Art of Networking
Relationship Networking
By Jerry Schwartz

In Masters of Sales (Entrepreneur Press; www.MastersBooks.com), I wrote a piece titled "The Truth About Relationship Selling." I mention that Dr. Harry Olson, author, speaker, and executive coach, taught me that the key to relationship selling is relationship building.

According to Dr. Olson, "Relationship selling works best when prospect and seller, in the course of meeting, discover shared interests. This facilitates a common bond outside of the business context. The salesperson who creates an emotional bond with the customer has the winning edge—hands down. This requires artful skills in relationship building."

Naturally, relationship networking applies the same foundation. Those who truly want to build a firm networking foundation need to build a relationship with their future referral partner. However, some businesspeople assume their phone will magically start ringing with referrals simply because they make a habit of handing out their business card. In reality, this is only a tiny step in the process of relationship networking—you must follow up with your contacts and continually strive to build successful relationships.

In the book Business by Referral, Dr. Ivan Misner provides five things you should know about anyone you wish to establish a relationship with. These are outlined in the GAINS profile:

Goals
Accomplishments
Interests
Networks
Skills

To supplement the five points in the GAINS profile, I have slightly altered the five tips to succeeding at relationship selling, given by Dr. Harry Olson, to the five tips to having a successful networking plan:

1. Don't take relationship skills for granted. It has to be worked on by both parties.
2. Focus on methods and actions to work together.
3. Get to know your referral partner's business and support team.
4. Identify "best practices" to find qualified referrals and implement a follow-up system.
5. Find ways to help each other outside of the business setting.

Building a true networking plan takes effort, but the rewards are great. Remember, it is not NET-SIT or NET-EAT, it's NET-WORK! And if you work with your NETWORK, your business will prosper.

Submitted by Jerry Schwartz, BNI Maryland & DC executive director and contributing author to the bestsellers Masters of Networking and Masters of Success, and the soon-to-be bestseller Masters of Sales.