Effective Networking

How will you build relationships with potential clients?

Networking is the most important piece of the marketing mix and sadly it’s often the most overlooked. Networking gets you out in front of potential clients and makes it easy to build relationships. These face-to-face interactions are more powerful and yield greater rewards than any other form of marketing. People want to do business with people they know and like. And the only way for potential clients to know you and like you is for them to meet you face-to-face and to let them build a relationship with you.

Being involved in your industry and your local business community can set you apart from your competition. If they’re not networking – you better be. If they’re out networking – you better get out there more. The best compliment you can receive from a potential client is, “I see you everywhere.” To build your brand, people need to see you EVERYWHERE – both in person and in other forms of marketing.

When we first began Neujahr Remodeling, Inc. we had two weeks’ worth of work and that was it. I was afraid we’d fail. I didn’t want to fail. I wanted our new business to thrive. This fear and the excitement of our new business got me motivated to get out and let EVERYONE know what we were doing.

For the first year of business I attended EVERY networking event I could find. I made it a huge part of my daily business practice. I attended local business events, industry sponsored meetings and networking groups. I showed up, shared with others and got to know what they did. I made connections. And those connections led to growing our business.

Many people tell me that they don’t like networking or that it doesn’t fit their business. While many may not like it – I believe it’s beneficial to EVERY type of business. No matter what you’re selling, there’s a group you could benefit from networking with.

To network effectively there are some basics you must follow. First and foremost is you must show up. You cannot network if you are not there. Being there isn’t enough – you must interact, get to know people, ask them questions and share your expertise.

I’ve watched many people at trade shows sit behind their booth all day and never make an attempt to introduce themselves or their business to potential new clients. This is a waste of time and money. If you’ve paid to be at a trade show – then network. Get out from behind your table and introduce yourself, shake hands and promote your business. The people who attend trade shows expect to be marketed too – take a risk and do it.

I’ve also watched people attend networking events and sit only with people they know. If you’re looking to socialize and already have all the business you need then this is fine. If you want to grow your business – you must meet new people. Make it a goal to meet a minimum of five to ten new people at each and every event you attend. Introduce yourself, tell them what you do and then find out what they do. Always ask how you can help them.

In addition to getting out there and meeting new people, you must follow up with each and every new contact. This is another area where many people drop the ball. I’ve given hundreds of business cards to people I’ve met at networking events over the years and sadly most of these people never follow up.

There are many ways to follow-up with a new contact after a networking event. My favorite is to send a hand written note. I simply tell them it was great to meet them and I comment on anything we talked about. In addition, I search for each new contact on LinkedIn, Twitter and Facebook. If they are on one of these sites, I send them an invitation to connect or I follow them on Twitter. This step reinforces our connection.

The key to networking is to connect with as many new people as possible on a regular basis. New contacts may not be in the market for your services but they may know someone who is. We have all heard the six degrees of separation theory. It really is true. People know people who know people and they may know just the person you need to know.

Making networking a part of your marketing mix will grow your business if you commit to it and do it regularly.  I have watched hundreds of entrepreneurs grow their business using the power of networking. And the best part of networking is that it’s inexpensive and it can be a lot of fun.

Tips for Effective Networking:

1. Smile. Smiling naturally attracts others to you.
   
   
2. Introduce yourself and tell others what you do. It helps to practice a short elevator speech for your business so that when others ask you what you do, you have an answer.
   
   
3. Be yourself. People can spot a phony a mile away. Being who you are is more comfortable and leads to better connections.
   
   
4. Ask questions. The key to networking is to build two-way relationships.
   
   
5. Move on. Once you have made a connection, shared a little and exchanged business cards – move one. Do not limit yourself by talking to only one person. While it may be more comfortable to stay with one safe person, the key is to meet five to ten new people. If you really connected with one person, make an appointment to get together at a later time.
   
   
6. Be willing to give. If you can help someone or introduce them to someone – do it. When you’re willing to help others, they’ll be willing to help you.
   
   
7. Match your personality. Make sure that you engage in networking events that fit your personality. If you are a morning person, attend breakfast meetings. If you like the night life, attend after hours events.
   
   
8. Have fun. Networking doesn’t have to be a chore. It can and should be fun.