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Article
7: Network, Network, Network
Whether you’re pursuing big accounts or mom-and-pop storefronts, personal networking can help pave the sometimes rough road to finding new customers. Tell everybody what you do and what you offer.
And put yourself in the company of your targeted customer base. Join trade associations, industry groups, local organizations. Then participate. Develop relationships that can lead to new business.
Ivan R. Misner, founder of Business Network International (BNI), has described networking as a “contact sport.” He should know. BNI is a networking group that brings together business owners who swap quality leads.
Like similar referral organizations, BNI requires active participation by its members at frequent and regular meetings. At the meetings, members give a one-minute “infomercial” about what qualifies as a good lead for their businesses. Members get to know each other, learn to trust each other, and are required to bring business leads to one another at each meeting.
If this kind of structured networking appeals to you, check out these referral groups:
At the Web sites for these groups, you can find out about local chapters across the country.
When doing business with large corporate customers, don’t underestimate the power of networking within the organization. Many big corporations are decentralized, meaning different departments often use different suppliers and service providers. If you’re selling to one department, ask your contact to make introductions in other departments. That strategy can quickly and easily expand your customer base within the corporation.
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