Networking For Fun And Profit
Turning social events into perpetual business success.
(© David Newton Saturday, April 11, 2009)


Far too many people think of networking as merely going to a business meeting handing out and collecting a few business cards then strolling back to their office ready to start working on the new business they have gained.

Like all good things – it’s a bit more in depth than that…

In the late 1980’s I met a very successful insurance sales consultant. He had what looked like a huge organizational chart on his cubical. I asked him what it was he said it was his referral tree. A kind of chart with bubbles of names and lines linking people who knew other people and where he made sales to various names along the way. This guy knew the real meaning of networking and asking for names at each meeting regardless of the sales result. I was very impressed. Naturally he was an award winning sales member of the team.



At around the same time I met a professional speaker who was doing very well for himself. When chatting with him one day he told me that he was always networking and prospecting long before he needed the work. He expressly told me that flying business class and being a member of the flight deck club was instrumental in helping him get high quality contacts and leads to follow up on. He also wrote for the airline magazine he was flying with, which also gained him many good leads.

He said to me, “David if I stop prospecting my sales would last about 3 months and then fall off, you have to keep talking to people all the time if you want success” he was a walking billboard for networking magic. And he could show me the results in letters from clients and pictures of trainings he had given all around the country.

Circles of Influence

Like the movie “Circle of Friends” you need to build or work within many small and large communities of business and interest groups. Your success in gaining exposure is directly linked to how much you can get your name out and get to know the key names of decision makers in your target market environment at any one time.

Map Your Circles

It wouldn’t be called “networking” if you didn’t have connecting names and groups – right?

Recently, I drew a page with my own little bubbles of member groups, organizations, networks etc that I’m active in. I guess the best part of that was to see on paper what my networking world looked like.

If you make a map circle diagram, you’ll also be able to see hidden opportunities that exist than merely thinking about it. A clear visual of your networks will give you insights into what you can do to build and connect your people better for now and in the future.

Who Are My Centers of Influence?

Within each group would be people who you know hold influence. These are the people that others listen to when those people speak or ask things to get done.

Go back to your circles and think about whom are your most influential contacts with in them. It may take some time and some people might not be obvious in some areas, but try to complete each circle as much as you can.

“Today’s Junior Prick – Is Tomorrow’s Senior Partner”
- Sigourney Weaver – in the movie “Working Girl” 1989

In addition to spotting all the current centers of influence – think ahead, in the future, others will replace them and be new and powerful people. Write down who you think these people might be and follow up on those people too in your plans.

Don’t Stop There

In case you hadn’t guessed, you can always hold your own business get togethers too. These could be – a cocktail party for your prospects and friends to attend. Or you could hold a mini-seminar and give a talk about the latest research around your product or industry.

In my case I have both business groups such as Entrepreneurs Sydney (See www.EntrepreneursSydney.com) as well as social groups that attract many people on a talking level – I’m amazed at how many business people show up at my regular social events. One of my groups is called Sydney Art Walks (See www.SydneyArtWalks.com) where I hold social art and scenic walks around Sydney. I’ve done this now for many years including Brisbane and Melbourne.

The point I’m making here is that apart from going to other people’s events, you can also begin your own along the way. This gives you the added benefit of TALKING TO EVERYONE who comes to your events and expands your prospecting opportunities up to 10 times what it would be by merely being an attendee to other people’s events.

If You Don’t Like Running Things

Or you simply don’t have the time – why not get a second-base position? Join other groups and aim to be a “Membership Secretary”. Years ago I once went to a social events group in Frankston – it was run by committee. They had events each week and once every 6 weeks they held a “new members preview night”. Most of these people were from the upmarket Mt Eliza and the Mornington Peninsular areas. I loved the group, I was glad to make so many friends at the meetings.

What I learned was that they had to replace the social secretary position frequently as they were in contact with all the newbie’s. Thus helping them to form relationships faster than any other position in the club! Anyway, regardless of the group you join – imagine how doing the same thing could be for yourself?

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David is an avid social networker. Discover some of his
business and social communities at these websites:
Entrepreneurs Sydney www.EntrepreneursSydney.com  and
Panache Singles www.Panache-Singles.net  plus read many
interesting articles on www.AusLifeCoaching.com 
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