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Why you should be networking, and five networking tips Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. When I started working for myself over five years ago, one of the things that terrified me was the prospect of networking. I don't know why, but I had somehow convinced myself that I wouldn't be able to talk to complete strangers about my business. As time went by I became more and more confident in various networking situations and I realised that it's not as scary as it might sometimes appear. Just this week, I've heard about two examples of the benefits of networking. I can't be too precise about the details in the interests of anonymity, but here are summaries: * A business owner met one of the country's leading academics in his field at a networking event six months ago. Last week the business owner asked the academic if he would like to contribute an article to the business's customer magazine: the academic was delighted to do so. * An independent professional met the chairman of a government agency at a networking event several months ago and explained a new business venture he was starting. The chairman asked to be kept in touch about progress. Now, the independent professional has used the relationship to form strong and mutually-beneficial links between the new business and the government agency. In both the above cases, it would have been extremely difficult for the business people to have built a relationship with the other people mentioned without the initial personal meeting. Whether you run your own business or are in a marketing role in your organisation, networking should surely be an important aspect of your business or personal marketing activity. For business owners, networking gives you opportunities to: * Meet potential business partners (that's how I met the four other partners in 'Marketing Ability'). * Meet suppliers of essential services. * Meet people who will remember you and refer you to potential clients. * Meet potential clients. For marketing professionals, networking means you can: * Meet fellow marketers, many of whom will be happy to swap ideas and experiences. * Meet suppliers, which is great as it's often better to buy from people you know than complete strangers. * Meet potential employers, useful if you ever decide to move on to another job! I urge you to do some research into successful networking techniques if you are currently unsure about your networking confidence or ability. There's loads of great information out there. But to get you started, here are five networking tips from me: 1. Prepare a 30-second answer to the question you are bound to be asked at networking events: 'What do you do?' (I have written an article that gives you a method for writing your '30-second CV'. Contact me if you'd like me to send it to you.) 2. Don't just rely on the obvious networking organisations, such as the Chamber of Commerce. Think about where you are likely to find the people you want to meet. For example, your prospective clients might attend groups within their sector that you can also go along to. 3. Follow-up your networking activity. Keep in touch with the 'best' people you meet, ie the ones who are most likely to become associates, clients or referrers. 4. Arrange networking events of your own. If you know of a few people who you'd like to get to know better, why not bring them together for an informal event? This could give you all an opportunity to discuss specific mutually-beneficial issues in more detail than is possible at other, larger events. 5. Be patient. You might meet some new customers at your first networking event, but it doesn't often work like that. It will probably take many weeks or months of patient networking to build strong relationships - but eventually your consistent effort, along with a polite and positive attitude, will pay dividends. Perhaps the best way to improve your networking skills is to get out and do it, so why not make it a personal promise that you'll go to at least one networking event every month? Copyright 2005 Richard Groom |