Recently I was talking to a contact, let’s call him Fred, about some work his company had just started. He was really surprised, because he knew that a lot of people had gone for the work and his company was quite a small one. They could do the work, but he was surprised that he had won the work rather than one of the larger, better-known companies. I asked him how he had heard of the work and he said that a business contact had told him, and introduced him to the potential customer. My next question was “How did your contact and the potential customer know each other?” He said that they played golf each week.
Now, assuming that his prices and service provision were similar to all the other potential suppliers there had to be something that gave him the edge. In my opinion, it was that he was connecting with someone who wanted to use his company. Why? Because someone who the potential customer knew and who he met once a week had made the connection. They probably knew each other well and they trusted each other and Fred’s contact was willing to put his reputation on the line by introducing them. That’s why he got the contract. That’s networking.
It will come as no surprise to anyone who knows me and my business to know that I fundamentally believe in networking as a powerful marketing tool. It turns cold connections into (at least) warm connections. It puts your company in front of potential customers, even when you are not there. It puts you in front of people you might not have ever met, and it raises your profile. My question who be: Why would you not network?
If you want some networking hints and tips let me help with a gift: my Top 20 networking tips. Just follow this link: ebn.uk.com and complete the form to receive your copy.