mutually beneficial relationship
Networking is sometimes seen as the sole province of the meet and greet, get together, catch up with friends and even the booze and schmooze. But we can forget about the power of the collective wisdom of the people we are connected to. Our network of friends, business contacts, friends of friends and business partners of people we do business with can represent thousands of years of experience, multiple college degrees and tens of thousands of dollars spent on mistakes and self-eduction. Tapping into this vast pool of wisdom can help us boost our decisions and grow our business and our personal knowledge faster.
When we network, we are building a preferably long-term, mutually beneficial relationship. We usually keep the benefit of business referrals first and foremost in our mind because that is one of the most tangible rewards of networking. We help someone else find customers who need their product. Other people see that we are willing to give value and they begin to value us. It may not come back from the same person, but giving referrals always comes back to us in the form of more business to ourselves. But this is so immediate and tempting that it can distract us from one of the deeper and more valuable benefits of networking.
Through the collective wisdom of our personal connections and through their first and second degree connections, it may be possible for us to learn or find out almost anything we want to know. If you have 150 (the average) personal contacts who would be willing to give you advice or information, and each one of them have 150 connections, each with their own contacts averaging 150, then we potentially have access to over 3 million people. While few if any people are going to be willing to write your marketing plan or give you two years of advertising knowledge in an instant, you should be able to tap into resources, ideas and suggestions from a very large number of people.
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More directly though, the experiences and values of your direct network should be able to help you make better decisions by giving you the benefit of their knowledge. They may have special insight into the local advertising market. Or knowledge of groups you could tap into to build your own network. The thoughts and opinions of your network as a group might help you fine tune advertising campaigns or marketing pieces. And of course, they can help you choose vendors, suppliers and advisers whom they've had excellent service from in the past.
Whether you are looking for advice on the next direction for your marketing plans, or you need a referral to someone who can help you design your website, the collected wisdom of your network can help you save time, money and make better decisions.
Beth Bridges has attended over 2,000 networking events in the last 7 years as the Membership Director and Chief Networking Officer of a large west coast chamber of commerce.
You can enjoy Beth's enthusiasm and use her experience to help you increase and improve your networking and grow your business.
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