Networking to Build Your Business

Small businesses have always relied on networks of clients, suppliers, associates and contacts to spread the word about their work and their products. For small businesses, the odds that someone will buy from you increase tremendously if they know you or know someone who has dealt with you.

Everyone has a network - the trick is to become conscious of it, to formalize it and to use it to grow your business. Start with your immediate family. Do the kids know exactly what you do and what products and services you offer? You'd be surprised how often, "What does your daddy do?" can turn into, "I've been looking for that". If you have adult children, so much the better - they'll have their own network of contacts.

Next, make sure the professionals who you deal with know about you and your business. Not only do they have extensive networks themselves and can give referrals, they are an easily accessible target market for many products and services. Do your dentist, notary, doctor, lawyer etc. know what you do?

Next are your own suppliers. While they should know their customers, many will not know exactly what you do, especially if they're supplying generic products like office supplies. Let them know about you and that you would appreciate any leads. If they're any good, they'll look at that request as another opportunity to solidify their relationship with a client.

Finally, there are more formal structures within which you can network. Business groups regularly give breakfasts or lunches where you can meet people to expand your network. Diversify. It defeats the purpose of the network if all your contacts are in your industry. Spend some time going to unrelated functions to broaden the base of your network and the kind of contacts you have. Then, keep a database and keep in touch with everyone.

Throughout this process it is very important that you don't regard your network contacts exclusively as immediate customers. People like to be informed and they don't like to get sales pitches. If you're constantly trying to sell to your contacts, your networking will never take off. Inform your contacts regarding what you do and leave it at that. Make sure they know how to get hold of you easily, should they need something that you provide. Remember, you're not selling anything. You're offering products and services that some people need. Your network helps you identify those that need you and when you do, they'll buy without getting a hard sales pitch.

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