How to be successful in Networking

Many people make resolutions for the year ahead at this time. Often these resolutions are forgotten quickly as they are all about an outcome rather than the specific things that will produce the outcome.

For example you could resolve to get more referrals, but without some actions you will not achieve this. A better resolution would be to arrange follow up meetings with someone from the groups you belong to every week and to introduce each of those people to at least one opportunity. That will get you more referrals.

These words from Aristotle help me when thinking about how to be successful;

"Understand that You can achieve Success.
Define what Success represents, for You.
Organise you life around its Achievement."

If you are making any resolutions then make them about the specific actions you can take to organise yourself around your success. Your successful resolutions will create new habits. To quote Aristotle again:

"We are what we repeatedly do. Excellence, then, is not an act, but a habit"

Good Networking!
Dave Clarke
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A perfect referral

A couple of weeks ago I was at a meeting when Andy Lopata was one of the other attendees. To start the session each of the attendees was invited to share something significant from their business over the last month.

Andy shared that the previous week he had delivered a paid for keynote speech to 1200 people. The feedback had been enthusiastic and was likely to lead to more similar engagements. He went on to thank me for the referral that had lead to this opportunity.

It was not the result of a chance happening, but a great illustration of how you can generate excellent referrals when you work at your networking.

Andy and I have known each other for about four years and have built a business friendship. We know, like and trust each other and have a formal process for sharing referrals to ensure the relationship is also a profitable one. Early last year I invited Andy along to one of the Referral Institute's Pipeline training sessions and following on from that we meet regularly with the specific purpose of sharing referrals.

Andy has identified exactly the companies he is looking for introductions to. In one of our meetings I recognised someone in my network who was well placed to introduce Andy to one of the companies he had identified.

Andy made the introduction easy for me by explaining exactly why the company would benefit from being introduced to him. My contact already knew of Andy from a seminar that he had delivered at one of our NRG groups. Her confidence together with the trust I already had in Andy made it easy for her to refer him for the speaking opportunity he was seeking.

Andy subsequently followed up with my contact at length and in good time as expected. He also kept me in the loop so that my existing relationship was also strengthened.

The end result - a perfect referral!

Good Networking!
Dave Clarke
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Following up is very hard to do

There was some excellent advice on follow up in Jeffrey Gitomer's Sales Caffeine Ezine this week. I have written extensively about the importance of follow up in this blog previously. It is in the following up and 1-2-1 meetings that you really build the mutually beneficial business relationships that drive your networking success. Many people find follow up very difficult. As Jeffrey put it;

"Is there a secret to follow-up? No.
Is there a best way to follow-up? No.
Why do people quit too soon? Big question.
Why do you quit too soon? Bigger question.
Have you ever read Think and Grow Rich? Biggest question.

Reason? Think and Grow Rich (written by Napoleon Hill 70 years ago) has an entire chapter on persistence that provides real insight as to the characteristics of what makes some stick at it until they win, while others stop either just after they start, or stop just before they are about to taste victory."

You can see most of Think and Grow Rich online at Google Books. Chapter 9 is the one on persistence.

If you struggle with following up then some of what Napolean Hill had to say on How to Develop Persistence may help.

"There are four simple steps which lead to the habit of persistence, They call for no great amount of intelligence, no particular amount of education, and but little time or effort. The necessary steps are:

1. A definite purpose backed by burning desire for its fulfillment.
2. A definite plan, expressed in continuous action.
3. A mind closed tightly against all negative and discouraging influences, including negative suggestions of relatives, friends and acquaintances.
4. A friendly alliance with one or more persons who will encourage one to follow through with both plan and purpose."

Good Networking!
Dave Clarke
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Am I doing something wrong?

I spoke to someone yesterday that I met at a recent networking event. I asked him what he felt about the event. He said he had enjoyed it, but said,

"I haven't got any business from it though. I have been to a couple of other groups too and it was the same. I must be doing something wrong!"

I asked how many times he had been to each group.

The reply, "Once".

I asked if he really expected to get business from one meeting.

As I said in my recent post, sell through the room not to the room:

If you are looking for business today from the people you meet, that is selling. Successful networking builds your business for tomorrow through the relationships you build with the people you meet.

Good Networking!
Dave Clarke
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Do you know what you want from your networking?

Do you have a clear idea of your business networking objectives?

I saw the following from 'Alice in Wonderland' in the excellent ezine from Marieke Hensel of Branding Personality this week.

Alice:“Would you tell me, please, which way I ought to go from here?”
The Cat: “That depends a good deal on where you want to get to”
Alice: “I don't much care where.”
The Cat: “Then it doesn't much matter which way you go.”
Alice: “…so long as I get somewhere.”
The Cat: “Oh, you're sure to do that, if only you walk long enough.”

Marieke was sharing how to avoid the top 6 mistakes you can make on Linkedin. Mistake number 1 is not setting goals. The same is true for Business Networking in general. You must be clear about your objectives to start with.

If, for example, you are networking to generate new business then invest some time to work out your strategy & set yourself some targets. Calculate how many referrals you will need to achieve your target and that will give you a rough number for the referrals you need to give.

