Networking

While focused, strategic networking is usually the most efficient way to build your professional practice, there are many other ways to market your business. Personal networking may not be appropriate in some areas, or for certain types of services, and some people simply don’t like to do it. The following are the Top 10 methods my clients have used to increase sales and grow their practices without networking:

1. Newsletters. There are many inexpensive ways to distribute your newsletter, from buying a “packaged” service, to photocopying and mailing, to use of Internet technology. Newsletters keep your name in front of potential clients, and let you share the information you feel is important in a timely way. Remember to publish frequently, and be dependable over the long term.

2. Writing articles and columns. Every organization has a newsletter, and there are many newspapers and journals that need material on personal growth, health, wellness, communication, relationships and every other aspect of human life. If you enjoy writing, editors are eager for your material, and writing a column brings instant credibility and positive exposure.

3. Have a Website. Increasingly, customers are expecting to find information about professional services on the Internet. A clean, professional website may cost less than $1000 and work for you 24-hours a day, everyday.

4. Teach classes. Community colleges, city parks and recreation departments, churches and many other organizations are looking for instructors to teach classes. Often they will do the marketing and provide all your support services, and even pay you! Teaching is a great way to become known and give the community a taste of your expertise!

5. Volunteer. Whatever your specialty, organizations need your time, your skills and your help. You can volunteer to sit on Boards, answer phones, do their newsletter, or be a consultant - volunteering gets you known, and it can open doors for you!

6. Work with Sponsors. From insurance reimbursement for medical services to a philanthropist sponsoring an art exhibit, anytime someone else is paying the bill, you can expand your services and reach more people. Employers, educational groups, non-profits, foundations and government agencies can all be sponsors.

7. Do research. By designing and conducting appropriate research you accomplish several things for your business: You become an expert, you attract people who are interested in your research, you attract volunteers who want to participate, and when you publish the results you gain credibility and again attract attention as an expert.

8. Groups and Alliances. By combining your skills with a group of other professionals, all of you gain exposure, there are appropriate referrals to others within the group, and over-head costs can be reduced. Often groups are profitable simply by being able to share the cost of renting a large, visible office in a prime location.

9. Bid for Contract Services. Government agencies, corporations and non-profits all contract for services. These are usually announced in local newspapers, and are called an “RFP” or Request for Proposals. One small contract can open the door to others, and keep you and your practice very busy!

10. Advertise. Using the Yellow Pages or placing an ad in the local paper or even on the radio (less traditional, but why not?) will bring you business. I place this last because my experience suggests that for most professionals it’s an expensive way to go, but it does work. Remember, placement and consistency (being seen over and over) will be important, so run your advertising for at least a year.

© Copyright 2003 by Philip E. Humbert. All Rights Reserved. This article may be copied and used in your own newsletter or on your website as long as you include the following information: “Written by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It’s all on his website at: http://www.philiphumbert.com

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Research shows that talking to strangers — not people in your comfort zone — is the single most powerful key to a creative career and business move. Yet many people resist. Sometimes they don’t understand the concept of networking. At other times, they set impossible goals. Here are some guidelines for network for your second career, home or life.

Create your own supporting CAST

C= Cover Story. When you’re a midlife, mid-career transitioner, you can’t come across like an eager-beaver, bright-eyed-and-bushy-tailed newbie. You may not be comfortable calling to say, “I’m thinking of becoming a certified beach blanket analyst. Can we talk?” Decide whether you’re seeking information, clients or both, and plan a positive opening that presents you as a fellow professional, not a beggar.

A = Action. Begin anywhere! Talk to people — even those who seem unrelated to your dream. As you talk, you’ll hear yourself refining your goal and moving to truth. Start with the nicest, friendliest sources you know and ask them for referrals.

S= Slow. It takes awhile to build a network. Begin before you need one, if at all possible. If you’re starting from scratch, don’t rush. Desperation drives away your best resources.

T = Target. Network to those who can help, not necessarily those easiest to find. Sitting at a table with eight potential clients gets you started — but choose a networking event with eight referral sources and you’ll move faster. Talking to ten sales assistants probably won’t help you learn how managers hire sales people.

“No way — not me!”

When you truly resist networking, we have to consider that:you’re not sufficiently excited about the goal to generate momentum.

You’re happily settled in a comfort zone and need an anti-gravity rocket to pull away.

You’d rather be boiled in oil than call and mingle.

You have unique challenges about the way you come across: you’re too much of a maverick or too “different” to be effective

You’re exhausted just thinking about it.

I won’t ask you to become a new person, although I encourage responsible risk-taking and experimenting with new behavioral styles.

It IS true that the greatest rewards will go to those who can work a crowd effectively. My former colleague “Xavier” could give a twenty-minute talk and come away with at least three free-spending clients.

However, you can create an unconventional plan that builds on your strengths and allows you have to connect with strangers. You might take or teach a class, join an organization, promote your website aggressively and more. Your progress may be slower than your friend the networkinag champ — but if you persevere you can reach your own goal without sacrificing your own sense of self.

About The Author

Cathy Goodwin, Ph.D., is an author, speaker and career/business consultant, helping midlife professionals take their First step to a Second Career. http://www.cathygoodwin.com.

“Ten secrets of mastering a major life change” mailto:subscribe@cathygoodwin.com

Contact: cathy@cathygoodwin.com 505-534-4294

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