How many of you are currently networking? How many of you think networking is fun? (I can hear the groaning already.) How many of you would do more networking – if you could do it without feeling like you’re begging?
I work with entrepreneurial executives and business owners to find their next gigs. They are very self-reliant people and when the “n-word” -- networking -- comes up, they say, “Why network?” or “I don’t like asking people for help. It sounds like I’m begging.”
Here are some hard facts: Business Network International (BNI) reported $1.2 billion in revenue was generated through referrals (i.e. networking) for member businesses in 2003. As of August 2004, in my home town of Wisconsin alone, $42.2 million was generated through BNI referrals. And this doesn’t even take into account of all the new jobs that are found, business partnerships that are created and friendships that are formed through networking.
When you look at these incredible benefits, haven't you got five minutes a day to build (or rebuild) your network? I think so.
Now, how do you network without begging? What does begging sound like? For entrepreneurs, it usually sounds something like, “Hey, I’m in the insurance business. Know anyone who needs insurance?” Or, “Hi, I’m a life coach. Know anyone who needs a life?”
What’s your reaction? How many of you would have politely said, “No.” and walked away?
How do you avoid people walking away from you?
First, identify all of your contacts - everyone you know – not just those whom you normally target. Include service providers (like hairdressers, massage therapists, dentists, plumbers, carpet-layers, etc.) every service provider you can think of – even if you see each other only once a year. And don’t forget everyone else, people on your tennis team, family, friends, distant relatives - the works. They know you, so they’re less likely to walk away!
You want to do this for one reason. You never know whom someone knows! For example, here in Wisconsin there is a commercial advertising a local car dealer. His name is Ernie Von Schledorn. In his ads, he doesn’t ask if you want to buy a car, he asks, “Who do you know wants to buy a car?” Or as we say, “Who do you know who _____” -- you fill in the blank.
This is a great strategy because if your friend doesn’t know someone who can use your service, he or she may know someone who knows someone…
Once you’ve made your list of contacts, you can use the simple three-step process I developed to help you network more effectively.
First, FOCUS. Be specific in what you want. Ernie wants people to buy a car from him. What do you want? By being specific, you will get what you focus on. If you’re not focused, your network can’t help you – and people do want to help you.
Sometimes it’s still hard for your network to help you if they don’t know much about what you do or they are not sure that what you have to offer makes you unique.
Ask yourself, “What do I do better than anyone else? What do I get compliments on? What project or achievement am I most proud of and why?” Think of your personal brand – what makes you a star?
Once you’ve defined your unique value, SHARE this with your contacts. Ernie specializes in Volkswagens. What’s your specialty?
Next, TELL your network how they can help you. If you have identified that your target market is professional women, ages 25 to 45, and you found that there are five professional organizations in your area that cater to this group, ask your network, “Who do you know who knows someone in one of these five groups?”
Once you get your sound bite down (Focus, Share, Tell) it should take you about 60 seconds or so to say it. And yes, you can use this same format in your emails. How about sending a “News Update” to your network?
Using this strategy the next time you’re in an elevator, on a plane or at the local grocery store, you’ll have much clearer communication that is focused, shares what you have to offer (benefit driven), and tells the people in your network how they can help you – and you won’t sound like you’re begging!
> learn more about networking in the Exude phase of the Reach Personal Branding Process
> join the club! Build your brand with this innovative new offering from Reach.
> are you a super networker? Find out with the Reach Networking Quiz.