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Networking -- Get Out and Do It!
Owners of all kinds of small
businesses are learning the value of networking. There’s a growing
realization that doing well in business is often a matter of looking
around and seeing what others are doing right and wrong – and doing the
right things as often as possible.
Networking with others in similar positions lets you share their
experiences and helps avoid things like ‘reinventing the wheel’ and
‘making the same mistake twice’. In our modern era of tough competition
proprietors are more inclined to speak openly with their colleagues
about what worked for them and what didn’t.
This isn’t a paradox; it’s just being practical. According to a survey
conducted by NatWest Small Business Research, over two-thirds of owners
of small businesses are now members of one or more business or trade
associations, networks or clubs, and meet regularly to share experiences
and ideas.
When asked in the survey how
these small business owners perceived their colleagues the answer was
that they saw their fellow traders as a valuable source of advice and
support. Nearly half said they would turn to each other for help and
information.
Being part of a network seems to go a long way towards reducing the
sense of isolation that many business owners feel. Owners say they
benefit from being part of a community and see their networks as sources
of new customers and suppliers.
With so many benefits to offer why does networking not appeal to all
small business owners? One reason could well be that some have a fear of
failure, of not looking as successful as others in their industry.
This could simply be the result of meeting successful networkers,
typically good conversationalists with friendly personalities who have
great people skills. Not everybody sees themselves as matching this
description, nor should they. To possess all these qualities is rare.
Another reason given for not participating in networking is that events
set up for that purpose can often seem overly ‘social’ and not serious
enough. “They’re a waste of time and I’ve got too much work to do” is a
common expression. But networking events are what you make of them.
Networking is about a lot more than just attending gatherings. It’s a
willingness to open up to others, to share information, and to be honest
with people who may just have won the battle you’re still fighting. It’s
an attitude that is often found in successful businesspeople – for good
reasons.
When you tell others that know your industry how you go about your
business you begin to see it more objectively. You have to think deeper
about your practices and ask questions you wouldn’t ask if you were just
sitting in your office doing the paperwork.
You’ll find others have done a lot of the same thinking about their own
businesses and that they share many of the same concerns and
perceptions. It can be a pleasure to work things through with others who
are just like you, to find out you’re not alone. That’s when you begin
to see opportunities you’ve never seen before.
Set yourself the objective of gaining an understanding of other people’s
concerns. When you know these you can decide whether they would have any
interest in what you have to say. The purpose of networking is not to
blow your own trumpet; it’s largely about asking questions and
collecting information.
There are a few techniques for effective networking that anyone can use:
- Have an “elevator speech” ready at all times. Make it a 30 second
summary of your areas of expertise – where you can help others with
their problems.
- Don’t be afraid to ask questions. People usually like to talk a bit
about themselves.
- Use your network to help others get the answers they need. Even if you
don’t have the solution to a problem, somebody else you know may have
the answer.
- Communicate regularly with your network. Be sure you follow-up with
anyone you haven’t seen for a while, and use card-sending dates like
Christmas to send out a newsletter to your network.
Successful businesses don't operate in a vacuum. The people who run them
maintain connections with others for mutual advantage. Relationships are
established and maintained with other businesses, with customers and
suppliers. This is what networking is all about. Networking is a tool
for building relationships.
So, where can you go to get started on networking? Here are just a few
suggestions but with a little bit of research you’ll find lots more:
- business or trade associations,
- business clubs
- chambers of commerce
- industry-specific websites
- networking websites
- seminars
- exhibitions
- conferences
- trade shows
And here’s a final tip. The people that you meet at networking events
are meeting lots of other people too. Follow-up regularly with members
of your network or your place in their networks may be replaced by
somebody else. Successful networking is an ongoing activity, so learn to
do it often and enjoy it!
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