Breaking Down Networking Roadblocks

Many small business owners would rather go through a tax audit than get involved in networking.  That’s bad news for their bottom line, because networking can be a far more effective method of generating business than impersonal marketing strategies.  Flyers end up in the recycling bin without being read.  Business cards collect dust in desk drawers.  But meaningful, face-to-face exchanges with people make it easy for them to remember you when it’s time to give out a lead.
 The following are some common roadblocks that keep people out in the cold instead of enjoying the benefits of networking.  Read on to find out how you can break through these barriers to start harnessing the benefits of networking:
 1)      Shyness.  Few people actually enjoy walking into a room full of strangers and introducing themselves.  For many people, the thought of doing this sends their anxiety up—way up.  So if you’re heart is beating hard and your palms are sweating as you survey the room, you can be sure that you’re not alone.
 A simple trick for overcoming this type of anxiety is to just accept it.  It sounds weird, but fighting it (“I have to calm down!”) will only get you more worked up.  Believing you can make an introduction or speech while feeling this way—which is true—will make your anxiety decrease.
 2)      Sales phobia.  Ironically, some business owners see selling as a dirty word.  They don’t want to be a salesperson; they want to focus on their work.  Networking is seen as nothing but a bunch of people trying to foist their products and services on each other.
 Talk about misconceptions!  Networking is about sharing information, not selling.  Networking allows others to learn about what you offer, and vice versa.  It’s a forum to share ideas and solutions that can help business owners succeed.  Selling isn’t a part of the equation unless there comes a point where someone wants to purchase what you offer.
 3)      Reluctance to invest time.  Every business owner has to decide how to use that precious and scarce commodity: time.   With everything else that has to get done, it can seem like taking time to network isn’t worth the payoff.
 Networking doesn’t require huge amounts of time.  What it does require, if you want to see results that are worth your while, is using your time wisely.  Focus on building relationships that are mutually beneficial.  Come prepared to meetings so you can pinpoint how your audience can help you.  Multi-task; look for opportunities wherever you are to do some networking.
 Travel time can also be a barrier to networking.  Leaving the office to travel an hour for a networking meeting can seem like not the most productive use of your time.  Basic time management skills—booking as many appointments as you can in that region so you don’t have to make repeated trips—will help eliminate the perception that your time isn’t being used well.  Don’t forget that the rewards of networking aren’t always immediate, but the time you spend away from your office can yield results down the road.
 4)      Isolating business.  Some people draw a hard line between business and socializing.  While there can be good reasons for wanting to leave business at the office, you miss out on opportunities by refusing to talk about work in social settings.
 This is particularly true when you consider the nature of social events such as fundraisers, golf tournaments, and service club activities.  These community-based events allow for people to meet and learn about each other—including what everyone does for a living.  In fact, such events would be awfully quiet if everyone was reluctant to talk about work.