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The Myth of Networking |
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I run into people all the time who tell me
in great detail about their networking activities. They swell with pride as
they describe how they run from meeting to meeting making connections that
could help bring them closer to their goals. Yet, none of these connections has
actually produced anything more than the story they tell about it. That’s
because many people don't understand what networking really means or how to
take full advantage of the opportunities a networking event presents.. If you
are really serious about getting what you desire, networking is one very
important way to achieve it. But, before you choose your next networking event,
answer these questions to improve your results.
What is your product or service? Be able to clearly describe whatyou do in a way
that shows the results of your offering. For example, if you are a graphic
designer, you could describe your service as just that--graphic design. Or, you
could describe it in terms that demonstrate its value. “You know the products
you get at fast food restaurants that tie into popular movies? Mycompany
designs the packaging for those products.” What does your business do?
Who is your ideal client? Describe exactly who could benefit fromwhat you
offer. Include descriptors that represent qualities or characteristics of your
favorite clients, the ones who are both profitable and enjoyable to work with.
Create your list now.
What organizations, associations or
events attract your ideal client?Where
do the people you want to do business with go? What organizations do they
belong to? At what events are they likely to be? Name them now.
What is your primary objective in
attending your next networking event?
If you say, “to make a sale” you will probably be disappointed. If you say, “to
connect with at least three people who could benefit from what I offer and
arrange for a follow-up meeting or conversation to further develop the
relationship”, you’ve got the right idea.
What other reason might you have for
attending this event? Visibility!
It’s important to be seen in situations where your ideal client is likely to be
so that you will come to be associated with that type of client. This leadsto
another question that will help you zero in on the organizations and eventsthat
will be most effective for you.
What is your niche? Your niche is basically your place in the scheme
of things. It is the part of the world you wish to fill so well that you know
your customer's wants and needs, problems and challenges to such an extent that
your services are synonymous with that group. You probably already have a niche.
It can generally be identified by looking at what categories your customersfall
within.
What’s the best way for you to achieve
your goal at your next networking event? There is only one answer. Focus. Focus on the people you meet. Listen,
ask good questions and respond to those situations where the personyou are
speaking with shows you by his answers that he is your ideal client. Then make
good on your commitment to follow-up. You will have shattered the networking
myth and turned it into the valuable tool it is.
-Mariette Durack
Mariette Durack Edwards is a business and personalcoach, consultant, speaker
and writer. Her newest book, The Way Things Work: 25 Must-Know Principles for
Making Dreams Come True, is now available as an e-book at her website at ???
mailto: mariette@bizcoachmde.com
(c)Copyright 2001-2003 Mariette Durack Edwards All rights reserved