Have you attended numerous networking events and still not received any business? Have you perhaps wondered if your networking efforts are off target?
When you start your own business, everyone tells you that you need to network to get your name out there. But after numerous networking events your phone isn’t ringing off the hook, so you have drawn the conclusion that networking does not work. Can you identify with this?
Networking is based on the building of lasting business relationships, it is an ongoing and long term strategy which forms the base of growing your business.
What many entrepreneurs don’t know is that there is a two pronged approach to networking. You get a Networking Process/Strategy and then there is the Networking Event.
Before you attend any networking event, you need to build your networking strategy. Here’s how:
- You need to separate the Event from The Process.
A Process is a set of logical steps to get a desired result. This is exactly what networking is…. A process. And with any process, you need to be patient as it takes time. The goal of the process is to build lasting business relationships, establish yourself as an expert in your field and to be top of mind in your industry. Networking is not about keeping score of how many business cards you have collected or how many sales you have made after attending only one event. It takes time to build trust and credibility. You reap what you sow. At each event, you are sowing the seeds to grow your business. It is a process and your reward will come once you have built credibility and trust, and have established yourself as an expert in your field – this takes time!
- Preparation is Key.
Are you doing your homework before an event?
- Research the networking organisation you want to attend – there must be an alignment with your own values. Find an organisation that compliments your business, has a proven track record and is committed to helping you grow your business
- Do you have a clear goal in mind? What do you want to achieve by attending the event?
- Do your homework. Have a look at the guest list (if the networking organisation provides you with one) and find out who will be attending and how does this fit into your marketing plan/strategy.
- Are you going to meet prospective clients, find referral sources, build trust or do you need a new supplier?
- Who do you want to connect with and why?
- Make a difference and add value.
One of your goals for attending a networking event should be, to be a resource for others. Here are some networking tips for the networking event.
- Do not arrive late, if fact, it is better to arrive early as the majority of the guests have not arrived yet. Chances are that the Guest Speaker is there already – It is a great way to connect and chat to them. You might not get a chance later.
- Make a positive first impression by:
- Having a good handshake – not too firm or soft.
- Good eye contact.
- Great smile.
- Be friendly.
- When introducing yourself, ensure it is done in such a way that that person will be able to tell someone else EXACTLY what you do when asked.
- Focus on forging quality contacts, instead of quantity (it’s not about how many business cards you can collect and add to your database).
- Be a resource for other people – with no strings attached. It also creates an opportunity to follow up with them.
- Leverage off the people that you do know at the event and ask them to introduce you
- If you are attending an event for the first time, seek out the event organisers and ask them to introduce you to someone that can assist you with what you currently need in your business.
- NETWORKING GOLDEN RULES
- Be yourself and behave with integrity.
- Align your business goals and plan accordingly, so that you know what you are looking for at each event and what type of person/company you are looking for to build a relationship with, that will benefit both you and the person you want to deal with.
- Show a genuine interest in the person and don’t go into any event with the mind-set “How many people can I sell to today”. IT WILL NOT WORK.
- People do not want to be sold to. Build a lasting business relationship and IT WILL benefit you.
- Show up to as many events as you can – you want to be top of mind when people need someone in your industry. The only way you are going to achieve this is by showing up consistently. Also, do not change your brand message all the time. Be CONSISTENT.
- Do not speak about more than one product or service. You are your brand and you are creating brand confusion if you keep changing y our marketing message.
- Pick which product and service to “punt” at specific networking events, which have guests that are your target audience.
- Tailor your elevator pitch to your audience.
- When you attend an event, go with the mind-set “What Can I do for you!” People will remember you for being helpful. Share your knowledge as much as you can – recommend others etc. You will be remembered as someone that can help! So you will be top of mind!
- Don’t hand a business card to everyone that you meet. Give them out strategically.
- Do a debriefing afterwards:
- Will you attend again? If not, why?
- Did you meet your goals.
- Make notes of who you would like to follow up.
- You have 24 hours to follow up, or you will be forgotten.
