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.