Networking is a key business activity for owner/managers/and sales people. It is a way to connect with people like yourself, running a business, looking for more clients. They may be able to connect you with your target market or potential clients. Or they could supply you with a good service or service provider, who may or may not be attending on the day.
And yes, I do appreciate, that most people hate the idea of attending most networking events.
Perhaps we can make it easier for you to do or show you some of the benefits.
Below we list:
20+ tips on Networking itself and also
30+ tips on Reciprocity, plus another
10+ benefits of business Networks.
Business Networking is a very cost effective word of mouth marketing exercise to discover or develop sales opportunities or contacts.
The best, easiest, low cost option is your local Chamber of Commerce – join and attend functions, meetings, etc to get to know the other members and get introductions to your target market. Talk to the Chamber Manager, ask for advice, tell him/her what you are looking to do. Ask for help – it might surprise you how much people do want to be of assistance.
Furthermore, if you join a structured Business Network like Women in Business or BNI or any local business network such as DBN Donegal Business Network, they are based on giving and receiving referrals and introductions. These monthly or weekly meetings are there to get people together and have them focus on helping each other, in a structured fashion. The main meeting just allows you meet people at a fairly superficial level, to find out who they are, what they do, where they do it and who they want as customers.
Between the main meetings, members can also arrange 1 to 1 face-to-face meetings to get to know each other better. This is where you really get to know each other and find out how you can help each other.
Get to know, like and trust fellow members, in order to be able to spot an opportunity or refer them. Tell fellow members who you want to meet and why. Why should they trust you with their personal connections?
Tell them or show them what you do and why you are good at it.
Your business network of contacts is often referred to your business net worth, as it is a route to market and a valuable marketing tool, to get to the decision makers in your target client companies.
Business Networking Tips
- Pick the right network – One that suits your specific business goals.
- Be on time – Get relaxed with the venue and the room and be there to greet others as if you are a host – do smile.
- Dress comfortably – Smart & clean, no odours, no tobacco or alcohol smells
- Mingle – Talk to other attendees, even if, especially if, you are uncomfortable starting off
- Breathe – It may be obvious, but remember to take deep breaths, it is easy to forget
- Ask questions – Pay attention and LISTEN, really listen. Push yourself to hear and understand exactly what is being said, so that you can spot opportunities.
- Silence – If the conversation stops, ask more questions of the person, be prepared initially with some general questions, like why did you choose your profession, what gives you most satisfaction, how do you differ from your competitors, how do you market your services, how does Networking help, who do you want to meet, who makes a good client for you etc
- Sales – Do not be Salesy, be helpful, if asked, explain how you can help your clients exactly
- Triggers – Look out for opportunities to connect people, even in the room – make it a game, a challenge, try to bring business to someone at the actual event or connect some people to each other
- Be real – Forget all the sales book baloney, be yourself always, (unless you are normally a pain). The more real you are, the higher the chance you will get the right leads for you. Wearing a mask, will wear you out.
- Refer business – If you can get some business for someone, they will want to get business for you. It is called reciprocity and is a natural reaction.
- 60 Seconds or Elevator pitch – If you get the chance, say who you are, what you do or offer, who do you want to meet and why should someone recommend you
- Stand out – Infuse some energy, be memorable, fun, educational, clear and concise
- Be specific – Name the person you want to meet and say why – how will you be of value to that person if you are introduced.
- Shotgun – Do not run around giving away business cards, thinking that this is networking – leave the cards at home or offer one when requested. It is much better for you to collect cards than to give them.
- Prepare – Plan who you want to talk to at any Networking event and have a goal for that meeting. Can you get an Attendees List in advance or read the sign in book later or ideally on arrival
- Be positive – Add positivity to the energy and NEVER criticise others
- Farm NOT Hunt – Look to bring benefit, sow seed like a Farmer, rather than be an out and out Hunter
- Follow up – Follow up quickly to arrange meetings or referrals, send the info you promised to send. Make the introduction that you promised to do.
- Evaluate – Review how each meeting went, did you achieve what you set out to do ? How could you have done better? Did you invest enough of you to get the results you wanted
- Personal Net worth – Do you stay connected with your existing Network, clients, past clients, friends etc – This is a warm audience, so do stay connected
- GOOTO – Get out of the office, meet people, talk and spot opportunities
- Rejection – It is in your head, so get over yourself and work out what you did wrong – Be Better, Grow and enjoy the Challenge of getting from No to Lets Go
- Shy? – Use the acronynm FORM as in ask questions about Family, Occupation, Recreation or Motivation, such as Are you here on your own? Why do you do? How do you spend your free time? Why are you here?
