Networking Successfully

Success when networking –surely it’s down to the group?!

Today’s business world is filled with an awareness of the need for networking. Business networking, in it’s formal sense, appeared for the first time here in the UK in the mid nineties as BNI (Business Network International) migrated across from the USA. Based on the simple and time favoured basis that we all prefer to buy from someone we know (provided we know them to be reputable!) the simple structure allowed business men and women to meet regularly, get to know each other, and thus feel confident about passing business to and fro.

The old stereo type story of ‘business being done on the golf course’ epitomises the theory and the concept rapidly took hold. Only a decade later we have a plethora of networking groups in every region of the country and many of us spend hours each week engaged in this activity. Indeed, added to the organised physical groups are many ‘social networking’ groups that base themselves in cyber space and allow virtual networking to facilitate the same end goal…relationships that are conducive to fiscal business.

So, you know about them, you actively visit anything that even slightly resembles the theory and you are swamped with so much work and such a volume of enquiries every week that you can’t cope right?

Sadly No!
Indeed, to many, the returns from diligent attendance hardly covers the cost of the cold fatty breakfasts!

Why is that? What makes the theory and the practice so very far apart? How did the idea seem to drift away from the reality? What can you do to justify all those early morning starts, lengthy lunches and sparse buffets in the evening?

Well obviously there are groups and there are groups. Plainly numbers dictate the odds and if the group has only 5 or 10 members then one might argue that there is a lower chance of enquiries being passed to you. But I’ll throw in a counter argument…surely if the idea is that it is based upon relationships then with fewer people to ‘get to know’ you will develop better relationships and the ratio is compensated for with closer friendships?

Ok, whilst you ponder on that, try this: some groups are more active than others and therefore not all groups perform the same…

But then again all groups are made up of business owners and all of them are people looking for the same thing so how can they possibly be any different?

Well, maybe we can share a different perspective…maybe we can look instead at our own actions and particularly words and see whether or not lack lustre results are the justified return for not so startling performance.

You see, my suggestion is that the language and presentation style we use is the key to enquiries received. Simply put, much of what is said by way of 60 second intro’s and 10 minute presentations etc is poor and does not resonate with the audience. Guests appear to be looking and listening but in fact turned off their ears after the “My name is John and I am an Independent Financial Advisor…” (and for the record this is NOT a dig at IFA’s it is 100% merely illustrative!!).

A little language refinement can go a long, long way.

In order to grab leads you have to first grab attention…and merely introducing yourself isn’t going to wow them…especially if you have already been there a few times. No, you must be a lot more creative…

Try firstly putting some effort into preparation and coming up with an interesting story. Something that illustrates what you do instead of telling them what you do. Use cartoon characters or children’s TV or even real life scenarios if you like, but tell a story and you will find them listening more…because they will want to find out what happens in the end (curiosity gets the better of us all!)

Indeed go one step further and ask a question right up front…grab there attention by asking for example, “Do you want your children to live with foster parents after you die?” …going on to explain “ If you die intestate and are not actually married to your partner then all sorts of complications can happen with children and the state…if that isn’t what you want then you must give me a few minutes and allow me to give you a cup of coffee and some valuable help” (As an example for a will writing service!)

Another powerful technique is to use ‘props’. For example, if you do construction site work or are involved in health and safety take a hard hat in with you. If you are a legal service take in hand-cuffs or if you are a photographer either take large prints or a camera and shoot at them! The fact is if you stand out you will be listened to and remembered and both of those dramatically improve your chances of getting leads…even in poor groups or small groups.

Finally another idea – swap your language with theirs. Do not slip into your jargon, your abbreviations and your terminology…use common vernacular. (what?!!) Exactly…use simple words!!

If you sell software that’s makes tasks easier on a pc tell me what it makes easier and how it makes it easier don’t tell me what you do!! If you sell accountancy don’t tell me you do year-end returns, bookkeeping and business advice tell me that you can show me how to legally take great big chinks of cash out of my business without paying tax on it!

We are all simple creatures you know! You and I have stresses, families, mortgages and stuff - and we just want to know if you can help me make it easier and me richer!

Tell it how it is. Show me with props because my brain isn’t really alert first thing in the morning - and then talk my language after engaging me with questions. Do this and networking whether in a small group or a large one will result in you connecting with those present and enjoying a full flow of enquiries.

Go to it, good luck!