Issue link: https://www.massageandbodyworkdigital.com/i/68008
BUSINESS SIDE For example, let's say you meet a nutritionist who specializes in working with overweight children. You hit it off, and she turns out to be someone you trust and respect on a professional level. When one of your clients mentions she's looking for someone to help her child who's struggling with a weight issue, you have a referral for her. This works for you on three levels: the client appreciates the assistance; you reinforce your relationship with the nutritionist; and she's grateful for the referral business. Should an opportunity arise to return the favor, guess which massage therapist she'll likely recommend? NETWORKING HELPS YOU DEVELOP NAME RECOGNITION, MAKING YOUR BRAND FAMILIAR TO A WIDER RANGE OF PEOPLE This is a subtle, yet powerful, side effect of networking. One of the things networking can do for you is build name recognition. People see you at events, even if they don't engage with you directly. You develop a reputation as a viable, hardworking business owner through your high profi le. Compare this with the image of the massage therapist who heads home at day's end and has no connection to the business community. HOW DO YOU NETWORK? You already know how to network. Networking is simply forming relationships with people, connecting to people who may be interested in your practice, or, perhaps more importantly, talking to other people about your practice. The trick is to fi nd places to form relationships with people you don't already know. After all, once you've exhausted your immediate circle of family members and friends, where will you fi nd new clients? Most FOLLOW-UPS AFTER NETWORKING Least Least EFFECTIVENESS Networking groups may be the answer. Groups like Business Networking International (BNI), regional chambers of commerce, and professional associations offer networking opportunities with professionals of every background. There are also trade-specifi c networking groups: the Holistic Health Network, for example, has branches all across the nation. Don't overlook online networking efforts. Increasingly we're connecting with friends, colleagues, and peers online. Social networking sites like LinkedIn offer the opportunity to put yourself out there on a virtual level. People are placing increasing value on what they read online. If you can position yourself well on the web, you'll be able to generate referral business that way. Still, face-to-face networking is the gold standard. Even the smallest towns have some form of a networking group. Consider attending a few meetings and getting your feet wet. It's a great way to learn networking and meet many people all at once. A NOTE OF CAUTION ABOUT NETWORKING I've just spent all this time telling you about the positive side of networking, and now I'm rolling out the cautionary note. It wouldn't be right to tell you about the upside of the networking world without mentioning the drawbacks. Networking is fun, and it's effective. You can certainly build brand recognition and get to know lots of interesting people. However, networking can easily consume all of your time, if you let it. Most 120 massage & bodywork november/december 2008 TIME