With networking groups growing in size, it becomes more challenging to get to get to the right people and maximize your time. I see too many people at these events wandering around without a plan and not making the most of their time, which is limited. Business networking is not just meeting people and exchanging cards. Business networking is about connecting and starting meaningful, mutual relationships. Some get caught in their "comfort zone", spending too much time with people they know because it is comfortable. Networking groups are not social events, they are work. In order to make a networking event successful, meaning making connections with people and establishing a mutually beneficial business relationship, you need to have a strategy and step out of your comfort zone.
Here are some tips on how you can make a networking event more successful and realize the goal of why you go to the events in the first place: to increase business revenue.
Networking (net-work-ing): The exchange of information or services among individuals, groups, or institutions; specifically: the cultivation of productive relationships for employment or business.
Find Groups With Viable Businesses
First, I would suggest that you find groups that will be worth your time. Viable businesses. Can members of this group afford your product or services? Do they truly care about mutually beneficial relationships or are they there to only sell you their products? Is it a "leads" group or "networking group"? There is a big difference. Leads groups will expect you to come armed with leads to give to members of the group. Which is fine. Just know what to expect. Are the members of these groups connected to people who are potential customers? I have found it is best to find groups who expect the same thing you do, which is to connect and help you connect to other true networkers.
Have A Goal
Before you even walk in the door, have a goal of not just how many people you want to meet, but how many you will leave the event feeling there was a mutual connection. How many cards will you leave with that are worth following up on? Have a time limit on how much time you will spend with someone. The time limit should be based on your goal of how many people you want to connect with. It is not a social event, so spend some quality time and move on.
Get There Early
Getting to your event early gives you more time to reach your goal. It gives you a chance to meet and great people as they come in the door. Connect with them before the event gets crowded. Those that are there early with you might have the same strategy and take networking more seriously. If you have never met the early arrivals, it will force you out of your comfort zone. Unless you want to stand there by yourself, which will more than likely make you look unapproachable.
Have Your Brand Identity Down
Have your brand identity statement down concise and clear. Or, "elevator speech" as most call it ( I really don't like the term. It sounds trivial. I don't think business is trivial). You don't have a lot of time if your goal is a real number, so make sure it is short and sweet, including words describing the concerns and problems that your product and service solve (more on that in another blog).
Ask Good Questions
After exchanging brand identities with your contact, ask good questions about their business, or probe. Get to know their business. If you get them talking about their business, successes, challenges, their industry, etc., you can start making mental notes on what their needs are. Relationship building (which is sales), is about asking good questions. It is also a good time to ask them if there is anyone in the room that you should meet and ask for a personal introduction. Good questions will arm you with the information you need to FOLLOW UP.
Follow-up
This step in the networking process is still missed too often and can be the kiss of death and solidify your waste of time at these events. It's not a matter of "if" you follow-up, it is "how" you follow-up. Those business cards you exchanged are not just names and phone numbers. They are your gateway to an eternal connection. Cards that you have offered are one thing, but the cards you receive are EVERYTHING. They are only as good as how you use them. They give you all the information you need to call, invite them to your blog, email campaign, Facebook, Linkedin, Twitter, etc, giving you the opportunity to continue your relationship with quality information and content. You have just entered the largest networking groups in the world. Online. The general rule for follow-up is 24 hours. Don't let your connections stack up due to a lack of time. Block out time to execute the follow-up process and build your quality network.
