You can hit the streets and pound on doors to get business. Or you can make friends and get referrals through networking. When you go to a networking event, don’t just collect business cards. Try to meet one or two people with whom you can establish a relationship. You’re looking for someone with whom you can, in a sense, build a business partnership. If you’re a writer, you may want to pair up with a graphic artist or a printer. They’re in compatible fields. You also want to get to know the guy who installs maintenance-free decking. By finding out more about his business, you can steer more potential customers his way, and he can do the same for you. Try to give a referral before you receive one. You’ll appear helpful to others. But don’t expect to give (or receive) a referral on Day One. It takes time to get to know people and understand what they do, and vice versa. Soon, you’ll find yourself seeking referral opportunities for others. Recently, I met a painter who was working for a woman whose basement had been flooded. “Do you need a carpet cleaner?” I asked. “I know a great one!” Prepare an “elevator speech” or little commercial about yourself and what you do. Try to keep it to under a minute, or you’ll put people to sleep. Then, tell them what kind of referral you’d like, and be as specific as possible. “Please introduce me to administrative assistant to the CEO of _____ Corporation. I can’t get an appointment without her.”
A special thank you to writer, Cynthia Sowden of Homegrown Communications for this article about networking. You can learn more about her on her website: www.homegrowncommunications.biz
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