Networking Like a Pro

Michael — Sun, 03 Jan 2010 16:06:08 +0000

As any businessperson knows, networking is one of, if not the most, important activities one can undergo for career expansion. Learning who’s who and mastering relationship-building can be the qualification that makes or breaks a person in today’s rapidly-changing and rapidly-judging world. Sorority alumnae know that they have much better job prospects right out of college because of who they knew while taking classes – not how well they did. This article is about how to network like a professional – one of those people who always knows everybody, even before meeting them.

There is one main point you must know, and that is to always be networking. Every single conversation, hand-raising, sharing of personal experience, and discussion (or debate) must have networking at the primary goal.

Be Task-Oriented

Keep thinking that the point of every conversation is to build your network in some way. Perhaps you drop your career or new projects in conversations if you think they are relevant. Be sure to find out who else the person to whom you are talking knows, and address them later if you would like, opening the conversation with, “I spoke with your friend [John Smith] and he [or she] recommended you to me. Hi, I’m…”

Remember Your Manners

The key point of the above paragraph is to keep it relevant. To break this rule is to become rude. Also, always keep an open mind. While argument is allowed, sarcasm of closed-minded, blatant ignorance is not. Support your side fairly but also hear out the opposition, and you will make a friend. Remember: if you wouldn’t say it to your mother, don’t say it to anybody else.

Ask for Recommendations

If you have a problem or a solution you think may interest friends-of-friends, feel free to bring it up and ask the other half of the conversation whether he or she knows anybody who may be interested or who can help. This is a quick and easy way of building your network from just friends to including acquaintances and relevant strangers (which is suspiciously similar to a mailing list, only with a better chance of success as people like faces).

Say “Yes” Accordingly

If you receive an offer or are asked to perform a service, be sure to agree to it then and there if you ever plan to at all. Do not check your schedule. Do not say, “I’ll let you know.” I know from experience that people forget and get too busy. Make an obligation or tell them, “I’m sorry, but I have been very busy and will not have time to help you with this right now. You can try John Smith, or you can get back to me in a month when life has slowed down.”

It gets easier…

As you continue to network, networking gets easier. If you have built up rapport with your audience and you have a reputation worth spreading, people will begin to do your work for you, so long as you have not broken any of these rules. Expect to get calls from people who were recommended by friends-of-friends and people with whom you have never even spoke.

What are your tips for networking? How do you do it? Do you see the advantages – the greatness of your labor coming to fruition?

Balanced Business: Marketing vs. Networking Many marketers will tell you the key to having a...

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Balanced Business: Marketing vs. Networking

Michael — Sun, 06 Dec 2009 17:26:00 +0000

Many marketers will tell you the key to having a good customer base is to have a lot of people talking about your product. While this is true – and proven – I think the exact science of getting these people to talk is the true mystery. That’s what marketing is, in essence: getting people to talk about your product (positively is the goal of public relations).

So if you have a small business, especially online, how do you get people to talk on your $0 advertising budget? The same way you got that good job you quit (or are working on quitting): networking. We won’t get into how to network right now, but rather why to network.

Marketing

Let’s start with a rundown of what marketing is good for. Marketing is a process based on expensive research – ideally, a budget of millions or billions of dollars – in the hopes that advertisements and trials generate enough attention and goodwill to achieve a 1/1000 rate of leads becoming customers.

Marketing is good if you want to target a very large audience across an entire nation – or country, or planet, as the case may be – and do not care where your leads come from, but only that they are coming.

Marketing is bad if you want to sell to a very specific population in a very small area. Sure, it is useful, but it can be very costly, and for many small business owners (including myself), if it can’t be done DIY-style, it can’t be done at all.

Networking

Networking is different from marketing because it is not the act of targeting, but rather doing something with a target. Networking is talking to others about yourself and your product and explaining why they need you and why you should be allowed to stick around for a while. It is generating a sale by creating a relationship, which is a major goal of marketing that very few advertisers seem to remember.

It is much easier for many people to build rapport one-on-one rather than hoping a 30-second television placement will be good enough to at least break even.

So why should you network if you have a small business?

Let’s say you talk to somebody about your duct tape wallets, and he decides he really doesn’t want one. But let’s also say he has a son-in-law who would love one, and that you conveniently slipped in your accounting classes and he needs an accountant. You could get freelance work plus generate business for both gigs just by casually talking about what you do.

Let’s also say you never network. Who’s going to buy from you when your commercial fails?

Nobody.

Balance your marketing with networking, or your business will not reach its full potential, or may completely fail. Remember: networking isn’t about selling your product; it’s about selling yourself.

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