Work Your Network

If you're networking with strangers, you'reand foremost to make them a friend. The rest
wasting your time. A consultant friend of minewill follow naturally.* If you're going to network
recently complained, "I'm doing 2-3 networkingwith strangers, go with the goal of making 2-3
events a week - and I'm worn out." When Ilunch or coffee dates with people you find
asked why she felt networking was important,interesting.* Ask every happy customer you have
she replied, "One of my marketing goals is to do(they're all happy, right?) for just one referral of
at least 1 networking event a week." (I pointedsomeone who would be interested in your type
out that she just admitted to doing 2-3 a week -of goods or services, then call and use their name.
and perhaps doing 1 a week is smart and doing("Hi I'm Fred and Ginger said I should call you. Isn't
triple that goal is causing some of the fatigue.) ButGinger great?") You already have one thing in
there's much more to the great Americancommon - Ginger!* Create a network "hit list" of
business myth of networking.Myth 1: The morethe exact kind of businesses you want to
you network, the more effective yournetwork with - maybe you sell software and you
networking activities become.Truth 1: It's muchwant to meet IT managers at medium-size
more important to become well-known in 1-2companies. Make the list and put it in your little
circles than to spread your networking activitiesblack book or PDA. Focus your networking and
over many different groups. Depth beats breadthoutreach activities on only those people - or
every time.I then asked her how networking wasothers who can refer you to those people.* Join
working for her. She said, "I don't think I havenon-business groups and spend time doing
gotten a shred of business out of it in the last sixnon-business activities: Civic, social, religious,
months." Her rationale for doing networking:recreational, musical, athletic... the list is endless.
"Everybody knows that you build a business byEstablish relationships with people in your group.
networking!" Does this make any sense? OrPerhaps you're a Moose and a realtor. A Moose,
worse, does it sound familiar?See if thisas it turns out, wants to by a house from
networking scenario has happened to you:Youanother Moose. If so, you have the Moose
meet someone for 30 seconds. They mumbleMarket cornered! Are you into hand-drumming.
something about real estate as you are tuningGuess what? A hand-drummer will want to do
them out. They ask you what you do, and youbusiness with another hand-drummer. Get it?* If
say you are in insurance. After 10 seconds ofyou do go to a "mixer" go with a targeted goal in
staring blankly at each other, you both head tomind. For example, your goal might be "to meet
the celery sticks for lack of anything better tothree people on my target list and get their card
do.Myth 2: The cocktails and miniature wienerso I can follow up for breakfast, lunch, coffee or
circuit is the way to network to successTruth 2:badminton." A traditional "networking event" now
Networking with strangers to build business isbecomes simply the first phase of your targeted
about as effective as going to a bar to getplan for global domination, and not an end in
married. In the words of Dr. Phil, "It simply ain'titself.Here's a final thought to shake up your
gonna happen that way."Here's why you're notnetworking mindset: Network with people who
going to meet your business soul mate at aalready know you, like you, or have done
networking event:1) You aren't going to dobusiness with you.Myth 3: Networking is all about
business with someone after meeting them for agetting more people to know what you do.Truth
few minutes and getting handed a poorly printed3: Networking is all about getting people that
card.2) Businesses are built on relationships andalready know you to share opportunities where
not "30-second commercials," no matter howyou can be helpful to each other.Make 2-3 phone
effective and intriguing.3) Most of us have majorcalls a day to connect with people from past jobs,
trouble in explaining what we do, much lessformer clients, or influential people who have
getting past that explanation and listening for whatexpressed interest in you in the past.We all have
prospects need.4) Networking with strangers isa "fan base" that we grossly underutilize.Think
not targeted or specific and in fact is completelyabout tapping into friends, colleagues, mentors,
random. For some people, networking is exactlyand family to mine the connections you already
as effective as cold calling, which is the leasthave at your fingertips.So get out there and
effective marketing tool there is.So am I sayingnetwork - but make it worth your investment of
that networking is a waste of time? Absolutelytime and energy by networking smart. As your
not. What I'm saying is you need to startmother always said, "Don't network with
networking smarter.Here are a few thoughts tostrangers."Marketing and innovation expert David
jog your noggin:* Network by having coffee orNewman has written 8 books and has been
lunch with people one on one. Get to know themquoted in dozens of national media outlets. David
and their business. They may become a prospect,is also a sought-after speaker and seminar leader.
alliance partner, or referral source. But aim firstVisit for more free articles and resources.