Upgrade Your Networking Mind-Set

Approaching networking with a mentality that focuses on the process of cultivating referrals will create the results you desire. Too many times I see professionals who are trying to grow their networks ask all the contacts they make at a mixer to visit their referral group, or keep them in mind for referrals as they give each new contact two or three of their business cards. This is way too soon. Think about that farmer diligently tending the seeds he has sown, and spend more time strengthening your friendships with those whom you wish to have as part of your networking circle.

Now that you have the basics for thinking about networking down pat, let's examine a few of the things you can do to develop a strong word-of-mouth-based business:

1. Activate the VCP process. VCP stands for visibility, credibility and profitability. What you need to do in order to be visible, credible and profitable takes a certain skill set. Things like participating in monthly mixers hosted by your local chamber of commerce, writing a regular column in your local newspaper or sponsoring the Little League team are things that make you visible. (See "Build Relationships That Last" to learn more about the VCP process.)

As you become more and more visible in your business community, you'll develop credibility. People will recognize that you're here for the long haul, and you'll begin to receive quality referrals. So look for opportunities to make yourself more visible. Think out of the box -- be creative!

2. Sharpshoot, don't shotgun. When talking about their businesses, many entrepreneurs try to get everything they do into a 30-second pitch -- and potential referral sources miss most of it. They tune out after the first few items on the list.

Instead, you should focus on your top two or three areas of expertise. Keep in mind that you're not marketing to your referral sources. In effect, you're training a sales force. Your networking team is there to keep an eye out for potential clients. If you communicate exactly what type of client you're looking for, better, more-qualified referrals will result.