NetWORK – that 4 letter word is in there, maybe for a reason, you will have to WORK at being a successful Networker, rather than just turning up and expecting that people will hand you orders.
“All things being equal, people will deal with people they like. All things being unequal people will still deal with people they like“
Take a long term view to Networking, build your credibility, hone your presentation and learn how help others to help you, as you deliver referrals and benefit to others.
Business Network Lists
For many people, it does not come naturally to look for business for others, when you are busy looking for business for yourself. However successful networkers know that they get business for themselves by getting business for others first.
Write up a short list of 10 people you can consider the “close network”, best friends, business partners and stay in touch weekly or preferably daily. Then have a list of 100 people you stay in touch with weekly, even monthly, the “business network”, by email, tweet etc. Share some useful industry news or tips or details of interesting events or podcasts or books. In terms of your client database this might be 1000 contacts where you do not stay connected regularly, but perhaps add them to an email list to send a Newsletter weekly or monthly, even quarterly, just to stay in their mind when they might want your product or service. Automation is great, but make sure that you do not treat people like numbers, as they will see this for what it is.
Some recommended Business Networking links:
Most of these business networks will host or run events and have a guest speaker, from time to time so you can learn something new or get a few useful tips, as well as make a few good connections. Get on their email list for newsletters and event invitations and they will feed your networking calendar. Try attending one or two events a week, of any size. You can attend an event that is not related to your business sector, but may be related to a sector, in which you would like some new clients. If I want to deal with building companies, I might go to the Brighter Homes exhibition or Ideal Home Expo or a talk organised by the Construction Federation. Some of the main Industry Federations allow Associate Membership, which may be useful to you.
Asking for and getting referrals – Being specific ! Business to business tips.
Good networkers know the importance of being specific when networking – in a presentation at a networking group, in a 1 to 1 meeting or generally in open networking, being specific improves opportunities for referrals and business. Make it easier for people to refer to you. Tell them who you want to meet and why.
A Case Study
So let’s start by me telling you about Kenneth, who runs Premier Business Services, a Virtual PA business; he asked me the question that I hear so often from other networkers: ‘I know I should be specific, but how ? Everyone is a potential client’
Kenneth primarily offers his Virtual PA and Office service to small businesses – which makes him a B2B Business to Business operator.
The first question I asked him was easy: Question: ‘Who’s your best current client?’
This is a good place to start, for a couple of reasons. Firstly, if we’re going for specific referral requests, we might as well go for similar businesses that are likely to be good to have as new clients (without looking for a competing business). Secondly, when it comes to actually speaking to the target business, it is really important to be able to provide some evidence of how you’ve helped a similar organisation – maybe have a Testimonial or get introduced by the initial Client.
Kenneth’s answer to this was a chiropractor, so immediately that leads us to the Health and Wellness sector. Then, I asked him whether another chiropractor would be good, or was there any other profession (within Health & Wellness) that would be good for him. He told me that a doctor’s surgery would be a good opportunity.
Then, I just had to keep asking questions:
Question ‘Where would you like this doctors’ surgery to be located?’ – Answer: Letterkenny
Question ‘Which doctors’ surgery in Letterkenny?’ – Answer: The ‘name’ Clinic in Letterkenny
Question ‘Who would you need to speak to at ‘name’ Clinic in Letterkenny ?’ – Answer: The Practice Manager
Question ‘Do you know the name of the Practice Manager at ‘name’ Clinic in Letterkenny? – A: I’ve no idea.
This often happens when asking these questions: we may not know the answer to all of them. However, it isn’t difficult to get the information we need – all it needs is some research – Google or LinkedIn will get you the answer 99% of the time. In this case, it didn’t take long to find out that the Practice Manager was a guy by the name of ‘Jane Smith’. (names substituted by author)
And with that – Kenneth had successfully managed to be specific. A good referral for Premier Services is Jane Smith, the Practice Manager of Castletown Clinic in Letterkenny.
Kenneth’s problem, in common with many other networkers, was just getting started – and here I want to reiterate the key point: the simplest way to do this is to think of your best current client, and consider what industry they’re in. Once within that industry, think of the type of business you would like to speak to. Then, you just have to ask yourself the questions.
