Published July 2003

How to make networking work for you

By Connie Hinton
Guest Columnist

Networking is a buzzword for today’s small business. It seems everyone agrees it is one of the best ways to market your business.

So people attend business events and trade business cards, yet don’t get the results they expected. Why? Most people are not completing the process.

There are four basic steps to effective networking: location, message, materials and follow-up. You need all four pieces to make networking work and get more business.

The first step is location or finding the right place to network. Go to events where your potential customers will be or where you can connect with complementary businesses.

We all have limited time and resources, so it’s important to spend the time and money where you have the greatest possibility of success.

Here are different types of organizations to check into:

• Strong contact networks — These organizations meet weekly and allow only one person per profession into their groups. Their sole purpose is to create referrals, which result in business for their members. BNI-Business Network Int’l is just one of several such organizations.
• Casual contact networks — Your local chamber of commerce is the best representation of this type of network. This is a great place to meet local business professionals.
• Professional organizations — The purpose of these organizations is to support particular industries or groups, provide education, resources and often work for legislation to support the success of their members. These include trade organizations and women’s organizations like Women’s Network for Entrepreneurial Training (WNET).
• Service organizations — Rotary, Kiwanis and Soroptomists are examples of this type of network. The main focus of these organizations is to give back to the community through various service projects.

The second step is to have a clear and concise message. Have you ever asked someone to tell you about his business and 15 minutes later realized he’s still talking, but you still don’t know what he does? This is a common networking mistake — trying to explain everything you do at your first introduction. The best thing you can do is to give just enough “teaser” information to encourage a follow-up meeting.

You should be able to explain what you do in 30 seconds or less — the maximum attention span of most people. Key components of a clear and concise message are:

• Your name.
• Your business name.
• What you do in one or two sentences.

The next step in effective networking is marketing material. Professional business cards are one of the most cost-effective marketing pieces you have. Always make sure you have plenty of business cards — don’t be caught short. Be sure the information on your cards is current, including your e-mail address. Remember, your business card makes a first and lasting impression of your business.

Finally, follow up with the people you meet. This one aspect of networking will set you apart from your competition.

Many mistake the purpose of follow-up to be an opportunity to press people to buy their product. The real purpose is to continue the connection you started at the networking event. Sure you can push to make the sale, but it’s much more powerful to get to know this person and have them refer you to their friends and clients.

In summary, here are “The Ten Commandments of Networking a Mixer” by Ivan R. Misner from his book “The World’s Best Known Marketing Secret”:

• Have your networking tools with you at all times.
• Set a goal for the number of people you’ll meet.
• Act like a host, not a guest.
• List and ask the five “W” questions: who, what, where, when and why.
• Give a lead or referral whenever possible.
• Describe your product or service in 60 seconds.
• Exchange business cards with the people you meet.
• Spend 10 minutes or less with each person you meet.
• Write comments on the backs of the business cards you collect.
• Follow up with the people you meet.

Networking is a powerful and affordable marketing strategy. Done right, you’ll get the kind of business you desire to help your business to succeed.

Connie J. Hinton is the executive director of BNI-Business Network Int’l, Northwest Chapters (www.bninw.com). She can be reached by calling 800-286-0508 or sending e-mail to connie@bninw.com.

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