Image via WikipediaMost people in business don't start out with the skills necessary to make a profit out of networking. These skills have to be learned, and then put into practise at networking events.
You won't make a sale at the meeting
Nobody makes a sale at a business networking meeting. It may happen every now and then, but for the most part people aren't going to buy your product or service on the basis of a short conversation.
Despite this, many people turn up at networking events and try to sell their product or service. This is counter-productive.
At best, you'll be lucky enough to meet somebody in the market for your product or service at that exact moment, and the person you're speaking to may refer themselves to you. This is highly unlikely, which is why attempting to sell your product or service at networking events is pointless.
Generate a reason to follow up
Highly successful business networkers know the real value in networking comes from the relationships you build. These develop over time, so your best bet is to find a reason to call this person back.
In most cases, that reason needs to be entirely positive on the part of the other person. That is, you're calling back with good news. I don't mean 'fake' good news such as 'our sale just started'. I mean something the other person genuinely wants to hear.
My view is the best way to follow up somebody is with a referral. That way, the person you're calling really will want to talk to you. What's more, they'll come to realise you're a person worth knowing (i.e. a source of referrals). That person now has a self-interest in strengthening the relationship.
To generate a referral, you need to know more about the other person and their business. That means you need to get that person talking. You need to understand what they do, and the sort of people they're looking to do business with.
Get the other person talking
Most people approach networking with the idea that they have to talk at as many people as possible, in the hope they'll find someone ready to buy.
It's far more effective to let the other person do the talking, but on your terms. The information you need to know is...
* What business they're in
* What's special about them/what they have to offer
* Who they want to do business with
You might simply ask, but in most countries that would come across as rude and is unlikely to leave the person with a positive view of you. It's far better to ask open questions that invite the other person to talk, and then focus your questions as more information is revealed.
Here is a set of excellent questions you can ask to get the conversation going...
1. Hello, I'm Wayne. What's you're name?
2. What business are you in (their name)?
3. How did you get started in (their business)?
4. That must throw up some challenges. What's the most challenging (or interesting or fun or profitable) situation you've encountered?
While the other person is talking, your job is to listen and look out for referral opportunities for that person. It's highly likely something they say will spark a memory, and present you with a referral opportunity.
If it does you can then say "You know, a client (or friend or relative or colleague or supplier) is always (or was just) saying they were looking for (or were having trouble with) that. Would you be interested in an introduction?"
Assuming the other person answers "yes", you must now arrange the introduction. This is something you'll do after the networking event, so you need to get the other person's contact details and arrange a time to call back.
In doing so, you've accomplished 3 important business networking goals...
1. The other person will remember you
2. You've started a business relationship
3. You have a legitimate reason to call back. And when you do, the other person will want to hear from you
Even if you subsequently discover your contact is no longer looking for the product or service in question (e.g. they may already have found a supplier since you talked), you'll still have to call back. And in doing so, you've opened the door for more networking activity.
What about your business?
This approach to business networking isn't about sharing what you do with the other person. It's about getting permission to follow up quickly.
The real activity in business networking occurs during follow up, rather than during a network event.
What you really need is more time to explain what you do, and permission to do so. And the way to get that is to arrange a one-to-one meeting.
The one-to-one meeting
Having followed up, you're now free to suggest a one-to-one meeting. You can do so by telling the other person that you're interested in finding out whether there is scope for the two of you to work together.
This may be as a supplier to their business, or alongside their business in a manner that allows you both to explore new business opportunities that wouldn't otherwise be available to you as individuals. Or it may be their business is ahead of yours in the supply chain, so they meet your clients before you do (e.g. a web designer usually meets a client before an SEO guy). If that's the case, they will probably be a great source of referrals for you.
In most cases, the other person will agree to meet simply because you've expended effort on their behalf and they'll feel a need to reciprocate.
During the follow up meeting, you will have an opportunity to explain what you do and how they can help. Even better, you'll have a lot more time free of any distractions.
Wayne Davies is an online marketing specialist based in London. He's a member of BNI West Hampstead, and regularly visits business networking events.
Article Source: http://EzineArticles.com/?expert=Wayne_Andrew_Davies
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