“All things being equal, people want to do business with their friends. All things being not quite so equal, people STILL want to do business with their friends.” ~Jeffrey Gitomer

That is the point of Networking. Create a friendly relationship with the people that you may be able to do business with, or people that may be able to refer business to you, and you will do more business!

Networking is about creating a connection with other people that leads to a relationship. Building these relationships is the number one thing that you can do to build your business. If it seems that I am repeating myself, or using the word relationship a lot, it’s because I am. It is intentional. The internet is a fantastic tool for doing business, but it is only a tool. It is a cheap and easy way to get your name and brand out into the world, but you still have to be there in a very real sense. It is up to you to engage the people that find you online with your friendliness and authority on the topic of your business.

I am not going to dig too deeply into the idea of friendliness, as that is something that you should be pretty familiar with. Essentially it boils down to one concept: Be nice. Authority, on the other hand, can be a little trickier.

How do you showcase your authority?

Give value first, prove your reliability second. It is as simple as that.
Well, there is a little more, but those two points are a good start. Let’s begin with “Giving Value“.

• What value is involved when people meet you?
• What value do you provide with your business?
• What is in it for the people who visit your website?

Take a moment to consider the answers to these questions. While you are at it, think about how you feel when you meet other people. What do you like to get from them? I have found that total strangers generally have at least one thing in common with me, whether it is geography, background, work, skills, hobbies, or interests. It is your job to find that common ground and plant a seed of interest there. The relationship that grows from that seed will provide the backdrop for many of your future interactions with that person. Even if the relationship begins with something as basic as a common interest in a hobby, you will always have something to talk about before you start talking about business.

The elevator pitch

When it is time to talk business, are you prepared to tell your new acquaintance about what it is that you do? You should have a brief but complete statement rehearsed and ready to say whenever you meet someone new. Called an “elevator pitch”, it is a 30-40 second statement about you and your business that describes exactly what it is that you do, and how it can benefit a potential customer.

My own elevator pitch that I developed for Productivity in Context is:

I teach people how to use basic tools and elemental practices for taking control of their workflow situation. I write articles and consult on practical ways of being more productive at work and at home; so that you have more time for the things that matter to you.

Depending on the situation, I may add a little more context, and a means of getting in touch with me. Let’s break that pitch down a little, so that you can see how it was constructed.

1. What do I do? I teach people how to use basic tools and elemental practices for taking control of their workflow.
2. How do I do it? I write articles online and offer personal consulting.
3. What’s in it for you? You gain more time for the things that are important to you.

There you are, a complete value statement that informs a new acquaintance of what I am about, and creates an opening for me to offer further value by displaying my authority on the subject matter. My blog at Productivity in Context is generally the initial vehicle for displaying that authority. The secondary authority-builder is typically in the form of an e-mail conversation, one that starts when someone wants more specific information about how they can apply those tools and practices to their specific situation.

You can count on me

Proving your reliability is the second essential part of giving value and building authority. When people come to you for help, in the context of your business, you should always give them a basic answer that they can use to solve their problem. And give that answer for free (there is the value again).

Obviously, creating a detailed solution would be a business matter for negotiation, but a simple description of the tools or service that the person can use to solve their problem doesn’t cost you anything while it helps your relationship grow. In fact, the possibility of doing business with this person is directly proportional to the usefulness of your answer.

Why Network?

To build your business, that’s why.

1. Give value.
2. Showcase authority.
3. Prove reliability.

Follow these three steps when you meet new people, and your business will grow.

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