Networking For Success

Networking is an important part of a business' success but the way people network and how they think networking should be conducted are up for grabs often. Here's an article that I think states well what we all should know about the art of networking .... Enjoy.

We've all heard that networking should be an integral part of our total marketing plan, but what is networking?

Simply stated, networking is contact to establish relationships that can lead to business. Sometimes the path to business is direct; other times it is indirect, as is the case with referrals: The person you know knows someone else who needs your products or services.

Networking means making these contacts and building on them by talking with people about what you do and who you are. It also is in turn, listening to them to see how you might assist them in what they do.

These contacts, the people you need to know or the people that can help you might be right under your nose.

"Making these contacts" happens in a number of ways but it usually is an initiative by you to introduce yourself, start a conversation or an introduction by another person.

"Contact to establish relationships that can lead to business," only happens when the "relationship is mutually beneficial." Networking is giving and receiving, with the giving usually happening first. If one party does all the giving then the relationship will not last and the
networking truly ends. Networking relationships take work and cooperation by all parties involved. Networking relationship are not one night stands.

Networking just doesn't happen. It has to be part of your plan with activity and initiatives associated with it, a time table established and responsibility assigned. It is a learned skill. Everyone is not born with national networking skills or local skills either. The skills are
learned because of the process involved.

We view the key components of the process as:

1. Planning the events
2. Setting networking goals
3. Knowing who to target
4. Relationship building
5. Establishing trust
6. Follow up
7. Continuing the relationship

Once again this is not rocket science but if it helps you focus one part of your effort, plan for the next level of effectiveness and produces results more than you are getting now then this article is worth more than its price, (which was free).


Al Lautenslager is a professional speaker, author of The Networking Workbook (available at http:// www.networkingworkbook.com), consultant, business owner and entrepreneur and speaks frequently to groups as key notes or workshops on the subjects of guerrilla marketing, finding opportunity, networking and entrepreneurism. He is also a certified Guerrilla Marketing mentor offering marketing coaching and consulting to businesses.

Chief Cook and Bottle Washer

Ever feel like you're running around in circles trying to do everything yourself? All the work of the business AND have a personal life too? Doesn't work really well, does it? There is help however. Ever heard of outsourcing?

Get up early some morning and go down to your local Starbucks... What do you think you’ll see? People having meetings. People talking on the phone. People working on their computers and even typing on tiny little Blackberry keyboards. Out in the street, you have men and women running to catch the metro/local transportation. Cars go whizzing by on their way somewhere (delivering the kids to school, rushing to the job, or heading out for that first sales call). WOW. We are busy, aren’t we.

Are you one of those people? Do you feel like you’re spinning and when you land, you’re not sure if you’ll be right side up, or upside down? Don’t you wish that there were some way that you could get some of this work done and not be the one doing it? Maybe find someone to help you figure out how to do the work more efficiently and even brainstorm new ideas? But unless you find that genie in the bottle, its not going to happen right?

WRONG. There are businesses out there that have been created just for such purposes. They offer many different ways to help you remove some of the stress of your very busy life. It can be as simple as making sure your phone is answered by a human so a potential client doesn’t get a machine, and is delayed in reaching you. It can be as complex as getting a brochure designed, printed, and mailed – on time – without involving lots of work by you. Or it can be as long-term as finally getting your database cleaned up, functioning, useful, and available for analysis.

These and many, many more tasks – simple for a larger organization – become gargantuan efforts for a small or micro sized business. Time, effort, and good will are spent far too extravagantly in relation to the problem and solution. But thanks to these outsource companies, they become your partner by taking the time to learn your business and proactively support your goals. With current technology such as the Internet, email, and fax machines to name a few, they are able to complete your various office tasks therefore allowing you more time to run your business.

While I’m talking especially about office administrative specialists, there are many different types of businesses that do outsourced support services. One of the nicest things about such companies is that you only pay for the work that’s done. You don’t have to worry about taxes, salaries, sick leave or all that other “BUSINESS STUFF”. That’s one more thing that makes running your business more efficient and less time consuming. So, the next time you find yourself “running around like a chicken with its head cut off” start asking around and I’m sure you’ll find just the right person/company to help support you and in turn help increase your profits, and your personal time.

Want Your Client to Come Back?

