By Lataya Ballard
Doing business in Houston takes more than a great product or service. The Houston marketplace is extremely
competitive so what makes a company stand out in the crowd is effective marketing and positive professional
relationships. Let’s take a look at networking as it relates to marketing a business, product or service.
Let’s talk about networking. What is networking?
Random House Unabridged Dictionary defines networking as a supportive system of sharing information and services
among individuals and groups having a common interest.
My definition of networking is establishing and building mutually beneficial personal and professional relationships by:
How do YOU define networking?
Why do we network?
I network for many reasons, primarily to build relationships that could lead to me gaining new clients now or in the
future. I'm not ashamed to say I don’t just want leads or referrals, I ultimately want clients. However, more often than
not, all of the people I meet at networking events are not the people who will become my clients. The relationship I
build however could lead to other relationships… i.e. leads or referrals that can become clients.
Another reason I network is to maintain a good presence in the Houston business community. There’s an old adage in
regards to success that says, “It’s not just what you know but who you know,” and another that says “It’s not just
who you know, it’s who knows you!” I’m always delighted when I introduce myself to someone and they say, “Hey, I’ve
heard about your company!” This speaks volumes to my success in networking, because I am achieving one of my
goals. Only you can define your own success in networking because you define why you network.
What is YOUR goal when you network?
Only you can define that but ask for help if you don't know what your goals should be. Read Fearless Networking by
Ken Marsh, a lifetime member of CNG, to get a better understanding about how to network more effectively.
How does networking relate to marketing?
According to Random House Unabridged Dictionary, one definition of marketing is:
at least in the same family. While networking can be independent of marketing, and marketing can be independent of
networking, the two dynamics work together very effectively when approached in the right way.
The primary principles of marketing are product, pricing, promotion and placement. Networking directly relates to three
of these principles: product, promotion and placement.
Networking puts you at arms length to a consumer that you would only otherwise be able to reach by phone, direct
mail or cold calling. By networking, you become the product in the mind of the consumer as you promote your product or
service, thereby placing yourself in a more advantageous position to become a vendor.
Now that we’ve covered the basics as to how networking is truly an interactive approach to marketing, let’s get into
how to make networking work for you!
How do you network?
An appropriate question for someone who is not comfortable with networking might be “How do you network?” Let’s go
back to my definition of networking…
Establishing and building mutually beneficial personal and professional relationships by:
Networking can start in a number of ways. Here are a few examples:
to approach a total stranger and start a conversation. This could be for many reasons but we won’t get into that. The
bottom line is: you must have confidence to network effectively. Your perception and perhaps definition of networking
can help you gain confidence. Two very important questions were asked earlier:
Your motives or goals can make or break your confidence in approaching another person out in the marketplace so
you must answer those questions on a regular basis if you want to be effective in networking.
If you’re timid about networking look at networking from a marketing standpoint: product, placement, promotion. If
you sell or offer a product or service you must first be confident that it is a quality product that is needed or desired.
You can be confident in that before you hang a shingle. This alone should boost your confidence because you can stand
firm knowing that you will not choose to let anyone down, in fact you can be confident that you can and will meet the
expectations of any consumer you encounter.
As you go through the process of networking one key component to remember is that the people you are meeting and
networking with are people too, just like you. Start talking to people everywhere you go, the grocery store, church, at
the PTA meetings, standing in line at the bank – everywhere! You will become more comfortable in taking an interactive
approach to marketing by networking for business success!!
12 Steps to Getting the Most Out of Networking Events
Articles Home
Return to CNG Home
competitive so what makes a company stand out in the crowd is effective marketing and positive professional
relationships. Let’s take a look at networking as it relates to marketing a business, product or service.
Let’s talk about networking. What is networking?
Random House Unabridged Dictionary defines networking as a supportive system of sharing information and services
among individuals and groups having a common interest.
My definition of networking is establishing and building mutually beneficial personal and professional relationships by:
- Communicating your needs, desires, goals and understanding and respecting the needs, desires, goals of the
other party in the relationship - Seeking opportunities to help the other party in the relationship
- Finding commonalities with the other party in the relationship
How do YOU define networking?
Why do we network?
