Go to make a connection not a sale

New business doesn’t come from attending networking groups. It comes from you. Commit and be helpful.

Last week, Dave Clarke, CEO of NRG Networks published an article ‘The BIG Mistake That Means Networking Doesn’t Work’.

NRG offers facilitated business networking groups across the UK based on the NRG Advocacy System, a five stage “relationship marketing model”.

The system aims to create and motivate an inner network of people who know their target market. They choose to become advocates for others in the group, producing referrals on a regular basis.

Dave’s ethos is that building relationships leads to better long term results so don’t go to networking events expecting immediate results.

In the article, he outlines the common mistakes made and offers ten networking tips to avoid them.

Before turning to networking as the answer to your business problem, he believes a clear understanding of what networking is about is vital. This will prevent the otherwise inevitable disappointment when networking fails to offer an immediate fix.

This is where networking groups come into their own, facilitating the networking process and ensuring you don’t succumb to common mistakes.

It’s apparent throughout Dave’s article that taking time to develop relationships and not expecting instant results is important. He advises investing time to get to know people, sharing knowledge and connections and believes, “[The] best business is developed when both parties know, like and trust each other.”

He talks a lot about how being helpful and going out of your way to connect people in your network really pays off, a value of NFI Networking.

A summary of Dave’s ten points are:

1) Networking takes time as it requires commitment to earning trust and so will not generate instant results.

2) Build networking into business plans and identifying your niche market. Dave points to the need for accessing the right people.

3) It sounds obvious but having a confident and enthusiastic explanation of what you do and your target market will stand you in very good stead. Passion and enthusiasm is vital.

4) Invest time in the relationships you already have and willingly support them.

5) If your existing network is not big enough to generate enough word of mouth then identify people likely to have access to, and influence with, your target market and join the networking groups they are members of.

6) Enjoy attending the networking groups, as people advocate those they “know, like, rate and trust”.

7) Take the time to get to know the members and the ways you can help them.

8) Meet up one-to-one outside of the structured events. Get to know people better and try to connect them to your contacts.

9) Join the online networks of those in your target market and openly share your knowledge and connections. Perhaps LinkedIn, Twitter and Facebook, if appropriate.

10) Be an advocate for your fellow netwrokers; go out of your way to connect them to key members of your network who might benefit from their services. People will eventually become advocates for you.

“[Networking]'s about back-scratching, offering selfless advice and doing favours. It's about business karma.” So says, NFI Networking, a networking organisation for business people based on the rationale that for networking to succeed, there needs to be a diverse group of business people all willing to be selflessly helpful.

NRG is all about forming a “like minded community”. Where NFI’s ethos differs, is the belief there is an over representation of certain groups at networking events. It therefore excludes them from attending events.

It is not because we don’t like these people but there is usually a saturation of NFIs at networking events. We are trying to attract a diverse group so that you can network with a variety of people.

NFI Networking stipulates you must be selflessly helpful and would strongly agree with Dave that a networking advocate should willingly connect people to others in their network.

Let’s not forget that as Dave outlines, the networking process is essentially only going to succeed if you are willing to devote time to it and make it an enjoyable experience. This is very much the basis of NFI Networking.

If you are a helpful, unselfish networker and interested in learning more about NFI and applying for membership have a look at our website http://www.nfinetworking.com/. If you prefer, find us on Meet Up or LinkedIn.

Practising the policy that if someone helps you, help them in return supports the theory that the more you give, the more you will receive. If you can offer a lead to someone else, then do so – and wait to see the successes of networking.