Work out where you can regularly meet the business people you can form relationships with and give referrals to. They are the ones most likely to be able to refer you too. You can then plan for the groups you need to join and commit to the activity you need to undertake.

Over time this investment will pay dividends over and over again.

Good Networking!
Dave Clarke
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Joining a networking group can be like joining a Gym

A couple of people have asked me recently, "What will I get if I join one of your networking groups?". My answer is that we concentrate on recruiting quality people and facilitating quality networking. What you get will be a direct result of how you follow up and the effort you put in. Consider the analogy of joining a gym or fitness club.

We are approaching the time of year when many people join a gym with the aim of getting fitter or losing some weight. However, we all know that paying the money is not enough. You only get results if you put the effort into training, and often you need a personal trainer to really get going. The same is true of networking and you have to put the effort into getting to know people and investing in relationships first. Understanding how networking works is a good start. As Bob Burg said:

"All things being equal, people will do business with, and refer business to
— those people they know, like and trust."

Business Networking is about finding other business people who operate in similar markets to you, and building relationships to earn that trust. Once you understand and commit yourself to making it work you can actively do the things that will make your networking effective and productive.

Over the next few posts I will revisit some of these things for you:

http://business-networking.blogspot.com/2008/12/do-you-know-what-you-want-from-your.html
* Have you got a System?
* Who do you know already?
* What is your Target Market?
* Is your Proposition clear?
* Who is in your Inner Network?
* How do your grow your Advocates?

Good Networking!
Dave Clarke
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Sell through the room not to the room

I had an email from a Professional in a large firm a couple of days ago about the experience of one of his colleagues networking at NRG-networks. He said it was one of the more productive groups for his firm and generated useful referrals leading to chargeable work.

He shared that his approach is on a 'sell through' the room rather than 'sell to the room' basis. He is absolutely spot on with that.

If you are looking for business today from the people you meet, that is selling. Successful networking builds your business for tomorrow through the relationships you build with the people you meet.

Good Networking!
Dave Clarke
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How to identify your typical customer

Over the last couple of weeks I have run a couple of effective business networking seminars and spoken on the subject at a conference for business consultants.

On each occasion people have struggled with the subject of their target market. When networking (as in marketing generally) it is essential to focus on a specific market segment. If you have more than one type of client then the most effective thing is to pick the client type most relevant to the people you are with. So, if you are with other owners of other service businesses, think about who their clients are likely to be. Talk about your typical clients in the markets they operate in.

During one session an accountant helped explain the point by sharing how he always focused on one specialism, International Tax. His firm can do other work, but that is his primary focus and he gets great results. Over time that is the expertise that he has become renowned for. He also knows where to invest his time and effort in finding referrals for the people that can refer him.

You can hear some more on this subject of target market in a recent NRG Podcast, 'Your target market – Who is your right person?'

Good Networking!
Dave Clarke
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Networking produces results that grow exponentially

In a recent post, 'Networking saves Time and Money', I wrote about how your cost of doing business reduces over time with networking.

It was great to see in my inbox today the latest mailing from the IoD (Institute of Directors). They agree on the cost effective nature of networking and are urging their members to pursue more networking opportunities:

"If you’re tightening your company spend over the unsettling months ahead, networking is an effective resource to leverage your contacts and generate new business.

Aggressively pursue your networking opportunities over the turbulent months ahead; be seen and be heard while your competitors hibernate. Networking produces results that grow exponentially; people do business with people they know."

Good Networking!
Dave Clarke
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Join a networking group and save 2 years

A number of NRG-networks members shared some experiences recently on how long it took them to get results from networking. Each of them owned a specialist consulting business operating with Corporate Customers. Typically it had taken them a couple of years to work out the importance of being structured and targeted with their networking.

At the end one of them said the reason that he liked our NRG groups so much was that they were structured so he could identify and build his Inner Network much more quickly than in other groups he had tried and in a lot of random activity. In fact it had taken him 2 months to achieve what had taken him 2 years elsewhere.

If your networking seems to be going nowhere take some time to work out what the right groups are for you and your business. A good question to start with is "Where do the owners of other businesses with similar markets to you network?"

Good Networking!
Dave Clarke
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Networking saves time and money

I was involved in a meeting with owners of small businesses last week. One of the topics was the importance of networking in a recession. The consensus of each of the owners was that, for them, networking is the most cost effective way of building a route to market. Once trusted relationships are in place opportunities are consistently uncovered and shared. You do not have to keep hunting for that one off elusive piece of business.

Your return on investment keeps multiplying as you maintain the relationships.

Another benefit of networking that is little appreciated is this:
Over time your costs actually decrease!
Once you find the right networking groups and your inner network you spend more time with fewer people.

Compare that to the costs involved in other marketing.
You only continue to get results by continuing to spend more.

