Sales are frequently developed
through the relationships we have created with other people.
Networking functions provide the opportunity to expand our
contact list, particularly when we create and nurture quality
relationships. It is not enough to visit a networking group,
talk to dozens of people and gather as many business cards
possible. However, every networking function has tremendous
potential for new business leads. Here are five strategies
to make networking profitable:
1. Choose the right networking
group or event. The best results come from attending
the appropriate networking events for your particular
industry. This should include trade shows, conferences,
and associations dedicated to your type of business.
For example, if your target market is a Fortune 500 company,
it does not make sense to join a group whose primary
membership consists of individual business owners.
You can also participate in
groups where your potential clients meet. A friend of mine
helps people negotiate leases with their landlords. He joined
the local franchise association because most franchisors
lease their properties.
2. Focus on quality
contacts versus quantity. Most people have experienced
the person who, while talking to you, keeps his eyes
roving around the room, seeking his next victim. This
individual is more interested in passing out and collecting
business cards than establishing a relationship. My approach
is to make between two and five new contacts at each
networking meeting I attend. Focus on the quality of
the connection and people will become much more trusting
of you.
3. Make a positive first
impression. You have EXACTLY one opportunity to make
a great first impression. Factors that influence this initial
impact are your handshake, facial expressions, eye contact,
interest in the other person and your overall attentiveness.
Develop a great handshake, approach people with a natural,
genuine smile and make good eye contact. Notice the colour
of the other person’s eyes as you introduce yourself.
Listen carefully to their name. If you don’t hear
them or understand exactly what they say, ask them to repeat
it. Many people do not speak clearly or loudly enough and
others are very nervous at networking events. Make a powerful
impression by asking them what they do before talking about
yourself or your business. As Stephen Covey states, “Seek
first to understand and then to be understood.” Comment
on their business, ask them to elaborate, or have them
explain something in more detail. As they continue, make
sure you listen intently to what they tell you. Once you
have demonstrated interest in someone else, they will – in
most cases – become more interested in you. When
that occurs, follow the step outline in the next point.
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