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Many of us still perceive the word "networking" as a cliché catchphrase used by salespeople, but I always say the word is misunderstood. I believe that good networking skills build links and alliances with people we meet along our career path.
The opposite of networking is not working. If you're not networking, you're missing a great opportunity to improve your business. There are many steps you can take to build your network and consequently improve your hardwood flooring business. Here's how you can use networking to your advantage.
Not Just for Sales
Networking is all about developing and building relationships first. When this happens with hard work and sincerity, customers will come. When you meet new people for the first time, it's like planting a seed. When you stay in touch by meeting for coffee or sending a holiday card, it's like watering the seeds. Finally, when there is a genuine reason for you to have a closer working relationship or friendship, it's like the harvest. Remember, we can plant and we can water, however, the growth is a natural and organic process. You cannot rush it.
In each connection, I look at how I can help that person or refer someone to that person. The biggest joy is when I put someone in touch with another person and they do business together. Flooring contractors may be able to do this by suggesting fellow tradesmen to a homeowner, for example. At my business consulting firm, three of my major clients took over three years to develop—lots of staying in touch, and patience, and finally an opportunity to work on a project. Each has generated multiple referrals. The goal is to stay in front of people and to be on their radar screen so they can return the favor by referring you.
Negative Networking
The top complaint from a national survey that my company conducted was about people who act like they are trying to sell you something—right when they meet you. They pounce on prospective contacts and talk only about themselves instead of having any interest in the new acquaintance. Another complaint was about people who immediately lose interest if they don't think you'll be of use to them. These people figure they only need to network with people who will quickly lead to a sale.
The key is to always give first. Be a resource—go through your database and think how you can help the other person. Every day, get in touch with three people just to say hello. I do this systematically. It could be as simple as sending a photo of a recent project or an interesting article and saying "I haven't spoken to you in a while, and thought you might be interested in this." Or, let customers know about an event they might enjoy or congratulate them on a recent accomplishment. Keep it sincere, short and make it about them—not about you. One way to do this is by keeping a database of projects and following up when you think some maintenance may be necessary. By constantly staying in contact, they will have your name ready to refer to another client.
Time is Money
Networking, the way I look at it, is part of everyday life. Go through the clients and companies you deal with and think about how can you connect with each person, vendor or client. Then plant seeds to nurture the relationship and generate referrals. Ask questions, show interest and ask about things that are of interest to them. The time you invest will be paid back many times over as you are building relationships.
Think of the associations you belong to and make the time that you go to these meetings and functions work for you. Get involved: work on committees and meet and develop new contacts throughout the year. Publish your own newsletter to send to your previous customers and also to a prospect list you continually build. There are many pre-produced marketing pieces that can be created and customized with your name and contact information. Just be sure to always sign it yourself and, if possible, add something personal. For me, the newsletter is a piece of gold. I send out 2,500 copies quarterly and I always personalize each one—it can be as simple as: "Hi, Lisa, hope you're doing great! Andrea."
Community Networking
Offer to speak at a local organization's meeting. You might also offer to do a free mini-seminar on maintaining a hardwood floor. Sponsor a Little League team or turn in announcements about milestone company events to your local newspaper. All of these things can connect you to a broader network of people.
Four Tools for Networking
Understanding the importance of networking is one thing, but actually putting it into action is another. Here are four tools that can help you network.
1) Meet people and nurture your current network. Listen and learn from everyone you meet. We learn more by listening than talking, which is why we have two ears and one mouth. Also, we can learn from those people we do not like—we learn how not to be. When you listen, you also learn what people need and how to be a resource for them.
2) Make connections for others. Find ways to connect other people together. I say "1+1=3." People will remember who made the original connection.
3) Follow up. This is critical and the one thing most people forget to do. Under-promise and over-deliver. Do what you say and do it in a timely fashion. A wonderful quote I live by is, "Give without remembering and receive without forgetting."
4) Find creative ways to follow up. There is always an opportunity to stay on people's radar screen with an article, note, or something else of interest to them—even remembering their birthday.
Remember This
Networking has many aspects that can be summarized by the following:
N Remember people's Names and Nurture your Network.
E Have good Eye contact, Empathy and know when to Exit.
T Talk less, listen more—Thinking, Trusting and Timing are everything.
W Write personal notes to people. Remember, this is Work! O Every time you meet someone is an Opportunity to learn and be Organized.
R Reputation, Relationships, Reflection, Rapport, Results.
K Knowledge is power with execution—Kindness pays! I Be Interested in others, Integrity is key, take the Initiative.
N Sometimes you have to say No.
G Goals, Gratitude, be Generous with your time.
Networking can be a useful resource to small-business owners, as long as it's used properly. By not being the stereotypically over-aggressive sales professional—and remembering to build relationships—networking can help your business reach its full potential.