Networking 101

Networking. You’re told you need to do it to be successful in business. Whether you’re working for the company or you own the company, chances are you have many of the same questions, or reservations, regarding networking: How do I know which events to attend? What are the best organizations for membership? What do I do when I get there? How do I generate leads from these events? Hopefully this series of blogs will provide some insight and reduce your anxiety regarding the enigma – networking.

In truth, there is no perfect science when it comes to effective networking. Your ideal client is different than mine and the next guy, as is your approach. But, there are a few “best practices” that may arm you with just enough useful intel, and perhaps the confidence, to utilize networking as an effective tool to growing your business.

For starters, it’s important to identify the different types of networking. Most are familiar with the myriad of breakfasts, luncheons, and happy hour events conducted by local chambers and professional groups. But keep in mind, more and more networking also is done online, via social media sites. The final type of networking comes under the category of “everyone else you know”; namely friends and family who still are struggling to understand just what you do, but who could become a referral machine for you if only they knew.

To keep it simple (and not cannibalize the next blog, “Top-10 Networking Tips”), let’s focus only on the three types of networking, what they mean to you, and how you stand to benefit by each.

Professional events – You see opportunities everywhere you look for chamber events or receive invites from colleagues who recommend functions by various professional organizations. You’re faced with the decision of which to accept and which are the best use of your valuable time. So how do you decide? Ask questions. A quick call or e-mail can efficiently identify the nature of the event, the intended audience, and the estimated number of attendees. From there, determine whether the event puts you in front of your ideal prospects or those who could lead to those prospects (See upcoming blog, “Second-hand Networking”).

Online/social media networking – If you’re not currently a member of the LinkedIn community and haven’t at least explored opportunities with Twitter and Facebook (or other applicable sites), then you’re doing yourself, and your business, a major disservice. The online vehicle provides three effective means to network with colleagues and potential prospects.
First, put yourself out there. Create your page, make a distinctive profile, and provide content that is useful and relevant to those you wish to attract. If you type it, they will come. Second, scroll through contacts and friends of those in your network and request introductions to those you think could be prospective clients or good contacts to know. Don’t feel guilty; other savvy professionals will do the same to you. Lastly, follow-up every positive networking event by searching these sites for those professionals who made a strong impression, so you can connect and engage them. (See upcoming blog, “Social Media Networking”)

“Everyone else” – No, this isn’t an attempt to dodge the subject by being vague. When it really comes down to it, effective networking relies primarily on perception. So how do your family, friends, neighbors, the teller at the bank, or your favorite waitress/bartender perceive you? If you come across as professional, but approachable, and they have a basic understanding of what you do and who makes an ideal client, you’d be surprised at the number of leads you could generate.

This is merely the tip of the iceberg when it comes to effective networking. Other topics to be addressed include, “Top-10 Networking Tips”, “The 3-minute Networker”, “Second-hand Networking”, “Social Media Networking”, and others to be determined based upon your feedback.