Always ask for an action rather than a number, as in ask that a call be made or an email sent to introduce you.
Being Specific is Key ! Remember: People like to do business with people they know or know of.
Make a habit of telling customers when you do work for them that you will look for referrals from them once you have proven competence to them.
If a Customer compliments you, ask them if they know someone else who could benefit from your product /service. “I’m really glad that you’re pleased with my work. I’m always looking for referrals and wonder if you know anyone else who might be interested in my service”
At every customer meeting make a game out of looking for a Referral or Introduction to someone new – set a Target like one per day or one per meeting
At our Networking events, stay away from fellow Members and meet the new faces or ask fellow members for an introduction – again set a target of meeting say 3 or 4 new people.
Talk to members about their contact list, browse each others address book. See who a Member knows in LinkedIn
Remember to say Thank You !!
Being Specific is Key! So learn the best way for you to do it every week and use your 60 Seconds at Networking events to ask fellow members for help to get an introduction to a potential customer. Everybody is selling, so who do you want to sell to ? The more you ask the more you will get.
Concentrate within the group
I always encourage people to ask for names at the meetings, but remember to focus on the members in the room, ask them if you two could be referring more business to each other, ask how you can do it, talk until you both get better at helping each other. The room probably has enough people to give you all the business you need. Do more 121s, listen better, ask better questions, take notes, follow up.
Circle of Trust 100 – This is a tough one
Aim – To identify 5 or 10 potential Referral category sources, create a list of the likely good referral partner types and get to know 10 of each. For MeanIt Web Design it is 10 Graphic designers, 10 Accountants, 10 Printers, 10 Marketing Companies, 10 PR companies, 10 Sign Companies, 10 Business Coaches, 10 Financial Advisors, 10 Photographers and 10 Solicitors.
Get to know this 100 people and what sort of business they want, so that you can refer to them. If 100 is to many, try going for 50 or 25 or 10, but start somewhere
Stay in touch – make a point of reaching out with a referral or a useful piece of info at least once a month, preferably weekly. Make useful introductions.
Keep filling the Funnel with these people and ensure that you always have 10 in each category that are referring or trying to refer. Make no promises to each other to seek out referrals, just make a commitment to try to spot opportunities, which will happen.
30+ Ways to Network well by being a good Networker – Givers gain.
Now that you have the hang of the basics, helping others might take some thought and be inconvenient, but it pays off hugely! Helping others creates social capital which you can trade in later. It obeys the Law of Reciprocity.
Reciprocity: people feel an indebtedness that they will go to great lengths to repay. Giving and helping also makes you feel good and genuinely improves the life of others.
Here are 30+ examples of the ways you might give to others. Read and take action!
- Solve a problem Offer your time to brainstorm or be a sounding board.
- Make introductions Introduce and connect people to other good people.
- Pass them business Give a referral or a lead or buy something, invest in their business.
- Signpost someone to good stuff! Make them aware of a chance or opportunity
- Talk behind their back, by saying good things about them to others. It does get back to them.
- Do a chore for someone. Help with visitors registration or coffees, tidy the room after. It all makes a difference.
- Pay somebody a compliment Choose the right words and the right time, be sincere.
- Give a gift or offer graciously, making it personal somehow.
- Offer someone VIP access, to some of your material or resources.
- Offer a discount or concession, money off or deals are always popular.
- Give a bonus, a reward, something extra, a coupon or special code.
- Invite someone to something, a special or exclusive event. People love getting invitations, but not everyone gets on the initial list.
- Package up a token of some sort even something small or low cost. A simple pen or golf ball can be made special with the right packaging! A box adds to the value and sense of expectation.
- Send them a thank you card, just for being there or being themselves.
- Share their social, tweets or facebook and Instagram posts.
- Do a testimonial, review or recommendation, on Facebook, Google or Linkedin.
- Give constructive feedback, choosing your words carefully
- Make a useful or valuable donation to their cause, club or charity.
- Point out spinach in their teeth They might not love you and initially it might be a bit embarrassing, but they’ll ultimately be glad you did.
- Stop to help with off the cuff or spontaneous offers of help which works wonders!
- Bring them something from your trip A cold drink, a coffee, a muffin, a souvenir. Out of the blue!
- Cover for them. Could be in working a bit longer, finishing off a job or even taking the blame for something.
