Business Networking - 3 Key Factors For Success

Networking is an ongoing marketing activity that is proven to assist the small business owner market his or her business. If you have ever thought that referrals would be helpful to you, or you were looking for testimonials then building relationships through networking is a great way to set the stage.

Relationship building is a vital element of the networking process. People want to do business with those they know, like and trust. Think about who you prefer to work with and the chances are you would rather chose someone you know.

Networking then, is the establishment and deepening of those relationships. It is an ongoing, long term activity that you can be pursuing at all times. There are formal, networking specific events (chamber of commerce meetings etc.) but you never know where and when you will have the chance to establish a new level of business relationship.

The over riding mindset then, is NOT hunting for business and turning people into clients.

1. Giving, not getting - think about networking as giving something of value, rather than trying to get something all the time. In any relationship, simply seeking to "take" is not conducive to long lasting, mutually beneficial outcomes. In networking, look for the value you can give to those you are talking to. This value could be a connection to someone they are looking for, an introduction, a book recommendation. It is worth having articles written that you can offer to send to them. It is very important that this is genuine. In other words it needs to be something of real value, given with no strings attached. It can't be a sales message!
2. It's Not about YOU - if you are trying to "sell" in a networking setting, the chances are the conversation will quickly come around to you, your company, the services you provide etc. When you are building a relationship, you need to keep the focus on the other person. Specifically, this means understanding the key challenges and issues faced by your target audience, as well as ensuring that you ask them about themselves, much more than you talk about yourself.
3. Listen more than you talk - of course you need to talk sometimes, but make sure you are listening to what your partner is saying, rather than simply waiting for your turn to speak. Listening effectively is a skill. Pay attention to what they are saying, look for opportunities to ask questions based on what you hear. Even when you are asked a direct question, that isn't an invitation for you to give your life story! Answer briefly and make sure you are asking more than telling.

When you follow this approach it makes you a much more effective networker, and equally important, it takes a lot of pressure off you. It allows you to attend a networking event with an expectation of finding out about other people rather than hunting for clients.

There is some trust involved as well - trust that good things will come to you when you follow this approach. Of course you need to benefit eventually as well as being the "giver", but people will be far more likely to want to give to someone who really cares about them and their issues, than they will to someone using a networking event to overtly sell to them.