Networking is a keystone of any marketing plan. Whether you’ve been in business for one day or 20 years it’s something you need to plan on including time for weekly. I think as we get more years under our belt we tend to think we’ve been there and done that and we don’t need the basics anymore. On the contrary, I’ve seen businesses fail when they decide they don’t need to market or network anymore. They get comfortable in the fact that they have “enough” clients. However, over the past 20 years I know two things to be true, clients move away and our furry clients cross Rainbow Bridge. COVID taught us that many of our daily walk clients either no longer needed our services as they began to work from home or their 5 day/week walk turned into 2 or 3 as they transitioned back to the office. The time to market is all the time not just when you need clients, by then you’re already behind. 

Networking is the art of helping people connect. It’s as simple as that. When I started my business I was a receptionist, pet care professional, marketer and the sales manager so one thing I knew is that I had to multiply my sales force since I couldn’t be everywhere all the time. I joined a leads group and although the group no longer exists I still get referrals from the members of that group and in turn I send them referrals on a regular basis. 20 years later and we still pass Leads! I’m still working on that networking funnel since those people know me personally and my company’s reputation. When you build relationships you build business and no matter how long you’re in business you need to cultivate and grow relationships. It’s not hard if you do a few things.

1. Work networking into your weekly calendar. If it’s not on your calendar you won’t do it. I’ve noticed that if I say I’ll “try” to do something it likely won’t get done but if it’s written on my calendar as a stop I need to make, I will make that a reality.

2. Expect nothing in return. Stop to say hello to a small business owner who specializes in pet supplies. Take lattes to the vet’s offices just to thank them for all their hard work as they keep our clients healthy. If you ask nothing in return you’ll get their attention and soon they’ll want to help you with your business. Two of our biggest referral generators outside of clients is a

 Veterinary office and a small pet supply store that we befriended. 

3. Network with your cohorts. The easiest way to learn from others is to get involved. You belong to an amazing organization that holds an annual conference where networking is the name of the game. If you come just to learn from your colleagues that’s worth the price of admission. Again, whether you’ve been in business from one day to 50 years there are people out there you can learn from as long as you’re open-minded. On a more regular basis you have committee involvement opportunities that allow you to network on a monthly basis. 

Networking is defined as the action or process of interacting with others to exchange information and develop professional or social contacts. It’s the cultivation of productive relationships. I know I can never absorb all the information my colleagues share and I know if you never stop working our networking funnel you’ll never run short of clients, that’s what my experience tells me.