B2B networking is one of the most cost effective routs to market there is.
In this ongoing series on networking it’s about time we looked at the most important part of building your network.
He who does not trust enough, Will not be trusted. Lao Tzu is one of my favourite quotes on Trust. But trust goes way beyond quotations.
The one part of networking that drives connections to you is the trust you build up over time with other networkers.
It is the development of these trust based relationships that helps you open doors into those organisations you have been unable to access on your own.
Trust is built up over time, and does not come with membership. People have to work to gain our trust.
Without the trust in your relationship, others in your club will not help you make the connections you are looking for. I spend considerable time on this topic in the Ten Steps to Profitable Networking later in this book.
My first networking club, had an accountant who I did not trust, therefore I would never refer contacts of mine to him. When you sell to people you are selling yourself first and your product or service second. The phrase I use is “People buy people”
Lets go back to the accountant for a moment. He told me something I was doing was wrong and HMRC would fine or prosecute me. This I found alarming, as most people would rather stay out of prison. Checking with my accountant and several other accountants I met networking all told me that I was fine and should take no notice.
I’m not saying don’t pass on information. Pass on information that is trusted and tried over time. That accountant was trying to scare me into using him because he knew more than all the other accountants. And you’ve probably guessed, he quickly left the group as he got no referrals.
The trust element is one that is hard to factor into your marketing mix. But more and more networking is seen as an important marketing element. What happens is the trust that is won over time often repays you more than advertisements can.
A landscaper evaluated his marketing spend and found that for every pound he spent in the local directories, Yellow Pages, Thompsons and the like he got a 3 to 1 reward in money spent. By that I mean for every £1,000 he spent he got £3,000 of business in return.
His networking return was for every pound spent he got a 7 to 1 return. Guess where he put more marketing effort?
About the Author
Paul M Johnstone is a Professional networker, he build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/Please comment on this or any of my earlier Blogs. All feedback is great feedback
Helping Real People do Real Business Through Real Networking
©Paul Johnstone
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