By Andrea Nierenberg
Networking is more than a paint-by-numbers process. It takes time, patience and creativity to cultivate people as clients. The key is to make networking a natural part of your everyday life and to network in such a way that makes people feel comfortable, trusting and willing to help you achieve more.
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Avoid taking people for granted; almost everyone can get you closer to new leads. |
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Start viewing the world as one big network. Now plan on “plugging” into it in a way that leads to more prospects. Here’s six-step approach to help you on your way:
- Have a clear vision. Make sure your contacts can get you close to the people you want to meet. And when someone does give you the name of the sister-who-knows-the-postal-worker-who-delivers-mail-to-your-lead, understand that it’s going to take a while to get what you want.
- Know your contact. Call one person each week whom you haven’t spoken with for the past 90 days. Approach this person as you would a new networking client and avoid saying something like, “Hi Bob. I need your help with some referrals. Any suggestions?” People will sense when you’re using them as a means to an end. Instead, have a genuine dialogue. Then, at the right time, ask them if they would help you brainstorm for ways to develop your business.
- See the potential. Everyone we meet is a prospect or knows someone who can help us meet one. Sometimes we think we have to go to the top, and may not realize the strength is in the foundation. Often, the top people rely on people they manage for advice. While the president of a company signs the biggest checks, you might want to find ways to let that person’s staff see how you can provide the products or service to help everyone at the company. Avoid taking people for granted; almost everyone can get you closer to new leads.
- Surround the account. Think of a combination of ways to network with decision makers. This could include attending trade shows, business networking lunches and civic group functions. Also, write notes to people you’ve never worked with. For example, look at a trade publication, and write a note to someone featured in an article. Avoid making a pitch; just mention something that impressed you about the article.
- Follow up in unique ways. When you network with new people, remember something that’s important to them. It could be something they collect or something related to sports. These topics could then become a springboard for future communications. So, if someone likes fishing, the follow-up note could have a fish on it. I have generated much of my business by sending handwritten notes. According to the U.S. Postal Service, only 4 percent of mail is personalized. This simple, yet unique form of communication will get you remembered.
- Remember, solid relationships endure. If you have ever followed the progress of new construction, you’ll find it takes some time to get the foundation in place. However, once that’s done, the rest of the building goes up in a relatively short period of time. That’s also true of networking relationships. Once you’ve determined the best way to network, then stick with it.
Used with permission. All rights reserved.
Andrea Nierenberg, called “a networking success story” by The Wall Street Journal, is the author of Nonstop Networking: How to Improve Your Life, Luck and Career and Million Dollar Networking: The Sure Way to Find, Grow and Keep Your Business. Nierenberg offers keynote addresses and custom-designed programs on motivational techniques, networking tactics and presentation skills. She can be reached at 888-605-5911 or at info@mybusinessrelationships.com.
January 2007
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