Networking

Q. Currently I run a computer repair business out of my home. I need to expand my client base. What are some ways I can market my service to the public?

A. It may well be that, for a business such as yours, the answer lies with you improving your networking know-how. The most effective form of advertising is also the oldest: word-of-mouth. Bright ads and slick brochures don’t compare to an informed recommendation from someone trusted and respected by potential customers.

Word-of mouth can be just as effective when the information comes directly from you. By networking with colleagues, allied businesses, and potential customers, people can learn more about you and what you do. Networking is also a great way to become more attuned to the issues that affect your customers - their needs, concerns and preferences- giving you a better chance of being in that proverbial "right place" at the right time.

Networking is no different than attending a social function. In fact, it’s better because you already have something in common with nearly everyone you meet. Of course, you should never adopt a "who are you and what can you do for me" attitude. Networking works best when there’s no pressure to make a sale. Ask questions and always listen. First impressions are important, but they also can be enhanced or changed over time.

To begin building your business network, consider the following:

BUSINESS CARDS: Develop a good business card that provides all the important information about your business. Print up a large supply of these cards and plan to distribute them liberally at any and all events you attend. They are inexpensive yet very effective as a reminder to the recipients as to who you are and what services you offer.

In addition, many times when you give out a business card you will get one in return. Following the session when these cards are exchanged, write on the back of each card the date and event when you received the card. Later, should you need to contact an individual who gave you a card, you can refer to the date and place where you met and that will greatly enhance the chance that you will get a good reception.

PROFESSIONAL SOCIETIES. Nearly every type of business has a national association that represents their members’ interests; most have local chapters with regular meetings and activities. Along with providing a great source of contacts, professional societies offer volunteer opportunities where you can demonstrate you skills.

CHAMBERS OF COMMERCE/BUSINESS ROUNDTABLES. These groups offer valuable exposure within a particular community or region. While other members may not be in out target market, they can provide valuable leads and referrals (that's word-of-mouth advertising). Many also provide opportunities for small businesses to show their stuff via trade fairs, demonstrations, and media features.

COMMUNITY SERVICE ORGANIZATIONS. This is a great way to combine a personal interest with your business. Many groups may have a need for your type of service, giving the opportunity to do pro bono work in return for free visibility. What's more, your fellow volunteers may also be potential customers.

Using traditional forms of advertising such as the yellow pages, teleconferencing, hand bills, etc. may also help, but for a business such as yours an investment in developing your networking knowledge and your "personal network" may be your best bet.