I often hear people say “I am just not good at networking” or “I really do not know how to network”. The problem is that the ability to network in person or online requires a strategy. If you are not good at networking, that means you have not yet created a strategy.
As entrepreneurs and small business owners we do not have the luxury of attending every single networking event available. In order to create your strategy you first must be very clear on who your ideal client is.
Once you are clear on your ideal client you will be able to select where to network and how to approach the event. For example, if you were seeking to date a specific person or type of person you would want to go where they hang out. Socialize where they socialize and go relax where they go to relax. The activity of networking can be thought of in a similar way.
If it feels weird to think about your networking activity in this manner, think of networking as building up your Social Capital. It is the relationships that you build through networking that become your building blocks for your business growth and ultimate success.
Ask yourself these questions to get moving right now to help you begin to create your networking strategy:
- Who are the people you wish to work with? Everyone is the wrong answer.
Be very specific in identifying your ideal client group or niche. - Where do these ideal clients spend their time both online and in person?
- Name five specific people who fit the first question and then apply it to the second question. How will you meet them? Where will you meet them? What are they interested in?
A strategy I teach my corporate clients is to map out through the course of the year specific functions, events, dinners, luncheons, etc. where their ideal clients are gathered, and make room in your schedule for these functions.
The goal is to connect and establish a relationship. It is not to sell to anyone anything.
Over time and by being present and establishing a relationship you are developing a trusting relationship. Then you will become a trusted resource for referrals. A referral still remains the single best way to get new clients.
These methods are successful in both online and in person networking. It is essential to be present in both worlds. Do not lose yourself into thinking everything is online now. Nothing replaces the face-to-face networking and warm referral methods derived from this process.
Mitch Tublin is an advanced certified personal and executive coach who resides in Stamford, CT.
