| As people realize we like them and respect
their opinions, they share information about themselves that can be helpful in analyzing
whether they can use our products or services.
So says Canadian businessman Michael J. Hughes, who is
known as "THE Networking Guru." Hughes runs a highly successful Ottawa,
Ontario-based consulting business that works with Fortune 500 companies and international
associations across North America.
The most interesting thing about Hughes' business? He built
it using networking as his sole marketing vehicle.
Networking is simply one of the most important activities
in which professionals engage. As Hughes says, the opportunity to create, nurture and
develop relationships is one of the most rewarding processes of human activity. If we
capitalize on networking opportunities properly, they can be quite profitable for us while
making the world a better place for everyone else.
The problem with networking is that too many professionals
don't do it very well. What's worse is that some people are terribly intimidated by the
process.
That's where Hughes comes in. He breaks networking
encounters into six logical steps. To succeed in networking, you need to master all parts
of the process:
1. The first five seconds
2. The next 20 seconds
3. The next two minutes
4. The last five seconds
5. The next 24 hours to seven days
6. The final outcome
At the beginning of the networking encounter, Hughes
believes the key is to make your discussion partner comfortable. After all, most people
are stressed by networking events. You will make a great impression if you take charge,
smile, listen carefully and "pretend you're the host."
In the next 20 seconds, the key is to build rapport and
make your networking partner feel "safe." Active listening is crucial, because
"wanting to know more about a person is one of the biggest compliments we can
pay," Hughes says.
The most important part of the networking process occurs in
the next two minutes. Hughes says this is where the real test occurs for both partners.
The more you structure the discussion around your partner, the more earnest interest you
show in him or her, the more you develop trust.
Once you have trust, your discussion partner is open to
your ideas. This is when you present your message, your unique selling point. But don't
get preachy, because as Hughes says, "the objective of networking is to create a
relationship, not make a presentation." The value comes over time.
Trust is especially important if the purpose of your
networking efforts is ultimately to make a sale and land a deal. "Selling is a people
business, not a product business," Hughes says. "People don't care how much you
know until they know how much you care."
When the networking encounter is coming to an end, Hughes
recommends you take control in order to transition out of the conversation and help the
person bridge to another conversation. In the last five seconds, try to create an
opportunity. An offer to keep in touch or a scheduled appointment makes the conversation
much more productive.
Finally, be sure to thank the other person for conversing
with you and for giving you their precious time.
Lest you think you are done, remember that networking is a
process. Follow up with the person or you will eventually be forgotten. That kind of
defeats the purpose, doesn't it? Find a legitimate reason – one that benefits the
other person – to stay in contact. Not only does follow-up keep you front-of-mind, it
makes an impression in other ways. After all, "following through on commitments and
promises goes against the grain of how the world works today," Hughes says. In other
words, you will shock people if you're one of those rare professionals who actually
returns email and voice mail messages.
When it's all said and done, good networking can lead to
career-long relationships. This means you might take care of clients together, create
referral opportunities and find complementary products. Gaining exposure to others'
networks will increase your opportunities.
By the way, if you would like to learn more about Michael
Hughes, go to NetworkingForResults.com. |
