PUTTING YOURSELF OUT THERE
BY KATHRYN MCCANN
In my column last issue I talked briefly
about networking as a cost-effective way of
promoting your business. This time I’d like to
expand on the theme.
Networking is a particularly effective form of
marketing for people whose businesses involve
them working closely with their clients, as with
the therapies many of you offer. Potential
clients like to know who they will be dealing
with, and while an advertisement, Web site or
leaflet can convey your personality, nothing
does it better than your own self.
Attending networking meetings is just one
way of networking, but one I have found
extremely successful. At my first networking
meeting I met two people who have since
become regular clients and cemented a
relationship that later led to several thousands
of pounds worth of business. Two other people
I met there have since helped in my search for
work in a less direct way.
Some networking groups demand a large
payment up-front and you usually also have to
pay for the events you go to. Many insist that
you attend a certain percentage of meetings
and that you come to each armed with
‘referrals’ – potential leads for your fellow
members.
In my experience it isn’t necessary to join
this type of group to network effectively. Most
people who attend networking events seem to
be willing to help others by offering advice and
passing on relevant contacts without being
compelled to do so. The only incentive they
need is an awareness that if they help others
they are more likely to be offered help, and
hopefully work, themselves. This doesn’t
happen through karma but by building
familiarity and trust.
It is important to take presentable business
cards and preferably some handily sized pieces
of promotional literature along with you, such
as leaflets or fliers. Make sure to distribute
yours and collect other people’s, then follow up
by contacting those with whom you feel you
made a connection or who you feel you could
help, or could help you.
You may need to be patient. Work doesn’t
necessarily come as a direct result of meeting
someone at a networking event. It can take
time to build up the confidence and trust in your
business that leads to sales, and sometimes work
will come not from the people you meet but from
people they later mention you to or vice versa.
Using your ingenuity you can find many other
ways to network on an informal basis, like turning
a boring party, the coffee break at a training event
or waiting in a queue into a business-seeking
exercise. Once you’ve become comfortable with
talking about your business to strangers you will
see more and more opportunities to do it.
A friend recently told me she was “putting it out
there” that she wanted more clients for her Reiki
and massage business. My answer – don’t put it
out there. Put yourself out there!
Find out about free and pay-as-you-go networking
events in the local area from:
Networking Tips
- Be yourself! Your business is an extension of
you – project that.
- Take literature and business cards to
networking events and carry a few around with
you at other times just in case.
- Don’t forget to follow up contacts, particularly
those who you think might be able to help you,
or you might be able to help.
- Build relationships and business will follow.
- When you meet people in the same field as you,
remember that you may be able to offer each
other mutual support.
- Be proactive.
Kathryn McCann is a
freelance writer, editor
and marketeer. She
writes advertisements
and marketing material
for her clients for print,
radio and the Web. She
has also written for a
variety of magazines.
E-mail:
kathryn@katcreative.co.uk
Read more articles by Kathryn
here
Back to main
Networking Page
