Make networking work for your business

The basic networking premise is: You scratch my back, I”™ll scratch yours. In the groups we belong to, there”™s a presumption leads will happen but that”™s not necessarily so. How do we increase the odds of getting payback?

Find the right group. Be clear about what you”™re asking for. Make the rules explicit. Keep searching until you solidify your connections with the right networkers for your company.

Think team. You can cover a lot more ground with a team than you can alone. So build one. And then get out on the field and practice together.

Always keep your eye open for quality lead generators who are traveling in your customers”™ world, connecting with your top contacts. If you have networkers who don”™t belong on your team, ask them to step aside. Create room for lead identifiers who are a better fit.

Stop wasting time and effort hanging out in networking groups that are wrong for you. Set criteria of what makes a good networker. Here is mine:

• Calls on our target market, at owner level;
• Is used to connecting with 3+ new leads per week for his own business;
• Produces a minimum number of networking leads per month;
• Is comfortable letting his contacts sort out if it”™s a fit;
• Has clout with his contacts and can make a meeting happen; and
• Is willing to follow up on a meeting and help move promising things forward.

Get beyond excuses. I often say that if I want to find a lead for someone, I can find it in the line at the grocery store. All I have to do is keep my ears open and be willing to put myself out there. Don”™t expect anything less from your networking partners.

It”™s frustrating to be in a group that doesn”™t produce leads. Maybe you”™re in business-to-business sales and the networking group is dominated by people selling to consumers. Many unproductive groups have members who like hanging out together but are not good at creating opportunities. Check on the lead frequency and quality, and target market focus of any group you”™re considering joining.

If you want to try organizing your own group, start simple. Invite a few people to breakfast. Talk about who each calls on ”“ look for the same target companies and level of contact. Look for hunters who turn up leads all the time and are comfortable passing those contacts on so you can do the farming. Set up a farming routine to follow up on opportunities that need work before they”™re ripe.

Check on introduction expectations. Some people will make introductions and let the chips fall where they may. Others want to know everything there is to know about a company and its product or service before even considering giving out a lead. Some want to go along on introduction meetings, others don”™t have the time. What works for you?

Be clear about your needs. If you want to see three leads per month, say so. Ask prospective networking partners to cite examples: when they”™ve produced leads in the quantity you”™re looking for. Ask for specifics about who they refer and why. Listen carefully to the story behind the story. Does it match your circumstances? Treat these discussions like job interviews ”“ you”™re looking for the best networkers for your company.

Be patient and persistent. It takes time to build a circle of influencers. Keep looking for “A” players. Steer clear of excuse makers, passive players and people who promise but can”™t deliver. You”™ll find that being connected to people with a steady flow of introductions, whose contacts regularly turn into business, is like tapping into a gold mine.

Once built, with a little regular nurturing, a networking circle can be a productive source of new business opportunities. Plan to meet regularly to reinforce the connection, exchange leads and talk about how to improve results. Keep the focus on why you”™re there: to build each others”™ businesses.

Looking for a good book? Try “Endless Referrals, Network Your Everyday Contacts Into Sales” by Bob Burg.

Andi Gray is president of Strategy Leaders Inc., www.StrategyLeaders.com, a business consulting firm that specializes in helping entrepreneurial firms grow. Questions may be e-mailed to her at AskAndi@StrategyLeaders.com or mailed to Andi Gray, Strategy Leaders Inc., 5 Crossways, Chappaqua, NY 10514. Phone: 877-238-3535. Visit www.AskAndi.com for archived articles.