Ways to Find Customers 2

How does networking lead to new business?

Networking can boost business in several ways. One of its most important functions is to make your name familiar to prospective customers. If someone has met you or heard about your company from a friend he or she is likely to place more trust in you than in a stranger. This, incidentally, is the reason people buy name brand products instead of less expensive house brands, even though the house brands may have identical ingredients.

Networking puts contact information in the hands of potential customers. When you give people you meet your business card and they put it in their wallet or briefcase, you are making it easy for them to contact you. Even if a prospect loses your business card, he or she may remember your business name after meeting you and be able to get in touch with you by looking your name up in the phone book or calling information.

A single networking contact can, at times, give your business a tremendous, long-lasting boost. Barbara Robbie, who operated a formal gown rental service for many years in East Setauket, New York, was at a private party when she happened to meet a woman who was responsible for planning the annual spring fashion show at a local church. When Robbie described her unique business—renting out wedding party and prom gowns—she was asked if she would like to put on the show at the church that year.

Robbie accepted the invitation and then asked women from the church and girls from a local high school to model her gowns at the show. The models publicized the show to all their friends and the church publicized it in the weekly bulletin distributed among parishioners. On the night of the show, close to four hundred women and teenage girls packed into the church basement for the event. Robbie got dozens of new customers directly from the show and continued to get referrals and business from people who had attended the show for several years afterward. The church benefited, too: the fashion show proved to be one of the most successful fund-raisers it had that year.

Won't people get annoyed if I talk about my business all the time?

A little common sense goes a long way. For instance, no one really wants to "talk business" at social gatherings, but when a group of strangers happens to be seated at the same table or be standing in the same corner of the room at a cocktail party, it's natural for people to ask one another what they do for a living. If you are asked, there's nothing wrong with briefly stating what you do and sounding excited about it.

Many business functions are held specifically to allow business people to network. Others combine networking with association meetings. Such functions generally set aside a half hour or so for networking before the actual meeting takes place. The most difficult thing about networking at this type of meeting can be finding a way to shake hands with a new acquaintance and exchange business cards without spilling your drink.

Is handing out business cards at business gatherings all I have to do to network and get new customers?

Usually people who build the most contacts through networking are those who become actively involved in two or three organizations in which they have a sincere interest and which are somewhat related to their business. People who just show up to push their products and services and have little concern for the organization or little interest in what other members of the organization do are usually seen as opportunists and don't get much business tossed their way. Those who actively participate in a group, regularly attend meetings, contribute thoughts, and if needed pitch in and help plan events, maintain membership lists or even move chairs, or serve the organization in some other way are the ones most likely to land business.

How else can I build business through networking?

Asking for help when you need it can sometimes be extremely effective. Many successful businesspeople like being mentors to business owners who are just starting out. They will offer information, leads, and contacts to help a new business owner get off the ground. You can tap into this network through associations and business groups. Sometimes all it takes is to ask if anyone has any experience handling a problem that puzzles you.

Paul Mayer, author of several widely used shareware programs for IBM and compatible microcomputers, says his shareware sales were languishing along at one or two a month until he joined the Association of Shareware Professionals and learned about marketing shareware. A few years after joining the association, he was able to quit his full-time job and earn his living entirely from his shareware sales.

Be aware, though, that people don't like to be used. Don't expect people to do things for you that you could easily do yourself And do remember to thank friends for their help. If you abuse people's generosity they will remember, and, like negative word of mouth, the memory will wind up driving customers away rather than attracting them.

1 | 2 | 3 | 4 | 5 | 6 |