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Here is our latest article:
Networking: Part of the equation for successful new businesses
By Terri Fleming, Vice President, Fond du Lac Area Association of Commerce
You have to be living in a cave (with dial-up) these days not to understand the importance of networking. It seems that every day we have a new option online. While there are myriad new ways to make connections, there’s nothing new or faddish about the importance of building relationships. Multiply this by a few thousand and you have the networking coefficient for new businesses.
Networking can be as simple or complicated as you like. But, in its most-basic form, networking is a method of connecting with others to communicate who you are, what you do and what makes who you are/what you do special and unique.
I’ve heard it said that the Fond du Lac business community runs on relationships. Loyalties run deep. It’s not what you know, it’s who you know. Yada yada yada. It’s probably the same no matter where you are. But certainly, Fond du Lac is a tight community, and many successful entrepreneurs here feel they wouldn’t have survived without networking. And that means the face-to-face variety.
The best networkers have a simple, clear message in everyday language that’s short, sweet and doesn’t sound rehearsed. They make their message a part of their conversations. And they use it, use it, use it every day and in every available situation.
I spoke with a new business owner just the other day who impressed me with her savvy. She had armed herself with a ream of business cards (which themselves did double-duty, sporting contact info and a $$ off coupon – smart!), and she was attacking the city a quadrant at a time, knocking on doors, introducing herself and striking up conversations. Her new business was just over a month old and she was proud that she made enough money from new-client business to pay her first month’s rent. This entrepreneur knew that in her business, in which she provides a personalized service, nothing beats face-to-face contact.
You never know when a chance encounter will result in a new client, new customer, new connection or new contract.
My organization, the Fond du Lac Area Association of Commerce, has nearly 900 member businesses, most of which are well-established and well beyond startup. We routinely ask our members what they value in their membership, and networking always comes out on top. Professionals from every walk of life see networking as a top priority because they know that it creates results.
You never know when a chance encounter will result in a new client, new customer, new connection, new contract. Sometimes the payoff comes months later, when that person you met needs your product and remembers you. We get those calls at the Association: “I went to the Business Connection back in December and met a guy who owns a welding company. I think his name started with a J. Can you tell me who that might be?” Yes we can.
But networking takes initiative. You have to get out there and mingle with a purpose. The idea intimidates many people. I have two pieces of advice:
- I can attest from personal experience that networking gets easier with practice. Keep at it. With repetition, that awkward feeling goes away. Just relax and be yourself.
- Get help. Diane Roundy of Schenck Business Solutions taught an Association of Commerce University class last year, “How to Work a Room.” She’s coming back on June 16, 2009, to teach it again because it was so well received. One nugget from her class: When attending a networking event, position yourself between the entrance and the buffet/bar. Genius!
Make networking a part of your business plan. Get networking events and opportunities on your schedule. Put yourself out there to start people talking about you and your business.
The Fond du Lac Area Association of Commerce hosts networking events all year long. Business Connections are evening events the third Tuesday of the month. Coffee Connections are held in the morning the first Wednesday of the month. Young Professionals of Fond du Lac has networking built into every event they host. These gatherings are very popular, and they’re designed to help businesses make connections – everyone there is there for the same reason. And that’s why they work.
