Last night I did the limbo to a captive audience of 180 people from our target market (tied first place)! By that stage of the evening, we already had 3 appointments with prospective clients, and all we were doing was socialising, plus it cost nothing to attend! We also made numerous other connections that we can build and develop into long term associates. Networking is the most powerful way you can steadily build your business without outlaying lots of money.Now I'm not suggesting you have to literally 'do the limbo' or necessarily 'bend over backwards' for those you meet, but with a consistent approach you will establish some wonderful working relationships, friends and inevitably new clients.
So what do you do at a network?
Depending on the network, people ultimately attend to meet others. They may be looking for like minded people to share ideas, looking to meet potential clients, or looking to increase their profile and joint venture with others. The important thing is that it is an environment where people are wanting to get connected, therefore you can freely approach others and they may approach you. Even if you feel shy, this is no time to be a wallflower, but you can feel free to be yourself. If you see someone standing alone, this is an ideal opportunity to say 'hi' as they are probably feeling shy too.
The purpose of attending a network is to develop relationships, not 'make a sale'. Relationships develop over time and need to be nurtured.
TIPS FOR GREAT NETWORKING
- Choose networks that allow you to be face to face with your target market, or those who have a similar target market to you.
- Take an interest in the other party. Your purpose is not to tell as many people what you do. If you take an interest in others, they will inevitably ask what it is you do. If you establish a connection you can make a time to get together at a later date.
- Followup. If you have managed to exchange business cards, followup with a personal email or note within 48 hours of meeting that you enjoyed talking with them. If appropriate you can suggest getting together for coffee. It is also an opportunity to send them a referral or other beneficial information that can help with THEIR business.
- Be of service to others. If you have an area of common interest and can suggest something that could be of benefit to them, this will help to establish trust and build your credibility. It shows that it is not all about you and will enhance the chances that they will reciprocate at a later date.
- Think quality not quantity. The purpose of networks is not to hand your business cards to as many people as possible, but to build authentic relationships that can be fruitful later on. So speak to a selection of people in a meaningful way so that you can be memorable.
- Attend regularly. Regular attendence will pay off if you are actively building relationships of mutural benefit. Your commitment and consistency will be noticed, and you will get to know some wonderful people.
- Introduce others. As you become more comfortable with networking, you will see many opportunties to introduce other likeminded parties. This will significantly increase your likeablility factor and in turn reciprical referrals.
VITALITY OPTION: Research 2 local networks that you could attend on a monthly basis that members of your target market attend. Make a six month commitment to go. Follow the steps above.
I just want to add that the we were the only massage therapists that managed to attend this tourism industry network. We are located on the Sunshine Coast which is a tourism hub of Queensland. Attendees where predominately resort owners and managers, tour operators and other marketers. The appointments we obtained were 1 with a resort manager who was disatisfied with their current massage supplier, the other 2 were with triathaletes who were attending because of an upcoming event in the region. It is not rocket science! You just have to take an active part in your community. I guarantee results will follow if you follow the steps above.
I would love to hear your networking success stories or any other experiences you would care to share. Please leave a comment.
