Network Makes the Dream Work

      With the show season already in full swing I want to talk about the most important aspect of attending these shows. The networking. In order to become successful you don't have to be the smartest person in the room. As a matter of fact if you are, it's time to find a new room. The importance of networking is to surround yourself with people smarter than you are. Who know the things you don't know, that if you did know, you could do better, be better and market yourself better. In Harvey Mackey's column Career Advice from the Masters he writes "If I had to name the single characteristic shared by all the truly successful people I’ve met over a lifetime, I’d say it is the ability to create and nurture a network of contacts. A network replaces the weakness of the individual with the strength of your network."


Some people are allergic to networking, I had this challenge early in my career. I would seriously break out in hives. But a mentor encouraged me to approach people and not be afraid of asking to add them to my network. I'm so glad I took his advice. I have met so many amazing people in this industry once I let go of that fear. Building a network is building a bridge to a successful future.

You never know what you will need along the way in this crazy business and your network opens up so many doors that may have been shut tight. When you meet new people understand they are giving you their time because they believe you may hold something of value to them as well. Don't be a hoarder of your knowledge and information. Networking is a two way street. If people sense you are only a taker your networking efforts will suffer. I had the opportunity of spending some time with a dear friend in my network today Miss Maisie Dunbar. Maisie is a huge role model and femtor to me and I cherish the time we spend together. I introduced myself to Maisie at a show years ago and we became fast friends. We share a common mindset. Maisie is one of the smartest business women I know and shares her knowledge selflessly. She is authentic and transparent because she truly walks the talk. Even though I originally thought I was taking a few hours off today with her we ultimately end up talking about the beauty business. We talked about the frustration with some fellow nail techs that don't understand the value of investing in themselves. As business femtors it is a huge pet peeve we share. Many want to whine and complain about how slow their books are or how hard this business is without the slightest regard for their role in the situation. We chatted about where we are in our business and personal lives and the common thread of committing to excellence and not settling for anything less. I would have never met Maisie if I had not been at a show furthering my education.

I got sick and tired of struggling in business, so I knew I needed to know what I didn't know. So my question this week is, what are you willing to commit to in reaching for your dreams and goals? Before you take off in too many directions ask yourself if you have done as much as you can, invested as much as you can afford to surge ahead. How much time have you given the true work that needs to get done to rise above ordinary? Asses where you are and ask yourself what efforts have I made, truly made, to make things happen. So as you head out to the trade shows this season make yourself a list of who you would like to meet. What questions would you like to ask them. What do you bring to the relationship to stay in the game? Are you educating yourself to be of value to the equation? At the end of the show day there are only so many hours to get things done. We all get the same 24. How are you going to make yours most effective to break through to success?
Here are a few networking basics.
1. Join your local community center. Many centers post events well ahead of time. Something is bound to catch your interest. Libraries also bring in speakers on a variety of topics. Attend the event with plenty of business cards.
2. Have a Facebook presence for your business. Even if you are an employee of a salon. Many area businesses post events in your town. Choose a few to attend, with plenty of business cards.
3. Reach out to the local schools. They are always holding events, fundraisers and charitable events. Offer to attend and set up a booth donating proceeds to the cause. Have plenty of business cards.
4. Attend trade shows, as many as you can. With your business cards.
If you attend an event with a friend or colleague divide and conquer, you already know them. Get business cards or contact information from everyone you meet. Make a small note about what you talked about or what you promised to follow up with. It makes things so much easier when you get home. Keep in touch with these contacts, you never know when they might need your services.

Great Networker=Great Marketer

      To be a great marketer you need to be a great networker. If this doesn't come naturally to you, and believe it or not, it doesn't to me, you need to set aside time to learn how to be an effective networker.     
     Here are a few tips from top networkers.

      Find the right group. Networking can be exhausting work and running all over town isn't the best strategy. Make sure you target your networking efforts the same way you target your marketing efforts. Who is your ideal client and where does she shop? where does she work? Where does she hang out, volunteer, spend her time? Many potential clients have similar interests. Maybe they work out. Try looking for local instructional classes or presentations at your local gyms, yoga studios, holistic wellness centers. Maybe she works in an office brimming with more potential clients. Find out where they go after work, maybe they have a ladies night at a local establishment you can crash. Boutiques, make up stores, shoe stores and similar businesses also have many clients that are fashion forward or at last fashion conscious. Many of these stores have trunk shows, VIP events or speakers. Look on yelp or your local fashion pages on Facebook for the 411. Volunteer events bring like minded women together and are often looking for more volunteers. Take the time to get involved with a local charity event and get inside. Taking one class per week at a local gym or work out studio can put you in contact with health conscience like minded women. Get to know the instructors and offer to host an after work out party at your salon with free mini services or just snacks, drinks and a tour of your place.

      What to do once you're in?
      Start with easy questions. Like May I join you? What brings your here? How's business? Make sure you listen intently, not just to formulate your response. "Really? tell me more about it? Or why do you feel that way? are always good follow up questions.

      Ditch the elevator speech. Anything too contrived will automatically turn your audience off and make them question your motives. No one may even ask you about your business the first visit. If they do, have a light quick response ready making sure to mentally go over a few recent achievements relevant to the group. If you have a client already in the group, now is the time to name drop. People like to know you are connected. They are much more likely to warm up if you already service someone in their tribe.

      Share what makes you passionate about your business. Maybe a short story about why you were inspired to start your own business or begin a beauty career. Do you use a more natural approach? Are you a sanitation fanatic? What about your passion sets you apart, makes you memorable? Ask what inspires others or what their passionate about in their work. Enthusiasm is contagious and memorable.

      Go in with a winning smile. I love the old joke about the grumpy looking guy who was asked if he was happy and he said yes. Then tell your face. Smiling settles your nerves and makes you approachable and inviting. Practice if you have to, just make sure you wear one of your best smiles to each event.

     Last but most important, follow up, follow up and follow up. Yes it's that important. So many business people let so much business slip through the cracks by not following up after the event. If you have business cards make sure to send a quick so great to meet you email. Keep a cheat sheet in your contact page with what you talked about and when you see an interesting article relevant to their business or even hobby you shared send it along. If you don't have a linked in account create one, so many business women are on this site it is well worth the time. So pick your battle ground and get out there and network this week.