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How to get more visibility through networking

Copyright ? 2006

The most effective form of advertising is also the oldest:

word-of-mouth. Bright ads and slick brochures don't compare

to an informed recommendation (or warning!) from someone

trusted and respected by potential customers.

Word-of-mouth can be just as effective when the information

comes directly from you. By networking with colleagues,

allied businesses, and potential customers, people can

learn more about who you are and what you do. Networking is

also a great way to become more attuned to the issues that

affect your customers-their needs, concerns, and

preferences-giving you a better chance of being in that

proverbial "right place" at the right time.

Networking is no different than attending a social

gathering. In fact, it's better because you already have

something in common with nearly everyone you meet. Of

course, you should never adopt a "who are you and what can

you do for me" attitude. Networking works best when

there's no pressure to make a sale. Ask questions and

always listen. First impressions are important, but they

also can be enhanced or changed over time.

To begin building your business network, consider the

following:

Professional societies. Nearly every type of business has a

national association that represents their members'

interests; most have local chapters with regular meetings

and activities. Along with providing a great source of

contacts, professional societies offer volunteer

opportunities where you can demonstrate your initiative,

cooperative spirit, and leadership qualities.

Customers' professional societies. If you really want to

know what your customers are thinking, get involved in

organizations that represent their interests. Do some

research before you sign up, however. Some groups may have

restrictions on membership, while others may have fees

that exceed your expected returns. On the other hand, many

groups may encourage businesses such as yours to advertise

in their publications or participate in special programs.

Chambers of Commerce/Business Roundtables. These groups

offer valuable exposure within a particular community or

region. While other members may not be in your target

market, they can provide valuable leads and referrals

(there's that word-of-mouth advertising again!). Many also

provide opportunities for small businesses to "show their

stuff" via trade fairs, demonstrations, and media features.

Community service organizations. This is a great way to

combine a personal interest with your business. Many

groups may have a need for your type of service, giving the

opportunity to do pro bono work in return for free

visibility. What's more, your fellow volunteers may also

be potential customers.