By Jim Joyce

The old adage, "It's not what you know but who you know (that counts)" is as true today as always.
Who we know can be more important than what we know in determining our success/fulfillment. All (other) things being equal, most people want to spend time with (and buy from and help) people they know.

If you want to be successful, you must "network."

"Networking isn't the only way to improve your personal circumstance; it's just the easiest way."
- Joyce's law #12

Definition:

"Networking for Results" is a process through which a person creates awareness and interest in people who can be helpful (or be helped) - to quickly generate contacts which can then result in new business, employment, or other fulfillment.

1. Needs that networking can address.

Networking can help improve your personal/corporate image. When you make a good impression, opinions of you can change from neutral/negative to positive.

Networking can increase/improve your number of recommendations. Personal references mean "instant credibility" - allowing you/your company to spend less time and money proving yourself.

And, if you're like me and you really don't like "cold calling" (guess what? most recipients don't like it either), networking can help eliminate that - reducing associated stress or anxiety.

Through networking, you can get to know "decision-makers/influencers" faster, thus expediting your professional/personal sales and marketing efforts.

And, of course, networking can save time and money by reducing expenses for PR, marketing materials, (resume paper), mailing costs, etc.

Networking will also give you great satisfaction if you use it to help others.

2. Networking objectives.

Without being insincere, cultivate contacts with results in mind - what are you trying to accomplish?

• Create a (large) degree of awareness and interest in yourself/your offerings
• Discover "hidden" opportunities
• Increase your chances of winning "hidden" and known opportunities
• Increase/upgrade your "circle" of contacts

Also consider trying to see whom you can help BEFORE you look for someone to help you.

3. Possible actions.

Remember that among other things, networking is a vehicle to "market" yourself. As such, think in terms of what is going to get you/your name out to as many key people as possible - in the fastest, most cost-effective manner. You may want to join formal or informal groups to broaden your network as much as possible.

For businesses, there are Chambers of Commerce, Trade Associations, specific industry groups, networking/leads organizations such as Business Network International - the possibilities are almost limitless.

Entrepreneurs and small businesses might benefit from membership in the Council for Entrepreneurial Development: www.cednc.org or the Small Business and Technology Development Center: www.sbtdc.org

For non-profits in North Carolina, there is the N.C. Center for Non-Profits: www.ncnonprofits.org

If you are the benevolent type, organizations such as Rotary International, Kiwanis Club, Lions Clubs, or similar might be appealing.

Houses of worship have scores of "ministries" that cover a wide variety of services.

Just think of how your reputation will be enhanced if key potential contacts see you serving a charitable Thanksgiving Dinner or building "habitats"!

In her paper, "Marketing Tools to Consider", Jess McLamb, President of The Roper Group, Inc., lists over 100 actions that you can take to "market" yourself/your firm, such as:

• PR/Image-Making/Branding
• Public Speaking/Teaching
• Advertising/Direct Mail
• Internet Web Site
• Business Directory listings
• And many more

See: www.ropergroup.com

4. Build long-term relationships.

Networking can help you create a great degree of awareness and interest in yourself. These in turn can lead to familiarity, trust and relationships of mutual benefit. Through networking, you can cultivate your image as a problem-solver, a caring person, someone that others will wish to associate with.

This will enable you to deepen and upgrade your circle of acquaintances, and consequently create opportunities of mutual benefit.

Summary.

Create a networking plan for yourself, with specific goals and objectives. Then networking can help make it easier for you to pursue business or social interests and even make life more enjoyable.

Good luck and Good Networking!

Jim Joyce is President of Sales Training, Inc.
He can be reached by e-mail at jpjoyce@salestraininginc.com
Visit his website at www.salestraininginc.com