Structured networking is an entirely different type of networking than traditional networking. It could better be described as "team" marketing. In structured networking, the goal is not to market to fellow members, but rather through them to all those they know and those with whom they come into contact.
What is Networking ?
Webster's Dictionary defines networking as "the cultivation of productive relationships for employment or business." In its broadest sense, practically any type of social interaction could be considered networking. Most business people are familiar with the informal networking that occurs in chambers of commerce and other business organizations. But in a business environment where increased sales are the ultimate objective and "time is money," informal and unfocused networking is inadequate. It is necessary to move to the description and definition of a more formal and focused type of networking.
Development Of Win-Win Relationships In his book, "Endless Referrals", Bob Burg defines networking as "the cultivating of mutually beneficial, give and take, win-win relationships." Bob says that, "all things being equal, people will do business with and refer business to those people they know, like and trust." Networking therefore is about developing relationships with others who will do business with you and will send referrals to you because they know, like and trust you. Bob's goal is to transform networking from an "informal process" to a "formal" process focused on generating referrals that result in sales and increased income.
Note that there is a requirement that the individual giving you the referral first know, like and trust you. It is necessary for you to allow others to get to know you and they must like what they see and have trust in you before they will send you referrals. When building a referral network it is necessary for you to develop relationships of trust.
Selling Through Networking Partners - Structured networking involves selling "through" those who are your networking partners not "to" them. There are two components of the business you derive from networking as Mr. Burg describes it: business from those you know and business from those they know. The latter is far more critical than the former, because the potential represented is hundreds of times greater - assuming every businessperson literally knows hundreds of people. The ultimate objective of formalized networking is not to sell "to" those who know, like and trust you, but rather to sell "through" them to the hundreds of people they know.
Certainly, your friends will do business with you, but that is not your primary objective. Your primary goal is to teach your friends how to market your business for you to all those within their sphere of influence in return for your help marketing their business for them within your sphere of influence.
Structured networking is therefore selling to people you don't know with the help and cooperation of those you do know. It is "collaborative marketing" predicated on the assumptions that:
- With minimal proper training you and a partner can effectively prospect for each other, and that
- It is easier for each of you to prospect for the other within your sphere of influence than it is for the other person to prospect with those same individuals.
Those within your structured networking group - the members of your team - are there to market your business for you. This points out another critical aspect of formal business networking. You must train others to promote your business for you. Clearly, however, in order to train others to promote your business, you must first understand how to promote it yourself. Effective networkers must not only understand who their prospects are and how to promote to them, but must also be adept at teaching others how to do the same.
Structured networking requires a change in mindset. Although it is called networking it is not the same as the traditional one on one networking we are all used to doing. It is actually "team" marketing wherein your goals is to train and motivate a team of referral partners to promote your business for you.
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