Frankly, most professionals don’t give a damn about how to
network, because they try and sell who they are and what
they do based on past success – assuming this will open
doors and business. However by selling rather than
marketing, many people just simply walk away with no
benefit or potential outcome. Consequently events become
nothing short of boring and a general waste of time. I can
see you nodding.
On the other hand, some professionals enjoy networking, are
good conversationalists, and like finding out different
people and their industries rather than telling people
about them.
And they may even bother to remember a few names, and ask
questions with genuine curiosity…but sadly believe that
a few new business cards in their top pocket and the
promise “lunch”  they are a) competent networkers and b)
business is in the bag.
But with no strategy, preparation, and plan in mind before
they walk in, they too walk out no better off than before
they came – other than having enjoyed a few drinks and the
chance to eat highly loaded cholesterol pizzas they
wouldn’t get at home. Agree?
It’s never been more important for CEO’s, Executives and
Directors to master the art of networking to keep abreast
of changes, people, situations and expectations of both
customer and staff. Failing to convert contacts into
contracts because one simply don’t like or understand HOW
to network is no excuse and is a tragic waste of resources,
time and opportunity no business can afford. In other words
your Networking plan is as important as your business and
marketing plan. It doesn’t begin and end with reading who’s
who on the attendance board at a function and hope the
letters after your name or your good looks will do the
talking for you. Generational changes and expectations have
made sure of that.
It means provide value, benefit and interest directly to
others, or they’ll take their business to someone else who
can. Then recognise the quality of the contacts by what
they’re able to do for your business such as investing in
your service, recommending you to others, giving you
publicity, or being able to offer you important advice or
feedback.
So establish your value with others before, during and
after the interaction has taken place. It’s that simple,
yet that hard. So, if you’re serious about being one of a
kind and not one of the same when you network, here are six
options to consider.
1. Take initiative and create opportunities to introduce
yourself to people you admire who have made a significant
difference to business. Send them a hand written note
expressing your interest in them, their work and the impact
it has made on you.
2. Take along several blank business cards when attending
a function for those who “don’t have any with them….” or
have forgotten them. When you leave, write three things on
all cards about each person that was meaningful to them so
you can follow up accurately.
3. Make contact soon after and don’t believe email is good
enough. It’s just one of the same – not something
different. Send an article of interest, have something
delivered, and even show them you have their best interests
in mind by referring someone other than yourself that can
add value in a different way. Be generous before you
request anything.
4. Ask organisers of the event to sit you with certain
persons that you want an introduction to. If they say they
can’t promise, ask them specifically to make a personal
introduction on the day. If they do, follow up with a thank
you so some kind.
5. Don’t be reluctant to ask your networks if they know
others who may benefit from your products or services.
6. Be in the moment when you network – if you suffer from
premature exasperation by interrupting, talking too much or
being impatient, don’t expect people will be interested in
following up as they may have stopped listening before you
finished talking.
Masterful networking builds relationships and business. The
stronger your relationships the stronger your business and
networth. If that’s important to you, you’ll convert casual
contacts into business contracts.
—————————————————-
Ricky Nowak CSP MAICD MCEOI
Certified Speaking Professional | Corporate Trainer |
Executive Coach
Director, Confident Communications
Ricky Nowak, The Communication Catalyst, builds top
performing teams and individuals by delivering programs,
innovative solutions and accelerated coaching techniques.
http://www.rickynowak.com
PO Box 2047 Wattletree Road East Malvern Victoria 3145
+613 9500 9886 | ricky@rickynowak.com
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