Good Networking!
Dave Clarke
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Network like no tomorrow

There is a great quote from James Caplin in this article, Network like no tomorrow, by FT Columnist, Stefan Stern:

“Good networkers form mutually beneficial relationships with other people,” Mr Caplin says. “It’s all about being reciprocal – being of value to someone else who is in turn valuable to you. Effective networking is really ‘a way of being’ – knowing what you have to offer and being prepared to offer it – rather than a sudden burst of counter-productive activity during a break at a conference.”

According to the article James Caplin is working on a book on networking provisionally entitled 'I hate networking'. I look forward to reading it.

Good Networking!
Dave Clarke
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How staying in touch brings rewards

I was having a drink with a friend recently who was coming to the end of a contract. He was considering a change of business as he had nothing to move to. During our conversation it became clear that he was only considering something different because that appeared to be somehow easier.

I asked if he knew anyone that could help and he said he couldn't think of anyone. Over the next hour or so I got him to identify 6 Companies that were likely to need his expertise. I then got him to tell me about the people he had worked with & for in the last couple of years. We identified 6 of those that he would phone the next day & arrange to meet for a coffee or drink.

During one of the telephone calls he was asked if he was available for a new project in a couple of weeks!

He is now committed to keeping in contact with these people on a regular basis.

I don't suppose that you know people that you should stay in touch with? What about the people you have worked with & rate highly. People that you can help & advocate, because if you can do that for them they just may be able to do it for you.

I spoke more about the people you know in a recent NRG Podcast, 'How to start building your network'

Good Networking!
Dave Clarke
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Repetition, Reputation & Results

I attended a marketing presentation for the owners of small businesses last week.

During one of the discussions people shared the number of different marketing activities they undertook. The average was about 4 or 5 with only a couple including advertising.

The general view was 'advertising doesn't work'. Most of the people who said that had tried it once. Usually with something like Yellow Pages, a local version or an equivalent online directory.

The people who were successful in advertising did it consistently & persistently.
They used media which was read, listened to or watched by their target market.
For them it was not a one off or occasional activity.

This reminded me of people who say 'networking doesn't work'.

It doesn't if you generally meet people once or twice and expect something first.
It does when you get to know people over time & help them with advice, support and introductions. That is where Repetition, Reputation and Results comes in.
Think of them as the 3Rs of Networking.

You get to know people by repeated activity and meeting regularly.
This means joining a group then consistently attending, and contributing to that group.

You build your reputation by what you give to others. The knowledge you share, the support you provide and the introductions you make.

This motivates others to give back to you and deliver you the results you deserve.

Good Networking!
Dave Clarke
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Successful people tend to be helpful people

I found this useful article on networking by Nigel Temple, the UK based marketing consultant, trainer, speaker and author.

Towards the end of the article Nigel suggests that you adopt a giving attitude in your networking & writes,

"Successful people tend to be helpful people. One of the reasons for this is that many people have helped them to get where they are today. They tend to be happy to give information, advice and (when you get to know them), introductions.

I suggest that you do what they do: give without expectation of return.

It's impossible to give in this life, without getting something of equal or greater value back in return"

To read the full article go to nigeltemple.com/articles_networking.htm

Good Networking!
Dave Clarke
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Normal rules apply

Building Relationships over time is central to Networking.

I spoke to someone earlier this week who I had met previously at his first networking event. I asked him how it had been and he said he didn't think it was for him as nothing had come of it. I meet many people who seem to think that a single appearance or one off appearances in different groups is enough. The phone will ring continually, your inbox will be full of orders and you can sit back and relax. Yeah, right!

The normal rules of building relationships apply. Think of it like making friends. It takes time. Often being in the same place without even talking for the first few occasions. Good networking groups will shorten the time that it takes to get to know the other members, but it takes commitment to the group & not just one or two visits. The purpose of your first couple of visits should be to assess whether the group is right for you and your business and whether you are right for the group.

Once you find groups that are right for your business commit your time to attend regularly and build those relationships.

- Make contact with other members
- Find things in common
- Get to know people and follow up
- As they get comfortable with you they will be ready to meet 121
- When you meet 121 find out how you can help
- Educate people about you, your business and your needs
- Do things to help
- Make introductions
- Build your reputation & personal brand
- Go out of your way to advocate others

Then guess what? Good stuff happens to you too.

Good Networking!
Dave Clarke
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Why networking can be a waste of time

I presented to a group recently on how to get results from networking. The first part of the session was all about the things to consider first. These first steps are discussed in a recent NRG podcast, why are you networking and are you prepared?.

During the session one person said that he attended at least 3 networking meetings a week, but was struggling to generate any results. In fact, one of the other attendees shared that this person had developed a reputation for himself as someone who never followed up!

We dug a little deeper and he said he had never asked himself why he was networking. That meant he had never identified where he should network and what he was actually networking for. He simply thought it was something he ought to do and so he attended everything he could. Where possible he avoided any commitment to joining and his idea of a good event was one where all the people were new. This meant he was spending all his spare time on attending meetings and no time on following up and building profitable business relationships. He was wasting a lot of time.

Once he worked out why he was networking he worked out where to concentrate his efforts. He now invests his time productively in the groups that are right for him and his business and he is saving himself a lot of time and effort too.

