Last week in Part I, we compared how networking was like fishing: it takes strategy and skill. Just attending networking events hoping to get business leads isn’t successful. You need to have a plan and then work it.
The other way of networking is to fish for one fish at a time whenever the potential arises. It's like always carrying a collapsible fishing pole, just in case you have the opportunity to stop by a lake or stream and take advantage of the situation.
3 Foot Rule
In sales we can always be on the lookout for potential prospects. Most of you will need to change your "head trash" or learn to get comfortable in your gut before you will automatically query everyone you meet. So, promise yourself that you will adhere to the 3-foot rule. Here's how it works. No matter where you are or what you are doing, if anyone you don't know steps inside your imaginary 3-foot circle you must take the initiative to question them. To make this work, you must inquire of this person, what you need to know to determine whether or not they would be a potential prospect for you.
This is going to be uncomfortable at first. In fact you may find yourself getting more exercise taking the stairway instead of the elevator. You'll probably be using the drive up window instead of standing in lines inside, etc. Don't worry, the more you force yourself to live by this rule the more successful you will become because you will begin to get more comfortable outside your comfort zone.
You also will be surprised at who you will run into in casual environments when creating good bonding and rapport is easier and more effective. I was standing at the baggage claim at my destination airport one day and struck up a very casual but comfortable conversation with the chairman of a major construction firm in town. As a result made arrangements for future dialog. Now if I had that person on my prospect list and tried to get a telephone conversation to see if an appointment would be appropriate, it would have been very difficult.
What major roadblock is missing when you have a conversation with someone inside your 3-foot circle? The gatekeeper! Isn't that a pleasant thought!?!
Organizational Networking
Another effective way of networking is by giving. Following the rule that the more you give the more you receive works very well in these environments. Joining the chamber of commerce, service organizations, or non-profit committees offer excellent networking opportunities. However, to realize that the benefits from belonging to these organizations you must first give of yourself. Become active in servicing these groups unselfishly with your own time and talents and you will reap the rewards.
This is more like farming than fishing. It will take longer to harvest your efforts. As in life, businesses need to do both farming and fishing to be successful long term.
Here's the bottom line: If you are effective at networking; i.e. getting leads and referrals, you dramatically reduce the amount of cold call prospecting you do, improve your closing ratio and meet some great people along the way.
