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Networking 'Know Who' not 'know how' for Business Success

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Published: 28May2008
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Mention the word networking to most small business owners and they have one of two reactions, both of which will usually result in them quaking in their shoes! Either their mind races to complicated technical computers or they continue to break out in a cold sweat because networking to them means talking to strangers and certain rejection!

My reaction to this issue is to relax- they are only people! What is the worst thing that can happen? As long as you prepare and know what you will say, you will be fine. You can promote your own business there really is no need to worry. If not all the people in the room want to connect with you that's fine we can't be friends with everyone.

See, networking is all about building relationships with potential customers, referrers or supporters for your business. It's all about building the 'know, like and trust' factor - a crucial part of growing any sales.

In order for you to excel at networking, you have got to get out there and start. Even if you are just networking online the same applies. You have to have strategies in place to enable you to communicate on a regular basis with your audience. It is probably even more important when it comes to online networking as you don't always have the opportunity to connect face to face and have physical contact, which normally accounts for 55% of the communication process alone. This is why it can be extremely useful to have audio and video on your websites to bring your business personality to life and encourage people to meet with you.

So what lessons need to be learned for effective networking? Tip one- Learn to ask for what you want, if you are seeking information, contact details etc ask around. If you think those people may know or can help you do it. Reaching out like this makes you human and people like to help others with their knowledge and expertise.

To be successful you have got to show up often, build credibility and reliability for your business. The more you are around, the more people see you, trust you and are reminded that you are there for them.

Give as much as you get, be willing to share, offer give aways, meet for coffee, give people time to increase the credibility factor especially if you are just starting out.

Be prepared, know what positive things you can say about yourself and your company be proud of what you have to offer. Make sure if face to face you have a good supply of professional and up to date business cards and literature. Learn to have a good one liner which intrigues your fellow network attendee. Always have a purpose when attending an event, look professional in a meaningful way for your business.

If you are feeling nervous, look for the wall flower (the person looking lonely at the side of the room) make them feel welcome and less nervous than you are, also have some 'get out' tactics so you can work the room too!

Only go to the networks that work best for you, it's pointless wasting time and energy if the result is not what you want.

If I were to give just one key piece of advice for effective networking it would be - Follow up with people and keep promises, keep in contact, build that relationship, no point just collecting business cards leaving them to gather dust in your office drawer or lose contact with online names if you don't follow them up.

When asked to do something always 'under promise' and 'over deliver', this creates better customer satisfaction as they will be over the moon each time you show them such care and added value.

Be persistent; don't give up after a couple of events or times on a site. Just keep going look for allies and friends and keep commenting to build your profile.

Happy networking!

Jacqui Tillyard is the Co-Author of Grow Your Own Networks. She works with small business owners to help them improve their communications skills and increase their bottom line. http://www.jacquitillyard.co.uk

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