With talk of a credit crunch and a slowdown in the economy, many firms are discovering the power of local networking as a means of developing new customers and growing their businesses.

 

Now is the Time to Get Networking!

By John Betton of Business for Breakfast

 

 

With talk of a credit crunch and a slowdown in the economy, many firms are discovering the power of local networking as a means of developing new customers and growing their businesses.

 

Whilst other promotional initiatives such as advertising, direct mail and telesales are still popular, most savvy business people are also now getting switched on to the power of networking to supplement their marketing efforts.

 

The local business community offers a wide range of networking events on a regular basis - Business Link Northwest, GM Chamber of Commerce, Wigan Borough Business Club and Business for Breakfast to name just a few. Each of these events offers a means of promoting one's business and picking up valuable referrals.

 

Some website links to get you started:

 

Wigan Borough Business Club

http://www.wiganbbc.org.uk/

 

Business for Breakfast

http://www.business4breakfast.com/

 

Greater Manchester Chamber of Commerce

http://www.gmchamber.co.uk/

 

Business Link Northwest

http://www.businesslinknw.co.uk/

 

 

And a few networking tips:

 

"but I have to talk to people..."

 

I'm often approached by business owners who run very successful companies but are terrified at the prospect of entering a room full of strangers and having to start talking about what they do. Don't be! Everyone is there for the reason that you are and you can bet that most of them are feeling just like you are.

 

"how will I know who to talk to?"

 

A good tip is to start by approaching someone stood on their own. They are probably feeling a little nervous like you and will be glad that you've gone to talk to them. Also look for small groups where people are stood more shoulder to shoulder rather than nose to nose. This body language is implying that they are open to other people joining their conversation.

 

 

 

 

"get people to know, like and trust you"

 

Don't expect to walk out of your first networking meeting with a handful of new orders. Of course it can and does happen, but more usually networking is a process that brings extra business rewards over time. Your objective should be to attend several networking events and to build relationships with like-minded business people. Get to know them by asking lots of open-ended questions which don't just invite a yes or no answer.  As you get to know someone and they get to know you this will lead on to them liking you and then coming to trust you. From here the business referrals will flow.

 

"tell, don't sell"

 

A classic mistake at a networking event is to go into a full-blown sales pitch and try to convince anyone listening that they absolutely need your products or services.  I've seen it at several events and people just mentally switch off. Effective networking calls for more subtlety. By all means tell people about what you do and how you can help businesses to save money or streamline their operations, but don't go overboard with it. You're there to build relationships, remember...

 

"ask for ideal referrals"

 

Be specific about what types of businesses are your ideal customers and tell people. If you let your fellow networkers know that you would really like to be able to get to speak with certain people or organisations, for example, local architects, property developers or named individuals they will be more likely to try to help you than if you just say you're looking for ‘anyone'. Think, who would you most like to do business with?

 

"stick with it"

 

If you don't get any referrals on your first visit, don't be down-hearted. Networking is a long-term process and most business comes over time as other networkers have got to know, like and trust you from seeing you at regular events. Keep at it. Attend events on a regular basis. Networking works for almost every business and is one of the most effective ways of picking up new business.

 

 

Until next time - Get Networking!

 

 

 

John Betton runs Business for Breakfast networking groups in Wigan, Leigh, Haydock and Worsley. If you're interested in attending an event please phone 07817 642017 or email jb@bforb.co.uk