by Jim Goyjer

Created on: July 10, 2008

Effective Networking For Professional Firms

Professional firms in areas such as law, accounting, financial services, health-care and insurance need effective networking as a primary business development strategy. Marketing and public relations often elude professional firms when business is good, but when business is sluggish and their client base is threatened, they scramble to find any marketing professional for a "quick fix." What most successful companies know is that effective public relations and marketing are not a quick fix but rather an ongoing effort, whether times are good or bad.

Competition for new business is always fierce. How will you stand out and attract some of that business? One of the most powerful marketing techniques for long term business success is networking. More business transactions are facilitated through a hand shake and a friendly smile than any other strategy.

Networking is cultivating individual relationships. Business men and women appropriately emphasize the front of their business cards, but equal emphasis should be placed on the "back side of the business card," or their community involvement. From a marketing viewpoint, opportunities can be maximized through meaningful participation in community and nonprofit organizations. Truly successful people are successful in their businesses, personal lives, and their communities.

Here are a few basic rules on effective networking that should be practiced consistently to help generate new business:

Be prepared - Always keep a small amount of your business cards with you. Your card should inform a person precisely who you are and what you do. Your card must look professional and most of all, be legible. It is your introductory mini-brochure.
Have A Brief Script In Mind Introduce yourself and say what you do succinctly so that people remember you and your profession. Speak clearly and confidently.
First Impressions Do Matter! - Dress appropriately for the occasion and keep yourself well groomed. Impress for success!
Be A Gracious Conversationalist - Speak articulately, listen intently and allow a free flow of ideas and discussion to take place. Do not dominate the conversation.
Take Notes - On the back of the business cards you collect, write when and where you met that person and other points of interest.
Follow-up, Follow-up - The single most important point in networking is to follow up with the people that you have met. Once you have created a contact, keep it. Store the person's information in your database, along with any notes, and remember to regularly follow up. Personalized notes work best. Send a thank you note after your meeting and continue to follow up with congratulatory notes, birthday cards, or just to say hello. Be energetic in referring business and other opportunities to your contacts. They will reciprocate in kind.

While effective networking should be a prime marketing technique for professional firms, it needs to be supported with additional marketing and public relations efforts. Other marketing techniques should include media (print and electronic publicity), graphics, advertorials, printed promotional materials, an updated website, special events, public affairs, community involvement and ongoing marketing reviews.

To summarize, there are no quick fixes to obtaining business. The key to continued, long-term success is to market your professional firm during the good times and the bad times. Never let up in making your contacts aware of your firm's activities.

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