Networking is a Big Piece to the Marketing Puzzle Over the last 2 years, the quantity and frequency of networking events has increased dramatically. While considering the economy, the realization to most business owners is that networking has become a vital piece of the marketing plan to their business. It is no surprise that more business owners are looking to networking today as a new lead generator with the way the economy has effected most. But are we networking? How are we networking? Is it working for us and are we networking frequent enough? Is it even important to us? If so, how can we become better at it?
It's Not a Contact Sport Anymore Bottom line: Quality matters. The type of connection you made at that event, is what matters. A large number of contacts are good but that is not the ultimate goal anymore. We use to think..."The more business cards I get, the better chance I have at closing a sale." That still remains true if you a have a product that is easy to understand and is in demand by your audience. But for most of us, the key here is "Beginning New Relationships." Don't worry anymore about only meeting 3 people when there was 100 people in the room. What did you do with those 3 people? Did you get a "YES, Let's Follow-up later" type of response? If so, then every minute driving to that business mixer event and every dollar spent to support that group was well worth it!
Begin with the end in mind Before your next event, have a plan. Consider looking for "Referral Partners" or "Strategic Alliances" as well as potential Clients. If you walked out of a business mixer event with at least another business who knows more people that could use your services or wants your products, again, another "Job Well-Done!" By encouraging relationships with Referral Partners only helps your bottom line. That is beginning with the end in mind...looking at long-term relationships vs. "what's in it for me right now?"
Don't Limit Yourself: Network everywhere you go, beginning...NOW! Networking in the last 6 months has become a "MUST-DO" for every business owner. It's new to some while it is a new strategic approach at every meeting to others. But no matter where you are at, consider that place you are in a networking opportunity. Don't limit yourself to one association or or group. Network everywhere you go, including: Church, the golf course, Starbucks, restaurants, health clubs, car wash, your favorite pizza place, son's soccer games, kids tee-ball games, wine tasting, backyard BBQ, movies and wherever!
REMEMBER: It's not just about who YOU know but who THEY know.
Here are some real quick secrets to Better Networking.
- Don't Give Out Your Business Card: Do not build a business card cardboard collection and call that networking. Only give out your business card to the person asking for it. Make sure it is a quality exchange of business cards and be certain to get a "Yes" to a follow-up commitment. Then, be sure you follow-up.
- Be Interested Before Being Interesting: It's not all about you, it's about them. Show their interests first before yours.
- Ask Questions: Asking open-ended questions and listening is key. Don't know what to ask? Listen carefully to what they say and listen for a clue to a question.
- Be Authentic: Being yourself and genuine when asking questions eliminates the feeling of a sales pitch or a performance. Networking is not a contest.
- Be Positive: Accentuate the positive. Complaining is a turn-off! Find something good to say about the venue, the food, the speaker, the association, the weather. People enjoy being around positive people who have a genuine smile.
- Be Well-Read: Stay current on topics in the news, industry topics or mention one of your favorite books. These are good conversation starters and the basis of quality discussions. And here is another key: Be open to all walks of life.
- Be a Problem Solver: Listen to the other person to uncover their business needs. Think, "How Can I Help?" Perhaps, suggest resources or others professionals you may know that may be of value to them. Introducing them to someone else of interest at that same event could help you look like a hero.
- Don't Cling: Circulate the room. Don't get caught up for 60 minutes with one person. Also, if you arrive with friends, break apart and meet up later.
- Have an Exit Strategy: Don't waste time at the mixer. If you are getting caught-up with someone that you know is not a good fit for you to do business with, it is 100% okay to introduce them to someone else or kindly say, "If I meet someone who is in need of your service, I will let them know about you. Thanks for your time."
- Follow-Up: If you made the promise to follow-up with someone after the event, DO IT! Keep that very important commitment and do what you said you are going to do. It is also important to say "Good-bye" to all the contacts you made that night before leaving the event. It is great to make another connection with them before you leave and repeat that you will be following-up with them.
- Stay in Touch: Have a strategy to stay connected with key contacts. Staying in touch can be several things: Article that relates to them, a short follow-up email without any selling involved, an interesting website link that may interest them and so on. Be creative and remember what they shared at the event.
- Elevator Speech (7-15 seconds): Having a well-said, well-rehearsed 10 second commercial is the beginning to new opportunities. Within the first 10 seconds you meet someone, be prepared to answer the most popular networking question: "So, what do you do?" Be creative and fluent. Don't stutter or start over on what your business is or who your target market is. And be sure your "commercial" delivers confidence in what you do. Show enthusiasm!!
Visit the 5 STAR Events Calendar for more networking opportunities within San Diego County by clicking here.
