eBook: ideas
101 great marketing ideas
for increasing
small business and non-profit
visibility, credibility and profitability.
Networking
The current statistics for cold-calling success rates state that for every 100 cold calls you make, you can expect about three appointments, out of which you might score one sale. Does this sound like an efficient use of your time? Networking is the art of connection. It is the starting point in the relationship-building process. In its simplest form, networking is a subtle, soft-sell approach to marketing. In its most powerful form, it is a means of building a very efficient, highly proactive team of partners who can provide you with an endless flow of referrals. People do business with people they know, like and trust. The first of those criteria is to know you. This is why we network.
Drink something.
Carry a drink (water or pop is recommended over alcohol) in your left hand. This keeps your right hand available for shaking other people's hands while giving your left something to do. This is a social business event, after all; the trick is to look social while being business.
Tip: Don't drink alcohol. Unpopular idea, we know, but one drink is enough to cloud some folks and send them slurring. If you want to drink, you might want to change venues. Better to not be seen than to leave the wrong impression with the wrong person.
Eat before you arrive.
Networking etiquette.
- If you arrived at the event with someone else, you shouldn't be standing around talking to them all night. You're there to make new connections.
- Don't be afraid to smile, extend your hand and introduce yourself. This is why you're here: to meet people.
- Don't interrupt a conversation. Not only will this create a poor first impression, but everything you say after that will be received at a deficit. Instead, stand close and—when a pause presents itself—ease into the conversation gracefully.
- You have two ears and one mouth. Use them proportionately. It's about them, not you. Ask about them and show a sincere interest. "They don't care what you have to say, until they know that you care." (Zig Ziglar)
- Ask smart questions. Listen and learn. Prepare several qualifying questions before going to a networking event. If you find an apparent prospect, qualify them before arranging a follow-up.
- When it's your turn to talk, be brief but succinct and powerful. You must be able to present your case in sixty seconds or less. This may include who you are, what you do, what benefits you offer customers, and why you are better than the competition.
- Be enthusiastic and positive. People don't want to hear you complain about your day, your boss or your lot in life (save that for your spouse, therapist, or best friend.) People enjoy working with positive people.
Trick: If you don't know anyone, stand in the food or bar line. This way, you'll always have at least two people to talk to: the one in front of you and the one behind you.
Remember: Your goal at a networking event is to meet as many people as possible, qualify them and arrange appropriate follow-up. Sell yourself first, and then your products and services.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
Get their card.
Always offer your card, because your goal is to get a card. When you have their card, you are in control of the next step: follow-up.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
Take notes.
Write notes about how you can help that person on the back of their business card so you can follow up the next day (hint, hint.) If you don't take notes, you run the risk of getting them confused with the other 20 business cards people threw at you during the event.
Tip: Using their card on which to record the notes further aids recall.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
Never pitch on the first meeting.
Never pitch on the first meeting. So often, people are eager to get in there and sell, which tends to turn off more folks than it turns on. You're there to establish rapport and learn about the other person. If you both see value in further developing the relationship, set the appointment for the next meeting.
Additional info: Your number one goal at a networking event is to leave a positive impression on everyone you meet. Networking is about building relationships, not making an immediate sale. Don't take the time to try and close a deal at a networking event. Arrange a follow-up and close the deal in a more comfortable environment, at a more comfortable pace.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
Prioritize your follow-up opportunities.
After the event sort cards into hot prospects, warm prospects and others. Follow-up with those you meet promptly. Respond to hot prospects within 24 hours. Warm prospects: within 48 hours. All: within one week. Call or write hot or warm prospects. Call, write or e-mail everyone else. The idea here isn't to place people into boxes (a "cold" prospect can always turn out to be a hot lead to a great opportunity; you never know), but it is to help you prioritize your time and do what 95% of everyone at that networking event won't do: follow-up.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
Who to look for at a networking event.
- Those whose products or services you or your clients might use.
- Those who could be good referral or strategic partners for you. (A referral partner is someone willing to work with you in a collaborative effort to send each other referrals. A strategic partner is someone who offers products or services complementary to your own, who is willing to make joint offers to customers or collaborate on marketing efforts.)
- Those who could use your products or services.
- Influential individuals with whom you would like to be associated.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
Introduce yourself to the host.
Arrive early at networking events and introduce yourself to the host. Let him/her know what you do and what types of individuals you'd most like to meet. Ask if they know if anyone fitting that description will be coming. Ask if they will let you know when they arrive, or point you out to those individuals.
~Idea submitted by Chuck Gifford, president of Local Business Network (LBN), the southeastern Michigan-based business referral organization, and co-author of "Network Your Way to $100,000 and Beyond!" LBN is dedicated to helping its members grow their businesses through "Power Networking", a dynamic new marketing technique that is transforming the way small to medium-sized businesses market themselves. For more information, visit www.locbusnet.com.
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