Good Networking!
Dave Clarke
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Getting to know you

I have written and spoken before about people referring business to people they know, like and trust. Maybe this is in the wrong order and it should be like, know & trust. Many of us make an immediate judgment about liking someone or thinking they like us! The knowing and trusting bit takes longer, but sometimes it is assumed quickly and disappointment follows.

Many people seem to think that attending one meeting with people is enough. You do not generally get results after one networking meeting, but after a series of interactions when you really get to know someone.

You get to know someone by meeting them regularly & by engaging in conversation with them. Regular attendance at a networking group is a great way of building up a good number of relationships where people get to know each other. At the appropriate time it becomes natural to take some of these a little further. Then you can find and agree things that build the trust you need for a long lasting and mutually beneficial business relationship.

Good Networking!
Dave Clarke
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Can you do all your networking online?

With the explosion of Social Networking Websites you could be forgiven for thinking that you didn't need to go out any more.

The truth is that whilst these sites are essential parts of the overall mix they are no substitute for actually meeting people and building solid business relationships based on trust.

In a previous entry I mentioned Keller Fay research concluding that 72% of all Word of Mouth interaction takes place face to face. The report includes "... in their rush to jump on the online bandwagon, marketers have ignored one crucial fact: The real power of Word Of Mouth is offline, where most conversations still occur."

This mirrored our own findings into how networking works. Networking results follow from building trusted relationships first. Most of this trust building takes place to start with in regular attendance at face to face Group meetings and subsequently in follow up and 121 meetings.

Once you meet 121 there will, very likely, be a number of steps to take before you can advocate each other, but put the effort in and the rewards are there.

Good Networking!
Dave Clarke
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Waterproofs for the Economic Storm

We had a great seminar last week with this title from 2 NRG members, Sally Rainbow-Ockwell of Action Coach and Nigel Morgan of Morgan PR.

They spoke about the importance of existing clients and demonstrated some really practical steps that you can take to convert them into Raving Fans. In fact how you could halve your marketing spend and double your turnover!

Your Network is also something that can help shelter you from the downturn. Many people do not make the most of the people they already know or have met. At this time you may want to consolidate and spend less time looking for new connections. Do you really know all the people in your existing Groups and network in general?

Now is the time to make sure you really, really get to know those other members. Do the follow up with those people you have been meaning to. Arrange those 121s that are vital in building your business relationships.

Be more proactive as the storm clouds gather.

The amount of overall business is still growing!

Good Networking!
Dave Clarke
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Getting in front of the right person

Most owners of small businesses will tell you they don't have a problem with selling once they get in front of the right person, but they hate cold calling.

They will also tell you that most of their business comes via Word of Mouth.

So why not just wait for referrals from satisfied existing clients?

The problem is that they don't have a big enough client base to survive on this alone. So they need to generate this Word of Mouth from other sources. That's where Business Networking comes in. By creating strong business relationships with other Business Owners you can generate that vital Word of Mouth to get in front of more of the right people.

The more help you can provide to your network in defining the right people the better. Defining your right people will also help you find the right Networking Groups for you. Those where at least some of the members are connected to them!

Good Networking!
Dave Clarke
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A mixture of Networking and Pro Bono

I was talking with a lawyer friend in London last week from a small firm with 2 partners. Although small their client list is very impressive. People with the money to pay well when faced with the type of legal problem my friend is a specialist in. I asked how he had built his practice and he said "a mixture of Networking and Pro Bono work".

He went on to say that he does a lot of networking with other trusted advisers to his potential and existing clients. He also said there are other people very well connected with his clients that do a lot of unpaid voluntary and charitable work. He does as much Pro Bono work as he can for these people and their organisations. His clients, their advisers and these 'volunteers' keep him very busy in well paying, profitable work for others they recommend him to.

Do your potential clients have advisers and other contacts that you should be networking and sharing your expertise with?

Good Networking!
Dave Clarke
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How do you get business when nobody is buying?

I met someone recently who said "The trouble with networking groups is everyone is selling, but nobody is buying". We discussed this a little further and he had been attending 'networking' meetings that were billed as 'the opportunity to find your next client'. Promotion for the meetings described typical attendees as 'decision makers'. In that context he was right as the wrong expectation had been set for people like him. Everyone was trying to sell to each other!

A couple of other people had joined the conversation by this stage. One said "I get all of my business from networking, but I don't sell. Nobody likes being sold to so I build trusted relationships with people that can refer me to their contacts".

She was right and had highlighted the big difference between selling and networking.

Selling is when you are engaged in direct activity with your target market.

Networking is when you are building relationships with others who can introduce & refer you into your target market.

So if you are looking for business directly from the people you meet that is selling. Successful networking builds regular business for the future.

Good Networking!
Dave Clarke
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When the going gets tough

There is an old saying "When the going gets tough the tough get going". I think it would probably be more accurate to say "When the going gets tough the tough keep going". If you are already proactive then you will be ready.

