Last week's blog "Playing the Gender Card" explored the pros and cons of leveraging sexual chemistry to close the deal. But non-sexual compatibility is just as exploitable; the examples below demonstrate how niche networking can play a significant role in your business development success.
I have seen people of a specific ethnic origin target their respective communities to much greater effect than their efforts in the general marketplace. I have seen younger professionals get more traction within their own generational demographic. I've seen women target and succeed with the referral sources and clients who share their gender. Pick your favorite adage: like attracts like, peas in a pod, birds of a feather.
Chances are, you agree with this philosophy—but are you truly implementing it to its full effect? Follow these suggestions to be sure:
- Attend niche networking groups that cater to your characteristics (e.g., women business leaders). If you can't find one, start one.
- Attend alumni events sponsored by your alma mater.
- Create a social group that centers around your favorite extracurricular activity (e.g., beer tasting, hiking, golfing, or museum trolling).
- Use resources like meetup.com and your LinkedIn groups to convert online communities into local ones.
As you niche your networking, make sure you're inviting referral sources and prospects who share these commonalities. You'll have an easier time building meaningful relationships. You'll also have more fun in the process.
