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Networking: Use the 2:1 Rule
The best way to get business is by referral. This is supported by all of the networking groups and opportunities that are within your reach each day. There are even seminars to teach you how to network. You might think that networking is simply talking and connecting with others. However, if you stand back and listen to people, you hear the sales pitch as soon as the business cards are exchanged. That is not networking!
If you are using networking as a way to build your contact list for marketing, take time to assess yourself:
1. Are you too quick to tell everything you know about yourself and your product?
2. Do you really listen to the needs of the other person?
If you answered "yes" to the first question and "no" to the second one, it is time to rethink using networking as a marketing tool.
If the purpose of networking is to get to know others who might be able to refer business to you, concentrate on listening rather than speaking. Use the 2:1 Rule: Speak only one word for every word the other person says. In other words, spend twice as much time listening as talking. Your goal should be to gain information about the other person so you can follow up later
with some helpful information. Listen for their interests, goals, skills, accomplishments, connections, etc. Make notes on their business card for later follow-up. This will open the door faster.
There will be time to tell your story - later. First, see if there is a solution to a problem or a connection you can help the other person make. Follow through with the information. Use the follow-up call as an opportunity to set up an appointment to develop the relationship.
When you do use your 2:1 ratio of words:
1. Share similar or unique interests that will help them remember you.
2. Seek connections or introductions to others or opportunities without the hard sell.
3. Find out what other networking groups they find of value
4. Let them know how they might help you
5. Ask them if you can refer them to someone who would value the connection
You are networking: gaining information and building relationships. You are not there to sell your products or services. Have something that is "high value" to others and "low cost" to you to offer. Look for opportunities to come into contact with this person again if you think there is an opportunity to help one another.
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"Reprinted with permission from Sherry Day's SUCCESS MATTERS! (Copyright 2008. Executive Resources-Human Potential Consultants, L.C.)