I was talking with a couple of NRG-networks members after a networking lunch earlier this week. You will no doubt have heard the words 'credit crunch' bandied around and we were talking about the domestic property market. This week the UK Government scrapped Stamp Duty on some properties to try and stimulate movement amongst first time buyers in particular. One of the members mentioned two similar sized and neighbouring estate agency firms. In the previous month one had sold four properties and the other over 30! Both operate from similar High Street properties. Both have a similar web presence. Both have similar local advertising. What are they doing differently? He had seen activity reports from both.

The one who sold four was pretty much waiting for business to walk in as it obviously did during the boom years. They are sending out property details, but they are not following up. They are busy filing, keeping the desks tidy, having another coffee, making sure the computers and phones are clean. All important, but not likely to produce business without other productive activity.

The other is doing all these and also proactively building relationships with more potential buyers. They are actively networking in local groups. They are keeping in regular contact with their existing network, people on their database, old clients etc. As they receive new instructions they are also sending out details. They are also contacting prospective buyers by phone, email, letter, newsletters, etc. They are actively arranging meetings and trying new activities. They are keeping up and even increasing their productive activity. They have captured nearly all of the local market.

Are you concentrating on keeping busy or on your productive activity especially the following up?

Good Networking!
Dave Clarke
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Do you have any good stories?

My previous 2 posts shared some experiences during a recent seminar I gave on "How to avoid the 3 common mistakes in Getting your Message Across". During the seminar we helped 3 volunteers work on these things.

The 3rd mistake often made is not using examples. Using stories to illustrate what you do.

One of our volunteers had to think a bit & then had a really great story.
With some real time feedback we were able to turn it into something that highlighted real business benefit together with something to differentiate them. There was also a really topical feel to it in the present economic climate.

His company develops software systems for companies that have reached the stage where they need bespoke development, but cannot really afford an in house team. A recent client is an Estate Agency firm where they have helped reduce operating costs to a fifth of what they were. They have testimonials that the client really thinks of them as their in house team such is their understanding of his business. This means their client is not only surviving the current property downturn, but taking advantage of new opportunities & increasing market share.

What stories do you have where you can quickly illustrate the problems you fix?

Good Networking!
Dave Clarke
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Does your network understand what you do?

In my previous post I mentioned the NRG seminar I presented on "How to avoid the 3 common mistakes in Getting your Message Across" before. During the seminar we helped 3 volunteers work on these 3 things.

The 2nd mistake often made is not expressing your proposition in a way that is readily understood. What you really do for your customers.

Our 3 volunteers received a lot of hard questioning on this one. One of them was having a hard job explaining how he helped companies make more money from their existing customers with better use of their data.

Someone said "Do you mean so they can use it like Amazon or Tesco?"

Our volunteer said "Yes, exactly!"

The feedback was unanimous. Use that to illustrate your message.

Is there anything you could use that would be more meaningful to your audience?

Good Networking!
Dave Clarke
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Does your network know who to refer you to?

I presented a seminar on "How to avoid the 3 common mistakes in Getting your Message Across" before an NRG lunch last week. During the seminar we helped 3 volunteers work on these 3 things.

The 1st mistake often made is not being clear about your target market. Who do you want as customers?

In a couple of cases our "guinea pigs" had data on exactly the customers they wanted. However, they were not sharing this & were talking in very general terms.
If you know who you want to talk to then share this information. Real company names mean much more then talking about types & sizes of business. Much more powerful then talking about types & sizes of business which can often mean very different things to different people.

Is there any work you could do on naming the organisations that you would like to do business with?

Good Networking!
Dave Clarke
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How to get more referrals

I was speaking with a member of NRG in a 121 meeting last week.
He asked how he could get more referrals.
I shared a story about someone else in my network.

This person had spent a lot of time networking and in follow up meetings.
The results were disappointing from the time invested.
He had set himself a target for getting referrals and was not achieving this.
Then he changed his focus and set himself a target for giving referrals.
As he stretched himself & exceeded this target he began to receive many more.

So the the answer to getting more referrals - give more!

Good Networking!
Dave Clarke
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Follow Up, Follow Up, Follow Up!

A few days ago I mentioned a Radio Interview about what happens after the networking meeting, the follow up. Following up is the way to build those business relationships that networking is all about.

I found a great quote from Joy Weaver that sums it up perfectly:

"Follow up! Follow up! Follow up!
This is the key to building relationships with others"

Good Networking!
Dave Clarke
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Audio Clip - What happens after the networking meeting?

I was interviewed on the radio recently by Chantal Cooke of Passion for the Planet.
The main topic was what happens after you meet someone at an event.
The follow up!

You can listen at the following link:

Dave Clarke interviewed by Chantal Cooke of Passion for the Planet

To hear more Inspiring Good Business interviews from Chantal go to PassionforthePlanet.com & look for Passion Select.

Good Networking!
Dave Clarke
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Quality or Quantity?

Last week I was interviewed for a research project on Networking.
One of the questions asked was whether I favoured a quantity or quality approach. My view is that the 2 are not incompatible although there is confusion.

