Two sets of
computers are set up to "talk" together, and no: this is not the
start of a bad joke. One set, wired as
master-slave works about as you'd imagine: the master computer has
access to files, hardware and programs on the slave computer. The
slave gets little if any benefit from its relationship to the
master. Now take a look at another set of computers connected as
peer-to-peer. They share resources -- files, programs and hardware
-- and the sharing of those resources is mutually beneficial. Further each
computer's owner decides how much or how little the other computer
gets access to.
Business networking,
unfortunately, looks a whole lot more like master-slave than
peer-to-peer with one person vying to gain as much benefit from
another person as possible without giving anything up. We've al seen
them: the networking sharks. They stroll right up to you and try to
sell you and when they can't, they drop you without so much as an
insincere attempt at asking you what you do and who you are as a
person.
You come home late,
having eaten suspect chicken wings, with a handful of business cards
and thinking, tiredly, of having to get up the next morning and do
it all over again.
Stop networking
Most of us don't know who we're going to the chamber
after hours or other "networking events" to meet. We're just looking
to collect as many business cards as possible. We'll cold call
them later, send them information they didn't ask for, put them on
an internet newsletter we didn't get permission to put them on or
put those cards in a drawer (until we have more time). Business
networking is pointless if you're unclear who you need to meet to
further your business. For example: a financial planner may enjoy
his conversations with other members of his profession and may think
the water purification person could make a great customer one day,
but if he goes out with the purpose of meeting people who could best
help him and knows lots of his potential customers, say an attorney
who specializes in wills and trusts (and knows lots of people with
retirement savings and inheritances to manage), he could be "in like
Flynn" (whatever that means).
Stop Selling When Networking
Try this on: when you network, your job is to meet
people who can best help you find lots of future customers or to
find people who you can best help (who, in turn, will have a great
incentive to see you win). When you go "networking" looking for
customers, what you're really doing is prospecting. Remember what I
said about why people are at those networking events?
Repeat after me:
"They're not looking to buy." As a speaker at one "networking
event," I asked who was in attendance came because they were looking
to make a purchase -- lipstick, copiers, financial plans, anything?
Virtually no takers. When I asked, however, who was in the room looking to
find someone ready to purchase or to whom they could sell -- almost everyone. This disconnect
between intentions is striking. if people there are interested in
finding people ready to buy and the targets of their attentions are
also looking for the same thing. What can people do effectively?
They can go to these events to look for people with whom they can
build mutually-beneficial relationships.
Know What You Want Before You Get There
While you can just
go and "wing it," it's a better use of you time and you sound more
capable when you know exactly who you want to meet
Pick key networking
events and attend them regularly. Marketing experts like
Leighton Haynes of Twin
Phoenix Marketing, will tell you that you start to attain object
permanence after about 7 iterations -- they need to see your card,
your newsletter, you seven times or so for you to gain credibility.
You may know what you want before you get there, but it will be
pointless to go and ask people to do business with you if they
haven't' gotten the chance to get to know, like and trust you.
Connect with the Competition
Don't overlook
congenial contact with your direct competition when you're out
meeting new people. More and more companies are looking for talented
people to subcontract work to when they're overloaded or may be
interested in forming a consortium or affiliate group. Consider what
you might be comfortable with beforehand, then see what
opportunities your relationship-building generates.
Now, Who Are You Again?
Follow-up.
Follow-up. Follow-up. Within about two business days, new contacts
aren't quite sure who you are when you call to reconnect. A brief
email or note sent the same day or early the next after an event,
keeps you "top-of-mind." Personal notes work very well, as long as
they're received in a timely way. I keep a book of postcards and
stamps in my briefcase and send notes in many cases as I'm leaving
an event or follow-up meeting. Its a small courtesy that makes a
difference. Try to refrain from putting in a solicitation in your
note. Remember: they didn't come to that event looking to be sold
to, so send them your collateral information only when they've
expressed interest in receiving it.
When calling to
schedule a time to meet and talk further, know not only how they can
help you -- that's the easy, low-hanging fruit. Think about how you
may be able to help that other person. When you meet, you can
discuss your mutual needs and begin strategizing on ways you can
help each other. Begin to establish trust and respect and don't try
to get everything done in one meeting. Leave them a little hungry to
talk with you further.
Networking No-No's
Post Networking
Newsletters: Ask permission to put a new business acquaintance on
your newsletter list. Spam, no matter how its served, is still spam
(and no, Dad, sautéing Spam with maple flavoring didn't fool us kids
for a moment). Instead send
them an email note thanking them for taking the time to talk with
you at the event and give them a link to your newsletter and it's
opt-in link. Let it
be their choice. Think about it: if you've just met them and are
thinking to send them your newsletter, so did every other
enterprising person there. Some associates I know, shred the
business cards of those who break this cardinal rule.
Leave your Game Face
in the Car: People want to do business with people who are credible
and, frankly, interesting. This doesn't mean that you have to appear
a certain way to be considered credible. One company for which I
worked, offered its key people smile and handshake training (I left
shortly after that), thinking that a gleaming smile and a firm
handshake would lull people into ignoring broken promises and missed
deadlines. Try this: be someone worth finding -- a person who keeps
her word everywhere, who's sincerely interested in others and
wanting to make a difference.
Want to talk with Lalita, a Certified Referral
Coach and Trainer, to see how she can help you get more worth out of
your networking as well as help you build your business?
Call
for a complimentary evaluation session
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