Why Strategic Networking is Critical to the Success of Small Business Owners

When I am interviewing a business owner to see if they are ready to dramatically increase their sales, profits and market share I am often amused by their ideas on networking.  טודובום (Todobom) 

What is networking? It is simply the process of increasing the number of people who know you and know what you can do for them.

What isn't networking? Investing countless hours swapping pieces of cardstock (aka business cards) at social and business gatherings. If that were a truly successful way to generate business then you would not see the same people at every event. They would be too busy with all the business generated from the prior events.

Should you go to these social and business events? Absolutely, it may make more sense to go to fewer of them but make the events you attend much more productive.

How do you do that? Think quality not quantity.

Does it not make more sense to have gone to a networking event and developed one or two solid contacts than to talk briefly with ten to fifteen strangers who will have forgotten your name by the end of the evening?

Think Strategic not Tactical. Multiply your networking efforts by connecting with people at the events who have a large network or have an influential network. Do your homework ahead of time and find out who the movers and shakers in your community are and what events they attend. If you cannot do that then go to the events find out for yourself. Clue, they will not be standing alone at the snack table.