9 reasons your biz is losing money without a NetworkerKat Harrison katyjean57@gmail.com

Smart entrepreneurs delegate aspects of their business to other professionals – accounting, web design, payroll, legal, snow removal, and so on. This is essential to profitable time and talent management.

Elton John doesn't move pianos. He plays pianos.

What did you go into business to actually do? Be honest with yourself. What are you actually so good at or passionate about that a dedicated and specialized professional wouldn't do better?

Unless you thrive on the opportunity to sip coffee while talking about pets and kids with Realtors andinsurance agents... and have nothing more important to do... you need a networker.

Why? Because a strong public face for your business is “mission critical” (a.k.a. Profitable). You can't not network.

It's also easy to delegate to the right personality.

In fact, a growing trend for Central Minnesota businesses is to put a business development professional on their roster. It makes dollars and itmakes sense. Here's 9 reasons why:

1. Easy and lucrative advertising to hundreds ofpeople... directly and consistently150+ local professionals attend St. Cloud Area Chamber Connections every Friday morning. Thisis just one of many local networking events. Someare large, some are more intimate.

The hundreds of people who attend these weekly and monthly meetings are a diverse cross-section of the community. Men and women ranging in agefrom 18-70+, at all income levels. Some own businesses and some collect a paycheck. Some wear ties, others wear tattoos. Some own homes, others rent apartments.

Just like you and I, they spend money every day.

Imagine your business being friends or acquainted with all of these people and the companies they run or work for. Formal networking is one of the cheapest, most effective forms of direct advertisingthere is... and you don't need to waste hours toilingover ad copy and proofs.

2. Referrals: Advertising without SkepticismPeople want to do business with people they know,or at least with people their friends know.

• “Where should I go to get my car fixed?” • “Where is there live music tonight?” • “Help! I just broke a tooth, and my dentist is

out of town!”

It's simple. If I trust you, I will take your advice without question.

The hundreds of networkers in the St. Cloud Area all have families and friends. They share stories ofwhat happens at networking events over dinner and while catching up on the phone and on their personal Facebook pages.

People talk. Wouldn't you prefer they talk about you?

3. Hire better people through referral-based recruitmentA business is only as good as the people who workfor it. And it's no surprise that the biggest challenge in business is finding good people.

A hired networker can simplify that for you by being a walking, talking classified ad. And it is precisely the walking, talking part that makes network recruiting easier with better results.

You'll have access to pre-qualified and pre-screened candidates for positions from entry-level to executive so you can stop wasting time and money on frustrating and fruitless talent searches. 4. Build new, better, and stronger B2B Relationships

• Commercial Accounts• Co-op Advertising Opportunities• Live Event Coordination• Other advantageous B2B Alliances

Great B2B relationships are found and fostered through networking. Period.

5. Leverage VIP status on the other side of the counterMoney comes in, but it also goes out. You need to spend as smartly as you earn to grow net profit.

Virtually every type of business, from caterers to commercial Realtors, photographers to philanthropy, newspapers, radio stations, insurance, banking-- all of these resources and more can be found through networking.

You never know when you will need to make a change. And when you do, you'll be glad to have networking connections as a place to start looking for the best next choice.

6. NewsDid you hear? “The city is planning a change in speed limit to the road your business is on.” Can you believe it? “Your web designer's mother just passed away.” Breaking News! “Your competitor announced that he is relocating.”

News can have real financial implications, and early access to “insider” info can give you an advantage.

In the stock market, capitalizing on insider info is ILLEGAL! (It must be valuable!)

But it's fair game in a big small town, and precisely the kind of advantage you have with a

business development professional on your staff.

7. Reputation and Public Relations... because you never know when you need it.Sometimes, even through no fault of our own, unfortunate, terrible, or embarrassing situations arise in business... this can be a corporation dissolving disaster if mishandled.

But when you have developed and maintained a network, you have access to the media, legal, or political resources you need to steer the PR campaign. You will be able to keep the record straight and stay ahead of the rumor mill by havinga familiar personality who is visible and approachable on a daily basis to a large audience of well-connected people.

You can't buy reputation insurance from an agent. Proactive networking is the only way.

8. It's simpler to shareThe ways that business benefits from giving back to the community is an article of its own. The point here is that learning about philanthropic opportunities is effortless when a business participates in networking.

What makes it so easy? Many philanthropic opportunities are announced at networking events, and many charitable organizations are represented in networking organizations. Not to mention the numerous wonderful service organizations that canbe leveraged as a networking opportunity.

Whether sponsoring events or volunteering time, participating is great visibility, a team building opportunity, and good for the soul. It's all made easier with networking.

9. Top of Mind Awareness Get your name out there. That's the game, right? A $100,000 budget on television or radio will do that, and if that strategy has been successful for you, stick with it.

But networking makes you memorable too.

It is a cost-effective strategy for a company with a smaller advertising budget or a good complement to other campaigns that are already working. It can improve the effectiveness by reaching people through multiple modalities.

So that's the story. Networking is a proven effective advertising approach. Being well-networked is a sign of business maturity. It shows stability. It is a daily habit for companies who are serious about success.

Most businesses in the St. Cloud Area can get it done with one person, perhaps even just part-time. This is a minimum investment, a human investment.

Investing in people offers great returns. That is precisely why networking works. Now go hire a networker.