We live our lives as a member of many groups. Very few aspects of life see us operating on a truly “individual” basis.

Whether it be sport, education, religion, politics, business or just plain fun, we almost always will be involved with other people.

In our professional lives, we use the term “network” to describe the various linkages that surround our working environment. Growing this network is vitally important for the growth and survival of small business, because it provides big marketing opportunities. Essentially ”networking” describes the relationships we develop, and the ability of these relationships to promote our business, at very little cost.

Networks are dynamic. We will lose contact with those that have ceased to serve a purpose or have had a negative impact. We should nourish those relationships that are beneficial to us and our business, and constantly seek to create new links.

As massage therapists, we should seek to establish relationships with:

(i) other massage therapists in our region - to assist each other with work from time to time

(ii) massage therapists in other regions - to refer clients who live outside of our region

(iii) mainstream health professionals eg doctors, physiotherapists, chemists - for cross referrals

(iv) alternative health professionals eg naturopaths, herbalists, counsellors - for cross referrals

To grow our massage businesses, we might seek to establish relationships with:

(i) other small businesses in our area, especially complimentary businesses - for cross referrals

(ii) sporting groups

(iii) health based groups e.g. the Lymphoedema association

(iv) resort managers

Volunteering in the local community is an excellent way to open up the horizon for meeting new clients or people who may refer new clients. (Remember the six degrees of separation!) Volunteering does one’s reputation no harm either.

Networking is now considered so important for the success of small business, groups have formed especially for this purpose e.g. The Sunshine Coast Business Women’s Network. These are based on providing introductions and education for members, in a friendly, supportive and relaxed environment.

Many local councils host “networking” events, giving small businesses within their shire, the opportunity to get to know each other and swap ideas. The Federal Government, from time to time, has funds available for small business networks, to assist with growing their businesses in the local community, especially regional communities. These funds are usually for marketing, and can give many smaller businesses a marketing budget that is beyond the reach of any one of us.

Small businesses alone, do not have the funds to educate the public. This might not be such a problem for an established service e.g. a hairdresser, where the public know all about hairdressers and the services they provide.

Massage therapy, however, still dwells on the fringes of the “health radar” for most people, a network of therapists can work to educate the public, about massage and its benefits. Instead of competing for a slice of a small pie, successful networks grow the pie and benefit all members.

Of course the biggest network of all is the “World Wide Web”. What an amazing thing this is. It really does give small business a fantastic opportunity to network in cyberspace. Hot key links with complimentary businesses is a fantastic way to grow a marketing web around your business, reaching a potentially enormous audience, for very little cost. The value of a good website with the right search words, cannot be underestimated.

Networking can also have a negative effect, if poor service delivery creates a poor reputation. A client who is happy with your service, will tell five friends. A client who is unhappy with your service the will tell twenty friends. So ultimately, make sure your service is excellent before you start expanding your horizons through networking. The very best marketing tool, any massage therapist can have, is positive word of mouth. Which brings us back to the skills of the individual!