Loughborough

Networking

The most powerful advertising medium for any business is word of mouth. If you devote time and energy to networking you will build relationships with people. Over time, you will earn their trust and they will start to provide you with referrals or testimonials. You will be taking honest advantage of the human desire to help others. If I help someone by putting them in touch with an excellent printer then I have helped two people – that makes me feel good and it boosts my reputation with two businesses.

Networking – Art or Science?

Networking is the science of ensuring that you meet people in situations that enable to you to build trusting relationships. There are dozens of networking opportunities available. The Loughborough Chamber of Trade and Commerce organises events. There are many dedicated Networking groups – ask around. Is there a trade association or professional body that organises events?

Your primary goal should be to ensure that you meet new people in a relaxed environment where you can learn more about them and their business. Then look for opportunities to help each other.

Effective Networking

I often meet people who dismiss networking as a marketing tool based on limited experience at few events. It can take several meetings with a person to establish the trust that will make them feel comfortable about referring you on. Your new contact may have built trust with someone over a several years. They will not risk that trust by referring someone they met only once. Be patient and earn that trust.

Consistency and Generosity

If you attend a meeting where there are people that may be able to help you, plan to attend regularly. Look for ways in which you can help the new people you meet, once they have earned your trust. Several weeks ago, I gave details for a business I know to another contact. This week, a thank-you email arrived – their initial conversation had led to a quotation and a good chance of two businesses being better off. The email included a reference to another business which has turned into a sales lead for my own business.

Manage your Networking

It pays to arrive early. Learn to engage new people in conversation and to move on comfortably. Everyone is there for the same reason, do not feel obliged to talk to one person for the whole session. Take plenty of business cards to exchange. If you make a promise – make notes (the back of the card is best) and ensure you keep that promise. It is your first integrity test.

Be Comfortable

Dress appropriately for the event. Avoid mobiles, briefcases, and clutter. Avoid messy food (beans, chicken legs). Do not over-indulge.

Build Rapport

• Become genuinely interested in others.
• Smile.
• A person's name is to them the sweetest sound.
• Be a good listener.
• Talk in the terms of the other’s interest.
• Make the other person feel important and do it sincerely

# 3 – 10th September 2007

Paul Fileman MIET CEng MCIM
Chartered Marketer
paul.fileman@talktosps.com
Tel:  01509 854447
Mob: 07969 188 820
www.talktosps.com