Effective networking for professional firms.

Professional firms in areas such as law, accounting, financial services, healthcare, and insurance have been my agency's mainstay for the past 37 years. Marketing and public relations often elude professional firms when business is good, but when business is sluggish and their client base is threatened, they scramble to find any marketing professional for a "quick fix." What most successful companies know is that effective public relations and marketing are not a quick fix but rather an ongoing effort, whether times are good or bad.

Competition for new business is always fierce. How will you stand out and attract some of that business? One of the most powerful marketing techniques for long term business success is networking. More business transactions are facilitated through a hand shake and a friendly smile than any other strategy. Since 1969 we have used this strategy to gain millions of dollars in business for our clients. We have brought together over 4,500 cause specific charities, philanthropic foundations, and businesses, and we have accumulated more than 15,000 contacts. We have a profile for each contact, and we know each individual personally.

We conduct over 800 networking events annually throughout California for our clients. Professional firms retain our services to connect with the right prospects in the most efficient manner. Where our networking is unique is that we cultivate individual relationships. Business men and women appropriately emphasize the front of their business cards, but we put equal emphasis on the "back side of the business card," or their community involvement. From a marketing viewpoint, opportunities can be maximized through meaningful participation in community and nonprofit organizations. We place over 500 executives a year on nonprofit boards of directors. Truly successful people are successful in their businesses, personal lives, and their communities.

Here are a few basic rules on effective networking that should be practiced consistently to help generate new business:

Be prepared--Always keep a small amount of your business cards with you. Your card should inform a person precisely who you are and what you do. It is your introductory mini-brochure.

Have A Brief Script In Mind--Introduce yourself and say what you do succinctly so that people remember you and your profession. Speak clearly and confidently.

First Impressions Do Matter!--Dress appropriately for the occasion and keep yourself well groomed. Impress for success.

Be A Gracious Conversationalist--Speak articulately, listen intently, and allow a free flow of ideas and discussion to take place. Do not hog the conversation.

Take Notes--On the back of the business cards you collect, write when and where you met that person and other points of interest.

Follow-up, Follow-up--The single most important point in networking is to follow up with the people that you have met. Once you have created a contact, keep them. Store their number in your database along with any notes and remember to regularly follow up. Personalized notes work best. Send a thank you note after your meeting and continue to follow up with congratulatory, birthday notes, or just to say hello. Be energetic in referring business and other opportunities to your contacts.

While effective networking is a prime marketing technique, it needs to be supported with additional marketing and public relations efforts. A full-service firm like ours supports networking with media (print and electronic publicity), graphics, advertorials, special events, crisis management, government activities, and ongoing marketing consulting.

To summarize, there are no quick fixes to obtaining business. The key to continued, longterm success is to market your professional firm during the good times and the bad times. Never let up in making us aware of your company or practice, your product or services.

Carl R. Terzian is Chairman of Carl Terzian Associates in Los Angeles. To learn more, please visit www.carlterzianpr.com.