Networking can mean the difference between isolation and involvement for any business owner. For home-based businesses networking takes on a particularly significant role. It replaces the water-cooler and coffee-pot contact that occurs daily in every corporate office. Networking is by definition a supportive system of sharing information and services among individuals and groups having a common interest. Networking will keep you in contact with the outside world, help you avoid isolation and stagnation, and build your business contacts for current and future plans.
Networking is a two-way street, an exchange of information. Real networking requires that you do more than reach out to give and receive business cards. Give a little information, and get a sincere grasp of what one another’s skills are. Then you’ve really reached out.
You will need to become involved in several levels of networks to provide contacts for you within:
• the business community at large
• your peer group of professionals
• your local community
• the community at-large.
Involvement in some organization at each of these levels of networks will provide public relations opportunities that will not develop from within your own home. The following are a few ideas to get you started in each of these four areas:
The Business Community
Small business organizations offer the potential for small business owners to pull together for a bigger impact. The impact can be political, as it is in organizations whose mission is to lobby, or economic, as in those organizations that emphasize member benefits and discounts. In larger numbers there is certainly more influence. As a member of these groups, you may qualify for corporate rates on products and services, special discounts, and/or group rate health insurance. Examples include: National Association for the Self- Employed (NASE), National Small Business United (NSBU), and a host of local home- based business support groups.
It is a comfort to know that other business owners share your concerns and interests. The organizations mentioned above are very large national groups. Subsets of the business community may find what they need in other organizations, and often will join more than one as time and finances permit. The National Association of Women Business Owners (NAWBO), for example, is designed for women business owners of any size firm.
NAWBO has statewide chapters that independently run monthly meetings and events, as well as a strong nationwide offering of conferences and workshops. New corporate discount packages are made available fairly often as this group draws the attention of major corporate sponsors.
Industry organizations often combine large corporations and small businesses, offering business owners an opportunity to meet with a diverse group of individuals. Statewide chambers of commerce and regional industry associations may be worth exploring.
Your Peer Group of Professionals
Professional associations are your link with other business leaders or owners, prospective customers/clients, sales leads, and sources for general business information. Membership fees vary, and benefits of membership include a wide range of products/services, such as membership directories, newsletters and other publications, discounts, group rates for programs, educational opportunities and more. Membership in these groups serves a different purpose for you. These groups are your resource for new information in your profession, mentors, support resources when your business grows and you need to hire help, virtually or actually. You may find it difficult to sell here, especially if you’re among a group all selling the same thing. But you will absolutely need these contacts.
And if you achieve a leadership position, you can also achieve public recognition. Not bad for public relations purposes.
Trade associations are available for almost every profession. You’ll learn the secret handshake for your peer group, just as in professional associations. Membership rates and offerings vary. Monthly and annual meetings can help to keep you current in your own field, and help you find the best suppliers, vendors, etc. for your work. But the same word of caution applies here as above – you may not be closing sales deals within a group of your peers, but you need these contacts to thrive. As a leader, your opportunity for public recognition in your field will help you grow your business.
The Community
Civic organizations provide an opportunity for you to become active in local community service groups. Your local chamber of commerce is a good start. Local chambers will promote their own members’ products and services over anyone else in the community.
They will often publish their own directory and run their own schedule of business
functions. If the mission of the group doesn’t track with your objectives, keep the time you spend to a minimum but don’t be a stranger. Let your specialty be well known, and define your area of expertise so that referrals will be passed your way. Lead a workshop.
Be a speaker at a meeting.
Volunteer activities at local hospital, schools, libraries, and colleges are almost endless.
Fundraising activities are usually a top priority. Volunteer to help with a task that offers you an opportunity to demonstrate your skill and talent. In this way, you’ll not only help the organization, but also promote your talent through demonstration of your abilities.
The World At-Large
Don’t lose your national and international focus, no matter how regional your business is today. Watch for events and opportunities that can bring you in contact with a wide range of people around the country, even if your business is geared to your own community. You can do a better job of serving any market you select if you are in touch with the outside world.
As soon as you realize your business has potential beyond the borders of the United States, start making connections in the global community. Use the contacts of corporations that have already opened doors to gain introductions and entry into this rapidly growing area for opportunity. Seek the international organizations that will give you both support and recognition.
Commitment
Your degree of involvement in any organization should reflect the importance of this organization or association to your business success—unless, of course, you are joining for purely social reasons. The best use of your time, however, will be to find and focus on a few organizations that offer both business and personal satisfaction. Why waste your time? In a position of leadership in any type of organization you will give the most time but will also gain the best contacts. You will get to know the most people. You will have the most opportunity for media exposure.
If you know that one particular organization is a great source of direct leads for your business, work your way into an active role in the leadership of the group. Start by participating on a committee to get a sense of the group and the internal dynamics.
Determine how you can volunteer your time in a way that also provides you with an opportunity to showcase your skills. Your talents will be most visible to the group if you share them and help the association accomplish its goals. If you are only a name on a mailing list, you are less likely to be approached personally.
Customer Service
(Marketing Plan: Section IV )
Consumer expectations of high quality service must be met if you want to keep your customers. Consumers expect to be able to contact a customer representative with
questions, concerns, problems, complaints, and returns. Business customers expect the same. Your business will need to identify your plans to meet these needs.
Description of Customer Service Activities
Will you offer 24/7 access to customer service representatives? Can your customers reach you by phone, fax, or e-mail at any time? As your business grows, you will probably need to consider the addition of the services of a call center, which offers uninterrupted service for your customers. How will you deal with customer contact in the meantime?
Expected Outcomes of Achieving Excellence
It’s an old marketing maxim that it is far less expensive to retain existing customers than to add new ones, so your business gains an immediate benefit from building a loyal customer base. For an excellent resource with insight and techniques about building a solid customer base, check Loyalty Marketing in the Internet Age (Dearborn, 2000).