With all of the technology available today, why is personal networking still the key to being successful? While you can send tons of direct mail, e-mail instantly and advertise everywhere, the main reason most people do business with each other is that they know each other and have developed a successful business relationship that was built on rapport, responsibility and respect.
This type of relationship does not usually happen just by meeting once and exchanging business cards. It takes time to get to know what each person has to offer, and even more importantly, to learn what you can offer them. Many people forget that networking is a quid pro quo arrangement. In order to get, you have to give.
It used to be surprising when a colleague would say that they don't go to networking functions anymore because they never got anything out of it. Now I realize that most often, they did not give much either.
What can you "give" at a networking function? Use your imagination, and, of course, your connections. You'll be surprised how often you can help someone out just by listening to them, because they will usually tell you about a problem they are having.
Your resulting referral or suggestion may not get you business today, but the more often you can help someone solve a problem, the more often they think of you and want to return the favor. People who are successful at networking actually enjoy giving to others, and they build invaluable contacts in the process.
People who can connect other people are often perceived as powerful–and they are the ones who are willing to search through their personal contact list, pick up the phone and make introductions, ask for help or offer help. Usually these "connectors" have a personal contact base that is diverse, plentiful and like-minded.
The best way to build your base of contacts is to attend networking events and listen to those you meet. Ask them about their business and what are good clients or prospects for them. Take the time to think about what they are saying, and ask for a business card. Maybe even jot a note on the card about what they do and who you know that may be a good referral for them.
If you spend the next networking event finding out about other people and their business, you will teach yourself how to be a great resource for others. Why go to all of this effort? Why work hard to give leads and referrals to others? Remember, successful networking is reciprocal. You will get more if you give more.
You can actually enjoy networking events when you get to know and like the people you meet. If you viewed the next networking mixer as a chance to meet interesting people, make a new friend, visit with some old friends, learn something new, and maybe increase your income, wouldn't you have good reasons to climb out of your personal comfort zone and attend?
Where can you go to meet business people and practice your networking skills? You have many opportunities at networking functions sponsored by your local Chamber of Commerce, Lion's Club, the Rotary, National Association of Women Business Owners (men are welcome too!) and other professional groups. Most organizations welcome visitors at every meeting, mixer or breakfast. It is not necessary to join every group to attend their functions.
Gloria Berthold is president of TargetGov at Marketing Outsource Associates, Inc. and an expert in business development in the corporate and government business arenas. She is a dynamic speaker and book author and is adept in navigating the government contracting maze. Visit http://www.targetgov.com for more information.
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