- Offer to help. Simply ask ‘how can I help you?’ Even just offering to help is a great give.
- Show appreciation Tell them you love them, you get them, you like them. Often the more public the better.
- Take an interest Ask them ‘how are you?’ and really mean it!
- Teach someone something. If they express awe at something you’ve done or compliment you on a skill, offer to show them how to do it.
- Include people. If you’re going out with a bunch of friends, ask someone else along.
- Listen – A friendly ear and a sympathetic shoulder is one of the greatest gives.
- Share knowledge Good stuff you find or know can make a great give.
- Recognize people’s achievements I love what you did there. I like the way you did that.
- Find out what makes people tick What do they care about? What’s valuable to them?
- Buy something from them – Could be a raffle ticket, a box of cookies or something else they are selling. Becoming a ‘customer’ singles you out for special treatment!
- Like them. Like their Facebook page and remember to share some of their posts
- Connect. Use LinkedIn to make a solid connection and remember to personalise your invitation
- Promote – Keep their business cards or fliers in your office to publicise them
- Coffee – Book time for a coffee and a quick chat
- Thank them when they do something, by hand writing a Thank You card and sending it
- Share this list or article
Print off this list and have it close to remind you. Soon you will have done them all and will be in real ‘giving’ mode. And the goodwill, kudos, karma and social capital you will produce will benefit the people to whom you give and you too. Now get giving, and if you can activate the Law of Reciprocity, all the better!
Many of these 30+ tips, came from my friend Rob Brown over at http://networkingcoachingacademy.com/ who is an authority on Networking and a great speaker, well worth considering for events. Can you suggest any other tips ?
10+ Benefits of local Network Groups
1. Get to know local business owners
2. Get to meet like minded people
3. Get introductions to other local businesses
4. Get referrals to potential clients
5. Collaborate with other people to deliver a project. For example a web designer could work with a photographer, videographer, content writer, graphic designer and digital marketer to deliver a website.
6. Learn from other members of the Network, from their experiences in business
7. Learn new skills from other members who are specialists in a particular art, such as Social Media or Photography
8. Make new friendships, people who understand your challenges and who want to help
9. Raise your profile in local business circles and benefit from the power of group marketing
10. Get lots of positive energy from people who like you have a passion or mission to succeed, which will increase your own confidence and feeling of well being
11. Share the costs of trade fair stands or advertising
12. Benefit from bulk buying services or products, such as phones, insurance, stationery, window cleaning
13. Get brilliant service from partners in your network who want to show you how great their products or service can be.
Networking is a key tool in sales and marketing, how will you approach it in the 2020’s?
Get some of our tips on Selling here
Business 121s or One to Ones – why do them?
“If we continue to do what we have always done, we will continue to get what we always got”
“The Definition of Insanity is doing the same thing over and over again and expecting different results.”
When it comes doing 121s you may have read my explanation on how to do them technically – see below. So lets just look at some of the benefits of doing them.
Why do we do 121s?
Nobody goes to business networking events every week in order to bring business leads to you, they attend to get business leads from you. But in order for someone to try spotting opportunities for you they have to know, like and trust you. Then you have to educate them on how to spot opportunities for you. You can only do that by doing dedicated 121s, as in an hour of focused time together. Allocate this one hour and after a maximum of 5 minutes of small talk, start talking business. Dig in to each others business connections, relations, groups, affiliations, any connections related to hobbies and so on.
10 Benefits of doing 121s – repeatedly, again, and again, and again
1. Build relationships by getting to know more about each other and your various networks – this is relationship marketing
2. Save time – one hour focused time is a lot more productive than loads of rushed 10 minute slots, snatched at networking events
3. Create a bond, loyalty and commitment as you develop your relationship
4. Swop feedback and constructive criticism about your business and methods of doing business
5. Support – be there as back up for each other, just like members in any good team
6. Continuous Relationship Development – CRD see the people at these events who are always with each other, always strengthening the bond and learning about each other
7. WOMM Word of Mouth Marketing is great advertising, which beats any other form of advertising
8. Referrals generated by people who really know you and what you offer, will always be very warm
9. These people who risk their good name by trusting you with a referral to someone they know, can also get you feedback from those very clients
10. It is a great hour spent outside the office, working on the business, rather than in it. You get space to take a breath and be open to ideas and suggestion.
Reciprocity: Remember that people feel an indebtedness that they will go to great lengths to repay. Giving and helping also makes you feel good and genuinely improves the life of others.
