Posted on: Monday, September 13, 2004

Networking can make goals attainable

By Cynthia R. Nelson
Courier-Post (Cherry Hill, N.J.)

Networking is standard business practice, whether you're looking for a new job, searching for a new client or needing help with a project.

Most professionals will tell you that your Rolodex can be your guide to success both on and off the job. The key is to get talking.

"People do business with people they know and trust," says Aaron Nelson, an investment adviser with Evesham Capital Management in Mount Laurel, N.J., who has networked relentlessly over the years. "I chose a long time ago that, rather than go out and solicit a cold market through mailers or make phone calls, I would get involved with groups, whether it be the chambers, Rotary or other groups, as a way to get to know people."

"The value of networking is about getting vital information that can help not only you, but also others reach professional and, sometimes, personal goals," said Diane K. Danielson, executive director of Downtown Women's Clubs, a networking organization in Boston; Washington, D.C.; New York City and Pittsburgh.

"Building a network means that you have a live resource for information, opportunities and support," she said.

Cheryl Pliskin of Mount Laurel believes in networking. As the owner of Jest Notes & Baskets, a gift company, Pliskin relies on personal referrals for her business. When she sought to expand her corporate account base, Pliskin joined Business Network International, an organization dedicated to connecting people.

"My business grew in a slow economy by 61 percent," she said, noting that her corporate clientele increased from eight to more than 200 active customers since she joined the group.

"The more people you know, the better," said Scott Santos, proprietor of Tony & Lenny's Mobil and president of the Mount Laurel chapter of Business Network International.

"Word of mouth has always been the best advertising," he said, adding that some customers drive more than 12 miles each way just to come to his service station because they know and trust him.

Networking often happens when you least expect it, added Aaron Nelson, who found new business over a beer. Nelson was with a friend at a Champs sports bar in Marlton, N.J., when he ran into a college acquaintance he hadn't seen in six years. "We've reconnected now," he said.

Networking is not just meeting another person who can help you. It's also about connecting them with others from whom they can gain value. And that is the true value of networking, says Leslie Levine, author and motivational speaker.

Pliskin remembers when she needed to obtain legal advice to resolve a family crisis; she was able to call someone she met through networking. "I had an answer in an hour," she said.

"You can't stay in a vacuum," said Martin Abo of Abo & Company, an accounting, litigation and forensic consulting firm in Voorhees, N.J.

"Networking is about meeting people. It helps your business and rounds you out professionally. But it also lets me become a resource to others," he said.