January 23rd 2024.
It's no secret that in today's world, there seems to be a shortcut for everything. This applies to business as well, with so many consultants and "coaches" promising quick solutions to achieve success. But just as we all know that a balanced diet and regular exercise are the keys to good health, there are also proven methods for achieving success in business. Unfortunately, there are no shortcuts or schemes that can guarantee long-term success. It takes hard work, dedication to customer service, and a quality product or service to establish a profitable business. One aspect that is often overlooked is the importance of networking, even if it doesn't come naturally to some.
Networking is crucial in positioning your business for long-term growth. As a woman of color, I personally found it challenging to put myself out there in environments where the majority of business owners were white men. It's human nature to stick with what is comfortable and do business with people who are similar to us. While it may be possible to grow your business initially by sticking to what you know, eventually you will reach a point where further growth becomes difficult, if not impossible.
So, how does one go about networking effectively? It's not as daunting as it may seem. The first step is to identify the type of networking group that will work best for you. There are open networking groups, such as your local chamber of commerce, and closed networking groups, such as BNI. As a woman of color, it may be intimidating at first to enter a group where you may not feel like you fit in. But don't let that discourage you. You bring a unique perspective to the table and if you believe in your services and provide good customer care, the business will speak for itself.
Once you have determined which type of networking situation is most comfortable for you, it's important to attend the group regularly. Networking is a long-term project, and it's not something that will bring immediate results. A good analogy is that of a gardener. When you network, you are essentially planting seeds. Some will grow and flourish, while others may not. That's why it's important to plant as many seeds as possible. Some may not sprout for a while, but when they do, they may bring a bountiful harvest.
When attending a networking event, it's crucial to have the mindset that you are there to make genuine connections with others in the room. The goal is not to make a sale, but to start building relationships. Smile, offer a firm handshake, and go from group to group, getting to know people and their businesses. Allow the conversation to flow naturally, and if someone expresses a problem or frustration that you can help with, offer your advice. But remember, the main purpose of these initial meetings is to build relationships, not close deals.
Like a gardener, you must also be patient and tend to your relationships. It's important to circle back to people periodically to see how they are doing and if you can offer any assistance. Just because someone may not be a potential customer right now doesn't mean they can't help you in other ways. It's a well-known fact that we tend to do business with our friends. As a business owner, you can never have too many friends.
Your network may also introduce you to other potential customers or open doors for you that you couldn't on your own. And even if they don't directly benefit your business, they may become good friends. After all, there's nothing wrong with having more friends! Above all, be patient. Networking takes time, but if you stick to it and remain consistent, you will see the rewards in the long run. Building a successful business is a marathon, not a sprint.
This is especially true for women of color who may not feel naturally inclined to network. But don't let that discourage you. With determination, perseverance, and a willingness to step out of your comfort zone, you can build a strong network and achieve success in your business endeavors. As the saying goes, "no man is an island," and this is especially true in the world of business. So, don't be afraid to put yourself out there and make those connections. Who knows, you may just find yourself reaping greater rewards than you ever imagined. This post was originally published on Jul. 31, 2019 on Black Enterprise.
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