Do I Need To Network?

For anyone who is a business owner, entrepreneur or otherwise in sales, you need to know people. Even if you haven't gotten your business going yet or if you are still in school, networking can pay off for you in spades. Getting your name out there and building relationships is one of the best ways to grow your business. How you do it is up to you, but making it part of your daily routine is of utmost importance.

There are several reasons why you should be networking. The most obvious one is to get referrals. Word of mouth recommendations don't cost a penny but are so much more effective than paid advertising. Having someone in your corner as an advocate for you lets others know that you are trusted and good at your job. 

Of course, it's important to make sure that the person speaking on your behalf has a good network to refer you to. Sure, it's great to meet the new person in town, but if they don't know anyone their recommendations of you will be limited. 

Then there is the "birds of a feather" rule. If you try to network with people who are shady and less than reputable, you can bet that their network is probably going to be more like that. 

An acquaintance of mine asked me to work up some quotes for him a few years ago. I ran him some numbers, completely aware of his reputation. Sure enough, he was asking me to bend rules and look the other way on some aspects of his business, and not long after his business fizzled out. Then he started sending me referrals who were just as bad as him. I quickly cut my losses with his "network".

On the other end of the spectrum are those people who are awesome at allowing you to access their network of friends and business associates. Building relationships with these folks and accessing their own circles of friends and business partners can make your business grow exponentially. 

If you are unfamiliar with the ways of  networking here are a few tips to help you get started.

• Networking opportunities are all around you. You don't need to attend a networking event to network. Personally speaking, I've made business contacts at weddings, friends' homes for Christmas parties, and even my doctor's waiting room. Having a conversation with anyone can lead to friendships and business relationships. 
• Don't expect to make a sell, but expect to build rapport. When you meet someone at any kind of networking function it's perfectly fine to talk about your work, but nobody wants to be sold in that situation. I've told the story about the young lady who would walk around a networking event trying to sell her wares instead of introducing herself and letting people get to know her. What a nightmare! Instead of the others wanting to meet her they would avoid her. Counterproductive to say the least.
• Start early. Like I mentioned earlier, even if you are still in high school or college, networking can help you out. I recommend that students join service organizations like the Optimists, Kiwanis and other clubs that are off campus. Campus clubs are good but they aren't going to do much in the way of getting to know people who can give you references to get into college or grad school, much less putting in a good word for you when you are looking for a job. Believe me when I say these organizations will be glad to see you too. They will appreciate your initiative and you may get a mentor out of the deal as well.

If you think networking will get you out of your comfort zone, then that is just another reason to get out there and give it a go. The rewards are well worth it.   

Chris Castanes is a professional speaker who helps sales people succeed through workshops and humorous presentations. He's also the author of "You're Going To Be Great At This!", a humorous look at sales. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states.