When I ask successful service business owners to name their most important marketing strategy, networking is always high on the list.

In fact, it’s hard these days to find a successful service business where the owners, partners, or senior executives are NOT continually involved in networking.

I believe networking is so important to marketing service businesses, I am starting the year with a tele-seminar focussing on it (you’re invited - more about that later).

Most service business owners instinctively know the importance of meeting people face-to-face and getting known.

Yet many either think it is something they personally can’t do effectively (mainly because they are unsure how to go about it, or they are just plain shy) — or at the other extreme, they are so overtly promotional in their approach they turn people off.

You may have experienced one or both of the two types of ineffective networker:

1. Someone who is unable to make proper contact, open a conversation, develop rapport, or follow up. They attend a networking function, but talk mostly to their friends and colleagues. On the few occasions they exchange business cards with someone, nothing comes of it, or,

2. Someone so focussed on themselves, their business, and what they do, that you might be excused for thinking you had attended some “hard-sell” sales presentation by mistake. All they talk about is themselves and what they sell. It’s plain they see you mainly as a sales prospect.

Of course, effective networking is not about being promotional. Nor does it necessarily require an extrovert personality (although many effective networkers are extroverts).

Some people are better at it than others. These are the kind of people who immediately make you feel welcome and who are genuinely interested in you.

Just a few have achieved what I call Master Networker status. They have developed their networking to the point where it is generating a continuous stream of referrals — not just for their own business, but for other people they know — and they know lots of people.

Some Master Networkers appear born to network, some got there by trial and error, some by learning from others. But all share the same philosophical approach — an attitude which turns conventional thinking on its head.

Instead of “WIIFM” (what’s in it for me), their attitude is always What’s In It For Them — “them” meaning the people they meet when they network. And they are always networking.

Instead of pitching who they are and what they do, they seem to revel in bringing together people they know. This includes people who can do business together as supplier and customer, people who can combine their talents or capabilities in a strategic partnership, and people who can assist a worthy cause they support.

I believe we can learn a lot from these Master Networkers. One of them is Debra Bell, the Her Business Magazine “Networker of the Year” (2004). She has a passion for sharing her networking strategies as a public speaker and workshop facilitator.

When I heard of Debra’s award I called to congratulate her and ask if I might pick up some useful advice for my clients. But I’ve been stunned by what has resulted (another hallmark of the Master Networker is their generosity with their time, knowledge, and advice).

With Debra I have developed a detailed programme focussing entirely on networking, which I guarantee will revolutionise your attitude to networking.

“Revolutionary Networking — How to revolutionise your attitude so you multiply your return from networking” is open to everyone who believes they can benefit from effective networking. Consider yourself personally invited .

If you have seen the business-building power of networking and want to make it work for effectively for you — this is a “must do”.

Deb is a passionate believer that attitude is everything in networking. She is living proof that’s the case. Her key message is that the right philosophical approach will take you a long way towards success as a networker.

She shares her thoughts and her expertise about that, and provides practical advice on:

- How to prepare for a networking opportunity

- Key things to take with you to a networking event

- What to do at a networking function

- Important Do’s and Don’ts of networking etiquette

- How to follow up so your opportunities are not wasted

Representatives of leading networking organisations (including Her Business, and Business Networks International) are on the Question Panel. Support material will include web-based audio, a full transcript, web links and contact details for all networking organisations which take part.

Your own network — friends, colleagues, clients, and suppliers — will appreciate hearing about this opportunity. Be sure to send them a link to this page or to www.marketingcoach.co.nz/networking.html

Revolutionary Networking: How to revolutionise your attitude so you can multiply your return from networking

Web-based audio, transcript and support material

Click here for full details

Participants' comments:

“A great seminar in your own home. What more could a busy working woman want!”

"I thought the concept was great and it all went off very well. I will tell my people about it when we have our meeting next week. Do you have a date for another one?”

“A valuable experience for those wanting an understanding of networking and some useful ideas.”

“I would highly recommend it to anyone who is in business. The personal gain in networking is phenomenal. It is motivational and encourages you to be more confident in yourself and with others. Having the right attitude towards networking is the key to success and this programme clearly outlines how to be a successful ‘go-giver’ not a ‘go-getter’.”

“You have to hear Deb Bell.”

“Particularly worth the time if you are new to networking or have had trouble with getting started in groups. A good alternative to other seminars as it removes time and parking barriers, and takes some of the pressure off those who don’t like to speak in front of large groups.”

“A great source of inspiration, information and practical tips to help you network effectively . . .”

Full details