What’s your networking strategy?
How many hours do you spend preparing , driving , and attending networking events that feel like a waste of time? If your feeling is “There is no one there I want to meet,” or “These never result in business,” then it is time to rethink your networking strategy. Yes, you need a networking strategy.
If your purpose in networking is to generate leads, referrals, and sales, you need to start by making sure you are in the right place. If you do all the right things in the wrong place, you will leave without the results you are looking for. There are so many places to network, it can be difficult to know where to start.
- Which events are worth your time?
- Which ones are most likely to result in business?
With any marketing campaign, you need to know your target market . Don’t take that the wrong way. I know you know your target market; your ideal customer – right? We better take a second here and double check that . . .
- First write down the characteristics that describe the customers that buy from you, or you think would buy from you if they knew about you.
- How would you describe them demographically?
- What size, what revenue, how many employees, location, privately held.
- Who buys from you?
Until you do that, your networking efforts are going to be pretty much wasted. So I will wait for you. When you get that figured out, I will be right here…….
OK, so now you know who your target audience is for your product or service. Then ask yourself - is that your target market for your networking effort? The answer is yes, and no.
- Yes, you absolutely want to network in places where your potential customers will be. You also want to network in places where there are credible people who can refer business to you. Your mission is to figure out where those two groups of people are, and be there.
Where are you currently networking? Who goes to them? Can they either buy from you, or refer you to people who can buy from you? If not, then you aren’t networking to develop new business.
So, where are the people you want to network with? Would you be better off doing one networking meeting a year with people who can actually help you build your business, than 5 networking meetings a month with people who can’t? Probably. You wouldn’t send out marketing letters to people in your neighborhood, if who you really needed to reach were CEO’s of fortune 500 companies (well, not my neighborhood anyway). So, you aren’t going to attend your local Chamber of Commerce Meeting if your target market is doctors.
Take the time to create a Networking Strategy that will help you reach people who will help you build your business, and then follow it. Choose organizations, trade shows, conferences and social groups where the people you need to meet gather. Look for places both online and off where you can build relationships with the people you need to meet.
I’d be happy to brainstorm with you and help you set your strategy. Mention this blog post and get a special networking strategy session for $97.
For more on networking read my most recent articles in Connect , and Rejuvenate. Also read my related articles and go to my website to request my free e-book Connecting Your Way To New Business.
