TechPulse: Networking Sows Seeds of Success
London Free Press, Saturday, May 21, 2005
By Marilyn Sinclair
Networking is planting seeds, sales is harvesting. Lilliam Bjorseth
"I think it really sums up what networking is all about," says Susan Regier, publisher of Networking Today (www.networkingtoday.ca), which promotes London area networking groups and associations.
Like most new entrepreneurs, Regier was looking for clients and advice on how to run a successful business when she launched Vantage One Writing (http://www.vantageone.ca) eight years ago. Through her association with the London Small Business Centre she found a support network of like-minded business owners. Over time she attended other networking events and joined networking groups. Eventually she started making presentations on networking to other business owners.
Regier attributes the success of her business to
the connections she's made through networking, which has helped her
grow her business with new clients and referrals and given her a
strong support group of entrepreneurs like herself.
So if networking is so valuable, why do so many people shy away from the opportunity? For one thing finding the right networking group for your business can be key. TechAlliance offers many networking opportunities like lunch and learns, panel sessions, meet and greets and power events.
But new entrepreneurs still don't feel comfortable in a "networking" setting, especially tech business owners whose core competency is technology. But if you're a small business owner and you can't afford to hire a full-time staff member to focus solely on sales, or a large marketing firm to ferret out potential clients, then the job of getting the word out about your business falls squarely on your shoulders.
So how do you overcome that squeamish feeling you get when you think about being thrown into a crowd of strangers and having to make small talk? Well, first of all, small talk isn't really what networking is about. You're there to get and share information and, hopefully, form some strategic alliances over time.
When you're faced with a crowd full of unfamiliar faces, don't panic. Be prepared. Go up to various individuals and ask what brought them out to the event, then lead into questions about what they do. If they're a business owner, who would be their ideal client?
"That really gets people thinking. And when they
talk about their ideal client you might learn something about their
business that you never knew before," says Regier. Maybe you'll file
that information somewhere in the back of your mind. Later, you may
remember that person and have a business referral for them. Or you
may find an opportunity down the road to forge a link between
yourself and this other person.
Presentation is also important. Everything you do, inside or outside of the office, is a reflection of your personal work ethic. If you're on time to the meeting then people assume you will be on time with your projects. And if you decide to join a dedicated networking group, be prepared to get involved.
"It's not enough just to attend a meeting. You
have to take an active role." If people see that you are strong in
your commitment to that role, meet your deadlines, and follow through
with promises, they will have confidence in you and your business.
Volunteer your expertise to benefit the group. It's an easy way to
let people get a taste of what you do and how well you do it.
"Networking requires that you create mutually beneficial relationships. That doesn't happen in a brief encounter," says Regier. "The power of networking is that you have an audience of professionals at every meeting who become your sales people by giving referrals."
Check out http://www.networkingtoday.on.ca/tipsnetwrk.htm for some quick
and useful networking tips from local business owners.
Marilyn Sinclair is General Manager of TechAlliance. TechAlliance is a membership-based organization formed to raise the economic growth, profile and competencies of the London region’s knowledge-based industry. For information, call 858-5185, visit www.techalliance.ca or e-mail info@techalliance.ca.