EnTrends

reciprocate. The reason it doesn't matter is that this person has
a network of his or her own and may therefore be able to put
you in contact with someone else who can help you.

Noticing the strengths in others and communicating them is one
of the greatest relationship-building skills a rainmaker can have.
Much more than just paying idle, often shallow compliments,
effective networkers focus on helping others focus on their
strengths by using evidence to back what they're saying.

=> Expanding Your Network

Now think about what you need to do to expand your network.

Think about where you should go, what networking groups you
should consider joining and how much time you have available
to invest in networking. Ask people from your existing network
where they go and what they do and start there. Also think
about groups such as alumni clubs, industry associations and
social clubs and well as your personal hobbies and interests.

Attend networking functions organized by these groups and

when you're there, work the room. Enjoy yourself, shake hands
firmly and smile. Show up early and leave late. If you go with a
friend or colleague, split up. Play your 15 second commercial
over and over again. Have a 45 second version ready too for
those who are interested in learning more about your business.
Spend two thirds of your time with people you don't know.
Don't try and sell your services, focus on building rapport with
the people you meet. Collect business cards and make notes on
the back of them to jog your memory later when it comes to
making further contact with the people you meet. Show genuine
interest and get people to talk about themselves.

If you get anxious when meeting new people, arm yourself with
a checklist of conversation starters such as industry challenges,
trends impacting your business, and questions such as "What
brings you to this event?" or "Tell me about the customers you
like to do business with". End the conversation with "If there's
ever anything I can do, please call" and exchange business
cards.

TENDING YOUR GARDEN

As noted earlier, this is the part where most people drop out of

the race. Therefore, it's the part where you can gain your

greatest competitive advantage.

Failure to continuously follow through with people they meet is
the number one reason most people never reach their full

rainmaking potential. Many people attend functions, meet new

people, collect business cards, file them in a Rolodex and
wonder why nothing ever happens

In order to succeed in your business, you must not only have

a precise understanding of exactly what it is you are selling
and to whom, you must also make a commitment to sell it over
and over and over again, often to the same person! The
average person has to hear a message seven times before they
will remember it. Most sales are made after the fifth contact and
only ten percent of people have the staying power to make the
fifth call. That means that out of a group of 100 competitors,
you're only competing against ten of them. The difference
between you and the other ten will come down to the
effectiveness of your system for maintaining contact with

people who can refer you business.

Here's how to tend your garden:

=> Follow Up the Initial Meeting

Following your networking activities, you will have in hand a
stack of business cards from people you have met. What do
you do with them other than filing them in your Rolodex?
Write a short note to each person you met that you would like
to develop a relationship with. This note should be
handwritten, and go something like this:

"Dear Rosemary:

Just a quick note to say how much I enjoyed meeting you

at last week's trade association mixer. I am particularly

interested in your ideas for expanding into the export market.

[See the importance of writing notes on the back of the card.]

I have some thoughts of my own that may help you. I look
forward to catching up with you again soon.

Best,

Jack Horner"

=> Maintaining Contact

Then, about two weeks later, call Rosemary and suggest a
lunch or breakfast meeting to explore ways the two of you
could refer each other business.

Invite people you have met to attend social functions such as

cocktail parties or other networking events.

Make it a point to make contact with every one of your
contacts about every two months or so. This could take any
number of forms, you need not always invite people to meet.
Sometimes sending someone a clipping of an article of mutual
interest or a cartoon that you think they will enjoy is all you
will do. Other times, you may want to suggest lunch if you
haven't seen the person for several months.

=> Working Your Network