What would you add to this list?
What questions do you have?
Tips on Effective 1-2-1s – Meeting other Networkers.
What do you want to get out of a 1-2-1? Ask yourself, in advance.
Prepare a 121 ToolKit, send it, exchange it with other person, read theirs in advance.
Set an agenda, meet with purpose, agree actions, including date for next meeting.
1-2-1’s are opportunities to educate and be educated by others about:
• What is a good referral for each other – be clear, practical & honest
• Who would be good to bring as a visitor for each other to another meeting
• What to look out for in our daily work that is a possible indication or “Trigger” that someone needs each other’s services. Problems like poor phone service, needs insurance, a website or printing or a painter, car issues, tax issues, going to a wedding etc.
• What to listen for in a conversation that could lead to a referral
• How to start a conversation for the other member which will lead to business It’s also a chance to work on who we know from our networks that could be future clients for each other. Every conversation you have with anyone could lead to a Referral – LISTEN !
Some Tips on etiquette
• Be respectful of each other’s time – give’ each other the time 30 mins to 1hr each way
• Be a good listener – Share or dedicate that time taking turns to talk about your businesses
• Spend only five minutes talking about the weather, sport, etc Get down to business
• Always be positive and give encouragement.
• Stay focused on what you need to be doing to help the other person.
• Never walk away without learning something new
• Never leave the meeting without having a name of a person that you could either: a. Bring someone to a meeting as a visitor for the other person b. Or start a conversation that could lead to business for the other person.
Once you leave the meeting, be sure to go out and WORK at finding your partner a referral or a visitor who could lead to business.
Remember Givers Gain – be a Farmer not a Hunter.
10 Quick Networking Tips for Seasoned Business Networkers
Here I am preaching to the converted. You are the most experienced business networkers in your area, with probably about 50 meetings a year and 50 one to ones. Feedback from recent events I attended indicates we can be better at networking with our visitors.
1a Get attendee list if you can, to find out who will be there and do some research on them
1b Get to know about the event or group aims
1c POS Bring business cards, bring flyers, bring a pop up a banner or a liveried van/car
2. Be on time
2a To find event venue, parking and the room
2b To be settled, comfortable and relaxed, taking deep breaths
2c To use the restroom and check that you are looking great
2d Offer to help greet or sign in visitors, or with seating or get to talk with any guest speakers
2e Get a front row seat
3. Dress well
3a Dress comfortably, smart but maybe no stiff suits, be yourself
3b Be clean, smelling well, but do not over do the smells either
3c Brush teeth and do the breath test with your hand
3d Wear an identifying Name Badge and maybe liveried or branded company shirt/top
4a Meet new people, nervous people, single people – go for the person who is on their own
4b No fellow Network members, no friends, no fellow employees, no relations, no waiting staff
5. Ask Questions
Ask opening ‘open’ questions to get the conversation going. As a way of remembering, use the acronym F O R M, as in Family, Organisation, Recreation and Motivation. Have you got children, What ages are they, Are you involved in GAA or Rugby or ACCA whatever, What do you do at the weekend or to relax, Why are you attending or what do you hope to learn here?
6.1 Be prepared for a bit of silence, get comfortable with it, give some space for people to talk so that you can listen, but be ready to restart the conversation with another open question
7.1 Listen, stay calm and spot opportunities to be of service
8. Refer business
8.1 Make introductions there in the room or later by phone or email
8.2 Recommend other competent problems solvers – it reflects well on you
9. Farm, do not hunt
9. 1 First impressions do last, so by all means stand close, but don’t get too close. Be talkative, but not overbearing. By nature people are initially suspicious
9.2 Avoid passing Business cards
9.3 Do collect business cards, make a connection and say that you will drop them an email later in the week with your own details
10.1 Send the promised mails with your details
10.2 Send any introductions you had promised or introduction to contact as a follow-up
10.3 Connect on LinkedIn making all the connections you can
10.4 From time to time send useful advice or links
10.5 Do what you said you would do
Evaluate the event after it’s all over.
What value did you get from it?
What value did you bring to the event?
How could you improve if you were doing it again?
Make it a game when you attend a Networking event. My ‘Dottie Game’ entails trying to connect as many people as I can. Try it, see if you can connect people or find a problem solver for the people you meet who say they have some challenge in their business. How can you be a positive force at each event?