Exporting Your Services

Networking Strategies

No one can survive in business without a strong network of information and referral sources. Networking provides valuable market intelligence, and you can get help from others if you offer to help them. In your day-to-day life, you already have business and personal networks. But, in all likelihood, those networks were formed through school or family connections, or through community activities. You may not even be aware of how you built up the networks you have in your own community. The following 20 questions and answers can help you develop and implement a successful networking strategy:

What is the challenge of networking in a new market?
Why is networking important?
Why is it important to have a networking plan?
What types of activities need to be included in my networking plan?
How can I develop my network abroad?
Should I join a service industry or trade association in my target market?
How do I find the appropriate service industry or trade associations?
Can our sister city links be helpful?
How do I find out which trade events would be best for me to attend?
How should I prepare for an international trade event?
What about using trade fairs?
How can I use networking to get our firm’s needs met?
Do people differ in their approach to networking?
What if technical staff need to go to conferences but are not strong in networking skills?
How can I make sure my staff meet as many contacts as possible at an event?
What can I do to strengthen our staff’s networking skills?
Why is follow up important?
How can I make it easy for staff to follow up on networking contacts?
What about volunteer activities?
What about networking online?

What is the challenge of networking in a new market?

If you’re going to export successfully, you need to learn how to consciously create a network in your target market similar to your Canadian network. However, instead of your network being built up through your daily activities, you will need to find opportunities to meet groups of people by attending events that bring together people in your target market.

Why is networking important?

Networking is important for two main reasons. First, it offers you an opportunity to meet potential partners and potential customers, or to meet people you can refer to potential partners and customers. Based on how you interact with them, they get a glimpse of your service capabilities so your firm is not completely unknown. Second, it offers you an opportunity to collect important market information. The most useful market information for profitable exporting can be complaints about poor service or service gaps.

Why is it important to have a networking plan?

In a new market, you will have to create ways to develop personal contacts and referral sources. If you want to increase your chances of success, you need to formalize your approach and take networking seriously.

What types of activities need to be included in my networking plan?

The following are issues to consider regarding your overall networking objectives:

Link your networking objectives to your corporate objectives.
Allocate a specific amount of time for networking activities.
Set annual targets for networking activities.

The following are activities to consider for your formal networking strategy:

Participate actively in industry/association committees.
Serve as an officer or committee chair in a trade association.
Participate in charitable community organizations.
Get featured at industry events.
Request referrals from satisfied customers.
Properly organize your contact database.
Send out regular, targeted mailings to your contact database.
“Work an event” ahead of time to make sure key contacts are there.
Sponsor receptions/meals at industry events.
Follow-up within five days after meeting contacts.

The following are activities to consider for your ongoing/informal networking practices:

“Work the crowd” instead of staying with one person.
Spend “event” time meeting new people.
Take “patrons” (those who endorse your services) “advocates” (those who refer others to your services) out to lunch regularly.
Offer/collect business cards with everyone you meet.
Make notes on business cards to jog your memory.
Identify market opportunities to pass on to other contacts.
Pass on compliments about others' performance.
Listen for more than just what is of interest to you.
Always build in time for you to re-energize if you are an introvert.
Help match potential partners with each other.
Create follow-up opportunities that are mutually beneficial.

How can I develop my network abroad?

Because a strong network is so useful, it is essential you approach networking systematically. Just as you have plans for business development, you need to have specific plans for developing and sustaining your network of contacts for your target market. In order to develop a good network in your target market, you should be able to answer the following types of questions:

In which organizations/events do we need to be visible?
In which online discussion groups do we need to be visible?
What kinds of referral sources do we need, and where/how can we meet them?
Who can influence potential customers to choose us, and how can we meet them?
Who is already out there to advocate on our behalf and introduce us to others?

Next, think about the networks in which you are already active in Canada – e.g., alumni association, Rotary or Lions Club, service industry association, etc. – and think about whether or not there are (a) network members from your target markets, or (b) similar organizations in your target markets. Another strategy is to join bilateral trade organizations between Canada and your target market (e.g., Malaysia Canada Business Council) and develop contacts that can be helpful to your firm.

A third strategy, depending on the size of your business, is to recruit co-op students, summer interns, or staff from your target market who are already in Canada – especially if they are well-connected in that market. Then work with them to develop networks into the target market.

To make sure your networking efforts are effective, develop a tag line so contacts can refer business to you: “When you hear of ....., think of us.”

Should I join a service industry or trade association in my target market?

Joining an industry or trade association in your target market can provide you with the following benefits:

Credibility by being listed in their directory
Information on local issues and events
An easy context for networking
A way to find suitable local partners
A way to become “known” by participating in association events

If you time your travel to coincide with major association events, it will be easy to be active in the association. A particularly effective approach is to establish a joint conference with your sister Canadian association and work on the planning committee of the conference.

How do I find the appropriate service industry or trade associations?

You may be able to make the appropriate connections from Canada via your Canadian service industry or trade association. If you are unable to find the relevant information, here are examples of online resources:

Chambers of Commerce
Selected service industry associations: International Federation of Accountants (IFAC)
International Union of Architects (UIA)
International Federation of Consulting Engineers (FIDIC)
Directory of Law Societies
Directory of Development Organizations

Can our sister city links be helpful?

Absolutely. The BC government has an active twinning program to help BC communities link with cities in the Asia Pacific. A link to a sister city assists in making you more familiar in the other market, and may provide you with access to joint events and networking opportunities.

