Q. To expand my business, I'm going to several networking meetings a month. I talk to a lot of people who seem to be really interested in what I do, but I never hear from them. Is networking all that it's made out to be?
A. Jacqui Jones, chief executive
of Work In Progress, replies:
Networking is often treated as the Lotto equivalent in business - you've got to be in to win.
We fear that the week we don't take a ticket (attend a meeting) will undoubtedly be the week our numbers come in (we meet that million-dollar client), and that's the hook.
Networking can be rewarding, as long as it's well-considered. Like all marketing activities, it can be done badly or well.
On one hand it can be as indiscriminate as a mailbox leaflet drop; on the other, as targeted as a personalised direct marketing programme. And while luck is a bit-player on the networking stage, preparation is the star.
Keys to successful networking:
1. Determine your purpose.
Are you looking for mentors, possible business partners, suppliers, clients, staff, or do you want to know more about your competitors or your industry?
2. Consider the profile of people you will ideally meet. How can you get in a room with them, or associates who can personally refer you?
3. Be clear about the required outcome from each function.
How can you improve the odds of that outcome? Don't be afraid to interview networking organisations to make sure they will meet your needs.
As with joining a gym, there must be a result in mind, a programme to suit, equipment available and an environment that keeps members attending.
* Contact Jacqui Jones on 021 271-0370
* Email us your small business question Answers are courtesy of Spring - A State of Mind for Business.
Jacqui Jones
