In a recent NRG Boardroom session we were dicussing an issue that is common to many business owners and professionals. The concern about generating enough new sales is often the primary reason these people go networking.
A lot of email and web advertising puports to help you address this 'selling' issue and get you quick sales. Others promise quick returns from networking by helping you craft the perfect elevator pitch or by teaching you how to 'work the room'. Other ones promise to give you the secrets to promoting your business on Facebook, Twitter or Linkedin.
There are useful lessons to be learned from many of the courses and materials promoted, but they are not the real answer. Business Networking is an indirect route to market. Results come when someone is motivated to recommend or refer you. So how do you make your networking effective and generate these recommendations?
That is where your unique networking proposition comes in and the picture above of a mirror is a clue to what it is. Look in a mirror and what do you see? This is not a trick question, the thing you see is YOU. You are the unique proposition in your business networking. It is your passion and enthusiasm that others buy into. It is this passion and enthusiasm that comes across when you help others in your network. It is why you have no problem selling when you get in front of the right person who needs the service you provide.
Getting in front of these right people is the real issue for generating business from networking. That happens when people know, like, rate and trust you. That results from building relationships and doing stuff for others in your network.