You might be surprised by the fact that our first side dish is . . .
Networking. Yes! Good old-fashioned, “press-the-flesh” networking!
In spite of all the technology we have at our disposal with websites, social media, iPhones, QR codes, email, Skype . . . blah blah blah . . . NOTHING will ever replace the paramount need for business owners to form personal relationships with other human beings.
That is, IF it’s human beings who make the decision to purchase your product or service. If something other than a human being is purchasing your products or services, well then you can skip the networking part.
Still with me? I thought so!
Your Networking Strategy
As always, never engage in a marketing activity unless you have a strategy behind it. For networking, make it your goal to get face to face with three types of people:
1 – Future Clients
2 – People you can learn from and/or who have achieved what you want to achieve.
3 – People you can partner with (affiliate partners, referral partners)
Find events and organizations that are natural fits for these three categories of people. Then invest your time in becoming a resource for the people you meet. Lead with what you can give, not what you can take, from the people you meet networking.
What it CAN and CANNOT Do for Your Business
Networking is not sales. Networking is not a quick fix for new business. The physical act of networking is the START of a business relationship. Just like dating, you must take the time to cultivate relationships. And, the follow-up is where the rubber meets the road.
How Networking Fits in With Your Marketing Strategy
Design a networking follow-up strategy and SCHEDULE TIME FOR IT. After each event, schedule 15-30 minutes in your calendar to
1 – Write down snippets of conversations you had with people so that you can remember them.
2 – Write down what you promised to do as follow-up. If you promised someone you would call to schedule a coffee meeting, put that call on your to do list along with notes on your conversation with that person.
3 – Add appropriate contacts to your personal database.
4 – Write hand-written “nice to meet you” notes where appropriate for those folks you especially want to build a relationship with.
The key is to take this step immediately after an event. I often do it in my car while everything is still fresh in my mind.
And, as with every marketing activity, lead your networking contacts to your website. Your business card, which you hand out at each networking meeting, should contain an offer for a free giveaway which your prospects and contacts find irresistible. Signing up for this free giveaway will add them to your corporate database.
However, DO NOT sign them up for your database without their permission. Always use a reputable provider to manage your list and distribute your content. (More about this in a future post.)
Should You Outsource Your Networking?
If you are the face of your business, you need to be the one doing the networking. If you have marketing and/or sales people on staff, they can be extremely valuable in doing networking as well, however, as with your web site, make sure you are in control of what events they attend, what their approach is and the relationships that they form. Should they leave your employ, so will your access to their contacts, unless you have made it a point to cultivate those relationships as well.
How to Start Networking
First, if you yourself are uncomfortable in room full of strangers, then learn how to work a room. There is a system to it. There are tactics and strategies which a more introverted individual can learn and master – and in fact MUST master in order to be successful in business.
Second, understand that the key to networking is NOT in how good a glad-hander you are. Quite the opposite in fact. If you “work a room” to perfection, schmooze with everyone you meet, hold scintillating conversations, swap business cards with glee, leave for the evening feeling quite smug and then never follow-up with a single individual from the event, you’ve just wasted your time and money.
The key to networking is in the follow-up! As you make connections with individuals, you will naturally find things in common. Common needs, interests. Seek to fulfill the needs of those you meet.
The Next Step
The next bite in our juicy marketing elephant is another delicious side dish!
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12 comments
Bev says:
January 4, 2012 at 12:10 am (UTC 0 )
I really enjoyed reading this – thank you – picked up a couple of good tips!
Lynn Ruby says:
January 4, 2012 at 3:14 pm (UTC 0 )
So glad you enjoyed this post Bev!
Nicky Kriel says:
January 3, 2012 at 11:36 pm (UTC 0 )
Great tips for networking. Networking can be very time intensive, so I like your point that you make about having a strategy for networking. One area I need to improve on is my follow up after networking meetings.
Lynn Ruby says:
January 4, 2012 at 3:13 pm (UTC 0 )
Hi Nicky – Yes the followup is absolutely critical! And it’s not that difficult once you make it a system. It makes all the effort put into networking worth it! All the best to you.
Lisa Berquist says:
January 3, 2012 at 11:08 pm (UTC 0 )
Thanks for a great post. I am amazed at how many people have a misconception about networking. And how many are really bad at following up!
Lynn Ruby says:
January 4, 2012 at 3:14 pm (UTC 0 )
You are so right Lisa. Those who do the follow up can really make themselves stand out!
Roy A. Ackerman, Ph.D., E.A. @Cerebrations.biz says:
January 3, 2012 at 8:04 pm (UTC 0 )
Great post. I differ on one point- I send a note to everyone I meet. Some may be longer than others, but I WANT them to remember me. So, I make my encounter memorable.
Lynn Ruby says:
January 4, 2012 at 4:10 pm (UTC 0 )
Hand written thank you notes really do make one stand out. Good tip Roy.
Shannon says:
January 3, 2012 at 7:16 pm (UTC 0 )
Love this article and your valuable networking insights. I have attended so many events with very enthusiastic people who are all over zealous at the event about following through and following up. Sometimes you hear from them via connections through social media sites but that’s all. That does not replace or represent a true follow up! Time to establish face to face relationships as they are what makes the difference. Look forward to more posts from you for sure
Lynn Ruby says:
January 4, 2012 at 3:16 pm (UTC 0 )
Thank you for your comments Shannon. I’m afraid all those “over zealous” folks you describe are what has given networking a sometimes bad rap! I’m glad you’re among those who are doing it right!
Nicole Bandes says:
January 3, 2012 at 4:05 pm (UTC 0 )
Great post on How to eat the marketing elephant! I’m glad you made it a point to say that it is the START of a relationship and not a sales opportunity. Your comment on follow-up is also spot on! The fortune is in the follow up!
Lynn Ruby says:
January 4, 2012 at 3:17 pm (UTC 0 )
So true huh? How many times have you had someone you’ve never met before give you their business card, their brochure, their sales pitch etc and never once ask you about yourself or if you are even an appropriate candidate for what they do. Bleh! I avoid those folks like the plague!