Networking

The basis for successful marketing
18 December 2002

Networking has become an indispensable part of business life. Rico Baumgartner, from the Credit Suisse Private Banking Special Desk, explains how to establish successful relationships with clients, colleagues and competitors. Rico Baumgartner: "Even the person sitting opposite you in the train can turn out to be an important source of information."

Andreas Thomann, emagazine editor

Contrary to popular belief, networking is not a matter of dining together and exchanging business cards. When you have the opportunity of participating in an event, it is more important to prepare yourself in advance by finding out something about the people you will be meeting. This could be information about the industry, company or organization of your conversation partner, or about their personal circumstances. The Internet makes acquiring such information considerably easier. But you should also be open to possible contacts in your day-to-day life. Even the person sitting opposite you in the train can turn out to be an important source of information.

Targeted action increases the chances of success.
Focused action means identifying the gatekeepers, confidants and also the patterns of behavior of your target individual. It is also important to identify opinion leaders and gain their support. Most people belong to some sort of interest group - I'm thinking here of banking associations, professional associations and sports clubs, for example. You should seek access to your target individual via these organizations.

Trust is the foundation of a network.
In order to build up a good relationship with a person, you should first of all establish a level of trust. However, you also need to share some common interests. In order to do this you have to score points, in other words, you have to leave a positive impression behind. You also have to have something of value to offer the other party. The range of possibilities is extensive, ranging from a tip for a good restaurant at their next holiday destination to technical processes in industry, depending on what is right for this particular person.

First impressions count
You can only make a first impression once. During this first meeting you should note the person's name, establish and maintain eye-contact, and listen in an interested manner, while also remaining alert. This shows your conversation partner that you take their views seriously. You should also be aware of the fact that a large part of communication takes place on a non-verbal basis. Body language, and also facial expression and gesture, are almost more important than the spoken word.

Use business cards correctly
Business cards are frequently an important element in the getting-to-know-you ritual. Treat these cards with respect. Make a note on them of when and where you met this person, anything of particular interest that they said, or any information about them. These notes will be helpful to you later on.

Obtain access to other networks
Networking should be more than building relationships with people. It is also important to use the networks of already established contacts. All too often people approach network partners with a request far too directly, for example, with a sales idea. It would be more effective to ask them whether they were able to offer you sales support within their network. Once they have said no, then their whole network is closed to you. If, on the other hand, they sell your product themselves, they will make the best salespeople, because they will be convinced that they are selling the right product. At the same time, they will be making their whole network available to you. You will see how this snowballs.

Even detours can lead you to your goal
The more prosperous a person is, the more difficult it is to make contact with them. They will be much more discerning about their contacts. In order to reach such a person you have to use indirect means. It will probably be simpler to build up a relationship with an intermediary in a position of trust, e.g. the person's lawyer or doctor, who will themselves have considerably greater access to the person you wish to reach. They will then be able to help you to establish a relationship more easily.