Networking Works for Me
This article appeared in The Sunday Herald on the 19th of September 2006.
Let’s take a recent example; a business contact of mine took me as her guest to women’s networking lunch where I met, amongst others, a fellow solicitor. My immediate reaction was that that was a dead loss since we were in the same profession and in many ways seeking the same clients. I’m pleased to say that I was entirely wrong; that fellow solicitor has since referred business to me and I have similarly referred business to her. Where cold calling can provide instant results in the form of an order or sale, networking is more organic; it sows the seeds of a relationship which you nurture and feed to produce results in several months or perhaps years. I believe that networking produces better results in the long term because of the personal element. The contacts that you make through networking know about you, your product and your ethics and is able to promote you to their clients or use your services personally. Networking is also great fun if you understand that results may not be instant and so can relax in your own company and open yourself up to new people and their points of view. But it is true that the key to successful networking is the ‘working’ part. What I remind myself of is that I’m not really at these events to make new chums and simply chat. Similarly, myself and my partners get invited along to so many ‘networking’ events that we need never cook a meal again!
It is essential to choose the correct type of events, and I’m very selective about this. Of course, every event affords the opportunity to meet new people. However I try to make an informed judgement about whether indeed these will be the ‘right’ kind of people in terms of their interest in my company and its services. A one to one conversation with the right person provides the perfect platform to find out a little more about them and leave them with a positive impression of you.
And finally, if you happen to be one of those for whom a room full with strangers (no matter how friendly) fills you with horror…fear not…help is at hand. There is now, dare I say, an entire “network” of business organisations set up to assist. Everything you ever wanted to know about networking…how to do it..where to do it…when to do it….with whom to do it……. these can all be taught.
Remember, networking skills can be enjoyed by us all; after all, eating and talking form the basis of most networking events and both of those skills are usually already mastered!
Article compiled by Elspeth Talbot
Posted by Sharon Clift on Sep 17, 2006
