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After using several marketing tools, including radio, television, direct mail, in-services and sales calls, an established full-service home medical equipment (HME) company felt its name and products were well known. But when the company's management conducted a survey at a consumer mall exhibition, it found that less than 20 percent of attendees knew the company or product line. These results were an eye opener for the company and reinforced the need to network wherever possible.

Just like this HME company, many businesses just don't realize that networking, word of mouth and your company's reputation are just as important as marketing your products and services. A Team Approach Networking starts with your own staff. Owners, administrators, managers, clinical staff, sales reps and purchasing staff all have opportunities to meet people in many settings. To enhance your staff's networking prowess, consider implementing training sessions on the value and importance of networking. Reinforce your company's confidentiality policies during these training sessions. And teach your employees to network within-and outside of-your community and company to enhance growth opportunities. Inside networking includes developing relationships in the company between members of the management team, employees, work units and among departments. To bolster inside networking, encourage dialog within and between business units and provide a means of employee input. For example, ask the company owner to periodically attend a billing meeting or request that the billing department meet with the order input personnel. Discussion among these business segments will facilitate open lines of communication, thereby increasing morale. Once an in-house networking plan is in motion, you can work on outside networking to learn more about competitors and other activities that are related to your business. Outside networking also means expanding your company's visibility to new and current contacts. To start networking, consider the following ideas: Carry business cards with you and distribute them freely. Conduct focus groups and meetings to educate consumers about your company. Involve your company with support groups, fundraisers, agency meetings and government agencies. Attend and send your staff to industry trade shows and state and national conferences. Influential industry players often attend or give presentations at trade shows. Meeting and learning more about these industry players can help generate other contacts for your company. Learn more about your competitors. Schedule a breakfast, lunch or dinner meeting with a supplier's representative or a competitor's salesperson. Remember the best networking is based on a give and take philosophy. Naturally you won't be revealing private information about your company, but sharing business stories with others will promote even exchange. Join a buying group to network on a national level. Members of buying groups are usually willing to talk openly amongst themselves since they aren't usually competitors and can provide valuable information. Through chat groups, newsletters, annual conferences and teleconferences, members can share similar challenges, problems or solutions. There're even times when referrals may be passed along if a company's customer is moving to another area. Take advantage of impromptu networking opportunities. Networking doesn't always need to be scheduled. A social event or an appointment with a doctor, dentist or ophthalmologist may lead to a discussion on health issues, prompting you to describe your company and its products and services. Keep in touch with all the people and organizations that you meet. Contacts will usually remember if you follow up through e-mail, handwritten notes, or finding and sending information or articles. Until they need it, most consumers don't want to think about healthcare services. But networking will increase your chances of being the most recognized name when consumer needs arise. Ultimately, networking leads to increased visibility, growth and revenue. Joe Groden is owner of JG Consulting Penfield in New York. He provides consulting services in the areas of marketing, employee training and business management. He can be reached at (585) 388-8824 or jgroden@jgconsults.com.
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