“People buy more from those they know, like and trust” has been stated repeatedly through the decades even though the originator of the quote is unknown. How do people get to know, like and trust you? One of the fastest ways is through networking. Personal face-to-face contact allows the listener to hear the words, tone of voice and observe the body language.
Why take the time to network?
Networking requires time, energy and genuine attentiveness. If you think you can’t spare the time to network, consider that you will receive more value for your soft-money investment than you would by spending the equivalent amount in actual hard-money dollars.
Benefits of networking
- Increased sales
- Larger transaction amount per sale
- Higher closing ratio
- More repeat and referral business
- Community awareness
- Greater perceived trust
“The more solid relationships you build, the more credible you are. The more your credibility grows, the more people will hire and recommend you.” Can you afford NOT to network?
Websites, pop-up ads, online banners and pay-per-click ads all tout the benefits of your business. Once you make face to face contact, you become a personality. You have the opportunity to form a connection. Now your business card has a face and a voice attached.
Your brochure becomes an extension of you, the person, not just any business. Dan Kennedy attended a trade show with the specific intention of purchasing a generator. He visited several booths and received their brochures. Kennedy said, “If you took the name off the top of the brochure, the features listed were interchangeable.” Your business has competition. Without the personal contact, your business may blend into the masses. When you make a personal connection with a person and hand them your brochure, your personality intensifies the value of your business. Online does not have the personal touch of a smile and a handshake.
With networking you increase the value of all of your marketing, but especially the printed marketing materials you hand a prospect during your conversation.
Disadvantages of networking
- It takes time to drive to and from events
- To be effective, personal contact requires you to listen
- Some expense is involved – transportation costs and beverage costs at the event
How to Network Effectively
Create a plan
- Go alone. You will talk to more people.
- Make a list of specific individuals you would like to contact and pertinent details to be discussed. Refresh the list after each event adding new names and recording the results of the contacts accomplished.
- Set an objective for the event. Are you seeking investors, education, inspiration, connections or clients?
- Ask insightful questions. Attentively listen to people and demonstrate that you care about what they are saying by asking them to expand on their points of wisdom.
- Add value by introducing them to others who would be important connections for them.
- Make a note on their business card to remind you of the conversation and the person. (Consider making the front of your card high gloss for visual appeal and the back of the card in a finish which permits writing notes.)
- Relax. You are attending to make connections not bowl people over with a sales pitch. Networking is not to close the sale but to make the connection for a future appointment.
- Speak casually at a slower pace and lower tone. You are not there to collect a handful of cards, but to have genuine conversations.
- Be brief. People love to talk about themselves. You are there to learn more about them. Interestingly enough, they will be more impressed by your genuine listening and attention to them than if you spouted volumes of information about yourself.
- Follow up after the event. Send an email, make a telephone call, and send a handwritten note on your personalized business notecard stationery.
- Understand the tremendous value of networking. The critical keys to effective networking are to go with a focused mindset and plan to be conscious of making genuine connections. Be attentive and engage in genuine conversations. Demonstrate your intention of helping others. Make notes, future appointments and follow up. People do business with those they know, like and trust. Increase your connections with networking.
Understand the tremendous value of networking. The critical keys to effective networking are to go with a focused mindset and plan to be conscious of making genuine connections. Be attentive and engage in genuine conversations. Demonstrate your intention of helping others. Make notes, future appointments and follow up. People do business with those they know, like and trust. Increase your connections with networking.