Last week I was talking with a new client who was complaining about a lack of business. He started his accounting business six months ago and has spent months and a good deal of money designing and building a decent website, brochure, post cards, etc. He is also a member of a BNI (Business Area Network) group. However, he wasn’t doing the business he thought he would be doing by now.

I asked him why he thought new business was slow in coming in. He told me, “Because no one is referring to me at BNI”.

...hmmmm. Excuse me? You’re business isn’t growing because no one is referring to you? …Being the diplomatic person that I am I didn’t actually say that. I did, however, start a line of questioning that guided the conversation to the topic of success, his success - or the lack thereof - being his responsibility, not his fellow members’, nor his competitors’, his spouse’s, his mother’s or anyone else’s.

Don’t get me wrong, I’m a member of the BNI, Roma Referral Group. They’re a great group of people and I believe that the relationships I’m building there will help me grow my business. Did you notice, however that I said “the relationships I’m building will help me grow my business.” I didn’t say “the BNI members will give me business”.

To the small business owner word-of-mouth-networking is one of the most important and cost-effective practices you can use to promote your business. In Maine, where small businesses make up over 90% of the business community, there are more than a few organizations providing more than a few networking opportunities every week – every day, for that matter.

Most small business owners know the importance of word-of-mouth networking, but like my client, most don’t understand that it is just one ‘tool’ you use to build your business; it’s not something you do and then you wait for the clients to arrive when others direct the business to your door.

As Ivan Misner, the founder of BNI, says; “Word-of-mouth is more about farming than it is about hunting.” Your goal with networking should be to get to know people and their business and for them to get to know you. Networking is about developing close relationships because people do business with people they like and they trust.

It’s not what you know that counts; and many times it’s not even who you know. It’s how well you know them that counts.

Networking isn't something that necessarily come naturally; it’s a learned skill for most. There are a number of things to keep in mind if you want to increase your business through networking, the first being, you have to put yourself “out there”.

For example, my client attends his weekly BNI breakfast. …that’s it. The rest of the week he gets up - drives to work – works - goes home …and does it all again the next day. Sure he sees friends and has a life, but regarding networking efforts… his weekly BNI meeting, with 25 or so members, is it. Word-of-mouth networking, to be productive, needs to involve more than 25 ‘mouths’. You need to be visible in the community and participate in a variety of networking groups and trade associations.

A friend and fellow BNI Roma Referral member, Carl Loomis, is master networker. In addition to BNI, Carl is a Greater Portland Chamber Ambassador, the past president of the Portland Kiwanis, the first to volunteer to support a colleague by sponsoring a team at an upcoming American Cancer Society fund raising event, get thrown in jail every year during the Muscular Dystrophy fund raiser…. and on, and on, and on… Everyone knows Carl and Carl knows everyone. He’s not only a great networker, he’s a great guy. Or maybe he’s a great networker because he’s a great guy?

The point is, networking isn’t ‘doing time’. Networking is getting out there, getting known and participating in the community and operating under the philosophy “Givers Gain”. At the end of the day, it’s your business and your responsibility. Networking, while a good tool, is just that; a tool. It’s up to you to use itl.

And remember, Be Bold! It all starts with a vision.

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