Wednesday, September 30, 2009
Are you a one, two or three star networker?
“Three star” networkers have learnt the secret to turning networking from a one horse power marketing strategy to a turbo-charged, multi-stream marketing machine.
Many inexperienced business owners network with the sole objective of finding people who are in the market for their products or services. These “one star” networkers attend networking events with their yellow pages ad pasted to their forehead, touting their products and services to everyone they can find who will listen.
More savvy “two star” networkers realise that networking is about developing long term relationships (after all you never know who someone may be connected to). They invest time in “cups of coffee” and friendly catch-ups. However their primary objective remains to connect directly with individuals or businesses in the market for their product or service, whether as the result of a direct sale or of a referral.
Both one and two star networking are time consuming strategies which fail to maximize the true potential that networking offers.
For “three star” networkers direct sales and personal referrals are a side benefit of their networking efforts not the primary goal. So what are three star networkers looking for and how do you become a “three star networker”?
Take a moment to think about the answer to this question.
Who would you prefer to meet at a networking event?
1. a potential lead or referral
OR
2. a potential strategic alliance who could generate 10’s 100’s or even 1000’s of leads for your business.
Three Star Networkers are always on the look out for ways that they can connect with potential strategic alliances. However simply connecting with potential strategic alliances is not enough.
Many Two Star Networkers have realized the wisdom of connecting with other business owners who share their target market. After all who is more likely to be able to generate referrals for your business – someone who is dealing with the same client base or someone with a different client base? However simply making a commitment to share referrals between business owners who share a common target market is simply not enough. Referrals may happen, but most business owners do not have the strategies or skills to actively generate leads and referrals for members of their network.
So how do you become a Three Star Networker?
1. Three Star Networkers consciously link their networking goals to their business objectives
Review your networking objectives – three star networkers network with the objective of connecting with other business owners who are in a position to help them, either directly or indirectly, to achieve their business objectives.
2. Three Star Networkers proactively look for other business owners who can help achieve those objectives.
These may be businesses which share your target market, businesses in your supply chain, businesses which provide a product or service which would be of interest or value to your target market, businesses which could provide information or resources of value to your target market business who share your geographic location, businesses who have a common value or cause (e.g green businesses or businesses which support the same charity). Think creatively…
3. Three Star Networkers creatively seek WIN WIN strategies they can develop with those business owners to achieve BOTH their business goals
Firstly have something to offer. Three star networkers know that any successful long term relationship requires a WIN for both parties. What do you have that you could contribute to a long term relationship? E.g. data base access, knowledge, skills, products or services, referral fees and so on.
Second – always find out what the other person’s objectives are. While yours may be to generate more leads theirs may be to improve client conversion or to increase profitability.
Are you a One Star, Two Star or Three Star Networker?
Next time you network be prepared:
- Know what you want to achieve
- Know what you have to offer
- Look for opportunities to be a “Three Star Networker” – be willing to explore opportunities and think outside the box so you can achieve a WIN WIN.
Three Star Networkers save time and money on their networking efforts – leaving more of both for family and working ON instead of IN their business.
Three Star Networkers also develop a network of alliances with whom they can brainstorm ideas, discuss issues and challenges and celebrate victories. Three Star Networkers are not alone.
The direct sales and referrals you will generate will be an added bonus.
