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Networking
is not collecting business cards. Networking is creating
a pool of resources from which you can draw clients, resources,
referrals and opportunities. This pool of people is called
your "sphere of influence."
Weeks
after meeting a travel consultant at an event, I received
a huge packet of promotional material in the mail. This
costly packet was sent without a hello note, no business
card and no follow-up call. What a waste of paper, postage
and energy! Attractive, innovative marketing materials are
far less important than a smile and a handshake.
Success
in business is not about products or services, it is about
people -- getting to know who they are and what they do.
Your success is not solely dependent on your product or
service. Your success depends on the width and depth of
the people in your sphere of influence.
I attribute
my professional success as a business coach and professional
speaker to the people that know me, like me and trust me
-- the people in my sphere of influence. These people are
my friends, my clients, my vendors, members of groups I
belong to, and anyone else I have ever met that I maintain
contact with. The people in my sphere of influence send
me referrals, are a resource for me, my clients, and are
the people I call when I have a question. These are the
people I know, like and trust.
Successful
Steps for Creating and Maintain a Large Sphere of Influence
o
Increase the number of people you come into contact with.
Go to networking events, join a professional organization
or put together a workshop. Set goals for meeting new people
each week. Then, create an action list to meet that goal.
o
Tell people you are interested in expanding your sphere
of influence. Ask what they do to meet people,
and if they can introduce you to people you would like to
meet.
o
Create rapport. Put your attention on the person
you are talking to. Make eye contact, smile and give a good
handshake. Ask questions about things that interest them,
their business, their industry, and their professional affiliations.
o
People will remember you when you remember them.
Make an effort to learn and remember names and use them
in conversation.
o
Always get a business card from someone when you meet them.
After you leave, note on the card, write where you met them
or something about them that will help you remember them
when you look at their card later. Also note any action
items you agreed to do, i.e., follow-up with them next week
or send a brochure.
o
After you meet someone you want in your sphere of influence,
always send them a handwritten note. The note need
not say more than "nice to meet you." Print note
cards with your photo on them to insure that people will
remember who you are, and your note will make more impact.
Don't send someone a solicitation letter.
o
Refer people in your sphere of influence to each other.
When you put two people together and it goes well,
you become a hero.
o
Create a contact schedule. How often are you going
to contact everyone in your sphere of influence - monthly,
quarterly, semiannually ? How are you going to contact them
? - by phone, with a note, by sending a newsletter?
o
Consider holding an annual event for your sphere of influence.
You could partner with a friend in a complimentary business
and double your sphere of influence in one night.
o
When people refer business to you, thank them at least 3
times - with a phone call, with a note, and by
thanking them in person, in public, in front of other people.
Everybody appreciates recognition!
o
Do not focus on getting business immediately. Focus
on creating a solid relationship with people so they know
you, like you and trust you. Eventually, they will refer
business to you or become a regular customer.
o
Create a system for keeping track of people either record
information that is important to them - their spouse's
name, their professional affiliations, any awards they have
won, etc.
o
When you want to know someone better invite them to events
that you know would be of interest to them. This
is a simple, easy way to build a relationship with someone.
People
buy from you when they know you, like you and trust you.
Business is not about what you do or how you do it. Business
is about relationships, about helping others overcome their
challenges and meet their objectives, about finding out
what needs to be done and doing it. Provide people with
support and you will build a large sphere of influence that
supports your business.
Article
by Caterina Rando, MA, MCC, is author of "Learn
to Power Think," a keynote speaker, success coach and
trainer. She helps people invigorate their professional
and personal lives and create the results they want. To
find out about her book and other resources, visit www.caterinar.com.
Caterina can be reached at 800-966-3603 or by email at cpr@caterinar.com
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