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Networking 101 - All you need to know
By Michael Taylor
Shortly after starting my business I joined a small-business networking group organized by my bank.
We met as a group every two weeks at breakfast, and during the interim we got together one-on-one for coffee or an exchange of ideas. Originally I thought of my network as group therapy for the entrepreneur, where we could share war stories and occasional contacts. What I learned to my surprise was an important skill, namely, how to network effectively.
I’ll pass on the basic lesson of my network group:
Never treat your fellow networkers as potential clients who are going to buy your service. Basically, they probably won’t buy it, and they may be annoyed by the pressure of your sales pitch.
Instead, figure out what your fellow networkers do for their clients. Next, offer yourself as a resource and solution-provider to your fellow networkers, as you explain to them how you can be helpful to their clients. The service you sell can make their clients better off, and make your fellow networker a hero to his client.
Ever since I joined a networking group I have loved talking to accountants and lawyers. The reason is that the good ones know their clients problems well and are constantly on the lookout for solutions.
One attorney’s client had sold his successful hair salon to his employees but suddenly needed money. An accountant was advising his clients about a municipal bond he had taken in exchange for a parcel of land. Another attorney referred me to his client who inherited a restrictive trust but needed funds to go back to college. As a financial service provider Cedarcrest Capital helps attorneys and accountants bring solutions to their clients who would otherwise not know where to turn.
I never ask an attorney or accountant to use my service, but rather provide them with a tool to solve their client’s problem.
Comments (0)August 14, 2007 9:12 AM
