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Networking Roundtable For Consultants

This series of articles originally appeared in
The Board published by
Consultants Roundtable

This part originally appeared in November 1993

Networking: Part I -- The Need To Participate

by Marilyn Zych, CPA

In early September 1993, Consultants Roundtable sponsored a panel discussion of Networking methods and results. The panelists, Linda Crohn (Shimberg and Crohn), Diane Furie (Career Catalyst) and Elliott Black (EMBA, Inc.) provided excellent information about the value of networking. They discussed how small business people can develop and use connections to increase their business as well as methods to introduce yourself into a new group of people.

A point which was emphasized during their discussion was the need to build a reputation for yourself within the group. You can do this by simply attending meetings month after month, and gradually build rapport with members over time. However, a quicker and more effective way to accomplish this is active participation through ongoing committee or one-time project involvement.

Carefully review the purpose, goals and membership of the groups to which you belong. Which ones can provide connections which will help your business? Key in on these groups and offer to give a hand in some area. If the group is one in which you might be able to develop direct business relationships, you may want to serve as a committee chair or Board member for a year or more, to gain name recognition and respect. If your time is already stretched, perhaps you can help on one-time projects, such as writing newsletter articles, acting as a greeter for events, or setting up a program.

When you take on the extra task, whether short or long term, make sure that you excel in its performance. Shoddy work gains no respect, and will have a negative affect on your reputation -- and once you've developed that image, it is very difficult to reverse. On the other hand, when you show that you can be counted on to complete the work which you have promised to do, in the time allotted, and in an exceptional manner, you gain the respect and recognition which you seek.

Gaining the respect of your peers is the first step in developing a direct or referral business relationship. You can attend many, many meetings and follow routine networking techniques (passing out business cards, brochures and exchanging small talk) before this occurs. Or, by becoming actively involved, you can spotlight yourself and accelerate the process. The choice is up to you!

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This part originally appeared in July 1994

Networking: Part II -- Reprioritizing Your Participation

A few months back we looked at the importance of participating in the organizations to which you belong ... now it's time to look at another aspect of networking -- the periodic review of those groups to which you belong. About every six months (but certainly no less than annually), you should take a hard look at your professional, civic and social associations and clubs. Some of the questions you might ask:

• What were your goals in joining the group?
• Are those goals being met?
• Has the make-up of the group changed since you joined?
• Are you still connecting with the types of individuals that you want to?
• Has the organization itself changed its purpose or direction?

Your ongoing commitment should be determined based upon the answers to these questions.

Some groups may be of value to you professionally or technically, but bring you little business. Certainly you would want to maintain your membership, and attend pertinent meetings/seminars in order to keep abreast of those technical issues. However, you might want to limit your commitment if business contacts is a high priority. On the other hand, if staying at the forefront of technical developments is critical to your success, perhaps you should become more active, serving on technical committees in order to get the earliest notice of ongoing developments.

You may have joined other organizations because of the support which they offer you. At the early stage of your business, it was probably reassuring to talk with others in similar circumstances. However, as your business savvy improves, you may find your involvement shifting from the receiving to the giving end. Make sure you are aware of the shift. It may be time to move on, either by assuming a stronger role in the group or by dropping it and joining one which more closely matches your current needs.

Like cutting the apron strings, it is often difficult to make the break from organizations in which you have developed close ties or made significant contributions. You may feel a sense of responsibility and commitment, or feel guilty to be tossing the ball into someone else's court or adding extra work to overburdened volunteers. It can also be hard relinquishing control over programs which you have developed.

Remember -- although we like to think otherwise, no one is indispensable. You may have been the best thing to happen to the group since buttered toast, but they will find a way to survive without you. And, with effort, you can maintain those relationships which are important to you, while moving on to arenas which better meet your personal or professional goals.

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This part originally appeared in May 1995

Networking: Part III -- Are You Missing The Boat?

In recent years, Networking has become a hot issue -- whether the topic is:

• Why you do it
• How you do it
• Who you do it with
• When you do it
• Where you do it, or
• What you get out of it!

We all recognize the value of networking. Many effective networkers capitalize on their contacts by sending follow up letters and materials to those they meet. But how many take it a step further?

Local lore and marketing wisdom tells us that it take 7 contacts before your name is recognized. Unless you badger someone (NOT effective networking), that means anywhere from 6 months to a year before others remember you. And that is for someone who does all of the things the experts tell them to do! My own experience is that very few people really network well. So here are a few ways that you can improve your recognition ratio -- not just with people in your own field, but with others whose reach extends to areas where you might never touch base on your own!

THE VALUE OF "THANK YOU"

How many times have you offered suggestions, introductions, or provided information to someone you've met? At the Roundtable, of course, we do it all the time -- that's what we're all about. But many take it a step further, by sending additional material or following up with a phone call to help others. When this occurs, and you are on the receiving end, do you send a note of thanks? or even just acknowledge that help the next time you see the person? How much that acknowledgement is appreciated can't be measured -- it's so rare, that when a thank you is given, your name is usually etched in gold! And you can often cut your contact requirement (the magic "7") at least in half -- because this simple courtesy will assure your remembrance for a long time.

On the other hand, what about those who have gone out of their way to help you, but you never even acknowledged it with a verbal thanks. You'll be remembered all right -- as the person who couldn't be bothered to say thanks. And when a situation arises where you might have received a referral, you'll probably be the last person they suggest -- if you are mentioned at all!

Take the time and make the effort: The rewards of a simple "Thank You" are invaluable.

CONGRATULATIONS

When you hear someone give an excellent presentation, or discover that they captured a significant new client, received an award, or been appointed to a board, committee, etc., do you send them a short congratulatory note? It takes only a few moments, but again, they receive so few that your consideration will be remembered! And if you can make a few meaningful comments about the client, organization or whatever, so much the better.

Meeting speakers are often overlooked in this regard. Perhaps because we think that they got a free meal, gift or honorarium, most of us figure it's not warranted -- or we simply don't remember to send a note. Because of the scarcity of acknowledgements, the impression you make will be last far longer if you say a few words to them after the session and then also send them a note!

But be sincere -- don't say something you don't believe!

NEWS CLIPPINGS/ARTICLES

Many of us send materials to prospective clients and networking contacts, particularly reprints of articles or copies of newsletters which we have published. But with the plethora of mail crossing their desk, how much attention does it receive?

Be on the lookout for news clippings or articles which relate to their business, or to a topic which you have discussed with them. They will be far more attentive to the material, and more receptive to your future contacts, when they know that they have been singled out for special attention.

This doesn't mean you should stop sending them the routine letter, brochure or newsletter that you send to hundreds of others -- an exposure is still an exposure, after all -- but if you really want to create a memorable impression with someone, go that extra mile to achieve it!

GOOD LUCK AND HAPPY NETWORKING!