In this blog post, I will give you three tips to help you network successfully with potential customers, clients, and business associates.
As a small business owner, you’ve probably heard that you should take every opportunity to network with potential clients, customers and business associates. This will include attending conferences and seminars relevant to your industry. It will also include attending relevant social events, training courses, and trade shows.
But it’s all very well turning up there. The question is: what do you do when you get there? How can you ensure you stand out and that you make memorable connections that will build trust in you and your business?
Here are three tips for you.
1. It’s not about the business card.
A conference is not meant to be a ‘business card exchange centre’, where participants merrily swap business cards without much attempt to get to know the person behind the card. I have been to so many events where people just hand over their business cards without too much thought or engagement. I find that this does not work. Sometimes at the end of such an event, I look at all the cards that have been handed to me, and I cannot, for the life of me, put a face to any of the names. This sort of networking does not yield any benefits. It is far better to have a meaningful conversation with, say, three or four people, than to end up with 100 cards and no clear memory of the people behind the cards.
It should be about the quality of the interaction, and not about the quantity of business cards.
So, if it’s not about the business card, then what is it about?
2. It’s about the other person.
The key to successful networking is to try to get to know the other person. Even if you have only five minutes to talk with someone, make it a memorable five minutes.
Talk to people as people, and not as business prospects.
It’s best not to launch directly into a presentation of what your company can offer. In fact, it’s best not to launch into any sort of presentation.
The best thing to do is to ask questions. Show that you are interested in the other person. Ask him about his line of work, and about what brought him to the networking event. You could also ask him for his experience of the event so far. These are ‘safe’ questions that will allow even the most reserved person to say something. While he speaks, listen out for any clues that can help you ask follow-up questions. People like it when they notice that someone is actively listening to them.
While it’s good to listen actively, you also have to contribute to the conversation. Remember: talk to people as people, and not as business prospects. So, as tempting as this might be, do not start pitching your products or services. Apart from this being inappropriate, it is probably also ineffective. It’s highly unlikely that you will win a new client by pitching at a networking event, so it’s best instead to relax and enjoy the conversation. If you build up a good rapport with potential clients, that will lay the foundation for a solid business relationship down the line.
3. Follow up after the event.
This is very important. After the networking event, make sure you follow up with your new business contacts.
Again, this does not mean blatantly pitching your services to them. It’s all about building the business relationship. For example, if you have promised to do something (e.g. to provide some information), it would be good to do that as soon as possible. Or you could simply write an email saying how much you enjoyed the conversation, and that you look forward to keeping in touch.
Keep the communication lines open without being upfront about selling anything. This way, you build trust within your network.
This is not to say that you shouldn’t market your services. Be sensitive to the moment, and act accordingly. If a clear opportunity arises to present your services, then do so. But be sensitive to what is appropriate in the moment. The important thing is to treat people as people, and not as business prospects.
Conclusion
Networking is a great way to build your business. But you have to do it right. Remember the personal element in all this, and don’t think too much about selling your products or services. Focus on creating a relationship and on building trust.
What tips do you have for successful networking? Feel free to share in the comments.