to take their card - don't make that a one-way street. Be sure you give them your card as well.
When you visit a non-competing business that might attract the same people you would like to have as customers, ask if you may leave a supply of cards to be handed out or made available. In most cases, a business that's complementary to your own is always looking for a networking partner. An example would be a sports nutritionist leaving a stack of cards at a martial arts studio. Be creative and consider even bringing your own cardholder to leave out.
Whenever you communicate with someone in writing, include a card. Enclose several cards in every packet of sales material you mail out. Along with your thank-you note to the businessperson whose referral brought you a major contract, include a business card to replace the one she gave away, plus several more.
After any telephone call in which business was discussed, follow up with a letter outlining the main points of your discussion and include one or more of your cards. E-mail is a great way to follow up, but a letter will actually allow you to include your business cards.
Your business card is one of the most valuable networking tools you have in your quest for increased referrals. Can you envision a reality where 20 to 30 people in your word-of-mouth marketing circle carry your cards and have them ready to hand to prospects they're actually qualifying for you? "Let me give you my friend's business card; oh, and by the way, may I have him (or her) give you a call?"
23
h. Manage Your Business Cards.
Write notes on the backs of business cards you collect. Record anything you think may be useful in remembering each person more clearly. This will come in handy when you follow up on each contact.
There are many ways to do it, but the system that works best for you depends mainly on two factors: the nature of your business and the way you process information. With so many different kinds of businesses, the way you organize networking contacts will probably be uniquely your own.
Whatever system you set up, the most important factors in maintaining it are:
• be consistent in the way you organize and use it and
• keep the information in it up-to-date. Each time you return from a meeting and prepare to catch up on what's happening at the office, the first item on your agenda should be to record and organize the new contact information you've gathered.
Let's break the work down into three clear tasks. To integrate the new information into your existing network, you need to do three things: prioritize, organize and follow up on your contacts.
Prioritize Regardless of your system, the first thing you need to do is sort your contacts according to their potential importance to your network. Your time is valuable, and if you're like most people in these busy times, you have to ration it.
The A list consists of contacts with whom you definitely want to develop relationships and maintain regular contact, whose cards you want to keep near at hand. This category can be further subdivided into three groups:
• Prospective clients
• People you will refer to others
• People who will pass referrals to you.
The B list includes contacts whose cards you might want to keep for possible reference, but that will not be developed under any of the A-list criteria. These are people with whom you don't expect to stay in regular contact other than sending them an occasional sales letter, promotional piece or newsletter. To simplify your filing system, it's usually best to keep these cards separate from your A-list cards.
The C list is everybody else-people or industries you don't want or expect to contact. There's no reason to keep these cards, so if you're short of desk space, throw them away. But think carefully before you toss them: Haven't we all
24
dropped something into the trash, only to regret it a day or two later? A separate card box might become a lifesaver. You can note the date of contact on the back of the card and leave it in the C box for a few months or a year. Go through it periodically and cull the ones you've had the longest and never used. In the meantime, your C-box cards will come in handy as bookmarks or toothpicks.
Organize Any two-way relationship, whether personal or business, is based on a familiarity with each other's interests, skills, preferences, ambitions, desires, charitable activities, hobbies and other factors. It is also based on making contact often enough to avoid being forgotten or ignored. These two principles guide the way your A list helps you build and maintain relationships.
Once you've sorted everything into three piles, you can start to organize your A-list database by alphabetizing your cards, grouping them by region or industry or profession, cross-referencing them or applying any other criteria that fit your profession and your business habits.
There are two principal ways of setting up your database: the old way and the new way. The old way is a manual filing system. The new way is a computer database.
Follow Up
Your filing system may differ, but the importance of using it to make and maintain contact is vital. Write out a schedule and set goals for making contacts. You could set aside 30 minutes each day to look through your file and choose someone to call. Or you could leave the time factor open and set a goal to call five, 10 or 20 contacts, new and old, every week. Keep an eye out for people and events you can discuss and choose the people most likely to be interested in or able to benefit from these opportunities.
Few of the people you meet for the first time at a business network meeting are going to express a need for your product or service, but that doesn't mean you have nothing to offer them. Recommend the people on your A list by distributing their cards at other functions you attend. Let them know you've passed their card to an individual, recommended their business and that the prospect is expecting a call.
Once you've made that first contact, you need to keep building on it. One important way to do this is to follow up on previous contacts. A few weeks after your note to someone, follow up with another note or a phone call to ask whether the referral worked out. This will remind that person of your interest in his or her business and other pursuits. It will also reinforce his or her resolve to look for ways to return the favor.
25
There are as many reasons to make and follow up on contacts as there are people and events combined. The important thing in developing your network is to start with the business card. Give yours away freely in the certainty that something will come of it down the line. Obtain cards from others in the knowledge that you will find some way to be of benefit to each person that you can make a part of your network.
i. Measurement
Questions to ask yourself after a business networking meeting:
1. Did I establish some quality (quantity is not the key) contacts? 2. If they were asked who they met at the function, a. would they remember me? b. would they have reason to say something positive about me? If you can answer yes (honestly) to those questions, that should give you an indication you are on the right track.
26 27

The Business Women's Network

Friday, November 28, 2008

Effective Networking

Tuesday, November 18, 2008

Events

Sunday, November 16, 2008

Seven Habits of Highley Effective People -

Followers

Blog Archive

About Me