How can networking help my business?

SCORE counselor, Alan Yarnoff, shares his fifth article with us, this time, on the subject of networking.

“In this difficult economic period, it may be time to look at your current networking process and begin to think more “out of the box.” Now is not the time to rely on the common networking practices like handing out business cards, attending meetings, and joining local chambers of commerce because these tactics will only go so far. You need to become more proactive since the same old tactics may have reached the point of diminishing returns.

One of the real problems is that most people believe that networking consists of telling as many people as possible about yourself or your business, rather than the real objective: which is to find out as much as you can about the potential prospect you are networking with. It is important that the initial conversation focus on understanding your prospects problems, needs, concerns, and getting solid contact information. With this in hand, you can determine whether they would have an interest in the product or services you provide.

If the answer is yes, it’s time to get to work and follow up the initial contact within an actionable way. People have short memories; it is incumbent upon you to remind them that you are the one that can solve their unmet business needs. Send a letter or email with suggestions they could use right away, send samples of your products, or articles you have written that would be useful in building their business. Most important keep the pressure on until either you get the new client or are asked to stop.

Another way to expand your network is to speak to local groups, organizations, and associations about your field of expertise. The object is to transform your experience into an informative concise and entertaining presentation to help the audience improve their business. Position yourself as an expert and validate your credibility in the local business community.

Lastly you may consider creating a blog for your business. The blog offers you a valuable tool to stimulate a personal dialogue with potential customers and a great way to let your current clients know what’s new with your business.”
Good luck and good networking.



Richard Strug
Greater Princeton Area SCORE (Chapter 631)
Serving Mercer and Middlesex Counties