Some of these will involve weight loss or fitness, others an improved level of living standards. Unfortunately, many of these resolutions will fail. People know what to do, but they do not write down a formal schedule or action sheet for their plans and they fail to hold themselves accountable. Life gets in their way!
What can be done? US Referral Marketing Strategist TR Garland says there’s something about human psychology that pushes us to not let someone else down. Because of this, people who invest in a personal trainer to help keep them accountable tend to achieve desired results much more consistently than they ever would by attempting to get in shape on their own.
This same concept holds true for business networking and referral marketing.
Many people are spending a lot of time networking by just chatting away with others and maybe grabbing others’ business cards. By doing this, they then expect results. They expect that the people whom they’ve met and exchanged business cards with will eventually pass a referral to them. This mindset is called being reactive and hoping for the best. Simply being reactive isn’t really that viable anymore in today’s economic environment.
Look around and note which businesses are thriving and hiring. In most cases the businesses which are doing well are those that do not have a reactive mindset and, instead, maintain an entrepreneurial mindset.
This entrepreneurial mindset is one that takes ownership and focuses on being proactive versus reactive. Just like the “getting in shape” example above, being proactive and accountable in your business networking and referral marketing efforts is a sure-fire way to get results.
So when you are out and about attending New Year holiday functions and parties in the coming days with family or friends, remember to be proactive with your networking efforts. Go to each event with a purpose (still have fun). Don’t simply gather business cards. Instead, set relevant and realistic networking goals and ask the friend or family member you went with to hold you accountable to your goals.
And in the New Year, consider joining a structured networking groups, such as BNI – the world’s largest business referral and networking organisation – to help achieve your business networking goals.
Happy New Year!
Tony Benner, BNI Sydney Inner West, Australia
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Corporate Focus PR Pty Ltd is a public relations consultancy that has been looking after the communications needs of businesses in Australia and New Zealand for the past 15 years.