If you start from the premise that networking is about building relationships then over time you will develop a number of quality relationships. You have a finite resource of time and so your capacity for these relationships is a limited number. As you build trust these 'advocates' will help spread your reputation far and wide. You will not get to like or trust everyone you meet so you need to meet a larger number of people in order to develop these 'quality' relationships. The quality is therefore an outcome of quantity. The right networking groups are an efficient way of filtering & building these 'quality' relationships.

Where I see confusion is amongst those people who seem to think that networking is about meeting lots of people once. People who attend different events with different people all of the time. That type of activity does not build relationships & misses the point of networking entirely.

Good Networking!
Dave Clarke
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Why join a networking group?

Successful Networking depends on developing business relationships with others who place a similar importance on this approach. You probably have a number of these relationships in place, but it can be difficult to generate enough in a small business where you work with a limited number of clients & suppliers.

When you find a group that you feel may be right for you there is one huge benefit. The shared commitment to building those business relationships. If you are wondering about joining a group just ask yourself how long it would take to build that number of positive relationships outside one at a time.

As you develop a high level of trust with others in the group you are able to:

• Specialise in what you are really good at
• Reduce your costs of selling
• Reduce risks
• Work with other companies on larger projects
• Improve credibility
• Give & gain specialist information
• Give & gain hard to get business intelligence
• Give & gain referrals

The Networking groups that work well do so because of the high level of trust in the relationships.

Good Networking!
Dave Clarke
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Trusted referrals

Charlie Collins posted a great quote from Mark Zuckerberg on my facebook profile over the weekend:

"Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising"

Although the quote is about advertising it goes right to the heart of business networking - building relationships to regularly generate those trusted referrals.

Good Networking!
Dave Clarke
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Networking is not....

Networking is not attending an event & interrupting as many people as you can & thrusting your business card at them!

I was at a large networking event a couple of weeks ago. I was in conversation with someone I had just met. Another person came up said, "Here's my card. If you ever want this give me a call", then he moved on to the next group.

What do you think happened to all the cards he gave out?

Good Networking!
Dave Clarke
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Networking: I tried that once!

In a few conversations people have said to me, "Networking. I tried that, but it didn't work"

On the last occasion I asked what the person meant. He said "I spent a few months attending lots of events, but no one gave me any business"

I asked a few questions back including;

"Did you refer any business to anyone else?"
"Did you have any follow up conversations?"
"Did you have any 121 meetings?"

The answer was 'no' to each one.

It's a common misconception that networking is just about meeting people at events and somehow business happens. It isn't like that, it's about building relationships. As Andy Lopata commented on my earlier post 'What is Networking' it is about collaboration, mutual support and teamwork.

Good Networking!
Dave Clarke
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What can you do for the group?

Often people will try and assess a Networking Group on what it will give them.

One way of deciding whether to join a Group is to ask yourself whether you can see yourself helping the other members. In the course of your business do you come across referral opportunities that would benefit the other members? If the answer is yes then they are likely to be able to do the same for you.

If you start sharing these then other members will be motivated to help you.

There is a great quote from Napoleon Hill on the subject.

"It is literally true that you can succeed best and quickest by helping others to succeed."

Good Networking!
Dave Clarke
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What is networking?

When I present seminars & workshops on business networking I often ask if anyone has a definition for networking.

One interesting one was from an attendee at a Seminar in Swindon.

"Networking is about making friends you can do Business with"

Do you have your own definition?

Good Networking!
Dave Clarke
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Do you have a specific niche?

I first spoke to the owner of law firm X a couple of years ago. Their message then was about certain specialist legal services to small and medium sized businesses.

More recently someone from the firm spoke about their specialism in helping a particular group of foreign nationals in the UK with these specialist services.

When you narrow down your offering to a particular market segment it makes your marketing & networking much easier.

You have a much clearer understanding of their problems & concerns.
You know who they are and therefore who to aim your messages at.
You know who else supplies them and therefore who to network with.
You know who their customers are and so more people to network with.

The great thing is that you still get referred to people with similar needs, but not quite in the same niche.

So what is your niche?

Good Networking!
Dave Clarke
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Getting your message across

I was in a networking session last week where we each had some time to resolve an issue rather than have the usual introductions. One of the problems that a number of people raised was the difficulty in getting their message across to potential clients.

One of the others suggested a great question:

"How do your potential clients recognise themselves"

It immediately got people thinking from the perspective of a client and the issues that they faced in the context of a particular service or offering. The message is then focussed in the right place. On the receiver & not the deliverer!

Good Networking!
Dave Clarke
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How often do you ask for a referral?

On Wednesday I had to cancel my attendance at an evening event.
Something had come up which meant that I had to be at home.

I spoke to the organiser to apologise. Whilst chatting he asked if I knew someone who may be able to attend instead. He mentioned a couple of names of people going & I immediately thought of someone who would be an excellent fit.

He then spoke about some of the others going & if I might know some good introductions for a couple of specific projects. Again a couple of people came straight to mind.

By the end of the conversation we had generated 6 referrals!

How often do you get the opportunity to discuss referrals with trusted contacts?

