By Melany Muraour
Networking - “It works, try it!”
The first thing to recognize is that the networking event is not a sales call.
According to http://entrepreneurs.about.com “Networking is an essential skill for most business people, but especially for entrepreneurs. The strong association between the entrepreneur as a person and his or her business demands that entrepreneurs get out into the world and create and maintain business relationships.”
This article addresses some pro's and con's, do's and don’t’s and some other advice to perk up your networking skills and extend your influence...
Also you need to note that having to network online and “in the flesh” is not a question of either-or, its like having to eat and drink. You need to do both, you should add networking to your mix of “marketing” tools
The Pro's (The Upside)
Networking delivers more return on investment than any other tool; financially and in non-monetary terms.
But just how does it deliver value?
Friendship
I have started with this one as this has to date been the biggest advantage of networking for me. This is a benefit that does not necessarily convert to money. As a small business owner, I know how lonelyit is to work alone. I have met the most amazing business “friends” both online and in face-to-face networking events, like the ones hosted by the NSBC.
The point is don’t overlook a simple benefit of having friends in business, without getting any business from them. Its been great encouragement to me to know someone has my back, and that I have people who are there for me.
These have been friends I can chat to openly, they have kept me motivated and even let me cry on their shoulder when things got really tough. They have helped me stay happy, and have been a great sounding board for ideas.
Opportunities
This is in stark contrast to the previous touchy-feely first benefit, but this is where the big bang for your buck kicks in.
I have known of other business people who have got the most incredible monetary benefit from their network, something like six figures from just one contact. So the opportunity may not be direct, but from “someone who knows someone” who needs your service or product.
If you are not getting enough opportunities, then you need to build your network. Networking is not just attending events and using social networking. There are other opportunities you can explore like joint ventures, client leads, partnerships, speaking and writing articles.
In networking, the best opportunities are shared person to person; anything from prime sales through to job opportunities. So if you are up against a person or company with the same qualifications or credentials, it goes in favour of who you know, like and trust. This one networking benefit alone has to be worth an massive amount.
Advice
There are some things Google can’t tell you that your friends could that could spare you loads of mistakes and save you from failing.
I rely on my network to advise us and keep me on track. But, I also give back to them in return. The principle here is to “Give a lot and you have credit in the bank when you need to make a withdrawal.” The better your network the more know-how you can access.
I have two or three people who have given me golden nuggets. They have kept me from making dumb moves, and have put me right when I have been confused.
Oh and don’t forget that there are informal advice channels like these, and there are formal arrangements such as consulting exchanges. I am doing a consulting exchange with a photographic expert, he is taking photos of me and two other people in my network and I’m I am helping him with advice on starting his own photographic business.
If you only get advice from your network sporadically, then you’ll get a significant yield from your efforts.
The Con's (The Downside)
There are some who do find networking events quite pointless and put up some arguments to why they are a waste of time for anyone looking to build a great business network. Here are a few:
The quality of the network
A great business network isn't necessarily a large one, but it is full of people that are fulfilling their own agenda. People with business issues to solve, have no motivation to attend networking events – instead they attend knowledge-based events to help them find solutions.
Your worth and sharing of great minds
A great business network is two-sided. You need to value people in it as much as they value you. Unfortunately some feel that networking events rarely generate that type of connection, focussing on meeting as many people as possible, simply creating a better chance of getting lucky and finding a prospect.
Power of the secondary network
A great business network connects you to other great networks. Working a room solely looking for opportunities is completely dismal. Not only that, it also means that you may miss out on drawing from the networks of the people you meet.
Isn’t it wonderful to hear "I would like to introduce you to a friend of mine". These words usually don't get said at networking events, because everybody is just so absorbed in pushing their own message and badly longing for a win.
The Do’s
Really, anyone can be part of a network, but it doesn’t just take stepping out of the office to attend a get-together. Networking takes someone who is good at interacting and socialising with others, someone extrovert.
You need to be someone who is more social than business. People are more attracted to learning more about who they are talking to before knowing what they do workwise.
Things are a bit different to in the past, now “Building Trust first is now part of what is more important to business people.” Having a more social skill generates a more trustful disposition, which will bring the mingling to the next level of true business networking.
