Yesterday we looked at goals – have you decided what yours is yet? Once you have a goal in place it i important to “get it out there” so that people can help you achieve it. SHould you develop a networking strategy? What exactly is a networking strategy? Why do you need one? Is networking really that important?
Consider these two scenarios and tomorrow we’ll :look at the strategy behind effective networking:
Sally has just started her own business. She is convinced that she is too busy to network. She spends her time working in the business, not on the business – an age-old problem – and networking gets pushed to the bottom of her ‘to do’ list.
She finally makes time to go along to the local Chamber of Commerce function – just to show her face. She arrives late and flustered, in time to hear the speaker being introduced, and sits at the back of the room. After the event, aware that she only has a limited amount of time to network, she races around introducing herself to as many people as possible. The next day she spends a demoralising session cold-calling potential clients; and she never again hears from any of the people she met the previous evening.
Olivia manages a department within a large company and is well aware that networking has been critical to her success. She has been attending two networking events regularly and knows the hosts of each quite well. She chose her networking groups carefully, researching the events and the calibre of people who attend them.
One morning she arrived at a breakfast event early and met Jenny, a ‘first-timer’, over coffee as guests were registering. The two women spent quality time getting to know each other: Olivia learnt that Jenny had recently started her own executive coaching company and although she had no use for a coach (her company offers a coaching and mentoring program) she listened with great interest to Jenny’s story and took Jenny under her wing for the duration of the event. Olivia introduced herself and Jenny to the guests at her table and initiated a discussion on a news article she had read the previous day.
At the end of the event, the host introduced another person, Karen, to Olivia. Karen had been attending for a while and the host had just learnt that Karen was in a complementary industry to Olivia and thought the two should meet. Olivia, Karen and Jenny had a great chat over coffee in a nearby café after the breakfast and agreed to meet up again at the next month’s event.
The following day, Olivia received a call from Jenny to thank her for making the event so comfortable and enjoyable. Jenny mentioned that she had been speaking to a number of people about the great time she had at the breakfast and that many of them were interested in coming along to the next one. Olivia told Jenny that while she was speaking to her husband about the new friend she met at the breakfast, she discovered that his company is looking for a coach to head up a training program and asked whether Jenny would be interested in pitching for the business.
The following month, Olivia, Karen and Jenny met at the breakfast along with Jenny’s four new guests. Over time, Karen and Olivia became alliance partners and grew each other’s businesses substantially. Jenny became an advocate for Olivia’s business and referred numerous potential clients. Jenny, Karen and Olivia continue to meet many new people at the breakfast events; business referrals bounce around between the three women and their contacts – and their contact’s contacts – on a regular basis. Olivia has not had the need to cold call a client in months.
Which scenario would you prefer?
