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The reprinting of articles from the New York Times archives is sponsored by OPEN: The Small Business NetworkSM. The editorial staff of The Times was not involved in the selection of the articles or the production of this archive. How to Network Effectively
Many small business owners don't want to network because they think it's about shoving your business card in someone's hand and boasting about what you do. In fact, networking is actually about getting to know people whom you can help and who can help you. Networking expert Steven M. Krauser, President of Network Associates, Hicksville, N.Y., contends that most business people don't know how to make networking an effective business tool. "If the result of your networking is a stack of business cards in your top right hand desk drawer and not a lot of additional business, then it may be time for you to re-evaluate your methods", he notes. Krauser says small business owners should approach meeting people using two goals: get to know as many people as possible, and get them to know you. He then recommends the following four steps to make your networking work: Give and get information
Evaluate the value of the contact Another criterion is to look for people who are truly interested in helping others solve a problem, no strings attached. In other words, don't think of yourself as a networker but as a problem solver, and look for those same characteristics in someone you will consider adding to your personal network. Form a strategic alliance Remember that the purpose of networking is not to get your contact's business; instead, you're trying to get business from everyone this person knows. You should also be able to turn to those in your network for management ideas, advice, leads, even vendor recommendations. You will learn from each other and contribute to each other's growth, both in terms of profit and performance. Maintenance Be careful never to burn bridges; you never know when someone will be able to help you, or when you will be able to help them. If you feel as though someone is not useful to you right now, you still will want to check in with them now and again, because they may become important down the road. In other words, be nice to everybody because you never know where they'll show up. Copyright © 2002 American Express Company. All Rights Reserved | Contact Us
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