Effective Networking

You attend all the local Chamber of Commerce meetings and events.  You attend local charity events.  You spend company money to pay for membership in your local country club. In short, you wear yourself out making yourself personally visible in the interest of expanding your business.  So, how much business are you getting as a result of all this activity – and money?

Well, it probably depends on how well you network.  Do you spend time at these events visiting with the people you already know?  If they are your customers and you are solidifying the relationship, fine.  But if you are simply socializing, you probably should not consider this a business activity.

How can you maximize your business results at social occasions?  How can you maximize the investment in local clubs and organizations?  Here are a few ideas:

·         Go beyond your comfort level.  Seek out people you don’t know and introduce yourself.

·         If you belong to a country club, attend special club events and – again – introduce yourself to people you don’t know.

·         Set goals for an event – such as meeting at least two new people and exchanging business cards.

·         Follow up.  Once you’re back at the office with those new contacts and/or business cards, call the ones who seem like good prospects and schedule a “get better acquainted” meeting.  Or send a note with a little information about what you do.  Don’t forget to follow-up on that note with a phone call. 

·         Add likely prospects to your mailing list.  Create an e-mail distribution list and send occasional up-dates on your area of expertise.  Keep the up-dates short and simple, and don’t forget to include an “opt-out” paragraph for those who do not wish to hear from you.

·         If you have employees who attend events on your behalf, discuss strategy and set goals for the event beforehand.  Who might they meet?  Then debrief the following day. 

·         If you buy tables at special events, invite clients and/or prospective clients to be your guests at those tables.  Don’t fill them with staff members who are likely to talk among themselves and leave the event without having met anyone new.

Don’t let those networking opportunities go to waste.  Your time is valuable.  Consider attendance at public functions an integral part of your overall marketing strategy and use it to your advantage.