Jeffrey Keller's "Attitude is Everything"

Networking That Gets Results

Much of the motivational literature and many seminars focus on individual effort as the key to success. Take responsibility, they say. Develop a positive attitude. Set goals. Move into action. All of this, of course, is great advice. But only to a point.

While your success certainly starts with you, it grows to higher levels as a result of your associations and relationships with people. Simply put, you won't succeed on a grand scale all by yourself. That's why networking is so important. For the purposes of this article, let's define this term as the development of relationships with people for the mutual enhancement of our personal and professional lives. Networking is a way to leverage your own efforts and accelerate the pace at which you attain results. After all, the more solid relationships you build, the greater your opportunities for success.

In the personal realm, networking provides these last two benefits and can:

• Enhance your social relationships by introducing you to new friends;
• Help you to become acquainted with people of varying ethnic, cultural and philosophical backgrounds; and
• Contribute to your spiritual growth.

Now that we know what networking can do, the question is: What will you do to enhance the effectiveness of your own network? Let me pass along several techniques that I've found productive. To simplify matters, I've organized them into five separate-but-related categories:

1. Attitude and action;
2. Referrals;
3. Promotion;
4. Communication;
5. Follow-up.

Attitude And Action

1. Project a winning attitude
This is a given. If you are positive and enthusiastic, people will want to be around you and to help you. If you are gloomy and negative, others will avoid you.

2. Participate actively in groups and organizations
Effective networking and relationship-building takes more than paying dues, putting your name in a directory and showing up for meetings. You must demonstrate that you will take the time and make the effort to contribute to the group. Therefore, volunteer for committees or serve as an officer. This shows people your ability to work as a team player and helps to reveal and develop your skills.

3. Serve others in your network
This is the absolute key to building and benefiting from your network! You should always be thinking, How can I serve? instead of What can I get? If you come across as desperate or as a "taker" rather than a "giver," you won't find people willing to help you. Going the extra mile for others is the best way to get the flow of good things coming back to you.

One specific way to serve others is by sending them articles or other information of interest. You might also refer business leads or potential customers.

Referrals

4. If you refer someone, make sure that the person mentions your name as the source of the referral
Be explicit. You might say, "Give Jane a call, and please tell her that I referred you." In some instances, you may even call Jane and let her know that John Smith will be contacting her. (Note: The next time you see or speak to Jane, remember to ask if the referred person called and how it turned out.)

5. Be selective; don't refer every person you meet
Respect the time of those in your network. Referring "unqualified" leads will reflect poorly on you. Ask yourself whether or not a particular referral is really going to be of value to your network partner. Keep in mind that the key is the quality, not quantity, of the leads you supply.

Promotion

6. Keep your name in front of people on a regular basis
People in your network aren't thinking of you all the time. Therefore, you must find a way to periodically get your name in front of them. But be sure to do it in a way which provides value. One excellent method is a newsletter. It can be very simple: a single sheet with inspirational quotes or information of interest within your industry. Be creative!

7. Send promotional items that people will keep (and use!)
What do you do with many of the wall calendars, key chains or plastic rulers you receive? If you're like me, you either throw them away or bury them in a desk drawer never again to see the light of day. On the other hand, a cube of memo sheets or other interesting desk accessories are likely to be kept and displayed. Pick the right item and your name will be in front of your network every day.

8. Have distinctive and colorful business cards
For starters, carefully select a memorable name for your company. I have derived tremendous benefits from my business name, Attitude is Everything. People remember it much more so than if I had called it Jeff Keller & Associates or Acme Motivation. Also, design a striking and unique logo. A dull black and white card just won't set you apart. (Note: You needn't be overly flashy or spend huge sums of money. Even a two-color business card with an interesting logo will be quite attractive and won't cost a fortune.)

Remember: your promotional materials are a reflection of you. If they look uninteresting and dull . . . well, you get the idea.

