How do you get the most bang for your buck Networking? Simply managing your expectations will go a long way to making the most of your face-to-face time while you’re out meeting new people.
First of all the term Networking has become a bit generic over the last few years – just like Kleenex or BandAid did for tissue and bandages – so to clarify what Networking is and isn’t in this context it’s important for us to work from the same premise. The best definition that I’ve come across is one by Bob Burg, the author of “Endless Referrals”, in which he writes, “Networking is the cultivation of mutually beneficail, win-win, give and take relationships.” My favorite word in there is “cultivation” – and it’s easy to see a Farmer out working in the fields planting seeds. Over time he nutures the seed until it provides a crop which he cultivates to sustain him, his family, and more for many months. Now, contrast that with the role of a hunter – he goes out, spending time and energy, to track his prey, kill it, and then food to eat. The hunter eats well for a day or two and then he has to go back out again.
So most business owners attack Networking like a Hunter; They “Work” the room passing out business cards to everyone they meet, and say things like “If you ever need a good used car just call me I’ll give you a good deal.” Now I’m not picking on car salesmen – I’m picking on anyone who uses this tactic – and it doesn’t work. Mostly business cards and flyers and brochures end up in the circular file once your contact gets back to their office.
Instead use the ways of a Farmer. Ask questions to find out if there is a need – AND then plant the seed that you have a solution. This will get you 2/3 of the way down the Know, Like, and Trust path. Nurture the relationship by following up your new contact and providing something of value – something that helps move them closer to a solution – whether it’s yours or a competitors. That’s the final 3rd. Building Trust. Only then can you have a mutually beneficial relationship – because sales can only occur when there is trust – where they get their solution and you make money. And with a little work it will be a win-win for a long time to come.
So don’t go into your next networking event thinking your going to sell you product or service – as exciting and wonderful as it is, there isn’t anybody at the event that came there to buy anything – just relax and meet people. Start a conversation and see where it leads, and oh, leave the expectations in the car.
Watch my video on this topic @ Toledo Biz Connect TV!
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