The most powerful force in any business is People. You can build your business by creating relationships with other business people. The number one mistake people new to networking make is to approach an event or meeting as if the people in the room are your customers. They might be, but far more important to business growth are the hundreds of people those individuals know. You want networking to be so successful for you that other people become your sales team—and you don’t have to pay them anything to do it!
So, HOW do you get there?
Tip #1
Pick the right venue for your business. Networking can happen anywhere. You might get a business deal at the grocery store but you are far more likely to get solid leads from events and clubs that target other businesses that are strategic alliances to your business. It is key to do your research so that you will not have several people in the same business that you are in. You also want to find out if there are any agendas, hidden or otherwise, for the group holding the event. Make sure you are comfortable with the organization before you pay for a membership. Several groups will allow you to be a guest at their meetings or events a few times before you need to join. Use those guest visits to see if this is the right venue for you.
Tip #2
Your “infomercial”—make the most of it.
This is your 30-60 seconds to shine. It seems like a very short time but you can get great leads if you give people the right information to help you. Start with your name and your company while speaking loudly and clearly. Be brief about what you offer for a product or service. Do not provide people with a “laundry list” of your business because they won’t remember it all. Give a testimonial or example of the best customer you already have or would like to get. Be very specific about who would be a great referral for you at that particular time. Your target can be different every time you present your infomercial because your marketing needs will change. For example, this week you want to find customers who sell flowers, next week you may be looking for owners of convenience stores. Be sure to repeat your name and company name at the end for those who missed it but now have a referral for you.
The key ingredients: a. Your name
b. Title and company (stating you are an employee vs an owner can produce more leads)
c. Give an example of who should do business with you and why (testimonial)
d. Great referral wish list (name three very specific ones that fit your criteria of a best customer for your business)
Tip #3
Follow-Up every lead within 24-48 hours.
One of the most frustrating things for people who have given out referrals is the lack of follow-up. If you are given a lead, be sure to call that person within 24-48 hours. Schedule time on your calendar that is dedicated to following up all of your leads from each meeting or event. Mark on business cards where you met the person so that you can personalize your contact. Some networkers have had great success with a polished, personalized email when they don’t have time for phone calls. If you make arrangements to call them another time, be sure to do so at the correct time.
