Schmooze Or Lose
In the first taping of the first Lifestyle CEO television show in early October, guest Debbie Bilezikian of Monave Mineral Cosmetics in Baltimore, Maryland, was asked to tell viewers her opinion on a sure-fire way to grow a small business. Her answer without hesitation was, "Network." Although Debbie expanded on her answer a bit, she needn't have done so, and she's not the only one who knows the first-hand power of networking. An October 5, 2005, Associated Press article entitled, "The American Dream Begins With Networking," confirms the power of collaborating with your competitors as a business model all its own. If you have ever been fearful of chatting it up with your industry colleagues because of fear or having your ideas stolen or fear of being seen as an opportunitist, or just plain old scared to waste your time, you have been missing out on one of the best business building tools on earth.
The Associated press article cites many examples of how networking strengthens individual businesses, ethnic groups and the country as a whole. For example, 39% of US manicurists are natives of Korea, and 50% of economy lodging properties are owned by Indians. Whether by necessity (because they cannot find jobs in the traditional work force) or by choice (they want to control their own destinies), immigrants are finding and solidifying niches markets for every imaginable product and service. And they are doing it because they spend time together. They share ideas, tips and tactics and encourage each other to use what works to grow a successful enterprise.
But the power of networking is not limited to immigrant entrepreneurs. Networking organizations are sprouting up all over, and each has a single goal in mind: to bring together the shared knowledge and energy of like-minded people for the benefit of individuals and the markets they represent. For example, the Give 'N Take Network connects people to help them exchange products and services in a friendly, supportive environment. The Handmade Beauty Network, which has connected people in the handmade beauty industry online for nearly six years, is launching its Handmade Beauty Business Magazine this fall, and hosting its first conference in August 2006. Of course the Lifestyle CEO Conference in January 2006 is also shaping up to be an outstanding networking event if I do say so myself. In addition to privately owned groups, there is no shortage of national non-profit networking organizations, and let's not forget state and local chambers of commerce.
A few years ago, I was talking with a group of women business owners about why they didn't do more networking. I uncovered three main reasons: (1) fear of introducing themselves to new people; (2) fear of disclosing valuable sources or business success secrets to the competition; and (3) not enough time. These reasons are excuses. They are not valid explanations. If you want to be successful in business, you have to garner the courage to speak to new people about your product or service. You don't necessarily have to be confident in your ability to do this -- at least not at first. The bottom line is that if you are not a mouthpiece for what you offer, those who do chat it up about their businesses will get all of the customers and you'll be stuck with fear of talking. If you suffer with an anxiety disorder that makes it physiologically difficult for you to meet others, find some treatment for it or hire a good part-time mouth piece to speak on your behalf.
One creative strategy is to collect a few close trusted friends and ask them to let you practice on them. They may have a hard time being objective, but if you make it clear that you need their honest opinions and suggestions, it's a good place to start. Here's another idea for those afraid of the schmooze. Next time you're at a dinner party, mixer or other social occasion, take the focus off of yourself by asking others to talk about himself or herself. Try to avoid the trite "What do you do for a living?" Instead, complement an outfit or ask open-ended questions that require others person to respond with information abou themselves. Here are some examples: "Tell me how you know our host." "How did you find out about this event?" "How has being a member of this organization helped you?" The answers to these questions will likely hand you a response on a silver platter. By taking the focus off of yourself, you ease your own fear of conversation.
To survive in business today, you must be a part of a network. It does not have to be formally organized, but it does have to allow you opportunities to meet others, share and exchange ideas and generally "cross-pollinate" each other with the kind of support and encouragement we all need to grow. From neighbors and family members to business colleagues and co-workers, find people you can schmooze with. You'll be amazed at the number of business and personal opportunities that will come your way as a direct result of being an active participant in social circles.
