NETWORKING WORKS

Award-winning franchisee Crystal Petzer knows the power of networking. We chat with her about how to network, and why it pays to connect.

Award-winning franchisee shares her tips.

IFB: Networking’s significance to growing a franchise is often misunderstood. As a highly successful franchisee, Crystal, how important is networking for both your personal and business development?

CP: It is so important! If you’ve had your franchise for more than a week, you already know that the best way to attract and secure new clients is by referral. However, the limited circle of people you already know will restrict your opportunities to generate sufficient word-of-mouth referrals to create the new business your franchise will need.

IFB: Why did you first get into networking?

CP: Remember, people buy from people they like, and from those who come recommended – in business, as in life, relationships are key! To succeed you must increase the size of your circle, meet and communicate regularly with potential clients and develop business partners. This means networking, the age-old process of building and maintaining crucial relationships.

IFB: What did you want to achieve?

CP: The same thing as every business owner – visibility. In my coaching business, I repeatedly hear what everyone wants – more time, more leads, more customers and more profits. Networking is the most natural way to “get my name and what I do out there” and efficiently position my franchise business to receive more.

Attending business luncheons and other networking events raises my personal profile and can help keep me front and centre in the minds of the right people.

I realised it was not just knowing enough people; you have to know the right people. So my aim was always to join forces and build a team of other professionals who serve my ideal clients each and every day.

IFB: Surely your franchisor takes care of marketing the brand?

CP: Of course, but because they almost always control their brand’s marketing, while the majority of franchisee manuals include a LAM (local area marketing) component, they omit to include personal networking as a fundamental marketing activity that only the franchisee can implement.

While a progressive few make formal networking a requirement of becoming their franchisee, there remains little attention paid to the purpose, value and commercial rewards of business networking in the wider franchising industry.

IFB: Should franchisees start networking when their business is quiet?

CP: Not necessarily. It is important to understand that a flood of new business referrals will not materialise as soon as you join a networking group. It will take time to establish trust, and for others to fully appreciate your credentials. By sharing knowledge and experiences with your network, their relationship with you will grow, like mine, to become your most valuable marketing channel.

IFB: What determined your choice of networks?

CP: Network selection is very important. Gaining business insights and knowledge from the peers in your industry’s association is valuable and boosts your own credibility. Your franchise will also offer a variety of networking opportunities that will enable you to meet your specific industry challenges and opportunities. However, networks that offer and protect your speciality’s exclusivity will most often be better for your bottom line.

Remember, you are not joining a social club. I recommend looking for an established business networking group of 20 or more members, with strong leadership and a welcoming culture that you are comfortable with.

IFB: Were you always an accomplished public speaker?

CP: Definitely not! Like most people, I dreaded the thought of having to stand up and speak in front of a crowd. However, you quickly find out that it’s not as hard as you feared, and by doing it you become far more confident when presenting your business in any environment.

Some networks actually have helpful presentation guidelines, training and mentors to help you overcome this common fear.

Like you, most business people are optimistic and positive, and those who attend networking events are among the most confident. Regularly associating with positive individuals is a great morale booster, particularly in the difficult phases of your new franchise. If you are not naturally outgoing, regularly meeting new people will definitely lift your confidence.

IFB: What networking options have you explored?

CP: Nowadays there are so many city and urban options, and more choices emerging in rural areas too. I have visited many networking groups across Sydney and the Northern Beaches (where my franchises are headquartered).

My recommendations would include your local business chamber, where you will be introduced to members of other local networks. There will likely be a chapter of BNI (Business Networking International) within your franchise’s territory that you can visit and enjoy breakfast. Meet people at co-working spaces and introduce yourself to groups advertising on social media.

Remember, networks always welcome visitors, and your enjoyment of the experience is their priority too.

Never ever think of networking as something separate to managing and growing your franchise; it is fundamental to your business’s marketing, and as the business owner it is the one key aspect you have

personal control over.

Remember, people buy from

people they like, and from those who come recommended – in business, as in life, relationships are

key!

IFB: How do you engage with your key referral sources?

CP: Networking is never an excuse to sell face to face but rather your chance to build long-term relationships with others who will think of you when they (or someone they know) next have the need for your services.

Look for networking opportunities where you and others target similar customers. Individuals who service like markets are the most probable people to find the referrals you are networking for.

Make certain your network partners understand precisely what opportunities you are seeking – the more specific the better, as you’ll only ever get what you ask for.

IFB: Can you make certain the referrals you receive convert to genuine new business?

CP: Yes, the last things you need are ‘tyre kickers’. When you consistently communicate the types of issues you are equipped to solve and provide your networking partners with examples, the quality and quantity of

opportunities will increase over time.

IFB: When you refer others how can you be sure it doesn’t backfire?

CP:

Networking forms that mutual trust we all need before we refer our partners to others. You will invariably form trusted business associations and new friendships with like-minded people who you can be confident referring, and will also refer new business to you over time.

To quote Ivan Misner (the founder of BNI), “Successful networking of any kind starts with a genuine desire to build relationships for the purpose of giving and receiving business. If you are only networking to gain and not to give, you’ll never be successful.”

IFB: How do you manage to find the time and money to network?

CP:

When you fully appreciate the value of professional networking, this answer is a no-brainer! Never ever think of networking as something separate to managing and growing your franchise; it is fundamental to your business’s marketing, and as the business owner it is the one key aspect you have personal control over.

Remember when you attend any networking event: you’re at work, with the singular intent of turning a profit. The more time you put into it, the better your financial returns will likely be.

Networkers who fail to prepare are, of course, prepared only to fail, so my approach is always to set myself clear goals, plan some ice-breaker introductions in one or two succinct statements that enthusiastically define the benefit of what I do, and always practice empathetic listening.

IFB: Has networking contributed to your enterprise’s success winning the current national FCA Multi-unit Franchisee of the Year award?*

CP: Definitely, I have found that wellorganised networking groups embrace a development program to assist their members in gaining the best from their participation. The personal development aspects of every network meeting, as well as supplementary skill development, have contributed to my personal and business success, and continue to do so. *MYOB FCA Excellence in Franchising Awards 2018 winners, Multi-unit Franchisee of the Year: Jim Kelly and Crystal Petzer, Hire A Hubby Mona Vale and Narrabeen, NSW