Networking Your Way to Success

... From Biz2Biz NWA January 2009

By Janie Pritchett-Clark

“Positive networking is about building relationships. People do business with people they know and trust, and networking is the face-to-face contact needed to build these relationships,” says Kerry Jensen, the President of Main Street Rogers. Kerry leads a networking group on Friday mornings in Rogers, and like most networking groups, helps businesspeople build a referral network. Kerry also focuses on giving them an opportunity to learn more about positive networking. He starts the session with a 2-3 minute networking tip before going into round robin introductions.

Kerry says knowing how to network is key. “It is not about you. Positive networking is discovering what you can do for someone else. The magic is that if you network this way it takes all the pressure off everyone.”

His top three rules for successful networking?
1. Stop selling yourself
2. Start listening
3. Focus on the other person

The most common thing people leave out of their networking is their business card. “People forget their business cards, don’t take enough or don’t hand them out,” he says.

Kerry likens the business card to your personal co-ordinates– that is–who you are and where to find you later. He suggests you offer your card at the beginning of the conversation. When you receive the other person’s card, take time to look at it. Acknowledge the card and then ask a simple, relevant question. That will help open the door to conversation and create something memorable. “Never just stuff it in your pocket without a glance,” he warns. “Treat a person’s card with interest and respect.”

Jeannette Balleza is owner of Scribe Marketing in Fayetteville, a creative services and marketing company. She is also coordinator of Professional Women’s Network in Washington County, which meets every month.

Jeannette sees networking as an important and successful business endeavor because it “facilitates the connections necessary to create and nurture strong relationships among local businesspeople. As one gets to know his or her local community resources, word-of-mouth referrals occur organically.”

Where do you begin? Sometimes it takes awhile to find your network niche– there are dozens of networking groups in the area. How do you determine where you should network and with whom?

“As a small business owner, I’ve put forth great effort to experience personally each and every networking opportunity in Washington and Benton Counties,” Jeannette shares. “Some of the events were Chamber-led, while others were organized by individuals or grassroots groups focused on a particular geographical region, industry or demographic.

“Over time I decided to concentrate primarily on women’s networking groups, as I enjoy supporting other female professionals. Communicators by nature, women tend to be great connectors and solid anchors for an expansive professional and social support network.”

Every group has its format, and the host usually establishes protocol. “The Professional Women’s Network Washington County is very informal,” says Jeannette. “It’s a small, revolving group of 10-18 women who get together each month and have an open, non-intimidating dialogue about their businesses, their challenges, their causes and their lives.”

Most groups are informal, with professionalism and consideration the order of business. The unspoken etiquette at most groups is to allow each person a turn to speak. Even when full of nervous energy, members remember not to monopolize the group’s time, and follow up on requests, promises or group member referrals.

That old adage: it’s not what you know… has been revamped. It’s not just who you know but who knows you and also what you know. Your expertise is important to others, as theirs is to you. Professional networking expands your sphere of influence, or at least draws bigger circles, making business-to-business relationships that influence our entire region.

Local author and self-professed networking junkie, Carrie Perrien Smith, writes that as she dedicated her career and research to networking she also began to ask, “Is this all there is?” Her latest book, Currency: Striking Networking Gold in a Relationship Economy, touts her secrets to networking and building long-term relationships.

“We live in a relationship economy,” her website explains. “It’s nice to have friends, but it’s priceless to have fans who rave about you to others. These are the people who can connect you to mentors, clients, and next steps in your career.”