Networking is a core marketing tactic that many business owners, nonprofits, and professionals use. In fact, when I work with clients on the structure of their marketing plan, some type of networking almost always exists as a key piece of their first tier, introductory level. In principle, this is a great idea for building connections and eventually revenue. However, I have consistently found over the years that many networkers are falling prey to some of the traps of taking a tactical approach, missing out on the benefits of networking. Today I am sharing the 4 stages of successful networking and how you can make the most of them.
Networking is a process, not an isolated activity. Once you start to think of it as a multi-step process, you can begin to flesh out all the ways that you can maximize every step. Ultimately, this gives you a better return on the time and energy you spend.
#Networking is a process, not an isolated activity. #business #smallbiz #smallbusiness #smb Share on XWhat goes into the networking process? I divide this into four stages: Pre-event, Event, Immediate Aftermath, and Follow Up.
Let’s face it. If you meet someone once for five minutes, what is the chance you are going to remember them later? If you meet them once for a longer period of time, the likelihood of recall increases. If you meet them for five minutes once and then have periodic touch points afterwards, the likelihood of recall also increases. When it comes to networking, the rule of seven very much applies. (Read here for more information about the Rule of Seven and how you can use it to maximize sales.)
To help you make the most of your networking, here are tips for how to get as much as you can out of each of the 4 stages of successful networking:
Pre-Event
If you are going to an event with a speaker or any other influencer that you know will be in attendance, do a little research. If you want to turn that person’s head at this event or in the future, it helps to know how to turn it. Have a couple sentences worth of biographical information in your mind. Arm yourself with an interesting fact or two. Make sure you are ready to capitalize on whatever opportunity arises. I remember one time when I was invited to speak at a networking meeting. In the few minutes before the event while we were waiting for some arrivals, one of the attendees caught my eye and said, “How did it feel to be Rookie of the Week for the Brown Gymnastics team?” It completely caught me off guard. I immediately knew he had looked me up and was prepared for me. I still remember him, his name, and his business.
Event
Different events have different rules and formats. Once you know the rules, you can figure out how to work within them to maximize your experience, respecting your personal boundaries. (If you are an introvert, read here to learn more about ways to be an expert networker as an introvert). One thing that is always helpful is to define for yourself the type of person you want to meet. Who is your networking target market? Maybe you have more than one. As you figure out who is in the room, it makes sense to prioritize the people who can have a material impact for you, regardless of their stature. If you know that detail, you can seek out more conversations with the right people.
And it doesn’t hurt to make a note about an interesting fact or two about them on the back of their business card so you remember it for later. Like if they were Rookie of the Week one time long ago.
Who is your #networking target market? #business #biztips #smallbiz #smb Share on XImmediate Aftermath
Follow up right away. You already scheduled time for the networking event. When you book an event into your calendar, why not block out 30 minutes in your calendar the next day to drop a quick line to say hi to the people you met? It doesn’t have to be complicated. Just let them know you were glad to meet them. You could even write a standard message and just tailor each one with the name of the person you met to send out individual emails. Bonus points if you can add a sentence about one of the interesting facts you learned (“Good luck to little Jimmy at the game!”). It’s amazing how few people follow up at all. The 30 seconds you took to write a couple of sentences could make you stand out.
Follow Up
Of the percentage of people who do reach out right after the event, a very small subset follow up again later. If you have an automated system you can plug them into, great. But, if not, set a reminder for a month or two to say hi. It can be in conjunction with something you had talked about, or you might see some relevant news that could be of interest to them, or you could ask for clarification on their services. The point is: follow up is where the real relationship building starts, because clearly you care.
Follow up is where the real relationship building starts, #networking #business #smallbiz #smb Share on XAlthough I can appreciate that for some people networking is all about meeting people in volume, the reality is that it only takes one great contact to completely change your business or the way you look at life. Superficial relationships in volume have very little chance to move the needle for you, because you probably got purged from your contacts’ short-term memories long ago! Next time you are in any networking setting, make the most of it by using these tips on the 4 stages of successful networking!