Why business networking doesn’t work for everybody.
By Geof Scanlon
People who collect 150 business cards at a networking event, separate them in to various suit coat pockets then send an e-mail, makes about as much sense as alcohol and archery. Someone is going to get hurt – don’t let that someone be you.
How in the world can a concept as simple as business networking get so misdirected? You know the people I’m talking about. Big chamber mixer, 150 people in attendance, hang on the bar with buddies for the first hour – then WHAM, mad dash to card collection phase. Sound familiar? Uh-oh!
Ivan Misner Chairman & Founder of Business Network Int’l. sums network marketing up pretty well. “ A powerful diverse network of contacts plus a positive message delivered effectively equals prosperous word-of-mouth business.” Simple concept, but not so easy.
I guess it’s the human nature concept that drives us to, “ Go forth and collect a gazillion business cards,” or just as likely, throw up our hands and proclaim – “this doesn’t work.” We’ll, it does work – more so than you would ever imagine.
Try this. Do a little research before you attend the next networking event. Find out who (by name if possible) will be attending. Research that individual. Would they make a good referral source for you? How could you reciprocate? Would they fit into your contact sphere? Is your profession/service consistent with good referral exchange?
Who would not be flattered to meet someone who had taken the time to do all that research? So, now that you have interested one referral source prospect, would you move her into the corner and put the arm on her? Not exactly.
Use the Gains approach to get acquainted. Share the following information with each other and see where it takes you.
G – Goals:
Business, personal, athletics
A – Accomplishments:
Writing a magazine article, building a brick wall, raising 4 kid
I – Interests:
Travel, music, reading, collecting.
N – Networks:
College, trade associations, speakers bureau, little league, scouts or memberships.
S – Skills:
Selling, recruiting, negotiating, speaking, fundraising.
Ok – Now we’re getting somewhere! So we know what each other is about, we have shared interests. We are similar in personality and we are matching needs with sources. Surly, now we are ready to start networking? Not exactly.
Lets set some goals. If two business persons specifically inform each other what type of referral they are looking for, weekly, on the phone (not v-mail, email) and follow thru with the reciprocation, times 50 weeks a year, you can see what may well happen.
So, take the time to get organized. Do the research and by specific about your networking prospects. Put 8-10 good referral sources into your networking contact sphere (not 150 business cards). Bring lots of referred business to your business sources (reciprocation).
Now…it is time – let the networking begin. Go down to the local hardware store and buy a big wheel barrow for all that dough. You’re going to need it.
Geof Scanlon is a CPA and Referral Institute Franchise owner (www.referralinstitute-cincinnati.com) ). He is a contributing author to the New York Times best seller, Master of Sales (www.mastersbooks.com)
