Making Networking Work for You

By Stacy Karacostas

Are you a morning person? I’m not. Never have been.

Few things excite me less than the idea of getting up at the crack of dawn (except maybe root canals). But I do it with a smile if I think it is going to be worth my while.

And networking meetings have definitely proven to be worth getting up for.

Because networking can be one of the most inexpensive and highly effective ways to find clients, meet new people and spread the word about your business. But only if you do it right.

If all you do is show up for a meeting or two, collect a bunch of business cards (which eventually end up in the circular file), and then wait for the phone to ring, networking is going to be a colossal waste of your time.

Why? Because no savvy business person is going to take a chance on recommending someone they just met. After all, they have no idea if you are ethical, whether you can really deliver, or if you truly provide excellent customer service.

And the last thing anyone wants to do is refer a valuable client to someone who drops the ball.

So how do you make networking work for you?

First, you have to find the type of meeting that suits you best. Networking meetings generally fall into one of three categories:

1) Highly structured weekly groups like LeTip or BNI that require membership and attendance. These groups offer tons of accountability, and restrict competition by allowing only one business from any given field in a group.

2) Association meetings—usually monthly—that may or may not require membership. These include Chamber of Commerce events, professional association luncheons and business group breakfasts.

3) General networking meetings that are open to anyone. Often evening mixers at a bar or restaurant, these might not include any structured networking.

For business owners, the first two types of meetings are usually best. While the third type of is generally better for job seekers or anyone just looking to meet new folks.

Ready to get out there? Just Google “business networking meetings” for a list of events in your area. Then try a few to find one or two you like.

But first, there are a few things you need to know to really make networking work for you…

Always keep in mind that networking is about building relationships. So if you want to get anything out of going to meetings, you have to commit to going on a regular basis. And you need to stick with it for at least a year.

Over time people will begin to recognize your name and face, get to know you, and perceive you as an established, reliable businessperson.

Second, don’t go just looking for clients. Look for strategic referral partners. These are folks in complementary businesses who are already serving your ideal client.

When you meet someone you like, who seems to have similar clients and business ethics, schedule coffee or lunch and get to know each other better. Before too long, you’ll have a solid referral network that keeps your pipeline full far into the future.

Plus, you will end up with your own network of proven professionals that you can confidently refer your clients to.

Finally, you need to do something with all those business cards that are bound to stack up on your desk.

I always make a point of jotting down the meeting, date and time where I got them on the back of the card as soon as possible. That way it is easier to put a name to a face. Plus, I can reference that information if I contact someone again later.

Then I enter them in my contact database, and send out an email follow up within 48 hours of our meeting. Nothing fancy, just a couple of lines to say it was a pleasure, and remind them who I am.

If you put out a newsletter, this is also the perfect time to invite folks to get on your mailing list.

Remember, the goal of networking is not just to collect the most business cards. You really want to focus on developing relationships and keeping your name in front of people.

So stick with it for awhile. Before you know it, you’ll happily be pulling yourself out of bed to go networking. And your business will thank you for it!

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