15-May-09 1:00 PM  CST  

Productive Networking 

Today business really is not just about who you know, but who knows you, and that means getting "out there" through networking. Here are five ways to make those activities more productive.

Choose smart venues. If your goal is to build business, go where your prospects and influencers are, not just people you like. The return on your time will be directly related to the prospect quality of those present. Definitely don’t overlook the online networking scene. People are gathering on popular conversation sites like LinkedIn, Facebook, and Twitter. If your targets are there, then you need to be there, too. Like all outlets, some provide more fun than business opportunity, so do your homework to find the best places to invest your time and attention.

2. Be prepared when someone asks, "So what do you do?" Your goal is to quickly establish whether there is a possible match between what you do and what they need. You can take a straightforward approach or get clever. If you’re an organizational consultant, for example, you could say, "I work with individuals to help them clear their clutter and live an organized, stress-free life," or you could say, "I help people find their keys every morning." Just be sure that the other person immediately knows what you do, who you serve, and a benefit of working with you. Also, be cautious in using generic statements like, "I help people achieve their dreams." We hear these far too often from all types of people—anyone from a career counselor to a financial consultant to a travel agent in this case. Craft your answer, relate a benefit, and give people just enough information to make them understand what you do but want to know more.

3. Go for quality, not quantity. It’s easy to spot the networking madman who’s zipping about the room looking for the next sucker to give his business card to. If you are a mass-appeal business like a restaurant, then sure, you don’t need to spend a lot of time explaining what you do. However, it is never your goal to be a business card dispenser, but to make connections and build relationships. Watch your pace. Spend as much time as you need to make strong connections, even if that means talking to fewer people.

4. Keep showing up. The power of networking, like all marketing, lies in consistency and repetition. People need to keep seeing your face to be reminded of your business. People who didn’t get to visit with you "last time" will be happy to have an opportunity "next time." Plus, people who want to make introductions for you can’t help you if you aren’t there. Choose a few, well-fitting venues and become a regular.

5. Keep the contact going. Follow up after the meeting with an email or personal note to strengthen the connection. Also, plan ahead. If there’s someone in the group you want to meet, send a note or make a phone call ahead of time to coordinate a visit at the next event.

 

For additional information on this Tools & Tips article, please contact:

Lauron Sonnier
(713) 341-9341

Source: Lauron Sonnier

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