Is networking hard work? Sometimes. However, I look at building business relationships as analogous to what I do as a Mom. I truly love being able to do what I can for my professional connections. Whether it?s referring a job candidate, passing along a prime sales lead, or offering a sincere ?congratulations? for receiving an award, relationship building with my networking contacts is an important key to success.
A recent encounter with one of my professional contacts illustrated this quite well. I?d waited for some time, very patiently in fact, to finally have lunch with Larry, one of my networking contacts. His area of expertise, and the type of business he runs, is printing. I?ve been able to refer him some business in the past, but my specific goal recently was to discuss referrals.
Ironically, the location he chose for lunch was where I?d been for a professional association meeting just the previous evening. Very naturally, I was able to talk to Larry about this new organization. Sharing information with him about the inaugural meeting of this women?s organization was truly valuable information for him and his thriving business that depends on referrals as perhaps its primary source of new clients.
However, as interested as Larry was in this information, I wasn?t prepared for the subject he shared with me next! His printing company, just days before, received our local Chamber of Commerce 2012 Business Award honoring their impact in our community. I had no idea whatsoever! What an honor for him and his employees. Well, he was his usual humble self. I, however, felt horrible for not gathering such key information about his business before I met him for lunch!
Truthfully, I?ve since researched the award Larry received and although it was an important one, the recognition, unfortunately, was easily missed because it wasn?t made as public as it deserved. Hopefully, within a short time from now, his LinkedIn updates will feature this. From that lunch meeting, I know we both received great information that will help further our business relationship.
Lesson learned: Don?t take any opportunity for granted! Fortunately, thanks to social media, there?s so much information about our professional contacts that is readily available. I should never show up at an appointment, of any kind, without being prepared with not only what I want to share with my contact, but also what I should know about them, like recent awards or recognitions, news in their industry, or anything at all that I am confident is affecting their business.
Relationship building is part of effective networking. Let?s review a few basics that are so often overlooked:
1)??? Always follow through on your commitments. This includes being on time. Whether or not you called the meeting, it?s a common courtesy to be on time. Things happen; so certainly if traffic, etc., causes you to run late, you should be able to at least attempt to let your contact know.
Referring to the lunch story above, I?d previously told Larry that I?d draft my own 30-second-commercial and email it to him. This is an easy way to help my contacts in the referral process, especially since many of my contacts don?t have their own in-house training expert. I had a copy of what I?d emailed him with me as a point of discussion. It was helpful, too, for me to assure that the info I?d given him was of value.
2)??? Be creative. Although your business relationships may not be ?right on? in terms of practicing within the same industry, if you want to build a strong network, find something of value you can present to each of your contacts. Google and LinkedIn are a great resource for articles, etc., to share. Often times, the simple fact that I documented (or remember?) facts about my contact can help me share leads. For example, remembering where my contact?s children went to high school helped?the high school just started a business networking organization. I knew this?my contact didn?t.
3)??? Take the time to organize and document your information. Thank goodness for Salesforce.com! The information you gather in your business relationships isn?t going to serve a business purpose if it?s not documented appropriately. Although you may pride yourself on having a great memory or home office note system, it?s a courtesy to your colleagues to have your files accessible for their use as well.
4)??? Utilize the ?Golden Rule.? If you invite someone to discuss leveraging each others? contacts, cramming your monthly sales special down their throat when meeting is not appropriate. Similarly, although it may be beyond your comfort zone, it?s okay to say no. For example, should you genuinely not have time if asked to a networking meeting, be honest. Honesty, I believe, is a sign of integrity. After all, if we?re truly networking for a business purpose, we want our networking contacts to be successful, right?
5)??? Practice what you preach. I?m a real believer in this. What good am I to others if I don?t? For example, Amy Fox (President and CEO of ABR) posted a blog entitled ?The Three Most Compelling Questions in Sales.? Here?s an excerpt: ?One of the most compelling questions is a Motivation question. Motivation questions get at what?s really at stake for the client and allow you to find out what the impact, consequence, or effect will be of fixing the customer?s problem. For example, it might sound like, ?After your company installs the new system, what impact will that have on your department?? Or you might simply ask, ?Why is that important?? The key is uncovering the customer?s motivation so you can understand how they define value.?
Motivation questions are very key as we work on building relationships! Given our current difficult economic times, time definitely is money. It?s important to keep this in mind and assure to give your contact the opportunity to answer a motivation question. Once your appointment wraps up, you want your contact to look forward to a follow-up conversation, right?
What lessons about business networking have YOU learned recently?
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