I network for many reasons, primarily to build relationships that could lead to me gaining new clients now or in the
future. I'm not ashamed to say I don’t just want leads or referrals, I ultimately want clients. However, more often than
not, all of the people I meet at networking events are not the people who will become my clients. The relationship I
build however could lead to other relationships… i.e. leads or referrals that can become clients.
Another reason I network is to maintain a good presence in the Houston business community. There’s an old adage in
regards to success that says, “It’s not just what you know but who you know,” and another that says “It’s not just
who you know, it’s who knows you!” I’m always delighted when I introduce myself to someone and they say, “Hey, I’ve
heard about your company!” This speaks volumes to my success in networking, because I am achieving one of my
goals. Only you can define your own success in networking because you define why you network.
What is YOUR goal when you network?
Only you can define that but ask for help if you don't know what your goals should be. Read Fearless Networking by
Ken Marsh, a lifetime member of CNG, to get a better understanding about how to network more effectively.
How does networking relate to marketing?
According to Random House Unabridged Dictionary, one definition of marketing is:
- the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer,
including advertising, shipping, storing, and selling
at least in the same family. While networking can be independent of marketing, and marketing can be independent of
networking, the two dynamics work together very effectively when approached in the right way.
The primary principles of marketing are product, pricing, promotion and placement. Networking directly relates to three
of these principles: product, promotion and placement.
- PRODUCT
Having a quality product on your shelf is great. Whether your product is a tangible widget such as ergonomic
desk chairs, a commodity such as insurance or a service such as accounting or legal service, we engage in
marketing strategies to get it off your “shelves” and into the hands of the consumer.
PROMOTION
Direct mail, newspaper ads, billboards, radio commercials and other many other things we’ll talk about today are
all layers of the marketing process. Promoting your product via networking is a great way to touch your
prospective consumers.
PLACEMENT
Product placement should begin with understanding your market and identifying a target market or your ideal
consumer. Networking helps you place your product in front of more people in “touchable” ways. Being touchable
is good because people are more likely to purchase a product they can touch or reach because by “touching” a
product it becomes more real.
Networking puts you at arms length to a consumer that you would only otherwise be able to reach by phone, direct
mail or cold calling. By networking, you become the product in the mind of the consumer as you promote your product or
service, thereby placing yourself in a more advantageous position to become a vendor.
Now that we’ve covered the basics as to how networking is truly an interactive approach to marketing, let’s get into
how to make networking work for you!
How do you network?
An appropriate question for someone who is not comfortable with networking might be “How do you network?” Let’s go
back to my definition of networking…
Establishing and building mutually beneficial personal and professional relationships by:
- Communicating your needs, desires, goals and understanding and respecting the needs, desires, goals of the
other party in the relationship - Seeking opportunities to help the other party in the relationship
- Finding commonalities with the other party in the relationship
Networking can start in a number of ways. Here are a few examples:
- Attending networking functions to meet others in attendance
- Calling up a colleague or client to identify a way to expand the business relationship
- Searching online to find those with common businesses or interest (ie. Linkedin.com)
to approach a total stranger and start a conversation. This could be for many reasons but we won’t get into that. The
bottom line is: you must have confidence to network effectively. Your perception and perhaps definition of networking
can help you gain confidence. Two very important questions were asked earlier:
- How do you define networking?
- What is your goal when you network?
Your motives or goals can make or break your confidence in approaching another person out in the marketplace so
you must answer those questions on a regular basis if you want to be effective in networking.
If you’re timid about networking look at networking from a marketing standpoint: product, placement, promotion. If
you sell or offer a product or service you must first be confident that it is a quality product that is needed or desired.
You can be confident in that before you hang a shingle. This alone should boost your confidence because you can stand
firm knowing that you will not choose to let anyone down, in fact you can be confident that you can and will meet the
expectations of any consumer you encounter.
As you go through the process of networking one key component to remember is that the people you are meeting and
networking with are people too, just like you. Start talking to people everywhere you go, the grocery store, church, at
the PTA meetings, standing in line at the bank – everywhere! You will become more comfortable in taking an interactive
approach to marketing by networking for business success!!
12 Steps to Getting the Most Out of Networking Events
Articles Home
Return to CNG Home
Networking: An Interactive Approach to Marketing
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