Build business through strategic networking

Networking is the latest business trend. Or is it?

Actually, business owners always have engaged in the art and science of networking. Only years ago, it didn't have a name. Business owners would get together, shake hands, smile and chat about themselves and their businesses.

Same thing with "coaching.'' I've been a sales trainer for 40 years, but it wasn't until five or six years ago that someone said, "Milt, you're not a sales trainer, you're a coach.'' I always thought coaching was leading your kid's soccer or baseball team. Turns out I've been a "coach'' for 40 years.

The buzz words aren't important, however,. What counts is what you do. If you're a business owner looking to grow your business, then networking should be a way of life. It's how you climb the ladder of success. But if you don't actually climb that ladder, you won't go anywhere. That's why it's called networking.

While you can network anywhere -- I've met some really great clients while eating at the local diner -- a good place to begin is by joining a networking group. It's an excellent way to meet a lot of potential "suspects'' who have the potential to become "prospects.'' Here you will have a brief opportunity to stand up and talk about yourself and your business to a group of people who share the same goals you do. In essence, you become a 60-second commercial.

 

When given the opportunity to "sell'' yourself, be sharp and to the point. Look directly at your audience, not at the ground or up at the ceiling. Make eye contact. It lets your peers know that you're confident. Once your commercial is over, get out in the crowd and talk to people. Work them like a politician works a crowd. But don't be pushy; don't use fancy words -- not everyone is a Princeton graduate -- and make sure you have a firm handshake. Trust me, you can tell if a person is positive or negative by their handshake.

 

And be a good listener. Listen 80 percent of the time, talk 20. But most importantly, don't make this an "it's all about me'' affair. Remember, you're not the only person there networking. You're all in the same boat.