Networking forFun and Profit

hAs we have discussed, although Social Media sites like Facebook, Twitter, and LinkedIn are terrific tools, there is one that is more powerful than any of them; old fashioned personal contact. The answer is Networking. Networking gives you the opportunity of meeting your clients and associates on a personal level that is not available over the internet.

Of course you do have to depend on the internet to stay in touch with distant contacts, but even a phone call can strengthen that bond. Checking in just to say hello, see how you can help, or share a referral adds a personalization otherwise not available.

Face to face contacts make for much stronger relationships; whether business or personal. This is where Networking comes in. Mixers, meet and greets, and seminars are all great places to solidify existing contacts and make new ones.

Just like any other activity, there are rules of conduct that apply to Networking. Remember: “you only have one chance to make a good impression.” Some things must be avoided at all costs, including hogging the conversation, drinking or eating too much (unless you are at a dinner meeting), selling, bragging, not listening, hanging out with people you already know, or spending time on your phone. (anything except a true emergency can wait).

Networking is all about building relationships; people buy from people they know and trust. You are there to make new friends, enhance your reputation, and share local knowledge. You should be prepared (investigate the event before you attend), be approachable, be enthusiastic, write your thank you notes and do your follow-up, and by all means remember your manners.

Besides making new friends and strengthening existing relationships, you are likely to have a good time. They used to say in New Zealand that ”a change is as good as a rest” so get out of your comfort zone and try Networking. You will be amazed how your life will expand as a result.

Advertising vs. Public Relations

This question has been bandied around for as many years as there has been commerce. Public Relations (PR) and advertising are cousins. They serve the same master (Aunt Profit) but with different approaches.

Once men started creating surpluses that they could trade for needed goods that they didn’t have the earliest tradesmen “advertised” to their neighbors what they were going to have available at the next market. Once they established trusting relationships they was more reliance on public relations to drive the commerce machine. People will always do business with those they know and trust.

Jumping ahead, I have always found that advertising is great for getting instant results. It is where you put your coupons to attract new shoppers (and some savvy ones) to introduce to your products. The accounting is built into the campaign, because it is easy to quantify the results, and is very reliable. Advertising gives you "instant" results.

PR on the other hand is more of a long term investment. It can entail "free" advertising if you use press releases judiciously. It has a lot to do with who you know and who knows you. The newer arena of social networking is a terrific platform for PR efforts. A PR campaign is where you foster friendships and relationships. These connections may not become clients or customers for quite a while, but they are likely to be very faithful when they do.

It appears to me that customers come from an advertising base and clients come from a PR base. Both aspects are important for the success of your business; each has its strengths and weaknesses. Your business development strategies should include a mix of both methods depending on your predetermined goals. Relationships have a significant impact on your bottom line.

For more in depth information contact me: or at least leave a comment here. I'll be looking forward to hearing from you.