Networking

First step - Plan Ahead.

The biggest investment you make into networking is your time. And most people don’t budget it adequately to maximize their results. They show up late and leave early. Reverse this - show up early and leave late - and give yourself enough time to connect with people before and after meetings officially start.

Here is a little secret I’m going to share with you that very few people do. Plan and block time to evaluate your results after the meeting.

Was that group a good match for you?
Look through the business cards you collected - did you have an opportunity to really connect with those people?
How will you follow up?

These are just a few questions you should be asking yourself after each meeting. This is just as important as showing up in the first place. Most people skip this step and end up frustrated and overwhelmed because they don’t take the time to “get organized.”

Step number two. Choose wisely where and who you network with.

Again and again people ask me, “There are so many different groups, what are the basic groups and where can I get the biggest bang for a buck?”

First, you have to know that there are no right and wrong groups in general -they are just right or wrong for you.

There are basically four main categories of groups out there:
Professional associations. Most every larger city will have local chapters of organizations that bring together professionals involved in the same trade. Attorneys, Consultants, Contractors, Manufacturers, and so on - all like to hang out together. With a bit of research you can easily find such groups near you.

Non-profit organizations. Personally, I think everyone should be involved in some organization that allows them to give back to community. And there are a lot of good causes to get involved in. This gives you good visibility, and access to other local leaders you might find hard to meet otherwise. Plus - it’s just a good habit to contribute time and money to help others.

While you shouldn’t count on getting business from these groups right away, when you do - it will be worth your while many times over - trust me.

Professional networking meetings. Like those organized by your local Chamber of Commerce or other, privately owned groups. While probably the most popular, these can often be a “total mixed bag”, and unless you have a solid plan to “penetrate” the group fast and position yourself as a highly visible COI (more on that later) you’ll be terribly disappointed with results you get from such groups.

Lead Exchange Groups. These typically allow only one person in each profession and meet regularly only for the sole purpose of exchanging leads with each other. While groups composed of well established professionals can be really effective in cross promoting each other’s businesses, in most lead-exchange groups there just two or three people that end up giving and getting most referrals - and everyone else just isn’t getting it.

Frankly, I think that unless you find a group with really savvy, well-established professionals in it - these groups are totally ineffective for the amount of time and money that you are asked to invest in them. (OK, I can just see the flood of emails on this one from people determined to prove otherwise!)

Finally, remember that depending on your business and who your clients are, your best place to network could be a golf-club membership and weekly round of golf. Or a monthly first class flight from one major city to another. And don’t overlook people who already have you as a client. Hey, I stumbled upon an entirely new niche, simply because my daughters needed braces!

Step number three is to prepare your ABC - and that stands for Audio Business Card

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1. Isolating Yourself
When setting up a business, you can get so overwhelmed with the administration that you don’t focus on building up your network. Networks can provide a way to catapult your business forward through referrals, joint ventures, or providing industry knowledge. Networking does not need to be through formal events but can come in many forms. Even using websites to become aware of who and what is out there is useful. Giving time for self development and training activities to grow your skills, can be one area that is given a lower priority which can often lead to unwise decisions.

How may you take more time to mix with people who you think can contribute to your business?

How may you increase the priority given to grow your skills?

2. Not Having an Overall Marketing Strategy
Instead of developing a comprehensive plan that has been thought through and well researched, many entrepreneurs just dive in with a few good ideas, using a try and see approach. Often these ideas are not suited to your niche or business type, or it is the wrong timing for the stage of growth you are at. Working from the start and considering what you offer and to whom, your branding, differentiation and positioning can all be crucial steps to work through for success.

Have you a comprehensive plan that is constantly reviewed and improved?

3. Not Sticking With a Marketing Strategy
Many entrepreneurs try a few marketing strategies and when these strategies don’t work in the first few weeks or months, it is assumed this is the wrong strategy and something else is tried. Often the strategies have not been tried for long enough to fully see the benefit, or for the entrepreneur to become skilled enough to make the strategy successful. Focusing on two key strategies to market your business can really test whether these are right for you. Another mistake is to focus too much on passive marketing, such as websites, articles, ads, etc, and not enough on active marketing, such as presentations, workshops, networking, and referrals.

