3 Reasons to Network

Labor Day is past and the fall Social Whirl  is nearly upon us. For many business people, it signals a last opportunity for networking (and creating business opportunities for themselves) before the end of the year. So, we network. Lots of meetings - if you want  to you could attend a different event for each meal every day of the week. Not necessarily the best strategy for gaining new business, but you could do it - and that's the subject for a different blog post!

I was recently asked about my reasons for attending business networking events. I realized that it comes down to three reasons:

• To meet people who I can directly do business with (buyer/seller relationship)
• To meet people I can partner with (services I don't provide but could recommend to my clients)
• To get my name and business out there (word of mouth advertising)

Let's look at each one:

To meet people who I can directly do business with (buyer/seller relationship)

This is the primary reason people attend networking events. It's the brass ring, the gold medal - add your cliché here. Unfortunately, many people feel that unless they walk into a room full of obvious potential prospects, they've wasted their time and money. Also, don't be concerned if you see the same people on a constant basis. That's good. You want to be able to build relationships over time. Many people will not spend money on specific products or services unless they feel comfortable with you - the more money involved, the higher the comfort level must be. Talking over lunch or dinner is a great way to get to know people.


To meet people I can partner with (services I don't provide but could recommend to my clients)

I can't do it all - and I won't do it all if I can't do it well. I owe my clients and prospective clients that. As a result, there are related aspects to my work that people will ask me if I can make a referral. When I can't do the work myself, I like to feel comfortable knowing I can suggest alternatives. This makes me a resource. It also enhances a person's comfort level when they realize that I only do work that's a good fit for me, assuring them that any work I do will be in my area of expertise and therefore a great experience with the outcomes they are looking for. I love meeting people who have businesses that are complimentary to mine.


To get my name and business out there (word of mouth advertising)

I find that I get as much business from 3rd party referrals as from directly making contact with qualified prospects. Just because the person you're talking with doesn't need your services doesn't mean he won't be speaking with an associate or colleague in the future and mention your name. I've met people and had opportunities come my way that I might never have heard of through my direct efforts.


So, networking offers much on many levels. At the very least, it's great for solo- preneurs to get out and continue to hone their skills. At it's ultimate it's a great way to expend your own personal network - and grow your business.