Networking with ENERGY
NRG Synergy Newsletter 43 28 Feb 2006
Networking takes time, but if you put your energy in correctly you will get results. Dave Clarke, CEO of NRG, uses the word ENERGY to remind him of everything he needs to do to network effectively.
E is for Enthusiasm
Everything starts with having the right attitude and belief. If you are not enthused by your product or service, how can you expect anyone else to be?
Enthusiasm comes from the Greek meaning 'God within', which sums up just how powerful it can be. Enthusiasm is also contagious so use your enthusiasm to fire up other people.
N is for Niche
The temptation is to try and appeal to the widest audience you can. I once heard a marketing consultant say: 'I work with small companies as their outsourced marketing manager, but I also work alongside existing marketing departments in larger companies when they need extra resource.'
Another marketing consultant I know says, 'I help solicitors win profitable new clients.'
Who do you think gets the most referrals?
E is for Express yourself
Communicate in language that people can understand and, more importantly, repeat. My favourite example is from the film I, Robot. Detective Spooner (Will Smith) says to Dr Calvin (Bridget Moynahan), 'What exactly do you do?'
She replies, 'My general fields are advanced robotics and psychiatry although I specialise in hardware to wetware interfaces in an effort to advance our anti-amorphisation project.' (Eyes glazing over yet?)
Spooner then asks, 'So what exactly do you do?'
Calvin replies, 'I make the robots seem more human.'
What exactly do you do for your best customer?
R is for Relationships
Networking is all about developing mutually valuable relationships - and it takes time. It's not a quick fix so it's not something you can do for a while then forget, and come back to when you need some more business. It needs to be an essential part of your business life - something you do every week, if not every day. The alternative is that cold calling we all love so much.
R is also for reputation so always deliver what you promise.
G is for Grow advocates
Advocates are those people with whom you have built a trusting relationship, who actively promote you and your services without being asked or paid. They are your salespeople. They are literally worth their weight in gold. Nurture them.
Y is for Yield
Networking should be producing you the results you want. Put the ideas above into action and you will be attracting more business then you can imagine.
Dave Clarke is the CEO of NRG Business Networks, the lunchtime networking organisation.