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Network
Marketing – it’s the
latest business trend. Or is it?
Actually, business owners have
always engaged in the art and
science of networking.
Only years ago it didn’t have a
name. Business owners would get
together, shake hands, and smile
and chat about themselves and
their businesses. Same thing
with “coaching.” I’ve been a
sales trainer for 40 years, but
it wasn’t until five or six
years ago that someone said,
“Milt, you’re not a sales
trainer, you’re a coach.” I
always thought coaching was
leading your kid’s soccer or
baseball team. Turns out I’ve
been a “coach” for 40 years.
The buzzwords, however, aren’t
important. What counts is what
you do. And if you’re a business
owner looking to grow your
business, then networking
should be a way of life for you.
It’s how you climb the ladder of
success. But if you don’t
actually climb that ladder, you
won’t go anywhere. That’s why
it’s called networking!
While you can network anywhere –
I’ve met some really great
clients while eating at the
local diner – a good place to
begin is by joining a
marketing
networking group.
It’s an excellent way to meet a
lot of potential “suspects” who
have the potential to become
“prospects.”
Here you will have a brief
opportunity to stand up and talk
about yourself and your business
to a group of people who share
the same goals you do. In
essence, you become a 60-second
commercial. When given the
opportunity to “sell” yourself,
be sharp and to the point. Look
directly at your audience, not
at the ground or up at the
ceiling. Make eye contact. It
lets your peers know that you’re
confident.
Once your commercial is over,
get out in the crowd and talk to
people. Work them like a
politician works a crowd. But
don’t be pushy; don’t use fancy
words – not everyone is a
Princeton graduate, and make
sure you have a firm handshake.
Trust me, you can tell if a
person is positive or negative
by their handshake. And be a
good listener. Listen 80% of the
time, talk 20%.
But most importantly, don’t make
this an “it’s all about me”
affair. Remember, you’re not the
only person there networking.
You’re all in the same boat.
When you introduce yourself,
don’t hand someone your business
card and immediately tell them
what you do. Show an interest in
others – talk about what they
do. Ask them questions about
themselves and their families;
develop a rapport. In other
words, don’t kiss on the first
date!
You’ll know if there’s any
“chemistry” between you. If
there is, make arrangements to
meet at another time and place
to discuss your mutual
interests. Why eat lunch by
yourself? And always ask for a
referral.
While there’s no harm in
speaking to everyone, do target
your audience – seek out people
who you know would benefit your
business. But even if you
determine there’s nothing worth
pursuing, a particular business
owner may have other clients
that can help you. You may speak
to a business owner with whom
you have no mutual interest, but
you’re also talking to his/her
30 “suspects” who may become
“prospects.”
As for that business card – make
sure it describes what service
you are offering. Your card is
your billboard. I suggest
putting your photo on it. If I
don’t remember what you do,
chances are I will toss the
card. When you receive someone’s
card, don’t wait a week or three
weeks to make contact. Follow-up
in a day or two.
The key to successful networking
is practicing your presentation.
Write down your message and key
points and practice it over and
over. Repetition leads to
confidence. Practice in front of
your spouse or friends and
neighbors. Practice is
especially important for people
who are terrified to speak in
public, which is about 99% of
the total population. You may
even want to consider hiring a
coach.
There’s also the “likeability
factor” to consider. In order to
sell your product or service,
you have to sell yourself. And
if people like and trust you,
they’ll sign that contract.
Conversely, if they don’t like
you, you can be selling gold in
your pockets, but they won’t
buy.
Networking is the best way to
build your business. You can
read a million books about it,
but unless you get out there and
do it, you’ll never even reach
the first rung of that ladder.
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About the Author
Milton J. Paris is Sales and
Business Coach and Marketing
Consultant for Paradigm
Associates, LLC. The host and
producer of the radio show
“Getting Ahead in Business” on
WCTC 1450 AM every Saturday,
Paris believes the way to
increase sales is through
setting goals and executing
them. He has 40 years of sales
and business growth experience.
www.ParadigmAssociates.US 908)
276-4547.
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