What comes to mind when you think of networking: cocktails? Shake hands and exchange business cards at Chamber of Commerce events? Endless lines of people eager to make you a customer? Sweaty palms and panic?
Networking isn’t about how many business cards you can collect, it’s about building a long-term, mutually beneficial RELATIONSHIP with another business person. And it doesn’t have to be painful or forced! When done the right way, networking is as natural as starting a casual conversation. Let me show you how…
THE SCENE: MY CHIROPRACTOR’S OFFICE
I am reading a magazine in the waiting room of my chiropractor’s office; I arrive exceptionally early for an appointment. Another patient walks in, a woman named Susan whom I’ve seen there several times but never spoken to. She sits up and smiles, and we strike up a non-business conversation. We talk a bit about chiropractic, traffic (always a hot topic in Atlanta!), and finally I ask him what he does for a living. It turns out that Susan is a personal trainer. I tell him that I am a Professional Organizer and we spend the rest of my waiting time comparing our experiences with clients.
The important point to note here is that our business relationship begins as a personal relationship, just like any other casual acquaintance. You already know how to do this with people: you start casual conversations every day of your life. But the moment you add the term “network” to your actions, you also add a bunch of PRECONCEPTION and EXPECTATIONS. Don’t think about where this relationship will take you 5 years from now, just be friendly and interested.
MAKING THE CONNECTION
As the receptionist says my name for my appointment, I ask Susan for some of her business cards. I tell her that many of my clients need more long-term help with their goals than I can provide, and she would mind if she referred her to people when the need arises. It’s highly unlikely that Susan will turn me down, unless she’s swamped with clients. She kindly accepts my offer and does the same in return. We exchange business cards and share paths.
Notice I didn’t say to Susan, “Send me your clients who need to be better organized.” Instead, I offered to do something for her. Networking is not about what you can get, it’s about what you have to give. If you don’t have a reference for that person, suggest an interesting book or article and offer to call or email with the information. Or offer to connect the person with another professional you know who might also be a good door opener. But don’t expect anything in return, the moment you think, “What’s in it for me?” you kill the relationship
KNOW YOUR NETWORK
I went back to my office later that day and called a few other friends I knew who were coaches or had worked with coaches. Susan’s name came up several times, and everyone I spoke to praised her. This is important to me – I don’t want to ruin my reputation by referring my clients to someone who provides poor customer service. Be sure to check out the people in your network before sending your customers your way. Naive networking can be worse than no network at all!
GO AHEAD
I sent Susan a quick note that afternoon telling her how nice it was to talk to her. I also included references from two clients who had been searching for a good personal trainer. It’s important to follow up quickly when you meet someone new. You’ll really stand out as a conscientious person if you do what you say you’ll do when you say you will (isn’t it sad that’s not the norm?) They say you never get a second chance to make a first impression, but that’s not always true . Sometimes the impression that stays with a person is the one that comes after the follow-up note or call from them.
BUILDING THE RELATIONSHIP
You don’t have to refer clients to every network contact you have. Whether I submit any work to Susan or not, I have laid the foundation for a long and prosperous relationship. I keep in touch with Susan by clipping articles that might interest her, letting her know about trade functions she might want to attend, and meeting for coffee once in a while. She mainly thinks of me because I do everything possible for her. And she has borne fruit in spades.
In the year and a half we’ve known each other, Susan has sent me 4 new clients, connected me with at least a dozen great door openers, and given me countless tips for growing and expanding my business. Every new person you strike up a conversation with has the potential to double or triple your network over time. That’s what informal networking is all about.