Growing Small Businesses

Lesson 4: Networking as a marketing tool

Become aware of your own network

Many small business owners have terrific networks in their local communities and never make use of them for their businesses. They just are not aware that they have such a network and it's going to waste. Not only are they not benefiting from their network, the other members of their network are not benefiting from the great products and services that our small business owner could provide. Networking is and has to be about mutual benefits - then it works and everybody wins.

If you've lived anywhere for a long time, you know a lot of people and you know what they do. If you haven't lived where you are now for very long, you might know a lot of people somewhere else, something that might translate into a good network. If you don't know a lot of people, there are still professionals you deal with, doctors, dentists etc., who are part of your existing network. If you have kids, you tend to develop a network around them as they make friends and you get to know their parents and as you meet other parents with kids the same age. Schools, churches, clubs and other organizations are sources of contacts for personal networks and, of course, family and relatives.

Very few people have extensive networks in all the areas mentioned above but everyone has some contacts in their personal network. If you feel you don't have an extensive network of personal contacts and that it would be worthwhile to expand it to help your business, just join some of the organizations active in your locality. Many volunteer organizations are always looking for new members. Of course you have to get into the business networking frame of mind. When you join, it's not, "Hi, I'm Janet. We live down on ... " Instead it's, " Hi, I'm Janet. I run a ... business." When I started out, I wrote a column (unpaid) in the local paper on small businesses and computers. For years afterwards, whenever I introduced myself anywhere locally, people would always say, "Oh yes, you write that column on computers." A great networking tool.

Once you have made the decision to identify and make use of your existing personal network, you have to get organized. The best way is to do it gradually. Whenever you contact someone, just think whether they could possibly be relevant for your business. They're relevant if:

• they use what you provide;
• they might know someone who uses what you provide;
• they are or know competitors;
• they or someone they know might work for you;
• they or someone they know can supply things you need.

As you can see, almost everyone is relevant in some way.

So, when you contact someone relevant, put their name and the contact information you're using into your computer and add why they might be relevant. That way, you keep track of everyone and can find them when you need them. It's the, "Yes, Molly knew that guy who was really good at that. I wonder if he needs a job. How can I get hold of Molly?" kind of thing. Then Molly will be in your computer, ready to jump out when you run a search.

There's two parts to becoming aware of your existing, personal network. The first is easy - it's just to become aware that you have one, to identify it and to make it grow if it has to. That, by itself, doesn't do much. To become fully aware of it you have to get it organized and documented so that you can find people and contact them when you need to. After you've done these two steps, you're ready to join the small business networking world.

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