May 7th, 2010 
Betty Penny Is it possible to get through a business day without reading, hearing or uttering the “n” word? Hardly: networking is now widely recognized as an integral part of generating and doing business. Everyone is doing it but, unfortunately, not everyone is doing it correctly.
Remember the old adage, “It isn’t what you do, it’s the way that you do it?” Sage advice, particularly in the networking arena. Having used this tool to build my accounting business I can attest to the power of nurturing and maintaining a working network.
Cold Networking – Avoid it Like the Plague: So many believe that networking is simply the act of meeting people and selling. I call this “cold” because it is a callous, transparent and hazardous as a patch of ice. Getting out of the office and meeting people should be warm and comfortable to both you and the people with whom you are trying to build a network. This requires conversation and people skills – the mastery of simple talents we all possess. Networking is an art not an act.
The Working Network: For those who feel the pressure to sell, understand that the sales will come with time. That sale may not come from the first person you meet, but he/she may recommend your product to a friend. Or, a year later, that same person might give you a call out of the blue to bring more business your way. You have obviously made an impression for a business person to feel safe recommending you to a friend and to think of you a year down the road. All this wouldn’t have happened had you not taken the time to get to know the individual and build a warm business relationship. People don’t want to listen to a strong sales pitch at a networking function. Like you they are there to make their own pitch by subtly spreading the word about their products and services. Remember, the opposite of talking isn’t waiting - waiting for the other person to stop talking so that can start again – it is listening.
Networking for Growth: I grew my accounting business, Penny & Associates, by getting to know people and demonstrating a genuine interest in both the person and his/her business. Some have spread my name around and sent new clients my way and others have become clients. Still others have worked collaboratively with me on large projects.
Not only have I grown my business, I have grown as a person. With each link in my network I have built a valued friendship distinct from the other but equally as vital. If you are looking for a business adviser to help your business grow, I would be more than pleased to assist, please contact Betty Penny
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Yes, you have my permission to post on your RSS feeds, I enjoy helping other people succeed with my knowledge. Betty
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