Networking has experienced tremendous growth over the last 10 years – with new groups popping up all over the place – apart from my local town! So how was I to tap into the local market? – Direct mail? Email marketing? Put on an event? – All seem very time consuming and costly for potentially little return. 

As a seasoned networker, the majority of my clients have either come from networking events, or have been referrals from other members with whom I’ve developed trust and credibility.  People are far more likely to buy from people they know, trust – and like! 

To find new clients for your business you have to continually explore all avenues, getting to the right people at the right time, so you are at the forefront of their mind when they develop a need for your particular product or service.  If meeting potential clients face to face is the best way to boost your business – then attending networking events could be the answer!

For some the thought of networking may seem daunting.  However, there is no learning inside your comfort zone – so if you’re thinking about it, here’s some tips to smooth the experience and guarantee you get what you want out of it. 

• Be selective what events you attend – is it the right audience for potential clients?
• Study the attendees list (if provided, if not ask the organiser to supply one) and target who you want to speak to
• Rehearse what you are going to say.  Practice on a colleague – you need to be concise and talk about results for your potential client – why should they listen/meet with you?
• Define your objectives – Commitment to meeting, attending a seminar
• Have some powerful case studies to mind - not war and peace, just high level results for your clients – not you! No one needs to know how much you got out of your own sales!
• Dress the part.  First impressions and all that – it really does matter.  It’s human nature to judge people on appearances!
• Arrive early/leave late.  Early bird and late night owl – both successful!
• Follow up and follow up! – This is your first opportunity to prove your business is reliable – if you don’t follow up when you say you will, your credibility will plummet
• When agreeing to an action – write it on their business card immediately.  It’s easy to forget who you committed what to when you empty your pockets later!
• For regular groups you attend, offer to get involved, do a free presentation of useful tips for others around your area of business – but not a sales pitch! This will build your credibility and make you more approachable
• Help members out – give for free a bit of your knowledge and expertise.  They will talk about you and become a promoter for your business!
• Never interrupt two people talking, they could be doing business and you won’t be thanked!

So, what do you do when there are no suitable events in your area? – Start your own! That’s what I did.  And although it’s still early days, the response has been extremely positive.  For diversity I teamed with a fellow ‘networker’ who had similar motivation. Initially we started by inviting our own contacts., now the group is growing steadily as each individual goes on to invite their contacts.  We continually ask for feedback to ensure we create what people want and encourage growth and new business opportunities for everyone involved.  

By Debbie Reynolds - Ology Business Coach, St Neots

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