Small Business Today Magazine DEC 2014 NOUN INVESTMENTS | Page 33
EDITORIALFEATURE
Business Networking
and Culture
By Gail Stolzenburg
I
s networking enough? In recent articles, we
defined networking as making contact and creating credibility which results in referrals for resources and customers. For example, let’s say
we are at a business breakfast networking event
and we introduce ourselves, ask questions, and
decide if we want to explore a business relationship; then, we meet again to learn more about
each other’s business, capabilities, and reputation;
and finally, we begin giving each other quality referrals and generating income. That’s networking,
but, there is another step – Culture.
Culture is developing a group with its own beliefs, ways of life, and way of thinking. Networking
is never enough! We must build a community and
develop a culture. Founder of BNI business referral organization, Dr. Ivan Misner says, “Culture
eats strategy for breakfast any day”. Cultures are
necessary because it is human nature to want to
belong and associate with each other. That’s why
we create masterminds, advisory boards, power
teams, etc. You can only progress so far by yourself. A few years ago, I started a referral marketing
business and became the highest ranking consultant for that company in Houston. But, that was
a far as I could go without developing a TEAM
– Together Everyone Achieves More. I had to develop a culture and a community.
How effective is culture? I often hear at networking meetings that a member has generated
more than 1/3 of his or her business from referrals made by members of their group. This is
because a culture has been developed using the
law of reciprocity. John D. Rockefeller said, “A
friendship founded on business is better than a
business founded on friendship”. For example, I
met the publisher of Small Business Today Magazine at a business function and afterwards we
became friends.
One of the best examples I know of culture
is social media. Yes, it is being done every day. It
is called a TRIBE. Who do you follow on social
media? I follow others because we share similar values and mission statements and, in turn, I
have asked them to contribute ideas to my business. Howard Partridge, exclusive small business
coach for Ziglar Corporation, writes on culture
and communities about GLOCAL, a concept
I’m helping him develop where business owners
meet weekly to discuss successes and problems
in aspects of their business such as marketing,
sales, operations, administration, and leadership.
Networking may lead to a culture but culture
also affects networking. I have a friend who is Japanese. Because of his culture, he has a tendency
to say yes every time he is asked a question, even
though he is unable to understand the question.
Now, I always ask an open ended question such
as, “Can you tell me what you need to do next?”
rather than, “Do you understand”. In Japan, business is only discussed after dining and drinking; in
Thailand there is no shaking of hands, they just
put their palms together and bow; in Malaysia
they shake hands and then put one hand on their
heart. Each culture is different and how we adapt
determines our success.
The reason networking groups are so effective
is because participants experience the culture.
Recently, I was at the Zig Ziglar Corporation
headquarters in Plano,TX for the first Ziglar Business Owner Workshop and this was my experience: Every one of the staff made me feel like I
was a member of the family. It is an experience
I’ll never forget. Zig is famous for saying, “You are
what you are and where you are because of what
goes into your mind. You can change what you
are and where you are by changing what goes
into your mind.” – Zig Ziglar
Gail “The Connector” Stolzenburg’s new book, “CONNECTIONS: Contacts to Clients” was just released. For more information, Gail can be contacted by phone at 281-493-1955, by
email at [email protected], or visit his website at www.
GailStolzenburg.com.
[ DECEMBER 2014 ] www.SBTMagazine.net 31