Networking isn’t a new idea – but with some thought and effort it can make a real difference to your business. Peter Heath explains how.

 

I’m a successful Business Executive and I do know how to make businesses and people even more successful, but I have recently changed my job, my home location and my lifestyle.   So though I have great business experience to offer, who can I tell about it and how?   Networking groups - in all shapes, sizes and formats -  are the possible answer. People are the fuel of business, the wider your network of contacts, the more personal advocates you will develop.

 

In this article, I provide some ideas, tried and tested, to make your networking successful.  In subsequent articles, I’ll be exploring some of the ways that you can develop your skills even further.

 

Networking is a structured way of meeting people, whilst building a personal support and advocacy group.  These days, it is often a commercial activity, so there may be a cost involved.  However, networking is a rapidly growing and widely accepted means of doing business.  It is easy to get involved in one or a number of networking groups; however you need to recognise that networking is not a ‘cast-iron’ guarantee of getting immediate business.  In fact, it just so happens that many people who participate in networking groups are there to sell their service, rather than buy yours.  That, however, should not be a driving factor, as it is the building up of personal relationships that ultimately pays the most dividends.  Also as many networking events involve food – you may need to watch your waistline!

 

Networking comes in many shapes, sizes and flavours, so I have broken them down for purposes of simplicity into internet-based, food-based, event-based and personal-development based meetings.  There are a number of internet networking sites, ranging from the business-oriented: Linked-IN, Plaxo Pulse and Ecademy - to social: My Space, Facebook and others being added daily.  These are free for basic usage.  In recent years, breakfast-based groups have increased in number, and in our local area include BNI, 4Networking, Business for Breakfast, Business League (all with annual subscriptions).  There are other breakfast and lunch clubs, who may only charge for food.  Events-based groups have been around longer, for example I am a member of Somerset, Taunton and Bristol (Business West) Chambers of Commerce.  Recently, personal development groups have emerged, offering peer group meetings and in some cases one-to-one coaching – but at costs of up to £12,000 a year.

 

If you are to be a successful networker, then you need to get the basics right.  People generally make their mind up about a person in the first 60 seconds of meeting.  Therefore you must have a personal “introduction” of about 60 seconds: what you do, what makes you good at it, what you are looking for in a typical client and why someone would ‘buy’ from you.  This is sometimes called an elevator speech, as it is about the amount of time you would have to explain yourself to a stranger in a chance encounter.  You can (and should) vary it; you need to keep it current but simple.  Many groups have an associated web-site, which give you the opportunity to post a personal profile, including a photograph, for others to see.  These are very useful in extending your reach.  Core to your profile are the ‘key-words’, used by search engines like Google, to find you.

 

Do remember that you must be seen at meetings  to be credible, consistent and professional, in order to build trust – which is the essential element of a relationship.  Sometimes you will be meeting the same people on a number of occasions, but this familiarity should lead to one-to-one meetings, and hopefully referrals.  In one-to-one meetings you will have a real opportunity to get to know people  and allow them to understand you and your experiences better.  It is vital to make sure that you listen to them – someone who talks about themselves constantly is swiftly labelled ‘boring’.  Finally, do offer help to others - become known as a giver and whenever possible provide knowledge and contacts freely.

 

However Rome wasn’t built in a day and it does take time to develop relationships, and even more time for those people to actually become advocates for you.  BUT you need to start networking before you make the contacts!

 

So what are the Golden Rules: Listen to others in meetings – what impresses you and what doesn’t.  Learn from others all the time.  Remember that it is the simple things that are important.

Make sure you smile a lot, as grumpy people make poor relationships.   Keep attending meetings, as after a time you will start to get ‘circulating referrals’ – ‘I met someone who knew you!’  Some say that 80% of Networking is just showing up.  When you can, use the networking websites, especially those related to your networking groups, as they will build further on your face to face exposure.

 

Like most things in life, you get out of networking what you are prepared to put into it.  When we built our SPS business plan for the South West, we identified networking as a critical enabler for our initial business growth – and so it has turned out.  We participate in Linked-In, 4Networking, NRG, Business Network SW, CriticalEYE, Business West, BEN and a number of business clubs and all the Chambers of Commerce relevant to our areas operations.  Networking will take up time – you need to plan it into your work schedule.  Some groups will also give you the opportunity to present on your specialist subject, or often any subject of general interest.  Do take every opportunity to do this, as it will build your confidence and understanding of what clients really do want.  It is also the best way to get more of your message across.

 

In SPS, early on, we also identified the need to ally ourselves with other professional organisations - banks, accountants, solicitors; and so we have worked to establish and progress these relationships through multiple contacts and networking activities.  We are fortunate that the business adviser/mentor services which are our ‘core’ offering, are much in demand, and we are pleased with our business progress to date – we are ahead of our plans on all fronts - and much of this is down to networking.

 

So what networking works for you? You have such a wide choice, early breakfasts, late dinners and everything in between.  The Internet is great for catching up with old friends and colleagues, who can give you quality introductions, as they already know you.  The food-based groups are very keen to get you involved and very friendly – and you have to eat sometime!  The Chambers of Commerce can give you good local access and are inexpensive. The personal development groups – if you can afford them – can give you access to the top companies in your area, or even in the UK.

 

So how do you start?  Contact me and I will give you some of my networking contacts – or just get on the Internet and start networking for yourself!