The Authority Guide to Networking for Business Growth

How to master confident, effective networking and win more business

Rob Brown

• Publisher: The Authority Guides
• Year: 2017
• Topic: Business
• eBook ISBN:
  9781912300006
• Subtopic: Business Communication
• Index: Business

You can master the mysterious art of networking. Overcome all your networking fears and learn how effortlessly to build and leverage the powerful connections you need to enhance your reputation, raise your profile and win more business. Networking expert Rob Brown will coach you on all the essential skills that will help you meet new people, create new leads, open up opportunities and grow your business – confidently and effectively.

Part I Before you go

Your richest resources will always be found in your richest relationships. Almost every deal, sale and transaction comes down to two people shaking hands. And networking is the ultimate way to source, engage and leverage those connections that will build your reputation, your business and your bank balance.

But before you attend any kind of networking event, let’s get you fit and ready to exploit the situation. In this part, we’ll get your mindset straight so your networking attitude is positive. We’ll get your strategy exact, so you show up in the right places having the right conversations with the right people. And we’ll get your preparation right, so you make the most of every event you attend.

'Networking is people looking for people looking for people.'

Jarod Kintz

1. What is business networking?

Business networking is often misunderstood. Ask 20 people exactly what it is and you’ll get 21 different answers. So let’s clarify by starting with some definitions. Networking is all of these:

• Talking and listening – things you’ve been doing since you were young.
• Sourcing and building the right relationships with the right people.
• Creating a network of valuable contacts that will accelerate your commercial objectives.
• Creating introducers, advocates and champions to enhance your reputation.
• Building and leveraging high-level connections for career advancement.
• Getting on to the radars of the right people so you become the go-to choice.
• Strategically assembling an army of introducers who will refer you work and opportunities.
• Shaking hands, meeting people and turning strangers into friends.
• Asking questions which lead to good conversations and good relationships.
• Knowing and being known by sufficient numbers of the right people.

Bottom line, networking has two aspects. First is the act of networking, a function-based definition. This is attending social and business events to fulfil your commercial objectives. Second is the activity of networking, a process-based definition. This is building your professional and personal network strategically over time. When you do the first, you get the second. Both are networking, and both are vital pieces of your sales jigsaw.

What networking isn’t

• Networking isn’t a dark art or mysterious science. It’s basically common sense. It’s emotional intelligence – getting on with people and having conversations. Everyone can do that – there’s no exclusivity, secret code or barrier to entry.
• Networking isn’t a closed private club or old boys’ network. Not any more. Anyone can start a networking group or club. Anyone can start a conversation. If you can say hello and goodbye, you’re in the club!
• Networking isn’t just face to face. Social media and the Internet have changed all that. You can network any time and any place with practically anyone if you have a mobile phone or an Internet connection.
• Networking isn’t selling. Of course, you’re selling yourself but, ultimately, networking gives you the platform to sell in the future. It kickstarts the sales conversation but doesn’t make the sale.
• Networking isn’t counting cards. It’s not a numbers game and it’s not a mass-marketing activity like email. It’s building relationships one conversation at a time.
• Networking is not a one-time performance. It’s not really a dip-in and dip-out sport. Business is not won by the casual networker who parachutes into an event, sprays their business cards around and walks away with big deals. If you’re going to do it that way, you’ve got to rely on luck and timing to get anywhere. You’ve got to be talking to exactly the right person with exactly the right need and exactly the right budget at exactly the right time. How likely is that?

In short, networking is a blend of short-term conversations and long-term relationship building. And when you get it right, there are many benefits.

2. Why is networking important, especially for sales?

There are many benefits for the diligent and consistent networker. If you have to win business and bring in clients, networking is a great way to do it. If you do it right, you are guaranteed to enjoy these many networking benefits:

• More opportunities. The more you’re out there, the more doors you will open, conversations you will have and needs you will uncover.
• More clients. Your prospects are out there networking, whether at face-to-face business-related events or social functions or on online platforms. Networking is a great way to reach them.
• Met and exceeded targets. Hitting targets, making plans or meeting quotas is a constant pressure. Networking generates leads, establishes introducers and raises your profile as the ultimate choice for what you do.
• More profits. With more revenue comes more profits. Once you build a relationship, invest in a new referral source or win a client, it’s all extra profit from there. You don’t have to spend much more to win that business.
• Easier marketing. Marketing is noise. You’re trying to shout louder than the others. Face-to-face networking builds high trust, quick rapport and long-term relationships. It’s got to be easier than cold-calling or paid advertising.
• Greater choice. If you’ve got good business coming in, a healthy pipeline and a strong network of referral sources, you can say no to stuff you don’t want. That’s a wonderful position of choice to be in.
• More ongoing work. Lifetime client value means new business isn’t just a transaction. If you look after them, there should be all kinds of cross-sales, up-sales and repeat work coming your way.
• More referrals. Existing clients are a great source of referrals. Your professional network and wider contacts are great sources o...

Table of contents

• Acknowledgements
• Contents
• Introduction
• Part I Before you go
• 1. What is business networking?
• 2. Why is networking important, especially for sales?
• 3. How do you approach networking positively?
• 4. How does psychology and motivation play a part?
• 5. What are the different ways to network?
• 6. How do you plan a successful networking strategy?
• Part II While you’re there
• 7. How do you enter a room with confidence?
• 8. How do you decide exactly who to talk to?
• 9. What’s the best way to make the first move?
• 10. What are great networking questions to ask?
• 11. How do you properly move around and work a room?
• 12. What do you look for in a networking conversation?
• Part III After you’ve been
• 13. Why is it vital to follow up your networking?
• 14. What stops you from following up?
• 15. How do you decide who to follow up with?
• 16. How do you do an effective follow-up?
• Your networking journey starts here
• About the author
• Other Authority Guides