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4. Maintenance
As your contact base grows, you will need to re-evaluate the people
in your information loop. Practice effective time management skills
and prioritise your contacts. You should aim to get in touch most
often with those that can be most useful to you. They will become
your 'inner circle'.
Be careful never to burn bridges; you never know when someone will
be able to help you, or when you will be able to help them. If you
feel as though someone is not useful to you right now, you should
still aim to check in with them from time-to-time because they may
become important in the future. You could even stay in touch with
these contacts from a distance by sending an informative 'thought
for the month' type e-mail to ensure you stay in their minds. In
other words, be nice to everybody because you never know where they
will show up next.
The ability to create and maintain strong professional relationships
is an important key to business success. Networking is the vital
business skill that lets you cultivate lasting business relationships
and create a large sphere of influence from which you can find new
clients, contacts, referrals and opportunities.
If you are starting your network from scratch, make lists - lots
of them! Start by writing down the names of everyone you can think
of, everyone you know from school, church, social clubs, old jobs,
associations, friends, neighbors, relatives and so on. You should
have approximately 500-600 names on this list.
After compiling this list, exercise some judgement in dividing it
into three categories. This list will include potential customers,
leads to potential customers, and both. Next, take each potential
customer list and divide into three categories - high potential,
modest potential, and low potential. You will now have 9 cells of
categories.
Call those on the high potential list, or send a personalised letter
and then call to follow up within 5 days. If you have more potential
customers on your list than you can conveniently call within 5 days,
send letters in batches and allocate time to call. Those who are
on your modest potential list, send a letter and brochure - if you
receive no response, send another letter or an e-mail (only) as
a reminder after 2-3 weeks. In another 2-3 weeks, send another letter
or e-mail. Follow up with a phone call ONLY after working through
your high potential list. Those who are on your low potential list,
leave until last and simply send a letter or e-mail explaining what
you are doing now. Follow up by phone as and when you can or invite
them to subscribe to your newsletter / regular update e-mail service.
The following steps will help you to cultivate long
lasting business relationships:
- Clarify your objectives and then make a plan:
you cannot form special relationships with everyone so you have
to be selective.
- Go to business events, conferences, training days, exhibitions
and any event where business people are gathered. You will not build
a lasting network from your office desk.
- Be prepared when you go out to meet new people. Have your
diary, a pen, business cards and literature with you and know what
questions you want to ask. Start by asking them what their business
does but also remember to listen. It is only when someone else is
talking that you find out anything new. Ask for their business card
and then offer your card.
- Follow up your new contacts promptly when you get back
to the office with a short e-mail -"………It was
nice to meet you. I enjoyed our conversation. Let's stay in touch.
Can we meet?……….." etc.
- Be a resource for referrals yourself. Be armed with contacts
and useful information to give to others. This will encourage a
two-way flow and people will be motivated to help you. If you can't
give leads, be a resource for them. Send them news or tips that
may help them.
- One goal of networking is to get referrals, so don't be
afraid to ask "Who else should I be talking to?" / "What
do you recommend." People enjoy being asked for their opinion
and will feel good if they have been able to help you.
- Thank your contact for any introduction which results in
a meeting and keep them updated - especially if your meeting results
in business.
- Establish yourself as an expert in your field, perhaps
by writing articles or by being available to talk to journalists.
If you and your business are in the news, people will want to talk
to you.
Always network. Wherever people are gathered together is an opportunity
to network. It doesn't just have to be a business situation. Most
people at weddings, on planes and in hotels have jobs and know people!
However, subtlety is required, so build rapport first, then ask questions
and don't talk business at a social event unless your contact encourages
it - arrange to meet up subsequently. Learn to establish rapport instantly.
Treat everyone you meet as potentially fascinating, which they are,
if your attitude is on straight.
Sign up to a few relevant online networking groups. These groups exchange
ideas in online forums or via mailing lists. They often have 'real'
events where you can meet face-to-face. E.cademy
is probably the largest online network and is excellent value for
money. For Institute of Directors members, the breakfast meetings
are a superb way to network - we have experience of both Kent and
West Surrey branches and both are particularly well organised.
Organise your network data thoroughly. Most people's memories are
not reliable and paper organisers are limited. Electronic organisers
and databases are ideal for holding and retrieving network detail
effectively.
You can use a network for just about anything from finding a new source
of supply to getting introductions to overseas sales agents. You can
find a reliable bank manager, a new accounting software package that
is right for your business, a great venue for your next business meeting
or a fantastic, family friendly holiday destination. Your network
contacts, unlike almost everyone else in the business world, are usually
unbiased and authoritative. You should make few major decisions without
recourse to certain network contacts.
Action Checklist
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