Surfside Group

Is your network broken?

Fix your approach to networking to grow your business in 2010

Business networking is such an important part of your sales and marketing program, yet many people ignore it or fail to do much planning and analysis of their networking activities. If you feel like networking is a waste of your time, it’s probably because you’re missing out on a few important tips. Either 1) you haven’t been involved with the best groups for your business; and/or 2) you don’t have specific goals or objectives for each event; and/or 3) you’re failing to build relationships with and among the people you meet.

Here are 6 ways to fix your broken networking activities:

1- Evaluate your current activities. Think about the types of networking events you attend. Are they mostly a mix of different professionals? How many do you attend each week? Are you earning new business from the connections you are making or is it eating up more of your time, energy, and budget than it’s worth? If you want to improve your results, choose one or two professional associations to join that support the types of people you want to meet. Join the association as an affiliate member and then become involved on committees and small groups to gain visibility and credibility within that industry.

2- Create goals for each event. Whether you are determined to meet a specific person at an event or exchange business cards with a minimum of 3 good prospects, this will help you “work the room” with a specific intention. As with all things in life, if you go in with no objectives, you will very likely leave with little or nothing worthwhile. Don’t make the mistake of trying to sell to people during a networking function. In most cases, it will come across as too abrupt and you’ll drive people away. Business networking is really about having a casual conversation to understand some basics about the person you are talking with. Selling may come later, if appropriate.

3- Follow up after you meet someone. It’s just common courtesy to send a quick email to people you’ve met at a networking event. They may not be a viable prospect for you today, but who knows who they know or where they may be in the future - ? In your email, it’s okay to write specifics of what you do and what a good referral is for you. It’s a great reminder for others who are also meeting many people every day!

4- Think of ways you can make introductions for people that will benefit them. If others perceive you as someone who knows how to make connections, you will find yourself invited into more situations where opportunities abound.

5- Learn more about what other people do and specific ways you can help them – whether it’s by referring new business, new suppliers, new employees, etc. If you can schedule a brief conversation on the phone, over coffee or lunch, you will understand more about their needs. By the way…they’ll also learn more about your business and how they can help you.

6- Have fun! I know several people who loathe attending networking events…and it shows. If you do not enjoy meeting new people, or you break out in hives when you enter a room full of strangers, either hire a coach to help you improve your skills in this area, or assign someone else in your company to attend networking events.