TIPS ON EFFECTIVE NETWORKING
By Leslie Grossman, President of the New York City Chapter of the National
Association of Women Business Owners, and President and Founder of
Communications/Marketing Action, Inc.
When I started my firm
11 years ago, I thought I had no time or energy to network. It wasn't until
three years into my business that I decided to give networking a try, and very
quickly discovered that it was one of the easiest and most effective ways to
grow, both professionally and personally. I joined the National Association of
Women Business Owners (NAWBO) and was surprised by the many opportunities to
get referrals. Who knew that a few years later, I'd find myself president of
the New York City Chapter!
My membership has
proved beneficial in so many ways. Initially, I joined one of NAWBO's lead groups -- a small group of members that
supports one another with referrals and through the day-to-day challenges of
running a business. Only one person per business category can join the group,
so if someone had a contact looking for a marketing/communications firm, that
referral went directly to me.
Over the years, I've
developed wonderful relationships and built a solid support system of women
entrepreneurs that I respect and trust. Now I get to pass my "wisdom"
on to new members who are as determined to turn their dreams into thriving
businesses as I was when I first joined the organization.
While NAWBO is a
personal favorite, there are other organizations across the country dedicated
to women small business owners, as well as groups for entrepreneurs of both
sexes that provide excellent networking opportunities.
In today's competitive
environment, networking is an invaluable marketing tool that no small business
can live without. Here are a few tips on how to network effectively and have
fun at the same time!
1. Capitalize on
your natural talents.
According to Dr. Helen Fisher, a leading anthropologist and author of a new
book called The First Sex: The Natural Talents of Women and How They are Changing the World, women don't have to learn how to network
- they're born with the ability. "You can see this in a playground,"
says Dr. Fisher. "Little girls form groups and then work to build harmony
within their tight circles."
2. Join a
professional association or organization.
Business groups such as NAWBO provide a variety of networking opportunities,
including lead groups, educational seminars and special events. You'll get to
meet women entrepreneurs in many industries and at different stages of growing
a business. Also consider joining the local chapter of the professional
organization for your chosen field. Some professions even have associations
specifically for women, such as the Women's Bar Association and Women in
Advertising. To learn more about your options, search the Internet, contact the
SBA or call your industry's trade publication.
3. Write a
one-sentence description of your business.
A simple positioning statement defines what you do and how your business is
different from others. In networking situations you typically have 30 seconds
to grab a person's attention and have them understand what it is you do. If you
go on for three minutes or more and the person you're talking to still doesn't
"get it," you've probably lost them and your potential for doing
business.
4. Take advantage of
"tricks of the trade."
Even if you can't afford to exhibit your products or services, simply attending
a trade show or organization puts you in the right place at the right time to
do some heavy-duty networking. It seems that a large number of women business
owners have already figured out the value of trade shows.
According to the American Express/NAWBO survey, 43 percent of women small
business owners already use them to grow their firms versus 23 percent of male
owners. You go girl!
5. Be resourceful.
Don't discount good, old-fashioned "word of mouth." Carry your
business card with you to the grocery store, shopping mall, gym . . .
everywhere. You never know where your next client or customer will come from.
And don't rule out your friends and relatives as possible contacts. Tell them
what your business is about, even if they'd never use your product or service.
Your Aunt Sadie may have a friend who has a daughter who needs exactly what
your company has to offer. You never know . . . .
6. Give referrals,
get referrals.
Be generous. In networking situations, learn about the other person's business.
If you know a potential client or customer, offer to call that contact on their
behalf. Make sure that your co-networker is crystal
clear about what you do and the kind of business that you want to attract.
Don't be shy -- ask them to suggest a potential contact who
they are willing to call for you. Remember, sometimes it appears one-sided, but
in the world of networking, "What goes around, comes around"
eventually.
7. Mentor and be
mentored.
As you network, you'll form contacts who will prove
extremely beneficial to you and your company. Some will send new business your
way; others will share the lessons they've learned so that you don't have to
make the same mistakes they did. Don't ever take this support for granted. You
can create formal or informal mentoring opportunities, but establishing these
relationships will benefit you both professionally and personally.
8. Use the Internet.
Surprisingly, a recent American Express/NAWBO survey found that only a very
small percentage of women and men entrepreneurs take advantage of the Internet
to network. It's an invaluable way to reach potential customers and clients here
and abroad; connect with other entrepreneurs; find employees and learn more
about your industry. Want to start a business? Learn about going global? Seek
advice from small business authorities? Then bookmark the Small Business
Exchange and other sites dedicated solely to small business owners and/or to
women, including NAWBO.com, ivillage.com and womenconnect.com. If you're based
in
9. Embrace the
competition.
Talk to "the enemy"? Absolutely. As you hone
your networking skills, you're bound to meet other women and men in your field.
Don't give away trade secrets, but don't be afraid to strike up a conversation
either. As Dr, Fisher suggests, rely on your innate ability (men call it
"women's intuition") to pickup and assemble a variety of cues,
including body language. Use what comes naturally to know whether or not to
share information. You can learn a lot from the competition, especially those
who have been on their own longer than you have. Many remember what it was like
starting out and are happy to share their wisdom.
10. Less is more.
While networking is time well spent, it still takes time out of your busy
schedule and money out of your pocket. Don't feel compelled to join every organization
out there. Determine which groups are best suited to your specific needs, then join one or two. My final word of advice: be an active
member. You won't meet anybody just sitting home reading the group's
newsletter!
Ken Roys, CEO
BTF Management Consultants Inc
866-385-1900 Toll Free 713-983-7904 Fax
Ken.Roys@btfmanagement.com
www.btfmanagement.com