Networking for Lead$

As much as possible, we will always do business (and repeat business) with people we like, know and trust. Getting people to know us, and like us, (not to mention) trust us is the biggest challenge in finding, and closing new business.

If you would prefer to send a text, reach your target market via email or rely on the web to make your business services known, STOP READING NOW. This is not for you.

What I want to propose is the most simplistic way of building a network of leads from people who probably like you, know about your expertise and are comfortable referring you to others. What I'm talking about is expanding your realm of influence and business connections through word-of-mouth marketing. This highly innovative form of lead generation is called "networking for leads" and it is used by only the best in the industry.  

Networking for leads is the process of finding "secret pockets of people" who know a lot other influential business people in your network and refer those people to you for the purpose of finding new business opportunities. Networking for leads is literally "the best and most effective sales strategy for finding new contacts and closing business," says CEO Larry Kesslin of 4-Profit coaching services.  

You might wonder, "What pot of gold are you selling?"

Unlike many marketing programs that talk about traditional tactics for attracting prospects, selling value and tracking leads, Networking for Leads is the process of finding pot-of-gold networking groups that provide you with rich networks of opportunities for finding business you might not otherwise be privy to.

James McBreaty of BNI said, networking is not "net-sit or net-eat; it's net-work," meaning it is going to take purposeful effort to make you visible and known to groups of people who know other effective and efficient business people. McBreaty goes on to add that "business people get business when their expertise is known and others reach a comfort level with them."

Your goal is to produce lasting and profitable results by building a professional network of other business people who will refer you to their clients.

Who are these amazing business connections? They are the very people in your own backyard. They are the best realtors who knows everyone in the city; the favored coffee maker who rubs elbows with the most influencial people in your neighborhood; the bright account who deals with your best customers;  the trusted florist who delivers to the upper-side of town, etc.

These amazing business connections are the people in your neighborhood that rub shoulders with other mover and shakers. Mr. Rogers hit the nail on the head when he crooned "Who are the people in your neighborhood? They're the people that you meet each day."

So, how do you connect with these lead-driven networking groups?

1.      Join a networking group already in progress. These groups are exclusive to individuals who have a certain type of expertise and offering.

There are several professional networking groups such as BNI and Le Tip who have brought together like-minded business professionals for the purpose of sharing leads and finding new business opportunities from other people who share similar values.

They will connect you with a select group of business individuals with a network outside of your own who get to know you and potentially share their clients with you. Of course the expectation is that you will do the same with your client list.

The upside to joining one of these groups is that you have instant access to a group of seasoned and influential business connectors in your immediate geographical or industry network.

The downside is that you may be expected to give leads to individuals you might not trust or want to provide as a referral to your client base.

2.      The second (and often most overlooked) way of networking for leads is to start your own group.

"Why," you may ask?

Have you ever joined a group in the past and thought differently of the one who runs the program? Of course. We have a set of expectations for the person who runs the group and a separate set of expectations for the individuals in the group.

As a moderator, connector or person who brings people together, you are the LINK between you and the others in the group. You moderate, set call times or meeting locations and provide the connectivity to keep the group together. As a result, you have access to all the leads and information being shared among members. What you won't be expected to do is share your leads as readily as those in the group, giving you the ability to pick with whom you share your customer's names.

Finding the right type of network is going to be most important. Preparing to answer questions about your offering and allocating time to network will be essential for your networking efforts to succeed. At the end of the day, this really is the simplest and most effective way to build your network of leads and watch your business grow.

To learn more about how to join or build your own Network of Leads, email Ginger Clay at ginger@4-Profit.com  for a step-by-step guide to building your network of profitable leads.