The Truth about Networking – What Works and What Doesn’t.

by Louise Crooks

I’m excited to share about this really important topic with you. It’s critical to most small service-based businesses out there, so I’m guessing that’s you!

Networking is a wonderful way to make inroads into your community, build credibility, build your email list, and to get clients, joint venture partners and speaking opportunities.

Kinda says it all doesn’t it? That it is really worthwhile networking when there are so many rewards.

Networking can happen in a number of situations including social ones with friends, but today I’m mainly referring to networking groups and also to those opportunities at conferences or events when you’re surrounded by ideal clients or joint venture partners.

spiritual networking

Here are some things you want to know, as well as mistakes you want to avoid!

Gold Nugget #1: Be selective about the networking groups you attend. Ask yourself – are they full of your ideal clients? (This is where it really helps to get clear on who your ideal client is with your coach.)

Mistake: Just going to random groups just because they have networking in the title. It takes a lot longer to connect with clients if you don’t know who you’re serving and what challenges they face, and if you’re just happy to work with anyone. Your new contacts will likely not identify clearly with what you offer, and chances are only 2 or 3 people in that group will be your ideal clients. Is it worth spending all that time just on the chance that those few will work with you?

Gold Nugget #2: Networking is about building relationships – NOT about making a sale.

Mistake: Many folks go to networking groups feeling self-conscious and uncomfortable because they feel like they are pushing themselves and their services onto people. Wrong approach! Of course that will feel uncomfortable! View it as an opportunity to have conversations with folks you see as potential clients, to get to know them over a period of time – get to know their problems and challenges, and then to have a strategy session with them when the time is right, or when they ask for it.

Gold Nugget #3: In Networking the Sale doesn’t happen instantly, unless you’re answering an immediate need.

Mistake: Expecting to make a sale immediately. Following on from the last point, it’s important to know that a sale is unlikely to happen immediately, unless you’re solving an immediate urgent and pressing need. I have found on average that as a service based professional, that there is about a 6month relationship building period before folks are ready to have that strategy session or are asking to work with you. I belonged to a group of Holistic Healing a while back, and at the 6 month mark and beyond I started working with almost all the people in that group. A solid relationship / friendship had been built, which meant there was trust, and they knew I could help them. It was also a group filled with my ideal clients, so 95% were my ideal clients. There has to be chemistry so in that sense 5% weren’t a good fit.

Gold Nugget #4: Elevator speech, smellavator speech. Yes, you might be invited to come up with an introduction to what you do, and that’s where you get to come from the heart. Be clear about who you serve and what you do for them. Short and sweet. Folks tune out after about 30 seconds, so keep it simple and impactful.

Mistake: Many people make this mistake, so you’re not alone if you’re doing it. They try to fit in as much information into that introduction as they can, letting us know how many things they can do for us. It becomes very confusing, too long and doesn’t leave a lasting impression.

Here is an example: I’m a coach, hypnotherapist, reiki practitioner,past life regression expert, and ‘preparing for surgery’ specialist. I help my clients heal themselves through coaching, past life work, and hypnotherapy. I help them with stress, anxiety, smoke cessation, weightloss and anything other issue or problem you have. I can help you wherever you need it by taking you through a process of guided hypnosis and coaching. If you’re preparing for surgery I can help you get through surgery with a much faster healing period. As a reiki practitioner I can support you energetically which means I can do long distance healing too. I also teach reiki classes, so if you’re interested in becoming a reiki practitioner I can tell you when those are. (the impact of this intro is confusing, not impactful and lasted 45 seconds, some folks will go on for a few minutes)

Here is an example that is powerful and leaves an impression: Hi, my name is…., I am a health coach and doctor, supporting menopausal women in getting through the nasties of menopause, and helping them find their youthful, slender, happy selves again. If you think you’re dealing with some of the nasties or you’re not sure, let’s have a chat. (That is a 15 second intro.)

If you do a few things, choose the one thing you want to share at that meeting and make an impact. Then share the other thing you do, next time. Focus on the challenge that your ideal clients experience and speak to that.

Gold Nugget #5: Be interested, and focus on them.

Mistake: The mistake folks make when networking is focusing on being interesting rather than interested! Take the focus off yourself and ask questions about the person you’re talking to. Find out all about them, and the challenges they are going through so when they feel thoroughly heard and ask about what you do, you can speak their challenges through the services you provide and you’re not going in blind.

Gold Nugget #6: The gold is in the follow up! If you are wanting to forge a relationship fast, it’s a great idea to select the people you feel you have a connection to, and follow up after a networking event and arrange a coffee in person or virtually (by skype).

Mistake: So many spend their time networking and then drop the ball once they leave. This means the business card you were given gets forgotten and eventually lands up in the bin (trash). If the person you connected with wants to receive info from you and has given you permission, then get their info into your email management system asap, and follow up with a nice note. This is especially important after attending an event or conference when seeing them again is unlikely. If you don’t follow up, the connection you made gets lost. Then trying to reach out 6months or a year later, gets no results and leaves you feeling disheartened. Make sure you spent your time networking wisely by ensuring there is a follow up process in place…whether is entering the details from the card into your system, whether it’s having a call, or conversation soon afterwards. Make it happen.

Gold Nugget #7: There is even more gold in the follow up! It’s great to have an impact, whether it’s with someone who is a potential client or joint venture partner. While the memory of your interaction is still fresh in their mind, send them a short video message. They get reminded of who you are by seeing your face, you can personalize it by referring to the conversation you had, and you make an impact by using technology powerfully and make them feel special, giving you mucho credibility. Making a video on your lap or with a flip cam is quick and simple, upload to YouTube and mark as private, then send them a link. This works like a charm, and is especially great to use after attending an event or conference.

Ok you can see there are tons of great things to know and learn about networking.

Networking groups and events also provide opportunities to speak as a guest speaker. Speaking is one of the most powerful and effective ways of getting clients quickly. The cycle of relationship building and trust-building is shortened astronomically and you could walk away with clients immediately. It will also help you build a strong following of people who will work with you at some point in the future. Make the most of those opportunities.

The potential of networking is enormous. Create your own strategic system and make the most of it!

Share your thoughts and comments and anything you would add to this, in the comment box below. I’d love to hear from you.

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