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Effective Networking - Get Business Sales Sent Your Way
Copyright © 2005 Steven Boaze Copy Write Plus
While satisfied customers may be your best sales force, that doesn't mean they're the only sales force. There are lots of other people out there who can send business your way if you make the effort to network with them and make it worth their while.
The concept of networking and word-of-mouth marketing is a very hot topic in business today for one simple reason: So many people are starting small businesses that need to find other businesses they can work with for mutual benefit. That's why you will find no shortage of business, professional or service organizations through which you can meet other people. The key is to pick them wisely, choose only one for a few organizations that will be good for business networking and ignore the rest. Otherwise you'll be spending all your time meeting and socializing and not working. Marketing without producing is another surefire formula for bankruptcy.
How do you decide whether or not to join an organization or go to its social functions? Let's ask another question " Am I likely to meet people there who will buy from me or refer customers to me? " If the answer is no, don't go unless you have some other reason for going.
The world is full of professional joiners who never met an organization they didn't like. They go to all the meetings. They hold offices and serve on committees and boards, and since they do all that free work, the organizations love them. Nothing wrong with that. It's just that when you run a solo business you can't delegate your work to others while you go out and play social butterfly. Your networking time needs to be marketing time. This means putting yourself in front of customers or people who will send customers your way. With that in mind here are six guidelines for networking with others mutual gain.
# 1. Look for businesses that complement yours to network with. for example, put a tax accountant, financial planner, estate planning attorney, stockbroker and insurance agent together and you have five people who can refer customers to each other endlessly. Similarly, a wedding photographer would find it profitable to network with caterers, jewelers, bridal consultants, florists, churches, synagogues and reception halls. When a customer buys from you, what other products and services is he likely to want or need? Those are the type of businesses that would be excellent ones for you to network with.
# 2. Competitors can also be an excellent networking opportunity. Just because you go head to head with other businesses doesn't mean that you can't work together sometimes for mutual gain. Have you ever noticed how one airline will book you on another carrier if it doesn't have a flight to the destination or at the time you want? Airlines have an agreement whereby they book business for each other in return for compensation. You may find it useful to work out such an agreement with some of your competitors. Or you may have an informal agreement whereby you refer one of your competitors to customers for no pay. I frequently refer other speakers to potential clients if I can't do a date or provide the kind of service at the price the client wants. Other speakers do the same for me as well.
# 3. Before going to a networking function, prepare in advance. Bring plenty of business cards. If you want to be remembered, have your picture printed on your business cards and do something with your name tags that will attract attention. Also before going compose and memorize a brief memorable statement and unique sales proposition when writing the description. For example - if I were going to a networking function my description would be" I like to work smarter through my books, tapes and seminars. My latest work is focused on teaching people how to become financially independent working in a one person home based business. I know first hand that it can be done and I want others to profit from what I have learned."
# 4. Once you get to the meeting make good use of your time. Arrive early and leave late. That way you'll meet more people. Don't stand around and wait for others to come to you. Act like a gracious host. Go up and introduce yourself to others. Find out what they sell and what type of people they want to connect with. If that's not you, do you know others who might be of some help to them? If so , pass their names along. Encourage others to tell you about their businesses and you will be remembered as a brilliant conversationalist. If you know someone who might be a potential customer for them, pass the information along. After you learn about their work, be sure to deliver the short message about your business to everyone you meet. Exchange business cards and write anything you need to remember about them on the back of their cards. Don't be abrupt, but try not to spend more then 10 minutes with any person. Remember you are there to market your business and to help others. The more people you meet the more chances of forming a few good profitable relationships.
# 5. Be sure to ask for leads and referrals. That's why you're there. After describing your business to someone ask" who do you know - who? " and describe your typical customer. It might be that person or you remind him/her of some one who could be your next big customer. As you get leads, write them down and follow up fast as possible.
# 6. Always remember the Great Law of Life: (What goes around comes around.) If you want to get referrals you need to give referrals. Reciprocity is the basis for all good relationships and it's especially true in business. When someone sends a customer to you, acknowledge it with at least a thank you note. A small gift is even better and sending him/her a customer is better yet. Keep in touch with those you network with. If you see an article or item of interest to them clip it out or fax it to them.
Finally, When you refer a customer to a business make sure it's a quality business. If The customer gets poor treatment, it's going to reflect poorly on you.
--------------------------------------------------------------------- Steven Boaze, Chairman, is The Owner of Boaze.com Corporate Web Solutions. Steven is the Author of two successful Books, thousands of articles featured in radio, magazines newspapers and trade journals. Steven has 25 years experience in journalism, copywriting, certified Web Developer. http://www.copywriteplus.com http://www.boaze.com Copyright © 1998-2005 Boaze.com
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