Networking can be a powerful tool for building our business when used correctly. Like any other type of marketing activity, we really give some thought beforehand to how we want to use networking and where our efforts will be most productive. To blindly join networking groups without doing some homework first will most likely result in wasted time, energy and money.
Let's step back and think about the purpose of networking. Networking is all about relationships. When we network, it provides us with an opportunity to establish relationships that can greatly benefit our business. In essence, we are establishing that know, like and trust factor with a network of people who then can confidently recommend our services to others. Since the nature of our business is built around relationships, networking truly is a "must do". I know my best clients have come through referrals and I'm sure many of you can attest to the same. Networking allows us to maximize the power of referrals. Isn't it wonderful when you can talk with a new prospect and already have established a certain level of trust and rapport because your services were referred through someone they "know, like and trust"? Our ability to close a sale goes up dramatically when our prospect is a referral. Above anything, clients need to feel comfortable with who they are working with.
Every aspect of marketing begins with asking yourself that basic question, "Who is my ideal client and where can I find them?" Networking is no different. To really see results from networking, you need to evaluate how that networking group relates to your target market. Is that networking group your target market or are people affiliated with that group interacting with your target market? If the answer is no, it's time to move on. If there is no connection to your target market your networking becomes nothing more than a social hour.
Keep in mind as well that networking is not just limited to professional organizations such as a local chamber of commerce, women's groups or BNI. This is where truly understanding your ideal client can really benefit your business. What does your ideal client do? What are their interests? Find groups that cater to those interests and get involved. Remember, it's about building relationships and the best relationships begin where your ideal clients are hanging out.
Doing a little of bit of homework upfront can have a tremendous payoff in using networking to truly build your business. Take the time to know your ideal client and then think about how you can use networking to connect with them. In a business where relationships are everything, you will truly reap the rewards of not only attracting new clients but you'll be attracting your "ideal" client!
Assignment:
Think about your ideal client. What are their interests? What are their demographics? Where are they hanging out? Really put some time into this. Write down your answers to these questions and then think about what organizations or groups offer cater to your answers. What groups offer you an opportunity to connect with them either directly or indirectly? For example, look at your local BNI chapters and see if one really caters to a specific type of clientele.
If it's a business networking group, ask some questions upfront. Get a sense of how active the group is in referring business and visit a few times before committing to any long term membership. Get to know the energy level and personality of the group and make sure it's a good fit for you and your business. If you're already part of a networking group that isn't working for you, move on. Take that time to get clear on what groups will work for you. They are out there but it does take some time upfront to do a little research and ask some questions. Just joining a network group for the sake of getting out there is a big mistake. Approached correctly, networking can truly be a valuable marketing tool for you and your business.
