Fair weather networks
A lot of companies make networking harder than it should be by choosing to invest in their networks only when they need something, says Lark.
“You need the connections made well in advance of you actually needing to use those people to chat to and to get advice and help from.”
Instead Lark suggests companies sit down at the start of the year and identify the big challenges they are going to face in the coming 12 to 24 months.
Companies should ask themselves whether their network is equipped to help with those challenges and if there are holes, identify the kinds of people who would be well positioned to help out.
“Too many businesses underestimate the power of their network in driving their success,” says Lark. “It is one of the most important assets a business executive can nurture and build as they go about creating their career.”
Networking: Making the first move
Don't apologise: Lark says introductory emails or conversations need to get to the point quickly and clearly. “You would be amazed at some of the emails I get — they are 20 paragraphs long, each paragraph is 300 words and they are apologetic dissertations on why I should be interested in their business.”
Phone a friend: If you know someone who knows the person you want to meet, ask them to introduce you.
“If you’re closer to Rod Drury than to me, it makes more sense for you to phone Rod Drury and say ‘Rod could you give me an introduction to Andy?’ and then I am much more likely to respond.” Successful cold-calling really is business folklore.
Make a date: Plan ahead. If there is someone speaking at a conference that you would like to meet, email them ahead of time asking for five minutes before or after the conference.
Use your manners: Getting what you want shouldn’t be the end of the interaction if you are trying to build a lasting network, so send a note or find some way to say ‘thanks’.
The success of author and international speaker Debbie Mayo-Smith’s business relies largely on the online networks she has built, but she says maintaining 20,000 contacts requires work.
Making a connection
Business cards aren’t empty trophies for Debbie Mayo-Smith. When offered one she tells fellow networkers about her monthly online marketing newsletter and asks if she can sign them up. Despite the online world she operates in, Mayo-Smith also cements new contacts with handwritten ‘lovely to meet you’ notes.
Content is still king
Running since 1999, Mayo-Smith’s newsletter now reaches 20,000 recipients. “The large following and low unsubscribe rate are because the newsletter contains information that others would charge for.”
Keep in touch
Having a regular newsletter is one way to ensure you keep in touch with your network. Mayo-Smith says a constant line of communication keeps the ‘conversation’ going and makes it more likely her contacts will turn into customers and repeat customers. “All internet work should be focused on getting them to sign up to stay in touch with you.”
Listen to the audience
Mayo-Smith says understanding your market will determine how you connect with them. A recent poll of her subscribers showed that of the 450 respondents only 36% regularly used Facebook, 13% regularly used LinkedIn and 8% regularly Tweet. For Mayo-Smith the poll confirmed her newsletter is still the most effective medium for her market but even so she is not ignoring the new channels. “I’ve got a blog, I’ve been doing videos for three years now. I’m LinkedIn, Twittered and for the past two months have been using Facebook pages to grow a base.”