Networking: Creating the Right Connection

Most business people know that networking is important, but many times they don’t know how to utilize it in a way that is productive and provides the ROI that they (and their employer) are hoping for. With companies demanding more ROI when paying for after hours events, it’s important to understand how networking works, and how to make it a valuable tool that works for you.

The misnomer is thinking that networking is always about selling. If that’s your mindset, you will most likely walk away discouraged. Think about a room filled with a bunch of people that are all talking about the same thing. It doesn’t work any better than a one-way conversation when you’re trying to resolve an argument.

Networking first and foremost is about identifying and expanding opportunities and building relationships. Secondly, you need to be in the right atmosphere where people that might use your services OR are connected to the end user of your product or service in some way. To be successful, learn how to sell through people rather than directly to them. Doing so will provide you with the value and the return on investment you are hoping to experience while building an outstanding resource network.

You can find the best groups to be involved in simply by doing a little research. Look for organizations where you might meet people that are in contact or connected with your customer. Look for organizations that are important to the segment that you want to reach. The organization may not be applicable to you directly, but the people that are there are connected to the people that are buying the product you have to sell.

Professional networking organizations can also be helpful. Take a look at Business Network International. Last year their members passed 5.4 million referrals, which translated to $6.5 Billion dollars of business for its members. Those numbers probably caught your attention, didn’t they? Their model allows only one person per professional classification or specialty to join a chapter. Professional networking organizations can be very useful for building resources and getting business.

Once you have found your “networking niche”, then take note of these tips to be well prepared for success.

1. Have plenty of business cards with you. There is nothing like making a great contact and having to say, “I don’t have a card or I ran out of cards.”

2. Be a good listener. Ask the other person what they do and how you can help them. The networking event is not the place for a hard sell.

3. Be a bridge builder. If you’re in a group that you are familiar with and know a lot of faces, and someone says they are looking for something specific, look around and see if you can create a connection and introduce them to the right person. It will come back to you tenfold in the long run. People remember those who help them.

4. Have a 30 second unique elevator pitch that people will remember. Be unique, quick and to the point. People remember interesting.

5. Be sure to ask the people you are talking to something personal. It’s so much easier to remember personal details about people, plus it will give you a common point of connection when contacting them later.

6. Follow-up, follow-up, FOLLOW UP! Put your new contacts in your CRM, they may not need you immediately, but they are another resource for you. Don’t be afraid to reach out to them.

A little preparation will go a long way and walking away with even one person that is a real lead or potential future customer is important and valuable. Network right, and you’ll find that you will be able to demonstrate a solid return on investment many times over, all while helping others to succeed as well.

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