Networking

What comes to mind when you think of networking — cocktail parties? Shaking hands and exchanging business cards at a Chamber of Commerce events? Endless lines of people anxious to make you a customer? Sweaty palms and panic?

Networking is not about how many business cards you can collect — it’s about building a long-term and mutually beneficial RELATIONSHIP with another business person. And it doesn’t have to be painful or forced! When you do it the right way — networking is as natural as starting up a casual conversation. Let me show you how…

THE SCENE: MY CHIROPRACTOR’S OFFICE

So I’m reading a magazine in the waiting room at my chiropractor’s office — I’m exceptionally early for an appointment. Another patient walks in — a woman named Susan that I’ve seen there several times before but never spoken to. She sits down and smiles, and we strike up a non-business conversation. We talk a little about chiropractic, traffic (always a popular topic in Atlanta!), and I eventually ask what she does for a living. It turns out that Susan is a personal coach. I tell her that I’m a Professional Organizer and we spend the rest of my waiting time comparing our experiences with clients.

The important point to note here is that our business relationship is starting out as a personal one — just like any other casual acquaintance. You already know how to do this with people — you start up informal conversations every day of your life. But the minute you attach the term “network” to your actions, you also attach a boatload of pre-conceptions and EXPECTATIONS. Don’t think about where this relationship will lead 5 years down the road — just be friendly and interested.

MAKING THE CONNECTION

As the receptionist calls my name for my appointment, I ask Susan for some of her business cards. I tell her that many of my clients are in need of longer term help with their goals than I’m able to give — and would she mind if I referred folks to her when a need arises. It’s highly unlikely that Susan will turn me down, unless she is just overwhelmed with clients. She graciously accepts my offer, and makes the same in return. We exchange business cards and part ways.

Notice that I did not say to Susan, “Send me your clients who need to get better organized.” Instead, I offered to do something for her. Networking isn’t about what you can get, it’s about what you have to give. If you don’t have a referral for that person, suggest an interesting book or article and offer to call or e-mail with the information. Or offer to hook the person up with another professional you know who might also be a good gateopener. But don’t expect anything in return — the minute you think, “What’s in it for me?” you kill the relationship.

KNOW YOUR NETWORK

I got back to my office later that day and called around to a few other friends I knew who either were coaches or had worked with coaches. Susan’s name came up several times, and everyone I spoke to sung her praises. This is important to me — I don’t want to ruin my reputation by referring my clients to someone who provides poor customer service. Be sure to check on the people in your network before sending your clients their way. naive networking can be worse than no networking at all!

FOLLOW THROUGH

I sent Susan a quick note that afternoon telling her how nice it was to talk to her. I also included referrals for two clients who had been looking for a good personal coach. It’s important that you follow-up quickly when you make a new acquaintance. You will really stand out as a conscientious individual if you do what you say you will do when you say you will do it (isn’t it sad that it’s not the norm?!) They say that you never have a second chance to make a first impression, but that’s not always true. Sometimes, the impression that sticks with a person is the one that comes after your follow-up note or call.

BUILDING THE RELATIONSHIP

It’s not required that you refer clients to every networking contact you have. Whether I send any work Susan’s way or not, I’ve laid the foundation for a long and prosperous relationship. I keep in touch with Susan by clipping articles that might interest her, letting her know of business functions that she may want to attend, and getting together for coffee every once in awhile. She thinks fondly of me because I go out of my way for her. And it has paid off handsomely.

In the year and a half that we have known each other, Susan has sent me 4 new clients, hooked me up with at least a dozen great gateopeners, and given me countless suggestions for growing and expanding my business. Each new person with whom you strike up a conversation has the potential of doubling or tripling your network over time. That’s what casual networking is all about.

Ramona Creel is a Professional Organizer and the founder of OnlineOrganizing.com — a web-based one-stop shop offering everything that you need to get organized at home or at work. At OnlineOrganizing.com, you may get a referral to an organizer near you, shop for the latest organizing products, get tons of free tips, and even learn how to become a professional organizer or build your existing organizing business. And if you would like to read more articles about organizing your life or building your business, get a free subscription to the “Get Organized” and “Organized For A Living” newsletters. Please visit http://www.OnlineOrganizing.com or contact Ramona directly at ramona@onlineorganizing.com for more information.

