Networking is one of the most common marketing methods suggested to business newcomers. The concept is fairly simple; join business and community groups to spread the word about your business. It’s comparatively inexpensive and provides the social aspect that many solo-preneurs crave.
Networking Gets Mixed Reviews in the Real World
It sounds great in theory, but application in the real world is inconsistent. Ask the average business owner about networking and you’ll get a mixed bag of responses. You’ll find those that support the concept whole-heartedly and those who will tell you it’s an utter waste of time and effort.
Amongst the detractors you’ll find that it’s perceived as something for the newbies and the nearly-retired. That it simply doesn’t generate a great deal of results for the time that you need to put into it. Many find they make a connection or two but little business ensues.
And yet, it’s been a powerful force in the success of others. It’s what many movers and shakers credit for finding some of their best connections and referrals.
Factors for Successful Networking
So what’s the difference between those who are successful in generating leads and developing relationships from their efforts and those who give it up as soon as other marketing channels yield results?
1. Measurement
Successful networkers don’t approach networking as a shot in the dark experience. They go to activities and events with the general goal of generating action for their business. Just as they would set goals for other marketing channels, they set goals for their networking efforts. Whether it’s a mixer, a seminar or a conference, expectations are set, measured and evaluated.
2. Targeting
Most of those who have given up on networking admit that they were not very focused in their networking efforts. Successful networkers don’t attend events willy-nilly.
If the goal is generating leads, they choose events that prospective clients are likely to attend. If the goal is generating industry contacts, events where industry leaders are speaking or attending will make the schedule.
3. Relationship
It’s easy to become so focused on your own goals that you ignore the very real need of potential clients to feel special and confident that you are the one to solve their problem. If you see the roomful of people as numbers and dollar signs, rather than with the attitude of finding out how you can serve them, you will come away disappointed with the experience.
This is the tricky part of networking, where even though your goal may be to generate leads, you must learn to do so through attraction. Luckily, the skills involved are easily learned and applied.
4. Commitment
Not only does it take time to find the right groups and the right approach for your business, it also takes time to build trust. Those who have become successful in networking had to put their time in, first learning the basics and then developing their own style and approach through trial and error.
You can’t show up at one meeting and expect instant connections. People who network are used to the fly-by-night connectors and you won’t find credibility with them until you show your commitment and spend the time it takes to get known, liked and trusted. Once you reach that point, networking starts yielding the big results that makes it a top recommendation.
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