What percentage of time are you spending on passive and active marketing?

4. Not Leveraging Your Time
The trap that all entrepreneurs are faced with, once a business starts to grow, is that they can’t do everything. Many will keep the business small rather than recruit help, outsource or delegate. Leveraging is one key to successful growth. This is a skill you need to learn to become comfortable with in order to grow your business.

Are there tasks that you need to delegate to successfully grow your business?

What sort of people do you need to turn to for assistance?

5. Not Generating a List of Leads
On beginning a business, you are constantly meeting people. If a database is not started in some form, many of these contacts can be lost and the opportunity to market to them is wasted. Providing an opportunity for people to sign up to a regular newsletter can be a valuable tool to develop a relationship with prospects that may eventually be interested in buying your products or services. To get you started, excellent free ideas on developing successful marketing emails, and other useful marketing ideas, are available from the Ezine Queen, Alexandria Brown.

Do you have some system to collect leads and contacts?

If not, what would be the most appropriate system for you?

6. Not Having a System to Follow
Developing a system that is repetitive, simple and that works, is crucial for success. Many entrepreneurs have a number of different ways of operating, and do not record information that can help them determine what is a successful marketing method; or do not develop a system that will keep their time commitment to a minimum.

Do you have systems that you know will work for you?

7. Lacking Confidence
Believing in yourself is crucial to successful marketing and gives you the ability to put yourself out of your comfort zone and grow. Confidence in your product and yourself is infectious and attracts clients. Most people who are successful do not wait for success before they feel confident. They have confidence in themselves and their ideas first; and then the success follows.

Have you decided you are worth something, even if you have yet to prove it?

8. Taking on Any Job
Distractions and following secondary goals are some of the main ways you can sabotage your behaviour and not concentrate your efforts to make a difference. Often called the “Shiny Light Syndrome”, it is easy to be sidetracked into accepting many opportunities that come your way, just because you have been asked. Some of these may not fit your niche, experience, or passion. The end result can often be a poor, halfhearted job that reduces the amount of quality time you can put into projects that more closely match some of the above criteria. Being clear on your niche, your values, and your strengths can help you avoid “Shiny Light Syndrome”.

What projects have you been involved in that were a distraction from your primary goals?

How can you avoid this trend?

9. Selling Only One Product
Having a product funnel can be a key to obtaining a regular source of income. Many prospects will be reluctant to purchase a highly priced product first, but may be willing to build up to this, by purchasing several lower priced items that give them confidence in who you are and the quality of what you do. For example, if a coach only sells coaching. Success is far more likely if a coach starts by having a free ezine, then some low priced ebooks, or a subscription website; followed by higher priced products such as a course, manual, or group coaching programme; as well as the highest priced items, such as private coaching.

How wide is your product funnel?

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This article may be reproduced in its current form provided the following credit is included.

Jane Johnson is one of Melbourne’s leading Women’s Performance Coaches. She has worked with many solo entrepreneurs, small business owners and executives, to enhance their success in their chosen career or business; and improve their income levels. She has also helped many clients find more fulfilling work. Jane is author of the home study course “Finding your Life Purpose” and several ebooks. She also runs teleclasses and workshops in these areas.

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Anyone who has done a lot of networking knows how beneficial it can be for a business or career advancement. They often say; “It is all in who you know” and well a lot can be said for that can’t it? Indeed and therefore understanding how to network is essential.

You need to understand how to engage people in conversation find out what they are all about and move around and try to meet and talk with as many people as possible. This is not often easy to do considering someone may find you interesting and therefore make it tough for you to move thru the crowd and get to know everyone else you see?

Rather than calling it “working a room” because that sounds like you are not there to really meet people and that sounds shallow. Lets call it getting to know all the guests and having a great time meeting new and exciting people. Remember; to meet the most amount of people in the shortest amount of time you need to move about and smile and get to know them in a quick way and then move on.

If you spend too much time then you are denying someone the chance to meet you and that would not be fair to them, since most likely are also at the event or party for much the same reason as you are. If you will consider this in 2006 then I bet you become a much better net worker and indeed enjoy the process a lot more you see?

Lance Winslow

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