Business people today are more open when they can trust someone and will in a short time become more responsive and sharing.
Apparently, the days of the 30 second elevator speeches are gone (you’re thinking “thank goodness, phew!). Social (online) networking trends, has also brought about a new way to networking face-to face; using humorous friendly banter is the way of finding out if the people around them are real people or androids out to only benefit themselves.
The Don’t’s
You should know what you should not do and what you need to steer clear of. The following are a few things to consider:
1. Never try to sell your services or products during your first encounter. The main reasons for this are that you have not established any trust or any real credibility just yet and people will buy or refer people they know, like, and trust. Instead of a hard sell, rather make a good impression and create a platform for a meeting outside of the event.
2. Don’t assume what the person you’re talking to is thinking. It may be better to simply ask lots of questions and check if the person is listening and is interested in what you are saying.
3. Don’t discuss delicate issues. Be mindful of a person’s religious or political views as they may not be the same with yours. Speak about positive current affairs, ask questions regarding their needs, and be cordially professional.
4. Try not to interrupt what seems to be an intense exchange. This is a mistake because you may interrupt a conversation that is leading somewhere; the last thing you want is for people to remember you for cutting their conversation short. Look out for those who are alone or people standing with their shoulder blades apart from each other in a V-shape, they should be more open to an introduction.
5. Invading a person’s space. It’s sometimes hard to avoid this but everyone has their own norm of what is too close. Invading a person’s personal space can be the ultimate offence to some people, so pay attention to a person’s body language while you’re in close proximity.
What To Bring To A Networking Event
A plan
The first thing you need to do before going to a networking event is to understand and write down what opportunities you are looking for.
This is critical if you want to be successful at a networking event.
If you miss this step and don’t put it in writing, or do it too quickly, you will have a useless event and probably achieve nothing.
An opportunity is somebody who may be qualified to purchase your product or someone you can become friends with or from whom to get advice.
Business Cards
The next thing you will need is business cards. This is not as simple as putting your name and address on the card.
Give your business card out everywhere. Leave it everywhere. Anybody who picks it up will know instantly that you can provide them the service they need.
Don’t keep what you do a mystery. Everybody should know what you do and why. That way people can refer other people to you.
Your Online Presence
You need to be on LinkedIn.com and you need a website.
LinkedIn is the single largest social network dedicated to connecting people.
Tell people to connect with you on LinkedIn, like your Facebook Page, follow you on Twitter and check out your website.
Your Elevator Pitch
Yes, I know I said the elevator pitch was dead! BUT you may find it comes in handy – you may not need to use it to start a conversation; you WILL need it to articulate what you do. Really quickly.
But, don’t start doing your elevator pitch just after the person says “Hi, my name is…” You need to ask them what they do. Ask them what their business is about. Ask them what their business issues are. Eventually they will ask what you do. You have now found out all about them. You know how suited they are to what you outlined you were looking for in your plan.
I like to keep what I do even simpler. “I help people start and grow their own business.” Maybe try say what you do in 10 words or less.
The most vital part of an Elevator Pitch is knowing who you are pitching it to. You can only know that by knowing what they do.
Practice a generic elevator pitch until you know it perfectly. Then practice changing it to fit the person you need.
Always focus on the person you are speaking to and make sure you answer their unspoken question “What’s in it for me?”
Tips
Don’t go out with a gimme gimme frame of mind. Remember, you may not see the power of networking immediately, “the compound effects of networking are significant and long lasting.”
Also, if you want to build a great business network, attend events from different disciplines where knowledge transfer is the primary goal, not just networking. You’ll find networking more effective, but a much more pleasant way to live your life.
If you want to know how to put a networking plan together, please log on to my webpage at http://www.getupandgrow.co.za/index.php/blog-page.html or contact me via http://www.getupandgrow.co.za/index.php/contact-us.html.
About the writer:
Melany has 18 years experience in Running a Small Business, General and Project Management, Marketing Management, Strategic Planning, Research and Training. Has a Masters Degree in Business Administration (MBA, Henley, UK) and received distinctions for various aspects of Marketing (IMM). She runs her own management consultancy business that provides advice and tools for starting and building SMMEs in Gauteng and is writing these articles to share her passion and knowledge with the NSBC.