Communication

9. Be a good listener
In your conversations, focus on drawing other people out. Let them talk about their careers and interests. In return, you will be perceived as caring, concerned and intelligent. Sure, this is Dale Carnegie 101, but it works!

10. Call people from time to time without a hidden agenda
Ever hear from an old friend who supposedly phones just to say hello, but then gets to the "real" reason for the call? How does that make you feel? To avoid being perceived in this way, take five minutes each day and call one person in your network simply to ask how he or she is doing and to offer your support and encouragement.

11. Take advantage of everyday opportunities to meet people
You can make excellent contacts just about anywhere -- at the health club or on line at the supermarket. You never know from what seed your next valuable relationship will sprout.

12. Treat every person as important not just the "influential" ones
Don't be a snob. The person you meet (whether or not they're the boss) may have a friend or relative who can benefit from your product or service. So, when speaking to someone at a meeting or party, give that person your undivided attention. Don't gaze around looking for "more important people" to talk to.

13. At meetings and seminars, make it a point to meet different people
Don't sit with the same group at every gathering. While it's great to talk with friends for part of the meeting, you'll reap greater benefits if you make the extra effort to meet new faces.

14. Be willing to go beyond your comfort zone
For instance, if you have the urge to introduce yourself to someone, DO IT! You might hesitate, thinking that the person is too important or too busy to speak with you. Even if you're nervous, force yourself to move forward and make contact. You'll get more comfortable as time goes on.

15. Ask for what you want
By helping others, you've now earned the right to request assistance yourself. Don't be shy. As long as you've done your best to serve those in your network, they will be more than willing to return the favor.

Follow-Up

16. Send a prompt note after meeting someone for the first time
Let's say you attend a dinner and make a new contact. Send a short note as soon as possible explaining how much you enjoyed meeting and talking with him or her. Enclose some of your own materials and perhaps include information that might be of interest to this person (e.g., the name and number for a trade magazine). Tip: Be sure to send the note Within 48 hours after your initial meeting so that it is received while you are still fresh in your contact's mind.

17. Tell people how they have helped you
If you sat next to someone at a dinner meeting and received helpful suggestions, let that person know specifically how you utilized that advice (or plan to implement it). People like to hear that you value their opinions and benefit from their knowledge.

18. Acknowledge powerful presentations
If you hear an interesting presentation or read a great article, send a note to the speaker or writer and tell him or her how much you enjoyed and learned from their message. One person in a hundred will take the time to do this -- be the one that does!

19. When you receive a referral or helpful written materials, always send a thank you note or call to express your appreciation
Follow this suggestion only if you want to receive more referrals and more useful information. If you don't acknowledge that person sufficiently, he or she will be much less likely to assist you in the future.

20. Send congratulatory cards and letters
If someone in your network gets a promotion, award or celebrates some other occasion (e.g., marriage, birth of a child, etc.) write a short note of congratulations. Everyone loves to be recognized, yet very few people take the time to do this. Being thoughtful in this manner can only make you stand out. (Note: It is also appropriate to send a card or memorial gift when a family member dies.)

The networking suggestions offered above are merely the tip of the iceberg. You should be able to come up with several new ideas of your own. How? By going to your library or bookstore and seeking out the many excellent books on networking ... and by noticing what other people are doing and adapting their ideas in a way which suits you.

Remember that networks are built over time and that significant results usually don't show up immediately. So be patient! Build a solid foundation of relationships and continue to expand and strengthen them. You'll have to "put in" a lot before you begin reaping the big rewards.

One final point: Great networking skills are not a substitute for being excellent in your field. You might be a terrific PR person, but if you aren't talented at what you do and constantly learning and improving, your efforts will yield disappointing results.

Now, go ahead! Select a few of these networking techniques and implement them right away. Get to work serving and improving your network. Then you will truly have an army of troops working to help you succeed!

Jeffrey Keller, President of Attitude is Everything, Inc. works with organizations that want to develop achievers For more information visit www.AttitudeIsEverything.com or e-mail JKellerAIE@aol.com

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