I had an interesting conversation with my friend the other day about networking.  A little background on him before I start, he’s ran two businesses since he was 16.  He sold his first business at 17 and used his funds to start a new one, which he has been running for the past three years.  So at 21, he’s already had five years of business experience, more than most will have in their lives.

Anyhow, he brought up a word that is thrown around commonly amongst college students and recent graduates: “networking.”  I recalled when I was in college, people kept saying “network” and make “connections,” those are the keys to finding success and a job.  At the time, I thought of networking as attending social business events or just using friendly referrals to get jobs.  I’m sure there are many others that believed or still believe networking to be just that.  However, networking spans far more than just socializing at a business event or getting a job through a friend.  Networking is using every connection and person you come into contact with to establish your name.  Let me show you an example of how I found a prospect for my contracting work a few days ago.

Because I sell Link Building and SEO services, I have a habit to look at a person or small business’s website if I feel that I may be doing business or developing a relationship with them.  Last week, I had to have some shirts printed for basketball jerseys.  My friend referred me to a local screen printing company.  I searched on Google for the company and decided to have a brief look at their website to see if there were any SEO or improvements that could be made.  I found some things that could have been improved and made a mental note that when I went into their store, I would bring it up in conversation.

When I arrived at the store, I was quickly introduced to the owner.  As we were discussing the details of my order, I briefly asked if they generated much business through their website.  The owner referred me to the manager who oversees the website.  In a matter of seconds, I had developed a great prospect for my business.  We exchanged conversations, he took me to his office and showed me his traffic and had about a good 15 minute conversation about what I do and some of the possibilities for his website.  I made it a point to remain humble and modest, not trying to “sell” or “pressure” them into my services.  Instead, I reassured them that because they already had a lot of business, it may not be necessary to seek more through their website.  I asked them to evaluate what their goals were with the website and how important it was to them.  Needless to say, I have another meeting with them soon to further discuss a potential working relationship.

That is Social Networking.  I was already doing business with the company, why not take advantage of the fact that I was already inside the door and ask a simple question?  Don’t  limit your networking efforts to just using friendly or family referrals or attending business social events.  Use every connection at your disposal.  If you eat out a lot at  particular restaurant, ask the owner if needs something.  Perhaps your apartment complex could use some help (in fact, my landlord was another great prospect that I’m currently pursuing).  The mediums to network are limitless.  Use every outlet possible to announce your name and what you do.  You’ll never know who might hear you and who’ll need you.