Making your mark 3

Key elements for a lasting impression with your customers

Bars, Seminars, and being Social

I work in web design (who'd have guessed?). Well, sort of. I can put together a basic site, understand most of what people mean when they talk about htaccess, DNS and SQL (if you know what those acronyms mean, give yourself a pat on the back), and I know enough people in the industry to fulfill client requests, find funny videos and read just enough information on politics to sound like I know what I'm talking about.

Many of my projects involve dynamic coding and databases – basically the site can, to a limited extent, think for itself. Of course, I can’t produce those sites without the help of some excellent programmers. How did I find these programmers? Social networking.

I know a guy who knows a guy. The guy introduced me to the guy he knows and now I know the guy the guy I know knows. Complicated? Only when I say it like that.

What actually is a Social Network?

Webster (courtesy of reference.com) defines Social Networking as;

“the use of a website to connect with people who share personal or professional interests, place of origin, education at a particular school, etc.”
“a person's family, neighbours, and friends with whom they are socially involved”

Wikipedia enlightens us on some of the business applications of Social Networking, such as;

“Social networks connect people at low cost; this can be beneficial for entrepreneurs and small businesses looking to expand their contact base. These networks often act as a customer relationship management tool for companies selling products and services. Companies can also use social networks for advertising in the form of banners and text ads. Since businesses operate globally, social networks can make it easier to keep in touch with contacts around the world.”

But Social Networking has many more forms than the internet. The seminars you go to? The conventions and trade shows? The bars you frequent? Your neighborhood darts club? They are all valuable places to build your network.

The core element of social network is not about selling. It’s about relationships. It’s about building your resource pool to a hundred times what it is on your own. Say you know three people, and they know three people, who in turn know three people. It’s the ripple effect, it grows. A strong network allows you to draw on hundreds of people for countless resources, for everything from direct marketing and joint ventures, to getting that leaky tap fixed for a good price.

So what are the benefits of Social Networking?

Resources
When you know a plumber, you ask a plumber about plumbing. You don’t go to the phonebook. The fact that said plumber knows you means that they’re going to be nicer to you, perhaps with a good price, some good advice or maybe just a better result. If you know a web designer (like me) you’d go to them for info and prices on web design. You have a starting point for whatever it is you’re after when you know people. People know people who know people. It all adds up, and within a strong network, you can cut your costs, and source better resources than by going through the phone book.

Trust
Trust is one of the biggest issues in business to date. Decisions are based on trust as much as logic. For example, you can be protected by a contract, but if said contract is broken, you still lose out in pursuing it, even if you win in the end. Therefore you’re more likely to enter into a contract with a person or business you trust not to break said contract. Somebody that you know, or that a friend or associate knows. Obviously you don’t trust some one from the off, which is why a network of strong relationships is crucial for better sales, better deals, and better business.

Brand Awareness
The goal of any good marketer is to build up an automatic association and recognition when people see their brand. People like to deal with people, so adding a face, a name and a personality to your brand won’t hurt you one bit. By networking, you’re getting your name out into the arena, and you’re building up a presence that will ultimately precede you in the business world.

Ways of Building your Network

Tradeshows, Seminars, Conferences and Networking Events
Business people will always need other business people, so they network to find other business people. So go along to events in your region.

Keep in Touch
Even if it’s as simple as an email saying hello, grow and nurture your network by letting people know that you remember and value them. This immediately puts you one step ahead of your competitors. Don’t try to sell to them all the time, but if you happen to come across something some one might be interested in, pass it on. Sending on appropriate jokes or resources is also a good idea, just don’t go overboard.

Be Patient
The best customer in the world is one who wants to buy. Don’t drive them away before they become that customer. If you value their business, build the relationship and when they or some one they know wants what you have to offer, you’ll have a sale without having to sell..

Get the Right People
We all know how important having the right people in your business is, and the same goes for your network. Seek out people who compliment your strengths and weakness. There is so much more to be gained from a solid network than immediate sales.

Have Fun
People do business with people they like. Don’t lose your dignity, but remember that at the end of the day, if you’re not having fun, you’re already doing the wrong thing. If you love what you do (and there’s no point doing it if you don’t), let the world know.

So stand up straight, smile, laugh and eat chocolate. This is your life, your future, go live it.

-Bridget Hughes
Owner, Designer and General Trouble Maker

Making your mark 2

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