Submitted by Jan Smith on Tue, 07/21/2009
Networking is also often recommended as a way to become known in the community, find customers and grow your business. But it can feel a little desperate, like you've always got your hand out, asking perfect strangers to help you. The key is to rethink what it means to network.
At its very best, networking is people helping other people. Everyone likes to be asked for advice, to be perceived as an expert, to be able to help -- whether it's recommending superior sushi, a good dry cleaner, or an aggressive divorce lawyer. But if asked for a recommendation, most people won't mention that sushi restaurant, dry cleaner, or attorney unless they're confident that their friends will have a good experience or get their money's worth.
That means the best networking is among people who know you, trust you, and respect you -- people whom you have helped and who may be willing to help you. Those folks can be called your "natural network."
So who's in your natural network, the people who already know and trust you? Your existing customer base as well as the people with whom you already interact professionally.
How can you use natural networking to grow your business? Let me give you a couple of examples.
Let's say you're a chiropractor looking to expand his client base. You send a letter to your existing clients asking for referrals, enclosing a coupon good for a free initial consultation in the next 30 days. Joe gets the letter and remembers how you helped him alleviate neck pain. A few days later his friend Mike complains about a chronic back ache. Joe gives Mike the coupon and says, "I know a great chiropractor who helped me. Take this coupon, make an appointment, and find out if he can help you."
Or, perhaps you're a dietitian who is adding a new service in which you'll go grocery shopping with a client and help him or her learn how to read labels and make healthy choices. You've identified your target audience as people who are ready to make permanent changes to achieve a healthy lifestyle.
You get in touch with people in your natural network who might know potential clients: Tom is a personal trainer and Rita is a yoga instructor. You tell both of them about your new service and the type of person who could benefit from it and ask for referrals. You also ask if you can put some brochures about that service in their waiting rooms, or even have a link to your website placed on their website. And of course you offer to do the same for them.
In both of these examples, you're asking people you already know to connect you with people they know who could benefit from your services.
In any networking activity, be careful not to put people on the spot or demand an instant response. Choose the right moment and method for making your request. And make sure that you're always looking for ways to help them too.
The point of networking is for people to stay connected and find ways to help others. And that includes your natural network.