By Marc de Bruin

It is not what you know; it is whom you know. That saying goes around quite a lot. It definitely has a lot truth in it. I do not think it is the only truth about getting and keeping your business up and running. There are many, many more options. For the sake of this article, I will focus on networking as a client generator, and it can make you see the usefulness of having many business relations.

Networking forms a very important part of every small and medium sized business owner’s activities. There is a lot of business done over breakfasts, beers and barbecues with fellow business people. Let’s face it; it’s an easy way. Not only can you have a good time getting together for a couple of drinks, when you know it can benefit your business, as well, the fun just gets better!

When I first started as an attorney in the Netherlands, I didn’t understand much about the concept of networking. I didn’t even have a concept. The older partners suggested that I join groups like Rotary or Lions, and business oriented ones. I started to get an idea. The joining wasn’t for the fun; ultimately, I had to join the groups for the good of the firm and my practice.

I didn’t particularly like the whole idea of joining up with people, not because of me as a person, but because of the potential business that might come from being part of the group. That didn’t align with my values at the time (we’re talking 1994-1997). Now, several years later, and immigrated to Australia, I honestly enjoy networking, and am always on the lookout for other interest groups I can join.

It took me years to see and understand the value of networking in terms of creating relationships and building up businesses, and in my current practice, I absolutely make a point of stressing the importance of it to my clients.

For me, the value of knowing people became very apparent, when I moved to Australia with my family. Knowing no one at first, starting completely afresh with no history whatsoever, networking has proven highly valuable in getting my Coaching and Body Stress Release practices running. I linked up with Toastmasters International and two breakfast business referral groups, created a Dutch networking group, and set up a “coaches coffee club”, together with a fellow business coach.

My intentions were two-fold: getting to know people for the sake of getting to know them and to build new friendships, and of course for the sake of establishing business relationships and promoting my work. The two go very well together. There is not a part in me anymore that feels uncomfortable with it. Establishing friendships often is serious, and establishing business relationships often means friendships.

If you are serious about getting and keeping your business running, I urge you to look at many networking opportunities. I must confess, my personality type, (according to the Myers Briggs Type Indicator), is not naturally inclined to network and mingle easily, so for me, it was a learning curve. Factually, tapping into networks is so valuable, and made doing so a lot easier. Do not get discouraged. If you do not particularly like large crowds, just be clear about your outcome, and enjoy the process!

Here are a couple of resources for you to tap into when you are looking for networking opportunities:

- Referral Groups: Breakfast Network International (BNI), the Leads Club, local business referral groups, to be found via your Chamber of Commerce or Small Business Field Officer (or similar authority).

- Service Clubs: Lions, Rotary, Zonta, Kiwanis, Round Table, Junior Chamber, Soroptimist, to name but a few.

- Public Speaking Groups: Toastmasters International, Rostrum, National Speakers Association, etc.

- Special interest groups within your line of work, in my case for instance the International Coaching Federation, the Australian Life Coaching Society, Coachville. There are many others to be found in your specific expertise.

- Local business groups like Chambers of Commerce, Business Women’s Networks, Networking events organized by local government, etc.

- Self-initiated interest groups, like my Dutch networking group, the Coaches Coffee Club, etc.

- Local hobby groups: bridge, crafts, cars, motors, plants, or whatever it is that takes your fancy.

- Any other online and offline networks you can find in local, daily, or weekly newspapers, on the internet, through referrals, in Yellow Pages, and via local business advise bureaus. You will have to keep your eyes peeled for opportunities, and scour through all available means of communication.

- Make “being in contact” a structural thing on your to-do list. If you haven’t spoken to someone you know for a couple of months, send him/her an email, or give him/her a ring. They’ll appreciate it, and brings you back into their awareness, which is where you want to be for sure!

Go out and do something. Sitting still and waiting for the clients/customers to come in based upon your current contact lists may pay off in the long run, if you are able to stick around long enough…..It is smarter to take pro-active action, and create your own network of people you meet or speak to regularly. This will absolutely increase your business volume in the short term, and give you a very steady base in the future as well.

Marc is a certified life/business coach, master NLP Practitioner on the Sunshine Coast in Queensland, Australia. He specializes in restoring people's health, and coaching professionals and small business owners at critical junctions in their careers and/or lives, so they can move to the "next level".

Marc de Bruin is a certified life/business coach and master NLP practitioner on the Sunshine Coast in Queensland, Australia. Email him for a free phone or face-to-face session on marc@landmarc.info