=> Expanding Your Network
Now think about what you need to do to expand your network.
Think about where you should go, what networking groups you
should consider joining and how much time you have available
to invest in networking. Ask people from your existing network
where they go and what they do and start there. Also think about
groups such as alumni clubs, industry associations and social
clubs and well as your personal hobbies and interests.
Attend networking functions organized by these groups and
when you're there, work the room. Enjoy yourself, shake hands
firmly and smile. Show up early and leave late. If you go with
a friend or colleague, split up. Play your 15 second commercial
over and over again. Have a 45 second version ready too for
those who are interested in learning more about your business.
Spend two thirds of your time with people you don't know. Don't
try and sell your services, focus on building rapport with the people
you meet. Collect business cards and make notes on the back
of them to jog your memory later when it comes to making further
contact with the people you meet. Show genuine interest and get
people to talk about themselves.
If you get anxious when meeting new people, arm yourself with
a checklist of conversation starters such as industry challenges,
trends impacting your business, and questions such as "What
brings you to this event?" or "Tell me about the customers you
like to do business with". End the conversation with "If there's
ever anything I can do, please call" and exchange business
cards.
TENDING YOUR GARDEN
As noted earlier, this is the part where most people drop out of
the race. Therefore, it's the part where you can gain your
greatest competitive advantage.
Failure to continuously follow through with people they meet is
the number one reason most people never reach their full
rainmaking potential. Many people attend functions, meet new
people, collect business cards, file them in a Rolodex and wonder
why nothing ever happens.
In order to succeed in your business, you must not only have
a precise understanding of exactly what it is you are selling and
to whom, you must also make a commitment to sell it over and
over and over again, often to the same person! The average
person has to hear a message seven times before they will
remember it. Most sales are made after the fifth contact and
only ten percent of people have the staying power to make the
fifth call. That means that out of a group of 100 competitors,
you're only competing against ten of them. The difference
between you and the other ten will come down to the
effectiveness of your system for maintaining contact with
people who can refer you business.
Here's how to tend your garden:
=> Follow Up the Initial Meeting
Following your networking activities, you will have in hand a stack
of business cards from people you have met. What do you do
with them other than filing them in your Rolodex? Write a short
note to each person you met that you would like to develop a
relationship with. This note should be handwritten, and go
something like this:
"Dear Rosemary:
Just a quick note to say how much I enjoyed meeting you
at last week's trade association mixer. I am particularly
interested in your ideas for expanding into the export market.
[See the importance of writing notes on the back of the card.]
I have some thoughts of my own that may help you. I look forward
to catching up with you again soon.
Best,
Jack Horner"
=> Maintaining Contact
Then, about two weeks later, call Rosemary and suggest a lunch
or breakfast meeting to explore ways the two of you could refer
each other business.
Invite people you have met to attend social functions such as
cocktail parties or other networking events.
Make it a point to make contact with every one of your contacts
about every two months or so. This could take any number of
forms, you need not always invite people to meet. Sometimes
sending someone a clipping of an article of mutual interest or a
cartoon that you think they will enjoy is all you will do. Other
times, you may want to suggest lunch if you haven't seen the
person for several months.
=> Working Your Network
Over time, by following the above steps, you will develop a sizeable
network and an organized way maintaining contact on a systematic
basis will become essential.
Establish a system whereby you perform a set number of network
development tasks a day, preferably at the same time of day.
For example, you could set aside an hour first thing every morning
to do your networking tasks. Let's say you have 200 contacts in
your network and you want to make contact with each of these
contacts at least once every two months. At this rate you will
need to contact five people every day (200 contacts divided by
40 working days). All you have to do is make five phone calls
between 9:00 am and 10:00 am and you're done. Or, you could
make three phone calls, send one note enclosing a copy of the
latest article you wrote for an industry publication and meet one
person for breakfast or lunch.
Some days you will have both breakfast and lunch plans with
someone from your contact list. Don't forget you can also kill
two birds with one stone by inviting more than one person to
lunch. Bring together people from your network who don't already
know each other but who could help each other. Who knows
who these people know that you haven't met yet?
You get the idea.
REAPING THE HARVEST
As you can hopefully see by now, the key is to keep in regular
contact with your network on a consistent basis. Over time, these
contacts will become a rich source of referral business for you and
your business will grow in leaps and bounds as a result.
About the Author
Elena Fawkner is editor of A Home-Based Business Online ...
practical home business ideas for the work-from-home
entrepreneur.
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