More importantly how often do you take that opportunity?

Good Networking!
Dave Clarke
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Networking is simple but not easy

I spotted that headline in a recent Ecademy Blog by Ivan Misner. It's a great headline and a worthwhile read.

It got me thinking too. Like many things networking is a simple process, but not easy to do. I am reminded of a quote from Bob Burg:

"All things being equal, people will do business with, and refer business to — those people they know, like and trust."

Business Networking is about finding other business people that operate in similar markets to you and building relationships to earn that trust. One thing that makes it easy is finding those networking groups where those people already are.

Good Networking!
Dave Clarke
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Are you prospecting or networking?

At a speednetworking event recently I introduced myself to one of the other attendees. He had three different business cards for himself and gave one of those to me. I asked why that particular one & he said "That's the service most relevant for you to buy"

I asked about one of the other cards & he said "That's a service for Corporates so not for you"

Nothing wrong with representing different businesses in different networks. It may, however, be more effective in the long run to look for others with clients & contacts in similar markets to you. Then build relationships with them as an ongoing route to market rather than look for one off prospects.

At Networking Events are you looking for opportunities to build your network or for prospects?

Good Networking!
Dave Clarke
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The power of unsolicited endorsements

I attended another organisation's networking lunch in London earlier this week. I had been invited by another NRG member & there were 2 NRG members on the round table. At the start of the lunch we took it in turns to introduce ourselves.

As I began one of the NRG members, the owner of an IT support business, interrupted me. He said, "Do you mind if I share something? We have just completed an analysis of our new business pipeline and over 80% is due to introductions and referrals through the NRG network"

The other member, a partner in a professional firm, added "We have just signed a new client as a result of the recommendation of another NRG member"

I had nothing to add to this great demonstration of the power of advocacy. My message had been shared much more powerfully than anything I could have said.

Good Networking!
Dave Clarke
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Does it help to think of your inner network as a channel?

In a recent 121 meeting with a member of NRG-networks in London I was explaining the idea of a networking inner circle. Probably about 6 or 7 close relationships with business people who provide complementary services to yours in similar markets. By meeting regularly to share experiences, support and contacts you can quickly build a very powerful and regular source of well qualified referrals.

We discussed how to formulate a networking strategy to build this close network. It involved much more clarity around networking objectives and key messages.

Towards the end she said "That's just like channel marketing. I understand that completely!"

Good Networking!
Dave Clarke
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If 80% of success is showing up what about the rest?

Woody Allen famously said "80% of success is showing up".

So how do you ensure 100% success from your networking?

Assuming that you know what it is that you want and have found the right group here are a few suggestions.

* Show up consistently
* Explain simply what you do & who for
* Connect with others operating in similar markets to you
* Connect with others providing services that complement yours
* Follow up with them
* Build relationships with them
* Become an advocate for them
* Look out for ways that you can connect, help & support them

Some of the ways to complete that vital other 20% & ensure success.

Good Networking!
Dave Clarke
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Reputation, Friends and Generosity

Nancy Williams of Tiger Two presented a seminar on 'Online Reputation Management' before the NRG business networking lunch in London Charing Cross last week. She presented 13 top tips and I picked out 3 as being equally applicable to networking 'offline'.

1. Check out your reputation - Nancy shared how you can easily check your online reputation. In fact her blog has detailed instructions on creating an online reputation management dashboard.

Why not ask some of your customers and networking contacts for their thoughts on your reputation? Ask them particularly to focus on what it is they think you do and who for. That way you know where you need to concentrate your message.

2. Make friends - Nancy spoke about being strategic about social networking sites and choosing your friends carefully. Those with similar interests in the same field as you.

It is the same in networking. Are you networking in those groups and places where you can build business relationships with other professionals operating in similar markets and fields to you?

3. Be generous - Nancy suggested that you give before you receive.

Exactly the mindset for successful networking. Are you connecting others, providing useful information and giving referrals first?

Good Networking!
Dave Clarke
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10 top tips to get sustainable business through networking

The latest Synergy Business Networking Newsletter from NRG-networks includes 10 top business networking tips from my colleague, Martin Davies.

1. Develop a plan
2. Don’t expect early results
3. Build relationships first
4. Show a genuine interest in other people
5. Know your target market
6. Prepare your proposition
7. Listen more than talk - and ask open questions
8. Always follow up contacts
9. Arrange contact meetings
10. Develop Networking Advocates

Read the full article at this link,
10 top tips to get sustainable business through networking

Good Networking!
Dave Clarke
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Are you always ready to speak?

I learned yesterday that I was speaking at a breakfast meeting this morning in the 'education' slot. I asked a few questions before deciding which aspects of business networking to concentrate on.

There are a lot of opportunities for you to share your expertise and raise your profile at events. There are many more if you are prepared to speak at short or no notice! I have stepped in at the last minute on a number of occasions including some paid ones.

