| Networking for Business a 21st Century Survival Guide |
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In the last ten years we have seen a decline in trust with politicians, TV telephone quiz shows and major advertisers all lying to us. As a result people now like to form their own opinion based on word of mouth, face to face meetings, and, increasingly, online reputations before they will do business with you. There has never been a time when attention to the company you keep has been so important in business and career success. Jonathan Fitchew of sales development company Pareto Law offers a ten point guide to building and maximising your business connections. Step 1 - Get Yourself a Reputation In a world where social networks hold such sway you can go a long way just by having something interesting to say. But steer clear of the obvious temptation to plug yourself, or your product, too overtly. Try getting involved in things that you feel passionate about. It could be professional standards, corporate social responsibilty or ethical investments. Above all it’s got to be interesting. Interest will attract comment, debate and your profile will rise accordingly. People will want to see, or be seen with, you. Just ask Sir Richard Branson if I am not right. Step 2 - Start Early Some of my most profitable business connections were made before my 25th birthday and I still work with these people 20 years on. I am not talking about the old school tie routine, but I am talking about staying in touch with people you trust, whose values you share and who share your drive to succeed. With email, Facebook or Linked-In (Facebook for the ‘suits’) you cannot use the excuse of my generation, which said: “I couldn’t find a stamp.” Step 3 - Take Care of Your Electronic Footprint On the subject of starting young, try and keep some of your more marginal activities off the internet. Wild partying is one thing but Nazi fancy dress, however ironic the intention, can land even people with regal connections in hot water. Don’t expect to be able to delete any images or comment at a later date. The viral nature of social networks means that trace of your faux pas, once on Facebook, may be difficult to erase the night before your meeting or interview with the MegaCorp Corporation. Step 4 - Blog it up With the caveat of Step 3, don’t think that blogging and internet forums are the preserve of the geek. I said you need a reputation, now start putting it to some use. Blogs are good for getting your name known, but keep it light and interesting. Don’t pitch; just offer some views and let the world come to you. You will be amazed at who is out there and how useful they can be. Once you have blogged it’s a short step to getting your name in the press. Ask your marketing or PR people if you can be the ‘by-line’ author of an opinion article in the trade press. Step 5 - Keep on Learning I know I said don’t plug your own products too overtly, but if you get yourself on some sales training courses you will be amazed at the connections you will make: prospects, partners even future spouses; it has happened! The key attribute of the off-site course is the opportunity to meet people face to face and build trust. Also, look at courses that will help you overcome some of the barriers to networking like presentation skills or live telephone selling. Step 6 - Refresh Your Networking Gene Pool When did you last make a cold call? Come to that when did you last make a warm call? Worse still, have you given up on phone calls altogether and started to hide behind emails? Shame on you! Not only do you need to bring in new names to replace the dead or moribund, but you should also worry about who is courting your clients while you are busy with more important things like organising your email folders. Step 7 - Social Networking in its Place If you are in your early 20s you may use Facebook, but those of us of more mature years may find Linked-In a less heady cocktail with its focus on business networking. Both have their place so long as we don’t forget to actually talk to the people we have met through the social networking sites. Remember, you need to work at these to get the best out of them. People get very upset if you take six weeks to accept their invitation to be on their Linked-In network. Step 8 - Be Open to Partnerships Don’t always look for the short term win in a new networking contact. They may be a potential partner that will allow you to capitalise on a bigger opportunity together. If you trust the other party you are half way there. You just need to keep an open mind for potential synergies. Step 9 - Don’t Barack Barak Dont let hard won relationships lapse over a stupid mistake. Like US presidential candidate Barak Obama who called a female reporter “sweetie”; pick up the phone and say “sorry”. First it’s another war story that will raise your profile, and second you will gain respect from an otherwise no-win situation. Trust me on this one chuck. Step 10 - Get out There Think how many of your really important business relationships started with a face to face meeting. When we meet people we exchange huge amounts of non verbal information that builds rapport and trust. So get out and offer yourself as a speaker at local business events, industry seminars and exhibitions. And make sure you refer to step one: have something interesting to say that people will remember. By Jonathan Fitchew of Pareto Law Jonathan Fitchew is joint managing director of recruitment and training specialist Pareto Law, which has offices in Cheshire, London, the South East, Bristol, Birmingham, Leeds and Glasgow. For more information visit www.paretolaw.co.uk . |
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