Networking

We’re in the last quarter of 2005, and setting goals for business growth and marketing that will give you momentum starting 2006 are part of every entrepreneur’s ‘to do’ list. Does your image relate to and support what you wanted to achieve in 2005? What about goals for 2006? How do you want others to see you and your business?

You’ve got to project professionalism if your plans for the end of 2005 and the beginning of 2006 include moving into a new market or gaining market share in a current market. You need to project success, confidence and authority. While you’re revamping or creating a marketing plan, do some research on your perfect client.

Are your perfect clients solo entrepreneurs working from home? Are they small businesses with a commercial location and multiple employees? Or could they be a medium-to-large corporation with multiple projects they’d like your assistance with? Each of these clients will relate to a slightly different image, though there are some universal requirements for being relatable in business.

Your website (if you have one, and if you don’t you should!), your printed marketing materials (brochure, business cards, etc) and everything from the message on your answering machine to the mailing labels that you use to send out invoices or quotes must reflect your professional status.

Running a small business (whether it involves retail, home-based or a virtual business) can require that you project the polished professionalism of a multi-million dollar enterprise. Even if you are only investing hundreds of dollars versus tens of thousands of dollars for marketing and advertising, you are still creating a public image for your company.

The danger occurs when your personal and professional image doesn’t correspond to your company’s printed image. That creates a credibility-destroying disconnect between your Total Image (Visual, Vocal and Verbal) and the projected image that you’ve created with your marketing materials.

Here are some tips for ensuring that you relate to your target market in a positive way and reassure them that you are safe to do business with:

1. Participate in networking activities that involve businesses and individuals in your target market - notice how they are dressed, and pattern your attire after theirs. For example - if you are targeting banks, insurance companies or financial services institutions as clients, you’ll need to dress conservatively. A dark suit with a white or light-colored shirt or blouse will be immediately relatable and put your client at ease. You can add personality through the use of accessories, but even there, you must be careful not to have too many focal points in your ensemble.
2. If you are targeting a specific company, look that company up via the Internet. A Google search on the company’s name can bring you lots of information on their corporate ‘culture’, just by checking out their web site and what press information is posted about them. A website that uses flash technology, bright colors and upbeat music speaks to a very different type of company than one that uses conservative colors (and a limited number of colors), static images and no music.
3. Ask friends, family and professional peers if they know someone who works in your target market industry or if they know of companies in your target market. Find out what the reputation of the company is within the community, and you’ll have a definite edge over someone who doesn’t do their homework.

Does all this take time? Of course! When the payoff is more customers, more income, more profit and ultimately a more self-confident and assured business owner (You!), the time you invest will be well spent.

About the Author: Dianne M. Daniels, AICI is a Certified Image & Color Consultant, Professional Speaker, and the author of “Polish and Presence: 31 Days to a New Image.” She has helped individuals and organizations refine and define their personal and professional image. Visit her site to find out how you can design and maintain a Total Image that sets a climate for success at http://www.imageandcolor.com.

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Several years ago, “networking” was the hot buzzword. Everyone was talking about building their network, because this was the secret to becoming incredibly successful. Well, yes, networking is a great way to build a business, but not necessarily the way a lot of people went about it.

Networking is still one of the best ways to get new customers, and maintain relationships with existing customers. But you have to do it effectively.

Going to every meeting you can find, and thrusting your business cards into the hands of every person you can corner isn’t networking. To do it right, you have to be with the right groups, and make connections with the right individuals. Networking doesn’t mean having fleeting contact with as many people as you can, it means building relationships with the right people.

Who should be in your network? Customers, potential customers, entrepreneurs in other fields who serve the same types of customers you do, people who can mentor you, people you can mentor, people with information you need, and maybe even your competitors.

Here are some ideas to keep in mind:

Choose a networking group based on the type of people you want to meet. Who are your best prospects–business owners, HR professionals, writers, nurses, lawyers? Participate in groups catering to them.

Don’t overlook your “competition,” but don’t expect to build your business there. Many of us join groups with others who do what we do. That’s great for getting information about the industry and making connections within it, but you probably won’t find customers there. Don’t focus all your attention on your industry group.

Choose a few groups and attend regularly, rather than attending one meeting each of dozens of groups. Just as with other marketing methods, people need to see you or hear of you several times before they feel comfortable enough to do business with you. Plus, most people won’t remember you all that well if they’ve only met you once. See the same people many times, and you will become familiar.

Look for relationships where you can contribute, as well as benefit. Networking is a two-way street. If you are doing all the receiving (or all the giving) it won’t last long.

Practice your 10-Second Brag(tm). You need to be able to get your message across quickly and effectively, so know how to say what you do in a short, benefit-oriented statement.

Offer to speak to groups which include the people you want to reach. It’s a great way of making yourself visible and sticking in the minds of your prospects.

Take on responsibilities. Become an officer. Write a column for the newsletter. Join a committee. Truly become a part of the group.

And don’t just focus on formal networking “groups.” You can build connections any time you meet someone who is a good fit for your network. Next time you’re standing in line at the office supply store or post office, strike up a conversation. Pick up the phone and call someone you’ve only met once (or perhaps never met), someone you think you could help and could help you. Get to know people online–they can be important members of your network.

Your network can be a source of business, of friendship, of support, of information, of the things you need to build your business and lead a satisfying life. Something that important shouldn’t be done scattershot. Put thought and effort into surrounding yourself with the right people, and being an important part of their networks as well.

Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. Get free tips, articles and more at http://www.IdeaLady.com/.

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