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CREATING THE |
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Alan/Anthony June-03 |
The Five Secrets of Successful Networking
What is the average person's greatest fear? "Death" would probably be your answer. But a survey has revealed that, for most people, the fear of death can't hold a candle to the terror of speaking in public. That's right. If the survey is correct, most of us would prefer to be the guest of honor at a funeral than to deliver the eulogy at one.
Choosing not to speak, however, and remaining too long out of the eye of prospects, can be bad for business, according to one of the top gurus on the subject of networking. Speaking up in the right way, at the right time and right place can be the key to success.
Liz Lynch is the author of 102 Secrets to Smarter Networking. It offers sales professionals practical advice on using informal networking to open doors, create relationships and make sales. We asked her to share with you her five top secrets to successful networking.
1. Think Relationship, Not Transaction
Be realistic about what you can expect to get out of networking and within what timeframe. Helping others is part of the equation. Think "relationship," not "transaction." Whenever Liz meets people who aren't very good at networking, it's always because they are too focused on the sale, trying to close a deal instead of opening a relationship. They shake your hand and launch immediately into their pitch, never getting around to asking about you before they're on to the next "victim."
2. Introduce Yourself Well
You have a limited amount of time to get your message across, so craft a tight, jargon-free introduction. It's easy to get caught up in buzzwords, or go on for too long when introducing yourself. All you need is one sentence in simple language that focuses on the value you offer clients. The benefit of being concise extends far beyond the individuals you meet. By being concise, you give those people information they can pass along to others. If you can't connect with the people in front of you, you can't connect to the people they know. Which means that their networks will be closed to you.
3. Make Yourself Visible - and Approachable
Networking is easier when people approach you. Get involved in networking organizations and break out of your self-imposed anonymity. Ask a question during the speaker's presentation, using the introduction that you've carefully crafted. If it's one sentence, it will flow as part of the question. (If it's five paragraphs long, it will sound like a commercial!)
A person in one of Liz's workshops told her that he used his intro to great effect when asking a question. After the workshop, five people approached him and he eventually got business from two of them. He put himself on the spot for 10 seconds. I'll bet that any of you would be willing to be uncomfortable for 10 seconds if you could get business out of it.
4. 'Work' Your Network
Events are good for the initial connection, but you have to build on that with follow-up meetings. You don't have to follow up with everyone you meet. Pick people who could be good referral partners or potential clients, or those who just plain impress you. Position meetings as opportunities to learn more about each other and explore ways to help. Ask questions. Listen. Maybe you can refer them to someone in your network, or give them advice on a group they should look into, or a book they should read. This is an opportunity to help others - which can be an opportunity to help yourself.
5. Frequency, Frequency, Frequency
Alan/Anthony's last newsletter (www.alananthony.com/html/index6.html) said it best. Frequency is critical. As much as we like to believe that people are thinking of us all the time, they aren't. Keep in touch with your network on a regular basis in order to strengthen the relationship and stay top of mind. People will do business with, and refer business to, those they know and trust. Build trust over time by being responsive to requests from your network and by proactively offering information that helps them become successful.
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>Liz Lynch is president of Consult Ad Hoc Inc., a management consultancy that evaluates customer profitability, sets financial goals, and measures and improves financial performance. Liz holds an M.B.A. from Stanford University and an engineering degree from U.C. Berkeley. To reach Liz, email her at liz@consultadhoc.com or call 917.364.6088. 102 Secrets to Smarter Networking is available from Amazon.com or at www.consultadhoc.com/booklet_aa.html. |
News briefs
An article by Senior Partner Robert Bell, titled "Old Wireless, New Wireless," appeared in the May inaugural issue of a new online magazine, Satellite Evolution Asia, devoted to reporting on the present and future of the Asian satellite market. Robert will also contribute an article on the World Summit on the Information Society to the first print edition of the magazine, to be published in June.
Martin Alter became a Practice Leader of Alan/Anthony in April 2003. Marty brings more than 30 years of experience in corporate financing, restructuring, turnarounds and business development to his consulting work for clients. His background ranges from the founding of technology companies and the creation of strategic partnerships with major multinational corporations to corporate restructuring and venture finance. In addition to his work for Alan/Anthony, Martin is a principal of Brownstone Capital Partners, where he counsels lenders, investors and managers on cash and financial management, computerization, restructuring and turnarounds.
Working for the global think tank, Intelligent Community Forum, Senior Partner Lou Zacharilla is coordinating a working committee, consisting of several of the world's leading thinkers and executives of such private-sector companies as Alcatel, to identify the top seven "intelligent communities" in the world. Intelligent communities view broadband as the next essential utility, as vital to economic growth as reliable power and transportation, and launch programs to transform their economies to prosper in the Digital Age.
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For more information on effective B2B sales and marketing, contact Alan/Anthony at Lzacharilla@alananthony.com or call 212-825-1582 ext 12. Complete information on Alan/Anthony's services is available at www.alananthony.com |
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