Secrets of Successful Networking A Small Business Person’s Guide
For more details go to http://www.mrbob.ca/
To improve your info-mercial go to http://www.mrbob.ca/bob
Do you ever watch someone walk into a meeting and immediately connect with 10 other people? Ever wonder how they do it? Probably, they’ve developed strong networking skills. They know the value of the direct, face-to-face connection – business to business. And it usually takes continuous learning and insights to develop those skills.
Networking means differing things to different people. What might be important to you may not be important to someone else. For most of us, networking results in direct referrals for business – whatever your business might be. Many business people believe networking is more effective than advertising – it focuses your efforts on current customers and new high potential customers – rather than scattering your message over large numbers of uninterested prospects, or your competitors’ customers.
Everyone has a network – contacts and people who care for them. On average, the number is about 250 people. They are the ones who will praise you, give you testimonials and referrals. How do you make this network work for you?
One way that I have found works is my Personal Networking Questionnaire – PNQ. I run through these questions regularly to make sure I’m on track and focused.
Do I have a destination?
With over 35 years marketing experience, I have discovered that the most successful networkers have a clear destination and are relentless in going towards that destination.
When I stray off the path, I go back to basics. A great resource is a book by Jim Collins, ’Good to Great’. His hedgehog concept –the hedgehog knows one big thing – is the driving principle. Check his website: http://www.jimcollins.com/.
Every day I check that my activities and efforts are based solely on this question – does the activity support my one big thing.
Who do I spend time with?
Word of mouth or relationship marketing is based on trust. Of my 250 contacts, who are my biggest supporters? I must remind myself that the contacts that know me best are often overlooked as my free sales force. Dr. Ken Blanchard (http://www.kenblanchard.com/) calls these super contacts ‘Raving Fans’. Use them as your free sales team. The more time and effort I spend with my ‘raving fans’, the more referrals I get and the more successful by business becomes.
Do I have a consistent message?
Inconsistency does not build trust. With a clear destination, I am always on stage, in costume, ready to go. My brand is the total package – my clothes, my vehicle, my sales materials – all convey the same message. Am I buzzworthy? When contacts and prospects meet me, do they tell others about me and my message? What is my attitude? Another example in Collins’ book, ‘Good to Great’, is the fly wheel. It is a mechanical device that, once enough momentum is built up, will generate power with little effort. The trick it to build up to that state. If you stop in the initial stages, it will stop and you will have to start over.
For more details go to http://www.mrbob.ca/
To improve your info-mercial go to http://www.mrbob.ca/bob
Do you ever watch someone walk into a meeting and immediately connect with 10 other people? Ever wonder how they do it? Probably, they’ve developed strong networking skills. They know the value of the direct, face-to-face connection – business to business. And it usually takes continuous learning and insights to develop those skills.
Networking means differing things to different people. What might be important to you may not be important to someone else. For most of us, networking results in direct referrals for business – whatever your business might be. Many business people believe networking is more effective than advertising – it focuses your efforts on current customers and new high potential customers – rather than scattering your message over large numbers of uninterested prospects, or your competitors’ customers.
Everyone has a network – contacts and people who care for them. On average, the number is about 250 people. They are the ones who will praise you, give you testimonials and referrals. How do you make this network work for you?
One way that I have found works is my Personal Networking Questionnaire – PNQ. I run through these questions regularly to make sure I’m on track and focused.
Do I have a destination?
With over 35 years marketing experience, I have discovered that the most successful networkers have a clear destination and are relentless in going towards that destination.
When I stray off the path, I go back to basics. A great resource is a book by Jim Collins, ’Good to Great’. His hedgehog concept –the hedgehog knows one big thing – is the driving principle. Check his website: http://www.jimcollins.com/.
Every day I check that my activities and efforts are based solely on this question – does the activity support my one big thing.
Who do I spend time with?
Word of mouth or relationship marketing is based on trust. Of my 250 contacts, who are my biggest supporters? I must remind myself that the contacts that know me best are often overlooked as my free sales force. Dr. Ken Blanchard (http://www.kenblanchard.com/) calls these super contacts ‘Raving Fans’. Use them as your free sales team. The more time and effort I spend with my ‘raving fans’, the more referrals I get and the more successful by business becomes.
Do I have a consistent message?
Inconsistency does not build trust. With a clear destination, I am always on stage, in costume, ready to go. My brand is the total package – my clothes, my vehicle, my sales materials – all convey the same message. Am I buzzworthy? When contacts and prospects meet me, do they tell others about me and my message? What is my attitude? Another example in Collins’ book, ‘Good to Great’, is the fly wheel. It is a mechanical device that, once enough momentum is built up, will generate power with little effort. The trick it to build up to that state. If you stop in the initial stages, it will stop and you will have to start over.
- Building word-of-mouth attitude takes lots of energy, but the rewards can be huge.
- Consistency and enthusiasm are always noticed.
- Stay positive. If your dream and your destination are true, then it will happen. Your raving fans will become an endless source of referrals.
- What is my elevator speech?
The real secret to effective networking is to have ‘one big thing’ to anchor your message. - Once I had that message, I told stories, made my message memorable.
- Presenting what you do to your contacts is a skill.
You can fine-tune your skills through a couple of organizations:
- BNI is the foremost authority. There are over 5,000 BNI chapters world-wide. They produce millions of referrals, billions of dollars in sales. (http://www.bni-ocn.com/ )
- Toastmasters International in another way to increase your skills in effective networking. (Ontario district site: http://www.toastmasters60.org/ ) Pick your destination, know your one big thing and pursue it consistently. My secrets to successful networking.
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