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Networking Prowess Equals Bottom Line Results
 

As promised in my last column, I offer more suggestions on becoming well connected. First, however, I would like to drive home a fundamental principle about the concept of networking: Networking = Marketing = Bottom Line Results.

Every time we engage in the networking process, we are reinforcing our message, image, public perception, and product or service. Networking is not just handing out and collecting business cards; it is a refined component of any strategic marketing campaign.
Some people view networking as "flash-in-the-pan" or "guerilla" marketing - a cheap, grassroots means of getting a business' name out there. I view networking as one of the most crucial and high level components of marketing and here's why: Effective networking generates (1) word-of-mouth advertising and referrals; (2) a positive perception of you, your company, and your brand; (3) substantive, long-term relationships; (4) opportunities to connect others and contribute to the community; and (5) sales and revenue.

Here are networking ideas that have proven to be very successful for my clients and within my own company:

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    • In society circles, most high level networking takes place at home. Inviting colleagues, prospects, clients, and contacts to your home for dinner, cocktails, afternoon tea, or an elegant soiree immediately creates a more personal business relationship. An invitation to your home also creates opportunities for reciprocal invitations and introductions to others' inner circle of contacts.

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    • Create your own networking events and opportunities. Start a book club, a mix-and-mingle group, or host a luncheon or dinner to honor someone you admire. Give awards, create a scholarship program, have a company open house, start a seminar series, host a brainstorming session, or conduct a focus group. There are myriad ways of getting people together under your company's umbrella. All you need is one idea and an invitation. From the throngs who attend, begin inviting smaller groups to your home for dinner - then sit back and watch the referrals pour in.

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    • A colleague of mine is creating a monthly e-newsletter comprised of articles written by his strategic partners. Brilliant! As he broadens his network of contacts, he wisely asks them to contribute to his newsletter, thus establishing strong loyalty from his contacts, and providing them a no-cost means for marketing themselves (and his own company).

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    • Use your web site as a "connection" tool. Create a page that recognizes the vendors, clients, and associates in your circle whom you respect and recommend. Spreading the word about others helps people get connected and strengthens your own professional image.

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    • Communicate! Speaking before groups, writing, and being interviewed will put you in front of the people you want to meet and will strengthen your position as an authority in your area of expertise.

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    • Follow up with every single person you meet. A handwritten note (on paper, not an e-mail) letting someone know you enjoyed meeting them is priceless today. I know this is a time-consuming task, but worth every minute. After all, your goal is to solidify your initial impression as a savvy professional - and to be remembered. And don't think there are any "unimportant" business cards. The people with whom you think you're least likely to do business are often the ones who make the best referral sources.

    Adopt a charity. By adopting a charity and getting involved, your business receives valuable name recognition and is immediately connected with everyone in the charity's database. Your networking endeavors here will lead to important connections and the development of relationships that are not just based on the bottom line, but of helping others.

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    • Use your logo! Your business card is not your only networking tool. Recently, I attended a networking event where one of the guests utilized their logo products as their calling card. Another business handed out bottles of "logo water." Some attendees utilized CD business cards, and others gave company key chains along with their cards. Can you can offer a complimentary consultation or a discount on the back of your business card? Could you and your employees to wear logo shirts, or carry items with your company logo?

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    • Speaking of employees, make them your ambassadors. Every person on your staff should be able to enthusiastically recite your 20-second elevator commercial, understand and embrace your mission, and speak positively and effectively about your company when they are out in the community. Your employees are one of your most important networking and public relations assets. Take the time to educate them, and reward them for a job well done.
    Debra Davenport, PhD, is a Master Professional Mentor and the president of DavenportFolio, a licensed firm with offices in Los Angeles and Phoenix that mentors entrepreneurs and professionals. She is the creator of the Certified Professional Mentor® designation and certification program and the author of The Ten Commitments of Highly Successful People. debra@davenportfolio.com or (866) 232-6492.
     

     
     
         
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