HOW TO EFFECTIVELY NETWORK TO CREATE NEW BUSINESS LEADS
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By Bruce Kullberg
Unicom Services
Networking. (1) The ability to build sales profitability through impersonal communications
and contacts, and (2) the most cost effective way to market a business. -
Networking is both a concept and a specific activity which, if understood
and successfully implemented, can mean big things for your entrepreneurial business.
The dictionary defines a network as "an arrangement of parallel wires, etc., crossed
at regular intervals, or anything like this, as in a system of inter-
WHERE AND HOW DO I BEGIN?
Business networking groups and organizations have become commonplace in almost every
metropolitan city and community throughout the United States. Either through the
efforts of your city and/or state economic development departments, Chamber of Commerce,
universities, or private initiatives, the structure is in place. Almost all local
newspapers publish meeting or club dates for special interest groups. If you can
find the listing, call the contact person or your local newspaper for further information.
It is up to you to tap into these organizations and benefit through active participation.
Some charge a fee to belong, others are free.
Networking is advertising in its' purest
form -
But that's not the purpose of joining a networking group. Results are! Take the initiative
to talk to someone new by introducing yourself. Ask them what type of business they
own, or would like to start, or at least why they attended the meeting. Be a matchmaker
by introducing and linking people with similar interests. Through your actions, they
are going to be appreciative of your efforts, which could result in a returned favor.
Most likely they will follow your example and be a matchmaker too. Networking should
become an integral part of your marketing efforts. This was best explained by Harry
Leibowitz, President, Partner In Marketing, a marketing firm based in Columbus, Ohio,
"Everyone is a potential customer, or a lead to a potential customer. You have to
work at it, and it should be thought of as a job. And don't have someone, or expect
them, to sell your business. You sell it!"
NETWORKING TO GENERATE NEW BUSINESS LEAD
Mr. Leibowitz uses a process called 'extended networking' in his daily activities.
1 -
2 -
a) Those that are on the High Potential list, send a personalized letter and a nice brochure, then call to follow up within 5 days after sending. If you have more Potential Customers on your list than you can conveniently call within 5 days, then send in waves and allocate the time to call.
b) Those that are on your Modest Potential list, send a letter and brochure. After waiting 2 to 3 weeks, send another letter (only) as a reminder. In another 2 to 3 weeks, send another letter. Follow up with a phone call ONLY after working your High Potential list.
c) Those that are on your Low Potential list -
DON'T LET YOUR EFFORTS GO TO WASTE -
Once you have generated interest, be sure to follow these simple steps to close the sale:
1) Pursue the appointment. You still have to get your foot in the door and make your
presentation.
2) Be prepared. Find out as much as you can about your potential customer
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3) When doing your presentation,
4) Be persistent. After making
your first presentation, follow up to answer any questions or objections, then,
5)
Ask for the order! It never ceases to amaze me how many people go through all the
trouble of making a contact, doing a presentation, answering objections or concerns,
but never asking for the order. Once you leave, your chances of making the sale will
decrease tremendously.
MORE NETWORKING TECHNIQUES!
You must be an active participant in networking meetings. If you aren't attending,
don't expect the benefits. An associate who belonged to a local networking group
told me that every time she attends a networking function, she tries to meet five
new people, get their business card, and discuss with them their specific business
needs. After doing this for
six to seven months, she reported to me that several contacts
resulted in new business, several were appreciative of her assistance (good public
relations), and several may become clients in the future. Several have also sent
her referrals.
When someone asks you for assistance, to whom do you refer them to? Simply, people
you know. That's why it's important for everyone to know what your business is, so
you will be referred to. An example of this is a gentleman who called me from out-
So far I have given you some specific examples
of networking techniques. You might be saying to yourself right now, "Well, I tried
that, but it just didn't work for me." Then try again! Maybe you were just talking
to the wrong people, or not asking the right questions of the right people. The point
is...keep practicing. You will attend meetings where you will walk away with 5-
BECOMING A NETWORKING GURU
The following networking guidelines will help you gain important insight in networking effectively. According to Tim Connor, of T R Training Associates, Ann Arbor, MI., who has done extensive research in the area of effective networking, there are some basic rules you must follow if you are going to be successful in networking.
