A different kind of connectivity – connecting with people

A different kind of connectivity – connecting with people

© 2004 Al Lautenslager

Networking should be an integral part of any guerrilla marketing plan and guerrilla effort. Understanding the dynamics, goals and potential outcomes leverages this most important guerrilla activity to its fullest.
Simply stated, networking is contact to establish relationships that can lead to business. Sometimes the path to business is direct; other times it is indirect such as referrals. The person you know, knows someone else who needs your products/services. This is the most important rule of networking. Many people go to a networking event hoping to do business. It doesn’t work that way. Business is not done directly at a networking event. Your goal of attending a networking event is to meet two or three people, find a reason to follow up and start a relationship. The business will most likely come from an indirect referral that they know that might need your products or services.
Networking Mindset

Before any networking starts, you must establish the proper mindset.

First and foremost, people buy from people they like, know and trust. Its been said by many people that, “When all else is equal people buy from people they like, know and trust. When all things are not equal they still buy from people they like, know and trust.”

Networking is a “touch” to a customer, a prospect or someone of influence. We have gone from used to be a high touch society/business world to high tech and are now creeping back to high touch. Understanding this “touching” is a critical part of establishing the “networking mindset.” It goes all the way to caring, showing interest and trust. People don’t care how much you know until they know how much you care.
Making Contact – Its Who You Know

Networking means making the necessary contacts and building upon them by talking with people about what you do and who you are. It also is in turn, listening to them to see how you might assist them in what they do. Giving as much or more than getting is a recurring theme throughout any discussion on networking and throughout guerrilla marketing.

Knowing people who already believe in you and your company, people who will recommend you, refer to you and open doors for you can make the difference between marginal performance and a success.
The general notion is you are already networking in one form or another. Networking is all around you and the people to build your network are with you everyday.

Networking is Relationship Building

Contact to establish relationships that can lead to business only happens when the relationship is mutually beneficial. Networking is giving and receiving, with the giving usually happening first. If one party does all the giving then the relationship will not last and the networking truly ends. Networking relationships take work and cooperation by all parties involved. Networking relationships are not one night stands.
The Networking Process

Networking just doesn’t happen. It has to be part of your marketing plan with activity and initiatives associated with it, a time table established and responsibility assigned. It is a learned skill. Everyone is not born with the required networking skills. The skills need learned because they are part of a total process not a one time event (as is often said about all of marketing).

The key components of the networking process are:

• Planning which networking events to attend
• Setting networking goals in total and for each event
• Knowing who to target in the process of networking
• Relationship building
• Establishing trust as well as showing interest
• Follow up
• Continuing the relationship

Planning Networking Events

Every event where there are people to meet is not always the right event to network. Networking takes a plan. The plan is developed to be efficient and to leverage and manage time. Strategically choosing networking events assures that.

Choose networking events that allow you to meet your networking goals. If you rely on decision makers then attend a networking function that decision makers attend. If you work in the educational markets then choose an event where educators will be present. On the other hand if you have an aggressive networking plan with aggressive goals, attending a social event will not meet your goals. The question to ask for each event is, “Is attending this event the best use of my time, relative to my networking goals?”
Setting Networking Goals

Showing up at a networking event without networking goals is almost a guarantee that the event will be social for you. Knowing whether the event/function is right for you is dependent on whether your networking goals are met or not.
Most people go to a networking event armed with a massive stack of business cards ready to pounce on anyone breathing. The goal of networking is not: to pass out business cards. One goal is to receive them. This goal is part of the real goal of obtaining information. The goal of networking is to make contact and get information that leads to relationships that lead to increased business. Finding a reason for a follow up visit and meeting one on one with your new contact will mean that you met one of your networking goals.
Knowing Who To Target in Your Networking

How do you know who to make contact with? How do you know your time won’t be wasted with a particular person or more specifically that your networking goals won’t be accomplished?
The real answer is that you don’t always know.

Firms that have the same types of prospects as you; the same common interests are usually good for making contact. Firms or businesses that compliment your products and services are good networking targets. An estate planning attorney compliments a life insurance sales representative. A graphic designer compliments a printing company. A photographer compliments a wedding planner or caterer.

Knowing who could best help you with referrals and building relationships in similar industries is also, your networking target. The mindset here is networking for the indirect referrals. Very little “actual business” is done at a networking event. Most true business is done in the follow up phase, when relationships are furthered.
Relationship Building As It Relates to Networking

People like to do business with people they like, trust and have confidence in. This can be done even at a price premium. Can this trust and confidence be established at one networking event with one introduction? No it can’t. It takes follow up, getting to know each other, finding common ground, interests and compatibility.

Part of relationship building, especially at the start, is being interested and showing that interest in the other person; his/her business, family, hobbies, goals and aspirations, etc.

In addition to interest, an integral part of networking and relationship building is listening. Hearing what the other person has to say is more important than you delivering your sales pitch instantly. Many times, while listening, you can pick up signals about business potential, direct and indirect. The contact might state a particular problem that needs solved or they might mention some one else who might need your product or service. You might hear of a problem that can be solved with the referral of some else’s business. You build a relationship for helping your contact and you also build a relationship with the business you referred. In this case, 3 different networks benefit.
The All Important Follow Up and Continuing the Relationship

The key to lead success is follow up. Just like any other form of marketing it sometimes takes a number of times before a lead can be converted to interest and from there to eventual closing of the sale.

Follow up your new contact and invite them to coffee, lunch, or an after-hours meeting. Send a card or a note to those of interest, immediately. Follow up your follow up to schedule a true business meeting.
Contact and follow up with information that may be helpful to your contact or something of interest to them. This can be the start and continuance of a great relationship builder.
Ongoing Networking Tips and Techniques

• Set Goals Before Arriving
• Arrive early
• Review the attendees
• Help at the registration desk
• Prospecting vs. Suspecting
• Target a few – “power partners”
• Maintain eye contact
• Show enthusiasm

• Ask questions
• Be non-threatening
• Don’t come on too strong
• Gather information
• Act interested
• Learn about their profession
• Find out about their lives (non-business)
• What do they really need/want
• Don’t be in a rush to leave a meeting; some of the best networking takes place at the end and after the event.
• Act like a host not a guest. Guests wait to be introduced. A host introduces him or herself.

Alfred J. Lautenslager is an award winning marketing/PR consultant, co-author of Guerrilla Marketing in 30 Days, speaker and entrepreneur. He is the principal of a Market For Profits, a Chicago based marketing consulting firm and also the president and owner of a small business, The Ink Well, in Wheaton, IL. Al is a certified guerrilla marketing coach and co-director of Guerrilla Marketing Coach.

He can be reached at al@market-for-profits.com or toll free at 1-800-inkwell.