This is a poignent question, and one that folks sometimes don’t like the answer to. Mainly, becase it takes diligence, consistency, and intention – meaning, it takes work.
In this economy, business owners need a way to stand out from the competition. In the old days, advertising or a good sign was simply a way to get face time. Now, we hunger for that personal connection – and yet we’re actually afraid of getting it! When I was doing the researching for my book, Nose-to-Nose Networking, one subject admitted that she would go out of her way to call her clients during hours she knew they would not answer so that she did not have to talk to them in person. She said she left great messages and could have entire relationships that way.
The sad truth is that she wondered why her business wasn’t growing!
Building a network doesn’t mean just making friends or being social, although that is a happy result of most of it. True network building must be done with a specific intention. How often have you attended a networking event and collected a bunch of business cards – only to end up with a great collection but no real connections? What is the point of all the schmoozing if you aren’t furthering your business, getting job leads, or building a network you can use?
If you look at the cover of my book, you will see that it contains a picture of a Golden Retriever sitting on literally thousands of business cards. I personally collected all of those cards by actually meeting each and every one of those people at various functions. What is the point of that collection? Each of those cards is a person with whom I’ve followed up, made a connection, found out what needs they have, and offered any help I could. We’ve had coffee or lunch, swapped dog stories, and recognized each other at other functions. In other words – FOLLOW UP!
How does this grow my business? Because, even if the person I meet today does not need my product or services, they may down the road. Or, they may know someone else who will. Someone in their network may ask them for a referral. Who are they going to refer? Someone from an ad, or someone they’ve met and liked?
That’s how small business owners build a functional referral network – by being present, engaged, and personable.
