Hi,
It's no secret that the reason why we go to networking events is to get
more clients or customers. However, networking may not help us reach this goal.
Whaaaaat??
Today's email is a bit long winded but
stick with me here...
Most business owners show up to networking events with the intention of
speaking directly to potential consumers
of their product or service. Someone will ask if you need IT services, or tell
you how their supplements can increase your energy and focus.
There is nothing wrong with this, and yes, people do get some clients /
customers that way, myself included. But this is like taking the slow boat to
China. Who really wants to do that?
The best way for me to prove my point here today is to give you an example.
I run specialized yoga programs here in Annapolis, and there is a local,
in-person networking group here that I will often attend. I used to go with the
intention of having conversations with people, thinking that I can get their
contact information, add them to my email list (with their permission), and they
will want to come to my yoga classes.
But very few of these folks actually come to my classes. As a matter of
fact, to this day, NONE of the people
that I regularly interact with at this networking group have come! And I have
been attending this group for years! They will all tell me how much they need
what I am doing, but don't come. An epic
waste of time you say? Read on!
Here's what DID happen. One person
saw an ad on Facebook by someone who was looking for a yoga instructor that
happens to be trained in what I teach. Because this person has heard me talk
over and over again about my yoga philosophy in networking, she tagged me in the
post, I set up a meeting with the advertiser, and we put together a group
program. From this group program, participants there wanted to continue with me
so they started attending my classes. Then another physical therapist from that
group program set it up so I could offer the same thing at THEIR facility, to a
brand new audience of people.
I ended up with more new students and program participants that I totally
expected!
Now when I go to my networking groups, I go with a completely different intention. I ask who do they know
that need what I have to offer, or do they know a physical therapist / owner of
a physical therapy business that they could refer me to. I intentionally look to build referral relationships
with people. Of course I do my part, and pay attention when I can
reciprocate and refer others.
The lesson here is that we can grow our client / customer base much faster
if we are smarter about how we network!
Here are some tips:
- Take the time to develop
relationships.
- Share with people who would best use / need your product or service and ask
if they know anyone. (And don't forget to do
the same for them!)
- Think about someone who has an audience that needs what you provide, but
that you don't quite do the same thing as this person. Maybe your audience will
benefit just as much from his or her service. Do an "email swap" and offer to
give something of value to that person's audience, and vice versa.
And finally, don't
forget to join us for HCC members-only Zoom networking every 2nd Tuesday of the
month at 12pm PT / 3pm ET.
The beauty of networking with, and building
relationships with members within the HCC community, is that the majority of the people you meet will
already have a audience that has something in common with your own
audience. It's much easier to develop referral partnerships.