I don't prepare exactly what to say, but I have identified certain key messages and outlines for;
30 seconds
1 minute
2 minutes
5 minutes
10 minutes
40 minutes
1 hour 2 hours
Half Day
Full Day

I have, however, seen people refuse opportunities to speak because thay are not ready. If you don't feel ready then prepare a few options and the next time you get the opportunity take the plunge and volunteer to speak. Your audience will be on your side and it's a great way of helping people understand when and how to advocate you!

Good Networking!
Dave Clarke
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Who is in your inner network?

In a recent 121 meeting with another member of a breakfast network I belong to we spoke about the importance of building relationships with others who provide a complementary service to the same target market.

One of the services she provides is a diagnostic as part of the Investors in People standard. This often identifies opportunities for her as a trainer & for other professionals operating in the same space. She mentioned others involved in compliance and standards. For example HR, Health & Safety, ISO9000 & Employment Law.

A ready made list of the type of professionals for her to form close business relationships with!

In the course of your conversations with clients and prospects who else could you regularly refer? Could it be that those are the very same people who could be regularly referring you?

Find and join the networking groups where you can get to meet those other professionals regularly.

Good Networking!
Dave Clarke
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Lowering the risk and increasing the speed of business development

I had a great meeting last week with someone interested in a franchise territory for the NRG-networks Business. We progressed much further and faster than normal during that meeting. The reason? We were introduced by someone we had both known for years. Someone who was a trusted contact & an advocate for both of us.

He went out of his way to make sure we spoke and arranged the meeting. A great example of how business can develop much faster when you have built close trusted relationships first.

How much time are you taking to develop relationships with a few close contacts? Contacts that operate in the same target market as you and provide services that are complementary to yours. Building the trust that lowers risk, reduces cost and increases the speed at which you can transact business when the opportunity arises.

Good Networking!
Dave Clarke
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What is your target market?

We have an aide memoire at NRG events to help people focus on the key messages that will help others to advocate them in the right situations.

The first point after Name & Company Name is "Our typical client is". If you have a specific niche this is easy. Many businesses have more than one type of client and find this difficult. They will often say something like:

"We do not have a typical client. We deal with individuals, small, medium, & large companies. Everyone or Anyone can use our service." This tells the audience absolutely nothing and they switch off.

The most effective thing is to pick the client type most relevant to the people you are with. If you are with other owners of other service businesses think about who their clients are likely to be. Talk about your typical clients in that market.

If I am with business people who have small businesses as their clients I have a specific message. NRG Business Networking Group membership is the message I want them to advocate. I say my typical client is the owner manager of a business to business professional services firm with at least a couple of employees and where that owner is the person responsible for winning new business.

In a different group I might say something different. If the clients of the people I am with are medium sized professional firms I will focus on the service we provide for regional law firms and name an example. In another group my focus will be on entrepreneurs who have been successful in growing to £1 million in revenues and who now want to take their business to the next stage.

Remember the people you are networking with are your route to market and not your market. Once you have defined your target market you can then talk about the concerns, issues & problems they have. The things that you fix!

Good Networking!
Dave Clarke
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Grow people

In my last post I mentioned an event that Andy Lopata and I spoke at.

Andy finished with a great quote from an old proverb;

If you want to be prosperous for a year, grow grain.

If you want to be prosperous for ten years, grow trees.

If you want to be prosperous for a lifetime, grow people.

Good Networking!
Dave Clarke
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How many people does it take for a good networking meeting?

I attended a networking showcase event recently where a number of us introduced our own business networking organisations. Andy Lopata also spoke and mentioned a great networking event that he attends every month where there are just 2 attendees, Andy and I. We are at the stage where we advocate each other and every month we progress our business relationship further. Our 121 meeting is very productive in generating referrals. Andy mentioned one instance where my referral led him to business in an organisation he had been targetting for 4 years.

Next time you find yourself asking 'how many people will be at the event?' maybe think about another question.

'Will the people there be ones that I can build productive business relationships with?'

Good Networking!
Dave Clarke
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Why offline business networking is vital for web marketing

Research quoted in a previous post, Word of Mouth: The real action is offline discussed how most business is driven by word of mouth.

The same is true about most websites. Most visitors find you because someone else told them about you. More vistors find you as a result of word of mouth than from the search engines! For small businesses finding the right networking groups and attending regularly are a vital part of your word of mouth marketing.

You can watch Internet Psychologist, Graham Jones, talking about the importance of networking to him below:


Good Networking!
Dave Clarke
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How long does it take to get results from networking?

I was talking to a member of NRG in London on Friday. He has received business this month worth £22000 through his NRG network. He has been a member for a couple of years and typically people take a while to generate results. He also shared that he had received business through a contact at his first ever NRG meeting and regularly since then.

So what has he been doing to get results where others struggle?

He has a strategy for his networking.
He always takes time to listen and find a point of connection with someone new.
He attends his own group regularly and visits other groups too.
He is very clear about what he does, who he does it for and the problems he fixes.
He always follows up.
He spends a lot of time with his existing network.
He regularly advocates and introduces others.

Networking can take a long time. However if you plan and follow a system you can ensure that your networking activity produces predictable, reliable and profitable results.

Good Networking!
Dave Clarke
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