Just
like in real life, it is important to remember that in networking
you should give before expecting to receive anything. This is
a very simple notion that is completely ignored by Jeff, Mr. "I
just got a great deal on 23,000 business cards and I must hand
out as many as I can", whom we met in our last article. When
Jeff gives out a business card, pitches his company and moves
on to the next person at the meeting, he fully expects to receive
business and referrals from people to whom he gave his card. Then
he is disappointed when this doesn't happen. Jeff has been disappointed
a lot lately.
Exactly
the same thing happens during online networking. Time and time
again we run into people online, who tell us how great their business
is, urge us to visit their web site to buy products or services
from them and to sign up for their newsletter. Then, they move
on to the next online victim, without offering anything in return.
A few months later new online blog entries sprout proclaiming
that online networking is worthless and can't possibly work for
anybody under any circumstances.
These
people have mastered the "take" part of the equation.
However, networking is about give and take, with a significant
emphasis on the "give" part. Who would you remember
better after networking online?
-
Caroline the Graphics Designer, e-mailed you after reading your
message to a networking organization, where you requested referrals
for a database programmer. She introduced herself, and told you
that she told a database programmer with whom she works on a regular
basis about your upcoming project. Then the next day the programmer
got in touch with you, and helped you solve the problem with which
you have been fighting for the past several weeks, all at a very
reasonable price.
OR
-
Alice the Graphics Designer, e-mailed you after reading your message
to a networking organization, where you requested referrals for
a database programmer. She introduced herself and her business,
asked you to keep her in mind for future projects, and offered
you a discount on designing your company's logo. Incidentally,
you've been in business for ten years and don't subscribe to the
logo-of-the-month theory.
Alice's
message was self-serving. She mentioned herself and her company,
but failed to address your current need. Worse, she tried to push
services in which you had no interest at the moment. Caroline,
on the other hand, connected you with a programmer, and solved
your immediate problem.
When
someone else needs a graphics designer chances are that you will
contact Caroline rather than Alice. The only thing you remember
about Alice is that she was annoying and pushy. Caroline, on the
other hand, was courteous and helpful. Her name pops into your
head any time someone is looking for graphics design services.
So
how do you create win-win relationships online? Here are a few
steps to follow to start a meaningful networking relationship:
*
Learn a bit about your networking contacts before contacting them.
You are contacting them because their message on an online forum
piqued your interest, or you enjoyed reading their introduction.
What do they say about themselves? Can you relate to any of their
experiences?
Caroline
found out everything she could about you and understood your immediate
needs before contacting you.
*
Use the information you find out when contacting the person. Did
you learn something useful from the person's message? Did you
really like their scuba diving pictures? Tell them about it! Everyone
likes a heartfelt compliment.
*
Offer praise, help, suggestions, and support. Avoid mentioning
your products or services. You must build significant networking
equity (the "give") before you will see reciprocal results.
Your contacts will remember you much better and have a more positive
impression, if you offer them help rather than a sales pitch.
The
next time you are networking, approach it from the "how can
I help you?" perspective, rather than from the "what's
in it for me?" perspective. Caroline received seven new referrals
because she offered help first, without asking for anything in
return.
Connect
people and offer advice freely. It won't cost you anything, but
you will provide something of value to your business partners.
Creating
win-win situations is very important in networking. All business
people would like to network with someone who provides them with
value by introducing them to potential customers, strategic partners,
etc. Make sure you are that person. When you help people connect,
they will remember you. Then the next time they or someone they
network with need someone with your expertise, guess who they're
gonna call? If you answered "ghostbusters", try reading
this article again.
Article
by:
Biana Babinsky, the online business coach and expert, helps consultants,
coaches and other solopreneurs become better known online, gain
more clients and make more money. Biana is the author of the "Complete
Step by Step Online Marketing Course", your how-to guide
to marketing your business online. Get it now at Complete
Step by Step Online Marketing Course.