How do I find out which trade events would be best for me to attend?

If possible, develop an ally within the target market (perhaps a potential strategic partner) who can advise you on a range of issues. You will want to be sure to select events to attend carefully so your time and resources are used wisely. Other possible sources of information:

Colleagues who know the target market
Websites of relevant trade or industry associations
DFAIT Trade Commissions
Trade journals and newsletters

How should I prepare for an international trade event?

You will want to think carefully about what your objectives are – why are you participating in the event? Then support those objectives by:

Getting a preliminary list of participants and contacting those you want to meet.
Participating in any pre-conference online discussions or networking facilities.
Getting onto the program as a speaker or discussion participant to make you more visible.
Modifying or translating your promotional materials as appropriate.
Preparing media kits to be left in the media room.
Taking advantage of your travel to meet with prospective contacts along the way.
Making sure you have plenty of business cards to distribute.

What about using trade fairs?

A good marketer can benefit from just about any situation. But a good marketer will also want to use time most effectively. Trade fairs that focus on goods exports are not an efficient way to locate potential customers unless your firm provides services to those types of goods producers. Conferences and opportunities to make presentations are usually more effective.

How can I use networking to get our firm’s needs met?

Networking can be a powerful opportunity to get something you need. For example, let’s say you are at an event in another country and meet someone in the same business as you. He or she might ask you for a directory of the members of your industry association in order to find a strategic partner in your country. By agreeing to be helpful, you now have the opportunity to ask for something. You might now request something like a guide to selling to the government, for example.

You can also maximize your networking benefits by asking for advice that subtly conveys your message:

“Do you know anyone who can recommend a good Japanese interpreter? I am doing a feasibility study for…”

“Have you ever been to ‘country x’? I am delivering a training session there next month and was wondering…”

“We have just re-designed our website and are testing a new feature…would you mind taking a look?”

Do people differ in their approach to networking?

There are actually five different types of networkers. The first is the loner networker – someone who is great with ideas but not very comfortable with people. They tend to stay by themselves at networking events, or with people they know well. They may appear stand-offish or disinterested (not a good image for your company), and don’t take advantage of the opportunity to learn from others.

The second type is the passive networker. This person has good interpersonal skills but little interest in meeting new people. They only approach people they already know.

Tip: Training in marketing skills is required for this person before they represent your firm at a networking event. You need to clearly communicate that they are expected to network.

The third type of networker is the inquisitive networker. This person is like a detective interrogating contacts and trying to draw out and learn. The problem is they do not share information and are therefore not trusted by others. Again, not a positive image for your firm.

Tip: Advise this type of person about the advantages of a two-way street when it comes to information exchange, and do some role plays with them to help them get the idea.

The fourth type is the social networker. This individual takes the initiative and is popular. The problem is their interaction is all social and personal. No business is discussed and there are no results. This person may even believe it is not appropriate to discuss business at a networking event!

Tip: Coach this type of person to extend their networking conversations to include business aspects.

The fifth type of networker is the dedicated networker. This individual networks all the time. They try to help others, and, in return, others are glad to be helpful and share information. This person is a key asset to your firm!

Tip: Support them, reward them, and reinforce them.

What if technical staff need to go to conferences but are not strong in networking skills?

If the conference is entirely technical, there may not be an issue as they will know they are with colleagues with similar interests. But if they are at a conference with a broader cross-section of people, you may want to send a skilled networker with them who can take the lead in making the contacts your firm needs to make.

How can I make sure my staff meet as many contacts as possible at an event?

You could invite people ahead of time to meet with you at the conference, or at least review the pre-conference participants’ list and let people you want to meet know that you are going to be there. Once at the conference’s reception, remember that the point of a networking event is to meet as many people as possible – and determine whether or not you have enough in common to plan a follow up meeting. Beware of spending all your time with one or two people – you’re missing an excellent opportunity to expand your network.

What can I do to strengthen our staff’s networking skills?

Knowing that your firm needs to build a network into new export markets is one thing; having the skills to do it is another. If you don’t provide networking training to staff, don’t feel bad. Most service firms have never thought of doing so ... even the very large one. Good networking is a skill though, so you need to be able to assess and support your staff in developing that skill.

Why is follow up important?

It’s great to have ideas of how to get started building a network. But the payoff is in the follow up and follow through. Networking doesn’t stop with meeting people. Make sure you have a mechanism for following up quickly with all potential partners and customers.

How can I make it easy for staff to follow up on networking contacts?

The most critical practice is setting an expectation that staff will block out time for follow up on return from any networking event or trip abroad. An information management process is critical to your success. Here are some ideas to help build and maintain a strong network:

Note the event, date, and any additional notes on business cards you have collected at an event.
Have a standard letter of reply ready, so you can touch base as soon as you return to your office.
Set up a mailing database to track information and make future correspondence easy.
Find reasons to keep in touch by sending news clippings or articles of mutual interest

What about volunteer activities?

Participating on boards and advisory groups, especially ones dealing with international trade or economic development issues, can provide excellent opportunities to network. Although the time and effort can be substantial, it only takes one good contact, lead or deal to make it worthwhile.

What about networking online?

As people become more comfortable in the online environment, this becomes a viable way to network. The same rules apply – you need to establish rapport before raising business matters, provide assistance (if possible) before asking for assistance, and follow up with your online contacts to build and strengthen relationships.