Networking - Critical Mass

I think a lot of folks fail at networking (or simply give it up) because of society's need for instant gratification. I've been seeing it happen; If a new lead or, even better, a new client doesn't arise after one or two networking events, that event is scrapped and people look elsewhere. After experiencing this cycle with several different events, they assume that networking is useless and they abandon the medium for more antiquated methods like direct mail, cold calling or buying leads.

What I believe they are missing in their equation is the idea of critical mass. I've been on the networking map in the greater Phoenix area for most of 2009, attending a cross section of different events as regularly as possible. Here are a few observations I've made:

• Consistency creates efficiency - Attending the same events over and over again allows you to focus in on the "new" faces each time, making your networking plan more efficient at each subsequent event.
• Listening creates connections - Too many approach networking events from a hard sell perspective; "Here's what I can do for you and why you should hire me, buy from me, refer me, etc." Many forget to ask in depth questions of others, listen to responses and pose questions about other's businesses. Try being interested in someone other than yourself and others will do the same for you...... and start introducing you to their network.
• Have something interesting to say - When someone asks what you do, be original or add some flair. Instead of saying, "I'm an HR Consultant" I say "I fix people problems." This always leads to a follow up question that allows me to explain a little more in depth about what I do. It also helps take away any pre-conceived notions people may have about my services.
• Keep an open mind - If all you are looking for at a networking event is a client, you'll likely miss out on the real benefit; People that might be able to refer you to clients. I've yet to find even a small lead for a direct client through networking events. What I have found is a solid number of individuals that market to a similar clientele, people that offer supplemental services to my own and others that may have access to services that would be of value to my business. None of these are direct clients, but all are very valuable.

This list is obviously not exhaustive and there are books out there that do much more justice to the subject matter, but, it's important to have a plan when networking, even if it's just a small plan. You must meet and greet over and over again. Repetition builds trust with the people that run networking events. They start to view you as more stable, genuinely dedicated to your business and it gives them the opportunity to learn about you so they too can refer you to new people.

You have to keep at it and be genuine to reach a critical mass. Just as you shy away from Mr. Hard Sell, people shy away from you when you offer nothing more.

Have a great week!

ZW

http://www.azmobilehr.com/