Written by: Leonard M. Gettz & Carmen Regalo
How2 Video: Karin Caro
No business would survive or grow without alliances, role models, partners or trusted confidants from a network. Let it be a source of education or resources, connections provide a great influence in some of the more vital leadership decisions to build and grow any company.
All networks (business and personal) are organic and are living, breathing beings. They constantly need upkeep, interaction and love. Building a circle of trusted allies does not happen overnight but a solid network of partners with a wealth of experience & intuition and the generosity to share it with you is a priceless asset to your future. If you compare a true friend with a true business ally, there's very little difference between the 'rules' of engagement in creating business alliances and establishing personal friendships. Both tell you to 'do the right thing', choose wisely and give with caution.
As with the explosion of today's E-social arena (where dating sites are countless and meet-up parties are everywhere), today's b2b networking community is just as vast and busy. So many places and websites to connect in- adding to the complexity and confusion. This demands a solid game plan that includes knowing your limitations and focus on networks that make the most sense to you.
1) If you decide to join a networking group, join only a few and pick them carefully based on what feels like HOME-- where the members all have great commonalities with you
2) When you attend an event, always focus on LOOKING FOR JUST THAT ONE person. Don't be overwhelmed by the crowd- know that most of them are not for you.
3) Seeking candidates for your network is a genuine investment of your time, but is also an investment in your practice's future and direction
SEARCHING FOR CANDIDATES FOR YOUR INNER CIRCLE
Who gets in the inner circle? It starts with those you can TRUST. Everyone is looking for synergy but this is as difficult to find as CHEMISTRY in the personal sector. Much of networking is to search for 'that person' whom you can build something with. You need to be very selective to know their VALUES and VISION as they relate to yours. Choosing well can drive you both to exciting areas of mutual growth whereas letting in the 'wrong' people can be a terrible liability to your time, resources or work flow and can ultimately do damage from inside.
RANKING YOUR CONNECTIONS WITH CAUTION
As a practicing networker, you are always seeking new candidates for your circle. Start by meeting the "maybe's" and work them carefully from being an outsider into an insider. Like friends, they range from a best friend (or the proverbial BFF) to the casual pal. Thus, there should be many ranks in one's network that range from the completely trusted ally to part-time prospect - usually dictated by how you two hit things off. Some are "whirlwind romances" that take off then fizz out- while others slowly mature over time- or not. This ranking system is not something you rush- and it is usually something that happens intuitively. By proceeding all relationships with a healthy level of caution, it paves a positive road of complete awareness while taking the debilitating element of fear (leading to over-caution) or hasty choices away from your decision-making process. And keep in mind, once they get in the circle, the next job is MAINTENANCE of the connectivity, trust and credibility.
To create a successful network, it does not pay to mislead people. Give only what you can, ask questions that really matter and focus on the goal that is about MUTUAL GROWTH. Remember, success with ANY relationship or partnership comes from starting from common ground and genuine sharing.
KNOWING YOURSELF, YOUR NEEDS & YOUR VISION
The mistake that most individuals make when networking is misleading others because they themselves don't know themselves. The fact that "networking means business" does not mean you solicit people or look upon them as potential client sources.
As a networker, you need to be prepared for the many types of relationships that are out there waiting for you. Different people add different things to the table- and all are acceptable types of contacts. Just a short list include:
- preferred vendors or hired consultants for your personal use
- preferred vendors for sharing with other friends
- end users or clients
- business or project partners (joint ventures)
- educational references for ideas or resources
- lead sharing / referral sources
- unofficial promoters: referring you to others
- official reps: commissioned promoters
To establish a solid foundation is to build the right connection in DAY ONE. Know your common ground with them and where your synergy lies. Oftentimes, you have a number of needs and things to offer but to know what they are takes the confusion away later. Having that well-defined starting point makes for a healthy and mutually-benefiting connection that can grow into other types of bonds later.
AFTERTHOUGHT
Every connection you make in life affects the way you 'steer your sails'. Staying connected with the world makes for the best education- especially when your business is a people-driven practice. By choosing wisely who you let in and how you represent yourself to others establishes the second part of relationship marketing- which is REPUTATION FOSTERING.
Great article and video...nicely done and a very important subject. I'd add:
ReplyDelete1) Only stay in groups that provide value to you. To often I meet salespeople who tell me they've been in a group for years and when I ask how many referrals they've received, the answer is "None." (or a few) If you're not getting referrals you're either in the wrong group or you're doing something wrong.
2) Take the top 5 people who refer you and focus on strengthening your bond with them. Make consistent "deposits" in your networking bank with these people. They already like you, trust you and refer you...show them you care and do things that help them to be more successful. It shows you care and appreciate their referrals and makes them even more likely to be looking out for more opportunities to refer you.