For most small business owners, in-person networking is a significant piece of their ongoing marketing strategy.
Getting out and meeting the right people is often the quickest way to enroll new clients into your practice and generate additional revenue.
Though networking can open the door to numerous opportunities, that doesn’t necessarily mean it’s one of your favorite activities. I know a fair number of entrepreneurs who dread networking and consider it to be a necessary “evil” of running a business.
Whether you LOVE networking or do it out of sheer necessity, I’m confident you want to enjoy the best possible results at every opportunity. Following are some of my proven, smart, simple tips on how to use this strategy effectively to connect with your ideal clients and create opportunities to grow your business:
- “Fish where the fish are” – Don’t attend a networking event just for the sake of doing so. To get the most bang for your buck (and use your time efficiently) make sure you are ONLY attending networking events where your ideal clients and referral partners are hanging out. Remember, to be successful in business you can’t market to any and everyone. You need to focus your attention on providing specific solutions to your ideal clients. Which means you need to do targeted, focused networking. You’ll enjoy yourself much more, have better conversations and create more opportunities when you’re talking to people who “get” what you do and are already looking for your services.
- Get your mind right – Networking isn’t about selling yourself or pitching your services. It’s about making connections with people, getting to know them, finding out what they need and creating opportunities. Be clear about your objectives BEFORE you attend the event so that you “show up” as a friendly, gracious and helpful resource. If you are a person who doesn’t LOVE the experience of networking, adjust your mindset. A lack of confidence and a negative attitude are highly unattractive and will repel others from wanting to connect with you. Instead of dreading the experience, look forward to the opportunity to meet other people and educate others about what you do. Set the intention before you head out the door that you’re going to have a GREAT experience and enjoy yourself!
- Have reasonable expectations – Don’t attend the event desperate to close new business on the spot. If you do, each person you meet will “smell” it on you and will likely be turned off your approach. Instead, focus on having meaningful conversations with the people you meet and getting to know them so you can follow-up as appropriate.
- Resist the urge to “work the room” – I know you’ve seen this. There’s always a guy (or a gal) at networking events running around the room, almost tossing their business card at every person they pass. Don’t be that person. Take your time. Enjoy meeting various individuals. Allow the conversations you start to develop and end naturally. You’ll feel much more relaxed and have a better experience. Plus you’ll create deeper connections with the people you meet and have a much easier time following up with them after the event. It is far better to have 4-5 fabulous conversations than to run around the room passing out your card to everyone in your path.
- Plan your follow-up in advance – Good intentions to follow-up aren’t going to get you the results you want, so don’t leave it to chance. Make it easy on yourself and prepare to follow-up BEFORE you go the event. Get clear about what outcomes you’re looking for and what the next step should be. If possible, avoid a game of email tag and schedule a call or a follow-up meeting with your new acquaintance right there on the spot. (I’ve closed tens of thousands of dollars in new business by doing this.) If you really want to be on top of your game, check out my post on “A Simple Follow Up System to Create More Profits In Your Business.”
Effective networking is an art – one that can be learned – and lead to highly profitable results in your business. I’d love to hear from you about your own networking experiences and what’s worked well for your business. Share your thoughts below!
Barbara Gilbert, CPD says
Hi: Thank you so much for sharing your informative articles. I just got finished reading the latest one about networking and have a question for you. What is the best way to “break the ice” when meeting someone for the first time at a network meeting. I usually just go up and introduce myself and then start asking about the person what they do. That is so “traditional”! Do you have any proven tips that work?
Thanks.
Sydni Craig-Hart says
Great question Barbara! When I first meet someone at a networking event, I typically introduce myself and ask their name. Then I ask if it’s there first time attending the event or if they are a member of the organization. I find that my conversations flow easier when I take the time to get to know the person a bit instead of jumping into the “what do you do” question. You’ll eventually get their, but it’s nice to establish some common ground first.
Merri says
This is great advice. I’m still trying to figure out how to find the right networking events or groups. As an interior designer, I want to meet women looking for high-end design. They may or may not work out side the home and most likely volunteer for the arts in the community. Help.
Sydni Craig-Hart says
Thanks for the note Merri! Have you worked with any of your ideal clients in the past? If so, the easiest way to find out where they are hanging out is to ask them. If you have not worked with any of your ideal clients, you can also connect with other service providers who are targeting your audience with complementary services and find out where they are. This could also be accomplished by researching what other organizations, associations or groups are already serving your market in your area and seeing what type of events they’re hosting. Give that a try and then stop back by to let me know how you make out!
Karen says
Sydni, I love your advice. It is so right on. I’m an interior designer and the President of a chapter, for a network and marketing organization. We network by building relationships, and learn about the types of referrals and strategic alliances each other is seeking, as your article states. The organization has helped us to see that helping others get what they want has a full circle effect. We in turn get what we want.
Sydni Craig-Hart says
Thanks for the feedback Karen! I am a HUGE advocate of authentic, resourceful, down-to-earth marketing. When we approach situations from a place of wanting to help others, instead of focusing on what we need, it creates a win-win situation for everyone involved.
Simone says
Hi Sydni,
That is really a great article. I’m really good at networking and have seen the guy/gal who runs at you with his card in hand; big turnoff and a bit funny.
Anyway, after reading some of your articles, I really have been going about growing my business all wrong. What I mean is, I have been trying to market to everyone. I want to target those people who need transcription services or database management. So my question is this, WHO should I target in regards to these services? Please HELP!
Simone
Petra says
Good reading, gives even more for thinking about making networking more effective… Thanks!
Sydni Craig-Hart says
You’re welcome Petra! Thanks for stopping by to leave a comment. I appreciate that.
Jennyb says
Great for me that I found your Blog… I just started with my own Blog, can I reference to this post? I want to write something on similiar topic!
Sydni Craig-Hart says
Yes, of course Jenny! Thank you for asking. Feel free to reference this post. The only requirement is that you include this short bio:
Sydni Craig-Hart, The Smart Simple Marketing Coach, is founder of SmartSimpleMarketing.com . Known for her easy, strategic and results-focused approach to marketing, she also has the unique ability to find untapped profit centers in her client’s businesses so they can create money NOW. Visit http://www.SmartSimpleMarketing.com for your FREE training course, “5 Simple Steps to More Clients, More Visibility and More Freedom” and apply for a FREE “Profit Breakthrough” session with Sydni!
Thanks for sharing my article with your audience!