Southern California is home to many huge, tall, lush eucalyptus trees that topple over fairly easily in the high winds that occur almost every year. When they’re uprooted and blown over, you can see that their root system is broad and wide but not very deep at all. Imagine your network in terms of those eucalyptus trees – for it to be strong it must not only be broad, but also deep. When you rely on others to cross-market your business or promote your program to a client, you’re not asking a simple favor. For true referral networking, you need relationships that are deeper than mere contacts; you need strong connections, established well in advance.
Think of networking not as hunting but as farming. Take the time and energy to cultivate deep relationships by giving your referral sources anything and everything you can to help them succeed. These will be relationships you can count on when you need powerful connections. It’s not what you know or even who you know—it’s how well you know them, how well they know you, and how well they know the people you want to meet.
To grow the roots of your network deep, follow these three easy steps:
1. BUILD QUALITY RELATIONSHIPS -- Take time beyond normal business interactions to deepen your relationships with referral sources. Invite them to social functions, learn their hobbies and interests, and help them pursue their personal goals.
2. NETWORK IN NEW PLACES -- Other than your strong- and casual-contact groups, look for new areas to find partners with common interests, such as charitable organizations and professional support groups. Don’t prospect right away; let the relationships mature.
3. FOCUS ON OTHERS -- Rather than having a “What’s in it for me?” mind-set, ask yourself, “What can I do for this person?” Continually look for ways to bring business and benefits to others in any group that you’re a part of. Make yourself known as the person who always has something for others. This is a powerful way to both deepen and broaden your network.
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