Successful networking, as anyone who has attempted it without a sound strategy in place can attest, is often easier said than done. Because of this "piece of cake" mentality that many business professionals assume is synonymous with networking, too often networking becomes nothing more than a waste of time. However, when the art of networking is viewed as an ongoing, step-by-step, strategic process, warranting commitment, time and practice; it becomes anything but a waste of time.
To recap the benefits of networking, remember that networking provides us with opportunities to meet potential referral partners and thereby potential clients. Networking also allows us to fine tune our elevator speeches, become more confident in our value to others, and generally gets us thinking outside of the box. But again, in order to achieve these beneficial life tools, we need to make sure that our networking efforts are not in vain. After determining our target market, as discussed recently on EzineArticles.com, professionals seeking to continue on the path towards successful networking need to focus on the second step of successful networking, immersing ourselves in pools of prospects.
First, let's address the very beneficial relationship that professionals may have with existing referral partners. The value of partnerships with others which have led to a referral or two being sent your way should certainly be appreciated. Referrals in any form are priceless. However, there is an efficient way to get in front of larger pools of potential referral partners, which may increase your return on your networking investment, (whether that investment is money or simply your time), ten-fold.
"Watering Holes"
In order to begin the process of meeting with the same large pool of potential referral partners or clients repeatedly, you will have to make your physical presence known to your target market regularly. One of the easiest and least aggressive ways to do so is to begin regularly visiting -what I've loosely coined- your target markets' "Watering Holes."
"Watering Holes" are places where your targeted market will appear regularly. Your prospects in this case may not necessarily want to be at a "Watering Hole"; but they may be forced to be there. The fact is, there are places where your potential pools of prospects will frequent. These may be seminars, chamber meetings, mixers, or other gatherings that will lure your target market to them, much like a stream will attract animals on a hot day.
For example, let's return to the example from the last successful networking article: the dermatologist who determined a target market of "avid cyclists who were at risk for developing skin cancer due to their extended periods of time in the sun." The dermatologist had pinpointed this target market by looking at a list of his own passions, coupled with the earmarks of prospective clients. (He loved exercising thus he identified those who spend a great deal of time in the sun, as potential clients due to their increased risk for developing melanoma.)
One obvious "Watering Hole" that this target market would frequent would be the spot where they meet each morning to set out on their ride. The dermatologist would be prudent to set up a free skin screen/ evaluation once a month at that "Watering Hole." Or, if he were to be even more committed to earning the potential business of these prospects, he may even consider joining their cycling club. Either approach will allow him to immerse himself in a respectable sized pool of potential referrals.
"Hang-Outs"
Once "Watering Holes," (which your target audience will definitely frequent) have been identified, you can begin to make your appearance at meetings, events and functions that they like to frequent. These are your target markets' "Hang-Outs." "Hang Outs" are places where your targeted market will gather because they want to, but not necessarily because of say, membership in the cycling club. These may include such places as restaurants, or lounges where the group gathers to watch sporting events. It's highly likely that those who cycle together for example, will also share interests in other physical activities as well. Consider finding out which gym they use which would also be considered a "Hang-Out."
By frequenting the places or events where your target market chooses to spend their free time, you'll hopefully find that the members are open to welcoming newcomers to the group. Moreover, they'll undoubtedly recognize you from their "Watering Hole." If nothing else, the repetition (or seemingly coincidental chance) of seeing you at both venues will likely strike a chord with them.
It's important to note that a sincere interest in your target markets' hobbies or interests will be vital to your networking success. Since you've accurately identified your target market, this should be natural. However, if you find the "Hang-Outs" where your target market frequents are inconsistent with your own interests, you'll need to revisit your target market finding exercises and patterns. It is much easier to find a different target market, than to try to fool others with a feigned interest in their lifestyles.
Salt Licks
Once you've visited the "Watering Holes" and "Hang-Outs" of your target market, you'll be primed for the next step in immersing yourself in pools of prospects. Your presence has by now become familiar to your target market, and it's likely that you've made some new friends in the process. Now is the time to give back to the members of your target market who have welcomed you to their groups. How to do this? Create a "Salt-Lick."
"Salt Licks" appeal to your target market because they resonate with some of their inherent character traits (much as a deer is naturally drawn to a salt lick.) For example, again using the dermatologist as our model; consider that he now decides to throw a Tour de France viewing party. This would likely attract his target market, as they clearly share a common love for the sport. Moreover, by the time you create and host a "Salt-Lick" event, you've already gotten to know many of your prospects, and they feel confident in trusting you. Lastly, if for no other reason, they may attend your party to show their support for you.
The key to creating a successful "Salt Lick" for your target market is to determine a topic that will allow you to further build rapport with your prospects. Also, please note that creating a "Salt Lick" for your prospects will be useful in case you've had difficulty ascertaining where your target market hangs out. That is, if you were unable to find their "Watering Holes" and "Hang Outs" you could lure them to you by creating a "Salt Lick" and then learn about the "Watering Holes" and "Hang Outs" during the event.
Next Up Successful Networking Step #3
By identifying and then attending the "Watering Holes" and "Hang-Outs" of your target market you will quickly become a familiar face to a large pool of potential prospects. By creating a custom "Salt Lick" for these prospects you will further earn the trust of this pool. Then, once you've successfully positioned yourself as a colleague of sorts with your large pool of prospects; you will be ready for the next step in the successful networking process, "Uncovering Their Needs." Tips for "Uncovering Their Needs" will be addressed in coming weeks on Ezinearticles.com.