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What if — every time you had a networking appointment with someone — you invited a third person. Sound like a ridiculous concept? Why on earth would you want to do this? Aren’t you taking the focus off of your business and putting it on someone else’s? Here are 5 reasons why multiple meetings are beneficial:

YOU CAN MAKE MORE PROFESSIONAL CONNECTIONS IN LESS TIME

Networking can become very time-consuming and expensive — especially if all you ever do is have lunch or dinner with one person at a time. And if you try to meet with every possible networking contact individually, you will never have any time to see clients! You should spend about 20% of your week marketing your business — and you want to get the biggest bang for your networking “buck” during that time as possible. So, by meeting with two potential gateopeners at once, you are using your marketing time more efficiently.

YOU ADD VALUE TO THE MEETING

You have more to offer colleagues and clients than just your services — you also bring to the table an extensive collection of contacts. You appear more attractive to a potential gateopener if you show them what a great RESOURCE you can be. Let’s pretend that you have a meeting with a graphic artist — you might want to invite along a local printer you know. You have just introduced each of your guests to another professional who might be able to bring them leads. And, you have increased your value as a resource.

YOU CAN TAKE CARE OF ANOTHER PERSON’S NEEDS

Another way to make yourself attractive to a colleague or client is to solve his or her problems. Of course, you will not be able to personally solve every problem that comes along — but you can make an introduction that will lead to a solution. For example, let’s say that you have a client who is in desperate need of a corporate attorney. You meet an attorney at a networking function and schedule a follow-up lunch — and you also invite your client. The client is grateful for your help, the attorney appreciates the introduction — and you will stand out in each of their minds the next time they come across a potential organizing lead.

YOU HAVE A BUILT IN “LEAD-WARMER”

There is nothing more frustrating than getting a lead for a potential client and finding out that the person didn’t even know you would be calling. No one likes receiving cold leads. So warm yours up by including a personal introduction over lunch. When you call your friend Sally to tell her that a client of yours needs her services, suggest that you get together for a three-way meeting so you can introduce them. This keeps your client from feeling like he/she is being “solicited,” Sally has a special opportunity to explain what she does — and you are the catalyst for it all!

YOU CAN TEACH OTHERS HOW TO PASS YOU LEADS

The golden rule applies to business relationships as well as personal. If you tell your colleagues that you would like a personal introduction to any potential organizing clients — but give them just a name and a phone number when you run across a lead — you will get the same in return. If you want warm leads, give warm leads. Period.

Ramona Creel is a Professional Organizer and the founder of OnlineOrganizing.com — a web-based one-stop shop offering everything that you need to get organized at home or at work. At OnlineOrganizing.com, you may get a referral to an organizer near you, shop for the latest organizing products, get tons of free tips, and even learn how to become a professional organizer or build your existing organizing business. And if you would like to read more articles about organizing your life or building your business, get a free subscription to the “Get Organized” and “Organized For A Living” newsletters. Please visit http://www.OnlineOrganizing.com or contact Ramona directly at ramona@onlineorganizing.com for more information.

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What is one of the greatest ways to add value to your business? Nope, it’s not giving away free merchandise, offering special discounts, or even creating a preferred customer club. One of the most valuable commodities that you can provide your customers is INFORMATION.

WHAT’S THE PROBLEM?

Think about it. In this society, we are faced with an overwhelming sense of information OVERLOAD. There is so much “junk” out there cluttering up the landscape that it can be hard to find the one bit of data that is really useful to you. How many times have you gone onto the internet or searched through the database at your local library for one very specific piece of information — only to come up with hundreds or thousands of documents that are completely unrelated to the topic at hand? All of this informational garbage has become known as DATA SMOG, and it clutters up our heads as much as atmospheric smog clogs up our air.

WHAT’S THE SOLUTION?

As a business owner, this is where you can really be of service to your clients. It doesn’t matter if you sell life insurance or organize people’s offices or prepare wills — you can be a valuable RESOURCE to your clients. Just listen the next time that you are talking with one of your customers — you will recognize a lot of comments that indicate a NEED. When you hear things like, “I’m having a problem with” or “I wish I could find a good” or “I really could use some help with” you are hearing an opportunity to help someone out.

WHY SHOULD I GET INVOLVED?

