Do you need more clients, more referrals or more sales?  Whether you’ve been in business for 6 months or 6 years, networking with potential customers should be a significant part of your small business marketing strategy.  Getting together with other business owners or professionals for the mutual benefit of increasing visibility and referral is the purpose of networking. But you don’t have to join expensive organizations, there are many opportunities for you to practice your networking skills day to day.

 

Do you have a networking goal?

You may have attended networking events in the past where people give out business cards to individuals who do not need their services, and it’s likely that you’ve done the same. Strategic networking will save you time and money and help you avoid this failed strategy. The first thing you need to do is determine your networking goals. Are you networking to develop relationships or generate leads? This is an important distinction because you will have a better idea of what type of networking organization to join or event to attend.

Are you in the right place with the right people?

Once you’ve determined your goals, identify groups and organizations that your target customers will attend. For example, if you have recently opened an OB/GYN practice, it may be beneficial to network with an “at home mom” group. Do a little research on the group or organization by visiting their website or calling the group’s president. Learn how many members and/or business types are represented. Try to get a copy of the organization’s membership directory, or for an event, call the organizer and try to find out how many members of your target audience will be in attendance. If you can get member or attendance information, check off the people you would like to meet or do business with before you arrive.

Do you have a compelling message?

Now that you’ve determined your goals and identified your networking opportunities, develop your marketing message and any marketing collateral you may need for the event. Your verbal marketing message or “elevator speech” is a short 30-second answer to “What do you do?” In those 30-seconds, you should state how your product or service will benefit your customer or solve a problem. Next, develop a marketing message for your print marketing materials. This message should be longer than your elevator speech, and even more compelling and persuasive. Whether its business cards, post cards, or brochures; have your marketing collateral handy so if you make a connection you will have additional information to share.

Do you have a game plan?

OK, so you have your goals, opportunities and message, now what? Depending on the format, you may have the opportunity to introduce yourself to the entire group. This is very common with Chambers and referral groups. In these types of formats, be sure to have a pen and pad available to write down the names of people you want to make a connection with later. Deliver your elevator speech and mention your name or business name at least three times during your speech. If a person didn’t catch your name or business the first time, you are giving them two other opportunities to hear them.

Remember to make a connection

Bring plenty of business cards, but don’t just pass them out without making a connection with a person first. What I mean by connection is that you have identified something you have in common with them or they have seriously expressed a need for your services. You’ll find that you’ve passed out several cards and got no calls unless you have proven to them you can fulfill their needs. Even if a connection is not made right away, find out what types of clients they need. Who knows, you might have a referral for them.

Strategic Networking Advice

Remember, networking is when you exchange information or services among individuals or groups. By creating a plan of action before you attend a networking opportunity, will give you more confidence and maximize your business networking success.  If you need help with your business networking strategy, order my training DVD Beyond the Business Card: Strategic Networking for Success, or you can book a call with me directly to discuss your needs. You can also subscribe to my email newsletter. It’s filled with helpful hints, tips, and lessons.

Tarsha Polk, The Marketing Lady, is a Dallas-based Small Business Consultant, International Speaker, Marketing Strategist and Author. You can connect with Tarsha on Facebook, LinkedIn, Twitter,  Email or at her office Mon-Fri from 10am-5pm at 972-987-0565.