Recently a few clients have returned from networking events lamenting “I didn’t meet anyone who could give me business.” This has been routinely followed by a disappointed sigh and some statement about wasted time and money. What we all need to know is that every networking event provides the opportunity to make valuable contacts—you just need to learn how to leverage them.
Relationships are the key to business development success, regardless of how directly related they are to your ideal prospective client. In recent years, we have evolved past six degrees of separation towards something more like three degrees of separation, especially considering the myriad of applications and websites designed to support connecting. Think Facebook, Linked In and others. Therefore, many of the ideal clients or decision-makers you are trying to meet may be right there in your network of relationships waiting for YOU to wake up and access the connection! Below are a few tips that will move you closer to the ideal relationships you desire:
* Use all of the tools available to you in order to understand the possibilities inherent in your personal and professional network. Almost every time I mention this to coaching clients they have an “ah-ha” moment, realizing that Linked In alone is an underutilized resource.
* Be more curious about the people in your existing network. Connect, listen and learn more about their interests, relationships, knowledge and expertise. Often a quick story about what you do or about your business development strategy will prompt their mental rolodex to cue up an idea or connection.
* Know strategically WHO you want to meet. The more specific your ideal WHOs list, the better prepared you are to recognize and seize an opportunity.
Now back to my story about clients who are concerned that they are not meeting the right people. Simply said, ALL people are the right people to add to your network. Some you may hold closer than others, but understanding each person’s knowledge and expertise provides you an opportunity to share this information with others who can benefit from the resources or relationships your network can provide. Our observation of rainmakers over many years indicates that successful rainmakers make it a practice to GIVE, especially before they receive. They are often connectors by practice, seeking new opportunities to introduce members of their network. In fact, giving is the currency of successful relationships. Think about your best friends and how the friendship developed. Most often there was giving involved, this is what helped cement the relationship. Bottom-line, giving positions you for reciprocity! Some folks in California where I live call this karma. The more people you add to your network of relationships, especially people with varied backgrounds, the better you are able to access your virtual rolodex to give help to others. From this vantage point there are very few bad relationships, with the exception of perennial takers, and you should be wary of them. Below is a summary of ideas for strategic relationships and giving.
* Keep track of the people you meet and document their skills, expertise and interests. Tracking this data helps you be aware of their value and connect them with others in need.
* Listen for the challenges and needs of people you meet. Then you are better able to understand if there is an opportunity to give in the form of introductions or resources.
* Get comfortable with the question “How can I help?” and cue it up when you hear a need or challenge. An alternative: “Is there any way that I can help?”
* Be prepared to answer the question “How can I help?” when reciprocity comes knocking at your door.
* Giving first is the best method to escape the worry that you may be using your relationships inappropriately.
Think about how willing you would be to help someone who offered a solution for someone or something that you care about. Business development relationships are a web rich with shared resources. This is commonly referred to as give and take, not the opposite. You now have permission and encouragement to expand your network in unconventional or unexpected directions, look for opportunities to GIVE and watch how you are propelled towards your desired results.