Great networking that rarely gets air time

“People see you at your best when you’re doing things for charitable causes.” This point, made by Thomas J Stanley in his outstanding audio program Networking with Millionaires, has been stuck in my head since I first heard it over six years ago. Both he and Russ Alan Prince – experts on marketing to the affluent - recommend it. Here are three examples of networking this way:

Mary, a financial advisor in northeast IA, has become active on the committee of United Women, an offshoot of the United Way. To become a member you need to donate at least $2500. At meetings she is now sitting around a table with some of her community’s most influential and affluent women – a perfect opportunity to meet them in a non-threatening, non-sales-oriented environment. Now she is working on building relationships with key individuals in a way that is comfortable for everyone. She has already been asked for financial advice within the group. Next year she will be president.

Dave, a financial consultant in northern WI, wanted to develop a target market helping families with special needs. He didn’t need to fake this interest: he’s been volunteering with Special Olympics for many years – before he got into the industry. In recent months he has been attending a wider variety of meetings around the state. Getting introductions to key decision makers has been very easy for him because his credibility and sincerity has been built over the years. People know he’s not there for a quick sale.

Kelli, an insurance professional in Lexington, KY, is a member of Altrusa, an international organization founded in Chicago in 1917 for professional and business women. She coordinates her group’s major annual event called Mighty Moms. “We bring moms in the Central Kentucky area into Lexington for a weekend of pampering.  These are moms of severely handicapped or sick children who spend 24/7 taking care of their kids with no time for themselves.”

Local businesses donate various services from hotel stays to massages, haircuts, movie trips, and visiting local attractions. Organizing this is a great way for Kelli to network more with club members as well as with other local business owners in a non-sales environment where the focus is on serving these mothers and giving them a chance to bond with other moms in similar situations.

Why network this way?  7 quick reasons:

1. Personal benefits: “The community service work is so appreciated. It feels good to help.”

2. People see you at your best. It brings you more credibility and it helps you develop stronger relationships in a much more favorable environment where business people can get to know you first and not your product or service. Sure, you could try networking to meet local women business owners at a chamber of commerce or a NAWBO event, but working for a cause greater than yourself speaks volumes for your integrity. Kelli, Dave and Mary clearly ‘get’ this.

3. It gives you reasons beyond business to talk to potential great prospects.

4. When you do ask for an opportunity to do business, it’s easier because you’ve made numerous emotional bank account deposits already. Your relationship has a foundation.

You have a relationship you can leverage!

5. If you can demonstrate your own professional expertise (ex. with financial advice) that’s a bonus.

6. You can always demonstrate your professional skills (and, ideally, your leadership skills) by how you conduct yourself.

7. In his most recent book called YES!, Arizona State professor Robert Cialdini explains that you can get ahead much faster in life NOT by asking ‘who can help me?’ but instead by asking yourself ‘whom can I help?’ This is because you are leveraging the rule of reciprocation which states that when you help people in an authentic way, others feel obligated to reciprocate.

Having just read Bill Clinton’s excellent book, Giving, there are so many ways to make a positive contribution with your time, money and skills. From a business standpoint, it is smart too. And not even just for the reasons cited above. Some companies have experienced tremendous economic and retention benefits from getting their employees more active in charitable causes – creating a purpose beyond their core product or service.

Who would appreciate reading this? Please forward it on and share the wealth!