subject: Net-WORK. Not, Net-Sit on Ass [print this page] Net-WORK. Not, Net-Sit on AssNet-WORK. Not, Net-Sit on Ass
The fastest way to grow your business is to Network. Networking is the new form of strategic marketing. I have mentioned over and over that direct mail campaign does not work, and I am firm in that position. The sheer consideration that a campaign with a .5% response rate is considered a success is absolutely ludicrous. Your business face (if not you personally) needs to be in the eyes and faces of potential clients, partners, and competition. The buzz you so greatly seek will not come from a mass flyer no matter how dazzling the catch phrase or quote.
How do I get started?
Plan your networking events and opportunities like you would an invasion. Look for the groups that are the easiest to penetrate to get your feet wet and build a little confidence in talking to new people. You will recognize this feeling when you walk into a room and people you may not personally know look over and smile. This simple action shows a great amount of acceptance and without words, confirms your inclusion into the group.
Google (I really like Google, the word itself has completely replaced "research" in my book) local groups that are of interest to your business and fit your schedule. You will find that there are a wide range of organizations that meet at various times of the day and month. There are breakfast clubs that meet weekly and some groups that meet only online in massive chat sessions and webinars. There are trade associations that meet quarterly for dinner and host a guest speaker. Whatever you are into, your first step is to get into the group.
How much is this going to cost me?
Caution! Some of these networks are very expensive and do not offer much interaction. They revolve mostly around their name. Stay away from these unless they REALLY help your career. TheAmerican Society of Appraisers for instance (of which I am the also the Technical Consultant and current Secretary, S. Florida Chapter 82) is an incredible organization that meets once a month and offers phenomenal connections in the Valuation fields. There are yearly conferences ($200 roughly) and continuing education classes out the "whazoo"! However, this runs a $500 yearly membership plus meeting fees. Sure, it's a little steep for someone just starting out, but the investment has returned a million times since then.
Emerge Broward is another great organization. It is a sub group of Leadership Broward, a larger professional networking organization. For $25 a year, you have access to the Future Business Leaders of every industry. I have never been a part of such an active group of young professionals. I joined a committee at my first meeting, went to a networking event that week and was BLOWN AWAY. The energy of the room was phenomenal, the location was phenomenal, and the people were phenomenal. Since then I have joined another committee and plan on joining at least 2 more.
Get out there and get active.
Who do I network with?
1. Network with like businesses Find an origination that is centered on your particular profession. This way you will be able to meet others in your industry and pick their brains about possible business concepts you have not thought of. You will have a chance at discounted educational courses and have an opportunity to become more recognized in your industry.
2. Network with peripheral service vendors Strategic Marketing is a concept that I teach heavily to small business owners. By collaborating and creating more dynamic marketing campaigns, your dollars are greatly stretched as well as your general reach to the public. Find business and organizations that share in your client base but not your product line.
3. Network with your client base Who are your biggest clients? What sector do they represent? This is another topic I teach called Client Modeling. If this particular industry is going to fork over so much of your business or potential business, you owe it to them to know the most you can about them. Join their association, pay the dues and interact with the members. When they ask "What is a Plumber doing at a Real Estate Association meeting?" simply reply "I specialize in emergency plumbing issues. A lot of times realtors and new home owners are faced with problems they didn't know about. I like to get in and take care of things right away to avoid hold ups at closings." This will get you welcomed with open arms every time.
How can I be most effective in my networking group?
Referrals. Be as generous as you possibly can. Categorize your contacts into industries and call them whenever you think you have something they can use. Tell others about them and CC referrals in all emails.
