Shawn and Linda McCarthy
By Shawn McCarthy / Guest contributor
Networking is the process of developing contacts and relationships to increase your business, enhance your knowledge, expand your sphere of influence or serve the community. In its most basic form, “business networking” is leveraging your business and personal connections to bring you a regular supply of new business. The concept sounds simple but, because it involves relationship building, it can be a complex process. Think about it. How many people do you know? How many of those people truly understand what you do? How many of these folks have directed prospects to you as referrals? And how many of those referrals have actually turned into business?
Business networking is much more than showing up at networking functions, shaking hands and collecting a bunch of cards. Here’s an example of what I mean: Imagine two people entering an event, sizing it up and drawing an imaginary line down the middle. They separate, each taking half the room. At the end of the event, they meet again to see who collected the most cards. Have you met these people? Sure you have. We all have. What did they accomplish? They collected a lot of cards that will end up in a drawer, in the trash, or worse yet, scanned into a computer so they can spam everyone they just met. No relationship has been formed. This networking strategy, by itself, is a poor use of time, money and energy.
Some people get frustrated with networking because they seem to making as much progress as a turtle with a broken leg stuck in molasses going uphill backwards — getting nowhere fast!
Networking for business growth must be focused. You have control over who you meet, where you meet them, and how you develop and leverage relationships for mutual benefit. Networking your business means you have to be proactive.
In his book “Good To Great,” Jim Collins shares many examples of how great companies are different from good companies. In many situations, the differences are in the little things that are done exceptionally well.
Great networkers have a plan, work to expand their network, go the extra mile, become the experts and do what others don’t. People are drawn to them. New clients go to them because they hear about them from so many people.
Great networkers refrain from selling, because people come to them to buy! Imagine that! People coming to you ready to buy!
Have you decided that now is the time for you to advance from good to great? If so, start by writing down some long-term networking goals. Becoming a great, effective networker is within your reach! Start now — and I’ll see you at the next networking event!
(Next month: Selfless networking.)
— Shawn McCarthy is the executive director of BNI (Business Network Int’l) of Ventura County. For more information about BNI, call Shawn at 805-850-0157 or check out www.bni-vc.com