So what difference does it make if my client needs legal help or is looking for a good place to buy a used filing cabinet? That’s not my business! Well, maybe not — but you will immediately gain CREDIBILITY in your client’s eyes. You are no longer seen as a mercenary business owner who is only interested in making the next sale. You are now a generous, caring person who goes out of his or her way to make sure all of your client’s needs are taken care of. You have developed a rapport with your customers, and they will reward you with their LOYALTY — as well as referrals to other potential clients. And it takes very little time or effort to locate a resource for your clients, as you will see a little later on.

GET TO KNOW YOUR CLIENTS

It’s much easier to serve as a resource to your clients if you get to know them PERSONALLY. Ask about how their families are doing, what’s happening in their businesses, and what new projects they’ve gotten involved in since the last time you spoke. The more you get your clients to open up, the more likely they are to mention a need that you can help them solve. And it’s amazing how easy it is to get people to talk about THEMSELVES if you just ask — it’s most people’s favorite subject!

MAKE NOTES

You might be thinking to yourself, “There’s no way I can remember all of these ‘needs’ that each of my clients has!” And you are probably right — unless you use some sort of a TRACKING SYSTEM for keeping notes about your customers. I always take a pad of paper with me to appointments for recording these “resource-related” to-do’s. That way, when I get back to my office, I can respond quickly to my client’s requests. Try to get into the habit of setting aside just a few minutes each day to take care of your “resource duties” — just like you would do with making phone calls or returning e-mails or any other MARKETING activity. Because that’s what this kind of customer care is — marketing both you and your business.

SEARCH THE WEB

I find that, as a fairly computer-savvy individual, I have a talent that can benefit my less technically-inclined clients a great deal — I know how and where to look for things on the INTERNET. When one of my clients mentions needing administrative help or a personal coach or even a good place to buy shelving, I can find an online resource for them quickly and easily. Rather than telling my customers, “I’m sure you can find this on the web,” I send them an e-mail with LINKS to the appropriate sites. This not only helps my clients find the products and services they need, but I come out of it looking like a real hero.

DO YOU ACTUALLY IMPLEMENT CLIENT SUGGESTIONS?

It doesn’t do any good to ask for a client’s feedback if it’s just going to get pitched into a file or left in your e-mail in-box. You actually have to move that idea into some form of ACTION — clarify (or even change) your policies, implement a new follow-up program, offer specially-priced sale packages, make an addition to your marketing materials — whatever it takes to keep your customer happy. And when you do follow-through with a bit of client feedback, be sure to send that customer a letter. Tell them how much you appreciated their opinions, and point out how you have put their suggestions into action. You will always come across as a hero.

CLIP AND SEND

I love flipping through a catalog, magazine, or newspaper and coming across something that I know a client of mine can use. I don’t go out of my way to subscribe to tons of extra PERIODICALS — I just keep an eye out for interesting subjects in my everyday reading. But if you have clients who always seem to need help in a specific area — finances or technology or parenting — you might consider getting a few additional SUBSCRIPTIONS (and count it as a business expense!) I’ve sent clients articles on everything from caring for elderly parents to creating a business plan, and I’m always clipping pages from catalogs that have new and interesting organizing products that meet a particular client’s needs. It takes only a few minutes to tear a page out and pop it into an envelope, but the impression you make lasts forever!

MAKE CONNECTIONS

Finally, one of the easiest ways to serve as a resource for your clients is through NETWORKING. As you network, you will meet people in other fields who might be of use to your clients down the road. Remember, you never know what kinds of products and services your clients might require — and the more people you get to know outside of your own industry, the more likely you are to say, “Hey, I know someone who does that!” when a client mentions a need. Nothing feels better than successfully connecting two people who can be of service to each other — and in the process, you create two loyal sources of REFERRALS for your own business.

Ramona Creel is a Professional Organizer and the founder of OnlineOrganizing.com — a web-based one-stop shop offering everything that you need to get organized at home or at work. At OnlineOrganizing.com, you may get a referral to an organizer near you, shop for the latest organizing products, get tons of free tips, and even learn how to become a professional organizer or build your existing organizing business. And if you would like to read more articles about organizing your life or building your business, get a free subscription to the “Get Organized” and “Organized For A Living” newsletters. Please visit http://www.OnlineOrganizing.com or contact Ramona directly at ramona@onlineorganizing.com for more information.

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