Running-Running-Running & Never Getting Anywhere

It has been my observation over the past two years that people are more aggressively running around looking for the newest, latest & greatest "thing" that will drive their business. Now, don't get me wrong, I encourage people to network, to explore new avenues to drive success, however, to do it, and expect it to be your "silver bullet", well, that is quite another thing.

Networking groups, networking events of all sizes and shapes, meet up groups, etc., there is now something for everyone. The key to the success of any of these events is tied to several factors.
1. Are you prepared to attend the event. Every event I have ever attended I come across people who not only don't know how to tell me who they are and what they do, but they don't have the very basic business item, their business cards, what's up with that, really now.
2. One out of a hundred ask for an appointment, and I have been prospect candidate for scores of people who I have met.
3. Be at the right venue, just because there are people there does not mean it is right for what you do.
4. Certain events, which some call a networking event is really a "brand building" opportunity, it is more social than business not a prospect hunting opportunity. When people ask what you do, tell them (with a smile) only if they keep asking probing questions is it OK to suggest that you get together at a later date to discuss further. Make sure you know the difference between your true networking events and the social ones, you do not want to destroy your credibility.
5. Have a plan of your objective before you get to the event. Be specific on what you want to achieve. If you want to leave with 2-4 prospects to call, determine that beforehand. If you want to set 2 appointments right at the event, know that and make sure you conversation allows for you to make the approach to set the appointment. Always have your calendar with you or in your phone/PDA.
6. Look for the buying signals, the interest signals that people give you about what you do. Too often this is missed and the opportunity is lost. Don't be afraid to ask "it seems that what I do/offer has an interest to you, can we set an appointment/meeting, now so I can get a deeper understanding just where and how my business can be a benefit to you?" you can vary the words but you get the idea.

I know I stand alone on this issue, but here it is. The big push for the past 5 years or so has been when you meet someone, show interest in them and what they do and forget about yourself. I say, no, that is not correct. Yes, have genuine interest in the other person but do not just shake hands and leave on the table an opportunity to get in front of them again to learn more, sure, but to also talk about what you can bring to their table for their benefit. Re-read number 6 above.

Imagine this. You meet someone at the event, you inquire about them and what they do, they ask you what you do and in 19 words you tell them and then you are back focused on them, building rapport. Now, they just came from training that said to focus on the person they meet, to forget about themselves and focus, and focus some more on the other person. Now the two of you are jockeying for position to see who can focus more on the other person. Guess what, both of you leave and move on to other people and neither of you got an appointment or permission to follow up. What a lost opportunity. Rapport is great but business is better.

Even the best sales people, business owners and others have a tendency to fall down at networking events. It takes practice, dedication, and a plan to make them work for you.

The newest thing to hit the business street is Strategic Alliances, Joint Ventures and a resurgence of Host Beneficiaries. Although all three have been around for a long time, especially in Europe, here in the U.S. they were mostly low key. Are these avenues of business development for everyone, no, but they are for most people. The key to success with any of them is the proper match up of the businesses, and the training, I repeat, the training of the participants as to the responsibility of each party and how to effectively promote the interests of each member. Without training, more often than not everything is done with good intentions only and no one benefits. There is another component, management of each group. With a manager (usually an outside person) the group has accountability, assistance with marketing, and record keeping of the individual success and the groups success. This data helps to be a laser focus on the strengths and weaknesses of the group, and for the development of future promotions.

Focus, have a plan of action, know what you want to achieve at every level, and stop running around and getting nowhere. Your most important assets are you and time. Watch over them carefully.

"It takes time to succeed because success is merely the natural reward of taking time to do anything well".
Joseph Ross

PS: Never forget to perform the fundamentals of your business. No networking, no group, no event will ever take the place of that.

PPS: Running a business is not like a race, it is more of a journey that never ends.