Refer to you? I don’t even know you!
Have you ever gone to a networking meeting and found yourself watching some guy passing out business cards to every seat at the table, lingering only long enough to say what a great company he works for? And maybe that’s not the first time you’ve noticed, either. Then you don’t see him any longer but do find out that he didn’t get ‘results’ from his efforts and dropped out of the group. What do you suppose was the problem here? Perhaps his senior management was focused on how many new contacts he made and he had to move on to other networking events to gather more ‘new’ names. Maybe he couldn’t justify the time spent ‘chatting’ with others when there were sales to be made elsewhere. Or maybe, his expectations were unrealistic.
Networking is a skill, and like any other it must be learned and used in the right way in order to be effective. It’s also a long term process by which you build relationships that will result in referrals or sales. If you feel you’re not getting enough out of your networking events, these 8 tips will help you maximize the time you spend at networking events to achieve your goals.
1. Identify your market. Are the group members in the position of needing your particular service or product? Are the members in contact with those who would buy from you with a referral? If the answer is no and no, you’re in the wrong group.
2. Look for ways you can contribute and help others in your networking group. For instance, if someone’s brand new smart phone is giving them a headache learning how to use it and you’re a whiz with one, why not offer to spend an hour of quality time over coffee helping her learn the basics. She’ll see you as a smart, helpful and giving person who might just be the right person for her next client.
3. Focus not on getting a handful of business cards, but on one or two people who might have a need for your company or vice versa. Schedule a coffee or lunch as strictly a fact finding mission, not an opportunity to make a sale.
4. Seeing the same people over and over again at events is a GOOD thing. Repetition and consistency is the key to reinforcing your goods or service in their minds.
5. Learn how to share yourself and your story. Sharing your sales pitch will not make people want to buy from you. Sharing a story about how your company went above and beyond to help a customer will. Telling others why you decided to work in the industry you’re in will give them a deeper insight into your values.
6. Be creative. If part of your marketing goals is to establish new contacts, invite one of your network group members to coffee and ask him to bring a colleague.
7. Go early, stay late. At events that feature guest speakers, your time to network is going to be before and after the speaker. Make use of that time as much as you can.
8. Remember it’s all about relationships. People will buy from you when they get to know you. People will refer to you when they get to trust you. The only way to earn their trust is to build it by sharing what you do, how you do it and why you do it.
Submitted by Deborah White, Client Care Coordinator at Bivens & Associates, P.L.L.C. Elder Law Firm