* Learn to like yourself. You must like yourself. Every positive relationship, including
all types of networks, begins with a healthy self image.
* Make the first move. In
any encounter, someone must initiate the relationship.
* Be willing to be vulnerable.
Very few people are willing to put themselves on the line -
*
* Learn to overcome the fear of rejection. The fear of rejection is one of the major
causes of failure in selling, relationships, and business. Everyone has a fundamental
need to be liked, accepted, and loved.
* Put your energy into your positive contacts.
If you think that everyone you meet likes you, you have another problem. It is unreasonable
to be accepted by everyone you meet, regardless of the circumstances. Nurture those
relationships where there is genuine and mutual respect, liking, and caring.
* To
create a positive first impression: be – don’t act. What do you look for in someone
you meet for the first time? What qualities make you feel comfortable and create
a willingness to get to know this person? Why not develop a list of all the qualities
in other people you like, and then rate your self on those same qualities.
* Judge
not that you might be judged. Each of us has something to offer each other and the
world. Learn to accept differences as normal. Just because the other person is not
like you, it doesn't give you the right to judge.
* Networking is not a one way street.
The desire to grow, learn, and share is the basis of all networking. But to find
the areas, with each person you meet that can benefit one of you in the relationship,
requires some probing, asking, and learning about each other; your needs, interests,
and problems. To successfully accomplish this step requires a two-
* Everyone you meet knows someone you know or someone who can help. Everyone you
know knows someone that you know. It just depends on how far back you have to go
to find the common contact. The chances of improving the number of common contacts
increase with a few basic factors:
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* Listen to your world – you may learn something. Few people really listen. We are
becoming a nation of talkers. Everyone needs someone to listen to them and everyone
has something worthwhile to say.
* Networking at meetings is not a numbers game. Networking can take place anywhere;
on the street, in elevators, in coffee shops, in airplanes, and in business meetings.
However, some environments are more conducive to building a productive network than
others. Business meetings fall into this category. Building an effective network
contact takes time, respect, and interest. Too many people jump from person to person
in a matter of seconds. You know who I mean. They pounce on you by saying, "Who do
you know that...", and they are gone. In my opinion, this isn't networking, this
is
rude behavior.
* Learn to separate business and social networking. Networking at a special event
can be just as productive and beneficial as at a business meeting. In a social setting,
the initial networking steps should be taken establishing common ground, interests,
etc. Many of the details should be discussed later by phone, or at a future non-
* Positive conversation is an ongoing give and take. Starting a conversation can
be an easy or a frightening experience. The best way I have found is to either ask
an open ended positive question related to the environment or person or make a positive
statement about the environment or person. Then follow it up with an open ended question
requesting an opinion, feeling, or response from the other person about the environment,
an activity, or situation at hand. The rest is easy.
* Business cards are a tool, but they must be used properly. Most business cards
end up in the trash. Many times people exchanging cards believe that the other person
is saving their card. I always ask the other person, "Why would you like it?" I don't
do it in a smart manner; I am genuinely interested in their reason for asking. This
usually starts the dialogue.
Final thoughts. Think about all the people who you know
that you met through other people. Think about all the benefits you have gained through
this matrix of contacts. Positive networking is like a chain letter. You can't just
be a taker, you must be a giver, too.
Happy networking!
Permission to distribute. This article may be distributed without compensation or permission of the author as long the following paragraph is included in its entirety with the article:
Written by Bruce Kullberg, an entrepreneur living in Lewis Center, OH. He currently owns several businesses. You can access his family of services at www.unicomsvcs.com or www.unicomservices.mobi (mobile). © Copyright 1991 ~ 2008