You hear about it all the time for a reason: Networking is where it's at! Before you cower under your chair, hear me out.
Informal Networking
Many people count on "word-of-mouth" to fuel the growth and success of their businesses. The "aha" link that isn't commonly made is that "word-of-mouth" is virtually synonymous with "networking!" While successful word of mouth referrals might not be a direct result of your own efforts, they are the result of those within one of your networks telling others about you.
If you are at all pondering the previous paragraph, then one of the first things to come to your mind should be the realization that you have networks. If you didn't, you wouldn't be seeing word-of-mouth referrals appearing at your door. So, whether you realize it or not, you are engaging in networking. You are connecting with someone, on some level, and giving them a reason to tell someone else about you.
Informal networking might take the form of serving your customers in a positive manner and asking them to share their experiences with their friends (Or, for the mega-introverts out there, "hoping" that they will share it with others to avoid passing out at the mere thought of asking them.)
It might be attending your weekly card clubs or coffee clutches. It might be communicating with friends & family. Or, you might belong to a civic club or other volunteer organization whose members know what you do for a living and regularly refer others to you because they know you're a nice guy. Regardless of the format, you are letting it be known who you are, what you do and what you seek, even if only to those closest to you. To my introverted readers, that is networking! (See now? It's not so bad!)
Formal Networking
So let's move on to a discussion about formal networking. It is typically the formal venues that scare the bejeebers out of introverts. While informal networking can be effective, make a resolution to take the next steps. Nudge yourself out of your comfort zone, find some formal venues, and polish & apply a few basic networking skills.
When most people think of networking, they think of chambers of commerce, Business Network International, e-Women and other organizations that list "networking opportunities" among their primary reasons for existing. These organizations offer meetings and events specifically designed around networking.
The beauty of planned meetings & events is that the networking "structure" is already in place. All you need to do is show up, make connections and build relationships. As an added bonus, the organizations worth their salt also offer training to teach you how to network before throwing you to the proverbial wolves.
Ramping up your networking efforts...gently, of course
Even without these organizations, you can creatively formalize your networking efforts. For example:
- Have special business cards printed up that make the "ask" for a referral for you. Hand them out to your customers, friends, family, club members, church family, etc. You can even offer an incentive - like a discount on a future purchase - for generating referrals.
- Keep in touch with your current customers to continue building trust and ongoing relationships. Make sure you have their contact information so you can send newsletters, thank you notes, birthday or holiday cards, coupons, etc.
- Develop an online social media presence and position yourself as the "expert" in what you do. If your dislike of networking is surpassed only by your disdain for technology, then get help. You want to become a trusted, household name to your target markets and social media is an inexpensive way to build that network...at a comfortable distance, I might add.
- Ask close friends or associates to introduce you to people or maybe even accompany you to a networking event. Having someone by your side that you know and trust can take a lot of the fear out of meeting new people and can help generate topics of conversation.
- Partner with other business owners to generate cross-referrals. For example, if you are a plumber and a customer hires you to fix her leaky, outdated dishwasher, have the business card of a trusted appliance salesman handy. Likewise, that honest appliance salesman will tell a customer when a good plumber can save her dishwasher, instead of spending money on a new one, and will refer her to you.
- Since most of us (even the outspoken extroverts among us) don't like bragging on ourselves, there are subtle ways to ask others to do the bragging for you. Place comment cards on your check-out counter. Ask for testimonials on your Facebook or other social media page. Let your happy customers do the bragging. The bonus to this strategy is added credibility for you and what you do.
- Volunteer some time with a charitable organization for which you are passionate, that might benefit from your skills and talents. For example, if you are a graphic designer, you might be able to help the local food bank with its newsletter or posters for a special event. Handy with a hammer? Then check with your local Habitat for Humanity to see how you can assist on the next build. Volunteering is a great way to meet new people and further build your reputation, while helping your community at the same time.
- Read, read, read! There are a plethora of books, blogs and other resources out there that can teach you how to network and even take the fear out of it. The more you engage your brain on the topic, the less threatening and more viable actually doing it will become.
- Master the skill of being able to describe what you do in 60 seconds or less. Commonly called an "elevator speech," think of it as just that. Mentally place yourself in an elevator with the potential client of your dreams. You have 60 seconds to introduce yourself and engage his interest. What would you say? Could you do it in 30 seconds? Develop these tools. They will become priceless to you and if you have practiced them, will make networking much less awkward and much more rewarding.
- Above all, be yourself! Remember, networking is just as much about building trusted relationships as it is about meeting new people and getting your name out there. Being true to yourself and your business is one of the best tools you have to help you climb the delicate trust ladder.
Once you really understand the benefits of networking and grasp the concept that each person you meet knows or comes into contact with hundreds of others, learning the tools becomes much less intimidating. You don't have to start by launching yourself into a formal networking group - although many of my own admittedly introverted colleagues have fessed up that doing just that has helped them immensely. Just do what feels comfortable and work up from there. Try to thoughtfully track your progress. At some point, you will experience an exponential shift in the power of networking. Heck. You might even think it's fun!
Allison Sousa, MBA, is the founder & president of Word's Out Marketing & PR, LLC, located online at http://www.WordsOutMarketing.com. As a member of the Ezine Articles community, she provides helpful and personality-packed articles on topics such as: communications, marketing, small business management, non-profit management, public relations, networking, social media and smart business. Allison invites you to offer suggestions for article topics or subscribe to her RSS feed by visiting http://ezinearticles.com/?expert=Allison_Sousa. |