In these tough economic times, entrepreneurs are more dependent on their personal and professional networks. Having a vibrant network and strong connections will help you secure more loyal clients with less money, time and effort. Follow the four-step plan below to create and maintain your network.
Step One: Design a Networking Plan
Determine your target or niche market. Be specific enough to "corner" your market and broad enough to establish a potential customer base. If you market to everyone, you won't stand out to anyone. Ask yourself: What do the clients I love working with have in common? Who is my ideal client?
Consider age, gender, income, industry, hobbies, family circumstances and any other relevant personal and/or professional characteristics. (Note: Determining your target is about refining your marketing efforts; this is not a proposal to limit or exclude potential clients.)
Next, figure out which other professionals are likely to work with, serve or frequently encounter people who fit your ideal client profile. Often, this is someone in a complementary business--for instance, a massage therapist might link up with a chiropractor, an interior designer with a contractor, a financial consultant with an accountant and a title insurance provider with a real estate agent. Decide how you'll seek out possible new connections. Will you go to their meetings and conventions or perhaps write a column in a trade publication?
Write down the goals you want the members of your referral network to help you meet and the steps you will take to realize those goals.
Finally, clarify what you have to offer. How will you help the members of your referral network?
Step Two: Develop a Compelling Introduction or "Elevator Speech"
Prepare an introduction about you, your product or service and your ideal client that takes 60 seconds or less to recite. Include something about what makes you special and why potential customers would want to use you vs. someone else. Address the value gained by those who use your service. Make your introduction more about what you do for others than who you are.
Practice this introduction so you can present it clearly, in an engaging way, with ease and confidence. Then hone it down so that you can answer the question, "What do you do?" in 10 words or less.
Consider a catchy tag line or slogan. Additionally, collect client success stories you can share, but keep them succinct.
Step Three: Get your Name and Face Out There
Start building your network among those you already know. Let friends and relatives know what you are up to. They may be able to send prospects your way.
Look for "sneezers"--the people who are most trusted and respected in their circles.
Show people you are interested in them and their business.
Listen more than you speak. The more you find out about someone, the easier it is to determine whether he or she will be a good resource. If you decide you want him or her in your network, there will be time later to explain what you do.
Be selective about the events you attend and which groups get your time, money and energy. Know your goals before you go to a gathering or schedule a one-on-one meeting. However, be open to the unexpected, as well.
Members of your network must know, trust and believe in you and your product or service. Be willing to educate, even when it appears there's no sale to be made.
Step Four: Stay With It
Successful business relationships are not about an immediate sale. They are connections built on trust and mutuality. They take time and effort to build. A mediator I know contacted every attorney in town hoping to secure referrals. He delivered his card and left--there was no follow-up. His efforts were mostly in vain.
Follow up with a phone call or e-mail. Stay in touch by sending articles and information related to the other person's business or interests.
Invite a new contact to a meeting, group or presentation. Set up a golf game, tennis match or other event.
Never eat lunch alone. Set up breakfast and lunch meetings.
Think about people who might be a good match for your new contact and set up a meeting between them. If you are willing to be the matchmaker, others will want to be part of your network.
Acknowledge any referrals you receive by promptly sending a thank-you note and keeping the source advised of your progress.
Ask satisfied customers for referrals. Reward customers who send their friends to you.
Consider me a part of your network. Let me know what challenges and successes you encounter. I want to hear from you!