           
           EFFECTIVE NETWORKING IN A BUSINESS ENVIRONMENT
                         By Bruce Kullberg

Networking is both a concept and a specific activity which, if
understood and successfully implemented, can mean big things for
your entrepreneurial business.  The dictionary defines a network as
"an arrangement of parallel wires, etc., crossed at regular
intervals, or anything like this, as in a system of inter-connected
roads and individuals." When placed in a business context,
networking means seeing to it that practical information about
similar (parallel) business needs or customers' desires get
communicated (via wires?) to all affected businesses
(inter-connected individuals) so they can take action.  By being
"wired" into a human network of contacts and information relevant to
the business, the entrepreneur can be better positioned to exploit
the marketplace.

Business networking groups and organizations have become commonplace
in almost every metropolitan city throughout the United States.
Either through the efforts of your city and/or state economic
development departments, Chamber of Commerces', universities, or
private initiatives, the structure is in place.  It is up to you to
tap into these organizations and benefit through active
participation.

Networking is advertising in its' purest form - word of mouth.  I'm
not referring to advertising a product or service - but yourself.
If you are attending networking meetings, but not introducing
yourself to as many people as possible, (AND explaining your present
situation or business needs!), chances are you're leaving the
meetings feeling discouraged and ineffective, and probably wasting
your time.  Suppose you are brave enough to attend several meetings
and you get to know several people?  What usually happens when you
attend the next meeting?  Do you end up finding a comfortable corner
and talk to the same people you met the week before?  Sure, most
people do!  Almost everyone feels more comfortable and secure by
socializing with familiar faces.

But that's not the purpose of joining a networking group.  Results
are!  Take the initiative to talk to someone new by introducing
yourself.  Ask them what type of business they own, or would like to
start.  Be a matchmaker by introducing and linking people with
similar interests.  Through your actions, they are going to be
appreciative of your efforts, which could result in a returned
favor.  Most likely they will follow your example and be a
matchmaker too.  Networking should become an integral part of your
marketing efforts.  As pointed out by a friend of mine Harry
Leibowitz, President, Partner In Marketing, a marketing firm based
in Columbus, Ohio, "Everyone is a potential customer, or a lead to a
potential customer.  You have to work at it, and it should be
thought of as a job.  And don't have someone, or expect them to,
sell your business.  You sell it."

Mr.  Leibowitz uses a process called 'extended networking' in his
daily activities.  Start by writing down the names of everyone you
can think of, everyone you know from school, church, organizations
and associations, friends, neighbors, relatives and so on.  You
should have approximately 500-600 names on this list.  After
compiling this list, exercise judgement in dividing this list into
three catagories.  This list will include Potential Customers, Leads
to Potential Customers, and Both.  Next, take each Potential
Customer list and and divide into three catagories, being High
Potential, Modest Potential, and Low Potential.  You will now have 9
cells of catagories.  Those who are on the High Potential list, send
a personalized letter and a nice brochure, then call to follow up
within 5 days after sending.  If you have more Potential Customers
on your list than you can conveniently call within 5 days, then send
in waves and allocate the time to call.  Those who are on your
Modest Potential list, send a letter and brochure.  After waiting 2
to 3 weeks, send another letter (only) as a reminder.  In another 2
to 3 weeks, send another letter.  Follow up with a phone call ONLY
after working your High Potential list.  And those who are on your
Low Potential list, don't bother.

Once you have generated interest, be sure to follow these simple
steps to close the sale:

1) Pursue the appointment.  You still have to get your foot in the
   door and make your presentation.

2) Be prepared.  Find out as much as you can about your potential
   customer - company background, competitors, etc.

3) When doing your presentation, sell the benefits of your product
   or service, not the features.  The customer wants to know how
   your product is going to benefit him, save him money, or increase
   productivity.  How it works is of little consequence or
   importance.

4) Be persistent.  After making your first presentation, follow up
   to answer any questions or objections, then,...

5) Ask for the order!

You must be an active participant in networking meetings.  If you
aren't attending, don't expect the benefits.  An associate who
belonged to a local networking group told me that everytime she
attends a networking function, she tries to meet five new people,
get their business card, and discuss with them their specific
business needs.  After doing this for six to seven months, she
reported to me that several contacts resulted in new business,
several were appreciative of her assistance (good public relations),
and several may become clients in the future.  Several have also
sent her referrals.

When someone asks you for assistance, to who do you refer them to?
Simply, people you know.  That's why it's important for everyone to
know what your business is, so you will be referred to.  An example
of this is a gentleman who called me from out-of-state, requesting
information on an organization.  I answered his questions, but also
asked him about his business, and what specific information he was
interested in.  I provided him with several resources that could
possibly help him.  In return, he told several of his friends and
within one week I received two more phone calls requesting
assistance.

So far I have given you some specific examples of networking
techniques.  You might be saying to yourself right now, "Well, I
tried that, but it just didn't work for me." Then try again!  Maybe
you were just talking to the wrong people, or not asking the right
questions of the right people.  The following networking guidelines
will help you gain important insight in networking effectively.

According to Tim Connor, of T R Training Associates, Ann Arbor, MI.,
who has done extensive research in the area of effective networking,
there are some basic rules you must follow if you are going to be
successful in networking.