Keeping on the same theme as the previous blog, as a small business owner what is it that we need to keep our business going? Here are some thoughts.

What's the number one thing that your business MUST have to survive? Many might say "money". But I believe money is a by-product of the real resource, loyal customers. A company can make the best widgets in the world, but without a satisfied customer buying those widgets, you will soon be forced to close your doors. To get a loyal customer base, a business must recognize their individual clients. Call them by name; know their preferences - their likes and dislikes; things they've told you that are important in their lives. Besides a good product or service, clients want to know that they are working with knowledgeable, informed, people willing to answer their questions honestly.

We all love to be recognized for who and what we are. In order to form a loyal relationship, it behooves businesses to get to know their customers. When a business is wholly committed to the idea of creating a loyal client, customers will follow. According to John Frazer-Robinson, in Building Customer Loyalty, "Customer satisfaction is what people say; loyalty is what they do. Customer loyalty is the ultimate measure of how well your business is delivering its whole corporate promise."
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Oftentimes, the effort to get sales is through marketing to new clients; the thought is that the more clients a company has, the more profit will be generated. The larger the client list becomes, the bigger a company will grow. Yet there are really two ways in which a company can become larger: they can either grow outward (collecting more and more names of people who have bought from them), or they can grow upward (selling more to the clients the company already has). When businesses realize that there is value to a lifelong customer, they are better able to focus on maximizing that value.

If a customer is thought of as a unit of transaction (the outward growth focus) the salesperson is constantly striving to find more and more customers to make the monthly sales goals. There will come a time, eventually, when the critical mass has been realized and there is no where else to branch out to. At the same time, it is a well-known fact that it costs most companies six to ten times more to get new customers than it does to keep the ones you have happy — and loyal. And without you realizing it, customer attrition might just be YOUR SINGLE LARGEST Cost!

If the company realizes that by creating a loyal, long-term customer they will be able to add extensive value to the relationship, a whole new mindset is created. The main focus for such a program is not the "dollar off coupons" or flyers that are sent out (although these are methods within the program), but the fact that a client is given a certain level of recognition. Creating this kind of customer relationship is not easy or quick. It requires repeated and consistent, well-timed efforts. If you devote the time and effort it takes to make a loyal customer, you will see increased sales at lower costs. What ideas do you have for increased customer loyalty?

10 COMMANDMENTS OF GOOD BUSINESS

I'm all about good customer service because I don't often see it happening -- at least not here in the metro Washington, DC area. It seems that businesses, or at least the people who work in the businesses, think that THEY are what its all about and not that they are there to serve and support the paying customer. An example you say? Easy. I had an order to make a vinyl sign, advertising my company. It was to be black with yellow letters. And the cost was $250. Quite a bit of money for me. But, taking a deep breath, I signed the work order and said, go to it!

A week later, just before I was set to open my doors in my new location, I went to pick up the sign and ........ uh oh. There it was in all its glory, advertising the grand opening of The Work Place. Black letters on a yellow sign. In horror, I blurted out... BUT ITS WRONG!!!! Its backwards. The woman behind the counter picked up a pair of scissors (the kind they cut the vinyl with) and literally threw them across the room at me shouting that this was my order and I had better get out of her store (keep in mind --- she already had my money, paid up front). I flew out the door, leaving the sign behind in my hurry to make my exit.

We then had to go through the whole process of writing to the Better Business Bureau and trying to get my money back. After all, the grand opening celebration was long done by that time. Lucky for me I had the work order signed by both myself and the company so eventually I got my money back, but it was a long, painful struggle.

And this is NOT the only time that customer service has gone out the window around here (probably where you're at too). So, if you're in business for yourself or if you work for someone else, here are a few tips to keep in mind when you're getting paid to do your job!

A customer is the most important person in any business.

A customer does not depend on us – we depend on the customer.

A customer is not an interruption of our work – the customer is the purpose.

A customer does us a favor when she/he calls – we are not doing her/him a favor by being there.

A customer is a part of our business – not an outsider.

A customer is a real person with feelings much like our own.

A customer does not want to argue or match wits with you.

A customer is a person who brings us her/his wants – it is our job to fill them.

A customer deserves the best and most courteous service we can give.

A customer is the one who makes it possible to pay your salary whether you are an employee or owner.