Maybe you are one of those business owners who have yet to discover the importance of networking. A recent study of over 26,000 businesses reported that 91% of those polled thought networking played a significant part in their success while a staggering 41.4 % reported that networking accounted for 80% or more of their sales. I fall in to that second category. 
Do I have your attention yet as to how important learning to network affectively is to your bottom line??
Networking is a learned skill. You need to observe others, get advice from those who are successful at it, read, go to seminars and most importantly practice. You need to commit time, energy and money into networking, Many have the perception that networking means going to a big meeting, handing out business cards and asking for business. If that is what you have been doing it is no wonder you are not getting the results you would like.
Let’s get a firm understanding of what networking is. It is the art of connecting with others in a MAGNETIC way. It is NOT a sales process it is a referral process. I am NOT counting on YOU to buy my product or service. You may not need them at this moment. You have a relationship base with probably 250 others who MAY need my service. This is what I am trying to access. It is a long term process though which I hope to establish establishing trust, credibility and competence. Why would I give you as a referral is I did not know your character, your capabilities and your ability to thrill those who I refer you too. Those referrals sources are some of my best clients. How you perform is a reflection of me and impacts my future interaction with my client base.
Networking is about having a conversation with another person. The definition of conversation..An oral exchange of sentiments, observation, opinions and ideas. It is NOT a sales pitch. It is not about self promotion. You are there to gather information about the other person so that you can discover how YOU may be of help to them…not the other way around. What problem can you solve for them? The best way to get business is to help the other person get business.
The basis of affective networking is VCP…Visability, Credibility, Profitability. You do NOT have permission to “sell” to me until you have established the first two building blocks.
Visibility: Do not market or sell to people who do not know you. I hang up on phone solicitations. I do not do business with people I have met only once. It is important also to recognize that out of site is truly out of mind. Just because I did business with you in the past does not guarantee future loyalty unless our paths cross on a regular basis. In the interim, new relationships may be forming. You need to be seen and to remember that every time you meet someone, whether it be at a Chamber of Commerce Event or a Board of Directors Meeting for a charity or at your son’s basketball game, you are visible and actually on an audition. This is how you project your image, your brand. These “touches” need to be in person. Social media is a back up NOT your networking strategy. The average person belongs to 3 groups. You want to not just be seen but to be involved. You want not just network WIDE but DEEP. It is however, important to touch a lot of people. The more you are “seen” the more solid your reputation becomes.
Credibility: This is not built in a day. Do not be guilty of…Premature Solicitation. Guys, you tend to go right from visibility to selling. Sorry, you do not have permission for that step until you form the relationship. I don’t care if you have the next great widget. If I don’t trust you why should I buy? If I haven’t seen the quality of your character, if you haven’t helped me, why should I give you access to my clients.
From the other end…Credibility IS your sale. To build credibility I will try to get to know you and help you. I will ask you what I can do. Giving you a LEAD or REFERRAL at this point is NOT an option. Maybe I can attend an event or talk they are sponsoring, meet for coffee to exchange ideas, buy girl scout cookies from their daughter, suggest a book or seminar for them, introduce them to others at the event. There are many ways to help the other person without giving them business. You need to build and nurture the relationship first. Your job is to choose someone and to help them become more successful either in business or in life. Make the other person feel important and listened to. Bear in mind you are not here to make best friends but to nurture a mutually beneficial relationship. It needs to be win/win. THEN you can ask for the business.
When I set my own needs aside and step into the room with the intention of helping others, networking becomes more comfortable. You are collecting “social capital” which you can then use later for your own needs.
Profitability: AFTER you have established the relationship then you can ask for the referral. It is time!!! Have a meeting but know what it is that you want. When asked what they want from a relationship many times the answer is, “I can’t think of anything right now but I will let you know”. WRONG!!! It may not be a lead or a referral but it may be advice, a peer review, influence to get a speaking engagement, an introduction to another referral source. But if it is the referral or lead you are looking for have that open discussion,. You need to know what this person can help you with. Asking opens the door to be greater than we ever thought we could be.
After a referral is given it is critical to thank acknowledge and let the other person know about the progress of the potential new client. This will give you even more credibility in the future.
The average business professional networks 6 hours per week. There is seldom much cost involved but your time is an asset so do it affectively. Networking should be the #1 priority when scheduling your time. It is a marketing function which your business can not do without.