*  LEARN TO LIKE YOURSELF.  You must like yourself.  Every positive
   relationship, including all types of networks, begins with a
   healthy self image.

*  MAKE THE FIRST MOVE.  In any encounter, someone must initiate the
   relationship.

*  BE WILLING TO BE VULNERABLE.  Very few people are willing to put
   themselves on the line -- to be real.  One of the best ways to
   get others to shed their costumes and masks is to drop your's
   first.

*  BE WILLING TO RISK.  All of life involves risk.  In probing a
   potential network for contacts, information, or common interests,
   there is the potential for rejection.

*  LEARN TO OVERCOME THE FEAR OF REJECTION.  The fear of rejection is
   one of the major causes of failure in selling, relationships, and
   business.  We all have a fundamental need to be liked, accepted,
   and loved.

*  PUT YOUR ENERGY INTO YOUR POSITIVE CONTACTS.  If you think that
   everyone you meet likes you, you have another problem.  It is
   unreasonable to be accepted by everyone you meet, regardless of
   the circumstances.  Nuture those relationships where there is
   genuine and mutual respect, liking, and caring.

*  TO CREATE A POSITIVE FIRST IMPRESSION: BE -- DON'T ACT.  What do
   you look for in someone you meet for the first time?  What
   qualities make you feel comfortable and create a willingness to
   get to know this person?  Why not develop a list of all the
   qualities in other people you like, then rate yourself on those
   same qualities.

*  JUDGE NOT THAT YOU MIGHT BE JUDGED.  Each of us has something to
   offer each other and the world.  Learn to accept differences as
   normal.  Just because the other person is not like you, it
   doesn't give you the right to judge.

*  NETWORKING IS NOT A ONE WAY STREET.  The desire to grow, learn,
   and share is the basis of all networking.  But to find the areas,
   with each person you meet that can benefit one of you in the
   relationship, requires some probing, asking, and learning about
   each other; your needs, interests, and problems.  To successfully
   accomplish this step requires a two-day dialogue.

*  EVERYONE YOU MEET KNOWS SOMEONE YOU KNOW OR SOMEONE WHO CAN HELP.
   Everyone you know knows someone that you know.  It just depends
   on how far back you have to go to find the common contact.  The
   chances of improving the number of common contacts increase with
   a few basic factors: Are you in a common business or similar
   organization?  Do you operate in the same geographic area, have
   any common interests, similar problems or goals, or face similar
   opportunities?  These are just a few ideas for openers.

*  LISTEN TO YOUR WORLD - YOU MAY LEARN SOMETHING.  Few people really
   listen.  We are becoming a nation of talkers.  Everyone needs
   someone to listen to them and everyone has something worthwhile
   to say.

*  NETWORKING AT MEETINGS IS NOT A NUMBERS GAME.  Networking can take
   place anywhere; on the street, in elevators, in coffee shops, in
   airplanes, and in business meetings.  However, some environments
   are more conducive to building a productive network than others.
   Business meetings fall into this category.

Building an effective network contact takes time, respect, and
interest.  Too many people jump from person to person in a matter of
seconds.  You know who I mean.  They pounce on you by saying, "Who
do you know that...", and they are gone.  In my opinion, this isn't
networking, this is rude behavior.

*  LEARN TO SEPARATE BUSINESS AND SOCIAL NETWORKING.  Networking at a
   special event can be just as productive and beneficial as at a
   business meeting.  In a social setting, the initial networking
   steps should be taken establishing common ground, interests, etc.
   Many of the details should be discussed later by phone, or at a
   future non- social meeting.  Learn to separate business from
   pleasure in this environment.  The follow-up in this situation is
   where the bulk of information should be gained.

*  POSITIVE CONVERSATION IS AN ONGOING GIVE AND TAKE.  Starting a
   conversation can be an easy or a frightening experience.  The
   best way I have found is to either ask an open ended positive
   question related to the environment or person or make a positive
   statement about the environment or person.  Then follow it up
   with an open ended question requesting an opinion, feeling, or
   response from the other person about the environment, an
   activity, or situation at hand.  The rest is easy.

*  BUSINESS CARDS ARE A TOOL, BUT THEY MUST BE USED PROPERLY.  Most
   business cards end up in the trash.  Many times people exchanging
   cards believe that the other person is saving their card.  I
   always ask the other person, "Why would you like it?" I don't do
   it in a smart manner, I am genuinely interested in their reason
   for asking.  This usually starts the dialogue.

Final thoughts - think about all the people who you know that you
met through other people.  Think about all the benefits you have
gained through this matrix of contacts.  Positive networking is like
a chain letter.  You can't just be a taker, you must be a giver,
too.  Happy networking!

For further information about the sales and training services
provided by Tim Connors, please contact him at: T R Training
Associates, P.O.  Box 1425, Ann Arbor, MI.  48106.  (313)930-0880 or
800-222-9070.

Portions of this article by Tim Connors are copyrighted by T R
Training Associates and used with T R Training Associates
permission.

Strictly Business!BBS is a computerized information exchange service
for entrepreneurs, managers and business professionals.  Access on
first call.  BBS: 614-538-9250.

Copyright (c) Strictly Business!BBS.  All rights reserved.

<EOF>

