Laser-Sharp Networking

The energy put out by a normal light bulb is equal to the energy put out by a laser beam. A laser light has a very tight beam and is very strong and concentrated, while a light bulb releases light in many directions, and the light is comparably weak and diffused. The difference between the two allows the laser, with focused energy, to have the power to do very fine and delicate surgery, artistic etching and play the broad, full sounds of an orchestral overture. BNI’s Chairman, Dr. Ivan Misner says there are three ways to bring your networking efforts into laser-sharp focus in order to make it a powerful way to build your business:

1. When talking about what you do at networking groups, focus on one aspect of your business at each meeting. Your goal in the networking process should be to “train a sales force” not close a sale. Therefore, each time you have an opportunity, focus on a specific product or service you offer and then train people how to refer you in this area. People are much more likely to be able to refer you when you teach them something specific to remember. On the other hand, if all you tell them is that you are a full- service business, you’ll join the rest of the multitudes of businesses that are easily forgotten.

2. When asking for referrals from your networking partners, be very specific about what you want. Identify specific people to whom you wish to be introduced. These introductions can be just as powerful and generate just as much business for you as one referral for a pre-sold individual. These types of introductions can open doors for you that would have otherwise remained closed. If you don’t know the name of the manager of another business you wish to meet, find out and then ask specifically for a referral to him or her!

3. Meet with each person in your networking circle one on one, away from the general networking session, to deepen the relationship and dial up the focus of your networking efforts. To really maximize the energy of the partnership you are forging with your referral sources, it is critical to spend time with them. Just going to a social function, or sitting side-by-side at some type of conference or networking event isn’t enough. You have to be face to face, talking and exploring commonalities and complementary aspects of each of your businesses in order to be as powerful of a referral source for each other as you can be.

By focusing your efforts like a laser beam rather than blasting your message out like a shotgun you will be fine-tuning your networking message and increasing your results. The first, most definitely leads to the second.