10 tips for successfully using business networking as a marketing strategy
Networking is probably the best way to build a profitable business or long-term sales pipeline. Many of us understand the value of networking, but we don’t always know the best way to do it. Here are 10 simple tips that will help you maximize the effectiveness of your networking efforts.
1. Build relationships, not loads of business cards
Networking is not a contest to see who can collect the most business cards. It’s about building great relationships. Walking around an event forcing your business cards on other people is not going to help you build any of those relationships. Spend your time at a networking event really getting to know the people you’re talking to.
2. Think quality, not quantity
The next time you’re in a big business after hours, try to meet a small number of people. The number is not important, it can be 3.5 out of 10 depending on the duration of the event. It could even be 1 or 2. The important thing is to focus on a few people when starting a quality relationship. You will be remembered for taking the time to get to know them.
3. Listen up!
When you spend time with people, make sure you listen. Don’t get distracted or keep an eye out for the next person you’d like to meet. Pay attention to that person in front of whom you are speaking now. What you are hearing is unique information about them. You also want to pay attention to ways you could help them. This is your key to reconnecting with them.
Listening also means that you should use your ears more and your mouth less. The best way to do this is by asking questions. By asking questions, the times you are talking about will really be about them. Dig into who they are, what motivates them, what they’re passionate about, what’s important to them other than the business.
4. Smile
You will look like a much kinder and more approachable person if you smile. It’s a very simple tip and it works!
5. Don’t judge a book by its cover
Never rule anyone out! Even if you’ve spent some time listening to someone and don’t think they’re important to you, be courteous when you decide to move on. You never know who people really are or who they might become. I have heard too many stories of people who were not in a position of power and someone was rude to them. Later, when those people find themselves at the top, they don’t forget those who had discarded them. People have a very long memory. Treat everyone with respect. Every person you meet is not just a job title. They are all people, and they are all important.
6. Follow up
This is probably the most important step of all. Even if you spent 30 or 40 minutes meeting someone at a networking event, they probably won’t remember who you are 3 weeks later. You must follow up! A phone call, an invitation to coffee or lunch, a handwritten note, even an email. It doesn’t really matter how, just that you do it. When you follow up, make it personal and about them. Send out a form letter and your brochure won’t work. This is why a phone call or handwritten note is probably best. Make it all about them and you will be remembered.
Follow up is not something you do once. This is something you should do regularly with everyone in your network. Continue to solidify the relationships you have started to build.
7. Give, Give, Give
Successful networkers know that giving is more important than receiving. The more people you help, the more you will get in return. It’s also the best excuse to follow up with someone. If you have listened carefully to what they had to say, you should have found a couple of ways that you can help them. It doesn’t have to be something great. It can be as simple as sharing a free resource you found online or referring them to someone else in your network who can help them solve a minor problem.
The more you give, the more you will get, and the more you give, the better you will get. You will see opportunities to help people all the time. That’s when networking really gets fun!
8. Have fun!
Don’t take networking or yourself too seriously. Enjoy the time you spend meeting people. You will find that networking is much easier if you are having fun.
9. Do what you say you are going to do!
All the networking in the world won’t make a difference if you’re not a man or woman of your word. One of the great benefits of networking is that you will get inside information on many things. This will be disastrous if you don’t have total integrity in everything you do. Fortunately, it also works the other way around. If you consistently keep your promises, people will remember and tell others about it. Word will spread about what you’ve done.
10. Commit
The hardest part of networking is being patient. It will work if you commit to doing it consistently over a long period of time. You probably won’t get results right away, but when they start to show up, watch out! As a marketing strategy, networking is a long-term venture. Look around for those who have been doing it for an extended period of time. 9 times out of 10 they are successful. If you ask them if they would do it again, they will all say yes!
11. Go the extra mile
Whenever you can, give people more than they expect. Soon you’ll get all the referrals you need, and word of mouth will spread far and wide. Happy networking!
