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You may have the greatest product or service in the world, but a company without marketing is like waving in the dark. YOU know what you are doing, but nobody else does! It is important, therefore, to attend networking events to build on face-to-face relationships:
THE ART OF NETWORKING:
NETWORKING is the modern day marketing tool...
With technology creating an environment of communication via telephone, email and the Net, we have inevitably lost the personal touch. It is a fact that people buy from people. It is important, therefore, to learn how to sell yourself, before selling your product or service.
Networking is one of the most effective marketing tools in today’s business community. The Art of Networking is about building relationships, being seen and becoming well known, liked and trusted in the business community
I am affectionately known as “The Networking Queen” because I really enjoy attending events and get excellent results. Networking however, does not come naturally to all and if the thought of entering a room of strangers fills you with horrors, I hope the following techniques and tools will help you to feel at ease and work the room to your advantage.
Making the most of your time:
Plan Ahead :
If you are able to, obtain an attendees list and mark your targets – do a little research on them if there is time as it shows you are interested in them and gives an opener to conversation. The internet is a good research tool and source of information
- First impressions count – think of your dress code – are your shoes clean? If you are female, is your nail varnish chipped?
- Be prepared – what are you selling? Who are you selling to?
- Why should they do business with you and not your competitors?
- Emphasise your USP – specialisms
- Take plenty of business cards – these are one of your most useful marketing tools*
On arrival:
- If appropriate, pick up a copy of the attendees list
- Mix and mingle – think of it as a cocktail party – Enjoy!
- Don’t see the room as a “sea of strangers” – see it as an “ocean of opportunities”!
- If you don’t have something interesting to say, merely ask others what they do – people love talking about themselves
- Show interest, be friendly and open and try to bring others into your group
Work the room:
- Look at your attendees list and prioritise
- Not confidant? Look for someone you recognise and speak to them first. This will get you in the relaxed mode of networking and also attracts others to approach you
- Make that all important first contact and give the right impression - SMILE
- If you have trouble in remembering names, always repeat their name back to them when introduced ie “it’s good to meet you John”. This helps to retain the name in your memory
- When speaking to someone, do not immediately offer your business card* – if there is not a natural opportunity during conversation, then offer it as a parting gift, as in…………. “It’s been a pleasure to meet you, here are my contact details”. If they do not reciprocate, don’t be afraid to ask them if they have a card
- Don’t rush away from the event early, speak to one or two more – it may just be the opportunity you have been waiting for
How to get your Golden Goose:
- If you have a good relationship with someone who knows your target, ask him/her to personally introduce you
- Alternatively, ask the organiser/host to make the introduction
- If you are a “brave bunny” – go up to them and say you have been wanting to meet them for some time as you have a great service/product that you feel would greatly benefit them
How to get rid of “Dead Ducks”:
- Bring others into the group and then you can slip away unnoticed
- Say that you have just seen someone who you really need to speak to and thank them for their time
- Say that you are going to get a drink and hope to catch up with them later (then make sure you are always on the other side of the room)!
- Introduce your “dead duck” to another person and move away quickly
Follow-ups:
This is a very important area :
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If you have a chance, scribble a few points from the discussion on the back of the relevant business card as a memory jogger whilst it is still fresh in your mind
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Write to them and send some literature so they have your details on file and your name is put in front of them
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Tailor each letter to their individual needs
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If appropriate, follow up with a courtesy telephone call after 7/10 days – this keeps your name in the frame
*Business Cards
- Do you fully utilise your business card?
- Is the back of the card blank?
- You are losing business by not utilising this space
- Utilise it to tell people exactly what you do and what services/products you can provide
Click here for more information on Local Networking Organisations.
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