Dollar for dollar, it's one of the most cost-effective, efficient ways of promoting your business: networking. Clients like to do business with people they personally know and personally like. So your business mantra should be: "meet people, meet people, meet people". Networking, however, involves a lot more than simply shaking hands and offering your business card.
There are two ways to go about networking: you make opportunities to network and you recognize networking opportunities.
You make networking opportunities by having a game plan and strategy. Nearly every business has its own industry association-sometimes more than one. Become a member and meet people at all local chapter events. Likewise, every community has organizations such as the Chamber of Commerce, Toastmasters, Rotary and others. These are all places where you can meet potential customers or people who can lead you to prospects.
Your 60-Second Commercial
Know what you're going to say in advance. Prepare and memorize a sixty-second "commercial" describing your company, product or service. When someone asks: "what do you do?", the answer should roll off your lips as effortlessly as your phone number. Additionally, phrase your commercial so it emphasizes what sets you apart from the competition. How you solve problems for customers or clients.
When attending meetings, arrive early and stay late. That's when the networking opportunities occur. Don't sit at a table and expect prospects to come to you. Move around and work the crowd. Always have your business cards. And be sure to get that prospect's business card as well. That's making networking opportunities.
But you can also recognize networking opportunities that come out of the blue at social events, at the gym, attending a concert or dining out. When people tell you what they do for a living-it's like opening a door for you to talk up your own business. Ask if they know anyone who needs your service. Don't overlook these informal networking opportunities.
People you already know should also be part of your networking game plan. Friends, neighbors and relatives can all open doors for you-but you have to ask.
Cast a Wider Net
As you make and recognize opportunities, keep expanding your network. Build a single contact into many. That person you met at an association meeting may be able to refer you to three or four others. And each of them can get you to another three or four prospects. Such personal referrals can get you past the gatekeeper or your phone call returned. See how networking can exponentially grow your list of prospects?
And don't overlook what might be called "reverse" networking. A person you meet at Rotary may be the supplier you've been seeking for your manufacturing process. Or the banker you can pursue for financing. Or the accountant who specializes in the small business market.
Finally, follow-up on your contacts. Drop a short personal note in the mail after you've met someone who fits your ideal customer. Ask how you can help them grow their business. A handwritten note personalizes your follow-up, shows your sincerity and helps cement your name in their mind. People will be impressed you thought enough of them to send a note.
