Why is it that some people get tons of business from networking and others find it boring, terrifying or just a waste of time? The answer, of course, is that some people know how to network effectively and others don’t. The good news is that if you’ve haven’t networked successfully (or as successfully as you’d like) in the past, a few simple steps will put you on the right path to get the results you want.
Before the event - Prepare, prepare, prepare
The first thing to do is to figure out where to network. There are lots of places around town including the Chamber of Commerce, BNI, numerous associations, civic groups and professional organizations. Find the ones that have prospects you want to meet attending them. If you’re not sure what groups are out there, ask your best clients which organizations or events they participate in.
The second thing to do is find out who you need to meet at the event. Make sure you know who the President, President-Elect and Membership Chair are. These people know everyone and can introduce you around. Get their names ahead of time so you won’t be worried about remembering them during your initial meeting.
Before you head out the door, check to make sure you are dressed appropriately. You can find out by placing a call to the event contact in advance. Make sure you have tons of business cards (some in your pocket and a stash for your car) and are ready to meet some interesting people. If you’re intimidated by large groups, start small or attend with a buddy.
At the event - Ask, ask, ask
Once you get to the event, ask the check-in person to point out the President to you. Once you identify her, walk up, introduce yourself (with a firm, but not bone-crushing handshake) and ask the following two questions at some point in the conversation: 1) What is the goal of the organization in the next year? 2) What is your personal goal within the organization for the year?
You’ll be amazed at how often they have been asked the first question but not the second. The first answer will likely be the group’s mission or something similar. The second answer is of personal interest and will show the President that you really care about her as a person and that you’re not just there to suck business out of the group.
After you’ve asked your two questions, find other questions you can ask each person you meet that relate to helping them with their concerns and needs. Don’t get greedy. They will ask you questions when they know you care.
After the event - Contact, contact, contact
Once you get back to the office, make contact with each person you had a significant conversation with as soon as possible. Send a nice card, an e-mail or even make a quick phone call. Be careful though; this is not a sales call! It’s simply a way to say “I enjoyed meeting you and look forward to seeing you again.” Once you’ve made an initial contact, wait a week or two and contact them again, this time with something that might help them in their business. Send an article you found online or in the newspaper. Make it something relevant to their business, not yours. This contact is also about building a relationship and not selling.
Finally, if you really like the person and want to continue the connection, put them in a follow up file to contact every few months. Call, e-mail or invite them to lunch. Send them another article or better yet, a prospective client. Continue building the relationship and you will, in turn, reap the rewards of your networking efforts.
About the Author:
Will Turner is the Founder and President of Dancing Elephants Achievement Group, a sales training and consulting company focused on getting dramatic sales growth for service-oriented companies that want to grow their business-to-business sales. Will is a speaker, author and trainer with 25 years of sales, marketing and sales management experience. Will created the Sales Magnetism program and co-authored Six Secrets of Sales Magnets. His clients increase sales an average of 56% in the first year of working with Dancing Elephants. Visit www.DancingElephants.net for more tips, strategies and ideas to become a sales magnet or email Will@dancingelephants.net.
Lessons From A Shameless Networker