The Art of Networking

Before there were computers and the Internet, before television
and radio, before phones and electricity, business people still
had to find ways to promote their businesses. The archaic
promotional technique they used is still in practice today. The
technique I speak of is networking; probably the oldest, most
accepted, and least expensive means of promoting yourself or your
business.

But why worry about networking, when modern technology allows us
to do all our marketing and promotions without ever speaking to
another human being? Because real human interaction is usually a
better gauge of how well you are presenting your message, than a
marketing survey.

Networking not only helps you stay informed of how individuals
feel about what you do, but also allows you to position yourself
in the marketplace and stay on the cutting edge. With networking,
you spin a web of tangible relationships and powerful alliances.

However, before you start shmoozing with the best of them, you
need to learn how to approach people. You can't just walk up to a
stranger in the food court line and start jabbering about your
business. There is an art to networking that starts with learning
how to approach people.

Notice what books, magazines, and newspapers people carry. Say
you own an interior design company and you see someone reading a
magazine like "Better Homes and Gardens." Maybe you've read an
article in that magazine that you can discuss with this person.

Comment on the article or headline and try to get a conversation
going. Be sure to ask the person what they do to discern whether
this is a business contact or a potential customer.

Be careful about appearing to be an opportunist. Express genuine
interest in what your contact's opinions are, and listen closely
to what they say to find your "in point."

Remember, not everyone will be receptive to your efforts. If you
limit your networking to approaching random people on the street,
then chances are you will be rejected more often.

Networking at conferences, workshops, and organization meetings
like the Chamber of Commerce are bound to elicit more results.
But never ignore a chance to simply get out on the street and
talk to regular people. You never know; you might gain your best
customer while waiting for the bus.