After spending the last five years organizing business networking events, I still don’t have the answer to why some people go to them. How many of you follow up with everybody after each event? How many people who you met follow up with you?When I train people on networking, either one-on-one or in a group and ask those two questions, I usually have the same answer.
“Oh yes I follow-up, I send an email the next day”. My next question is, “What do you do after this email?” and the usual answer is, “Well, nothing, because I don’t know what to do next”.
So what is the purpose of spending two to three hours at a networking event and pay $20 to $50 each time, if it is just to go and say hello to some people who you will never contact again. Repeat the process two to three times a week, and this is a big waste of time AND money.
I recently attended a business expo, and, of course I met a number of people. I didn’t take everybody’s’ business cards, only the ones I had an interest in. I also spoke with the owners of two different booths, because they had a product I was interested in purchasing. I asked all of my questions, explained why I needed the product, gave them my card, and asked them to contact me to close the sale after the expo. This was a very easy sell for them, but guest what? None of them followed up with me or even returned my e-mails. Well, they both lost a sale, because I didn’t find them to be very professional.
I guess that if they didn’t follow-up with me, chances are that they didn’t follow-up with other people either. So what was the purpose of having a table at this expo?
What is your goal when you attend a networking event? Are you trying to get new contacts to buy your product or service, or do you give the opportunity for people to get to know you, as the first step of your networking system?
People are always surprised in my training when I say that I never try to sell anything during an event. One of my secrets is that my business card mentions, “The Connection Queen”, which usually gets me lots of comments and questions: “How do you speak with strangers?”, “How do you introduce yourself without being pitchy?” “How to you leave people if you are not interested in what they are doing?”, and so on.
My only purpose is to listen to people, see how I can give them a contact, a resource, or some advice. It shows them my expertise without selling anything, but offering them to participate in my free e-course, “15 Ways to Maximize Your Networking Results”, to get the answer to all of their questions. Offering them my free e-course is a way to get them to sign-up for my weekly newsletter and get a chance to know me, trust me, and later, buy my product or service when they are ready.
I attend networking events to build a long-term relationship with people, not to collect business cards or to sell anything.
So why do you network?
Try to think of your strategy for a moment. Test different approaches; stop selling and start implementing a follow-up system. You will get much more results and will attract your ideal clients, and only your ideal clients, the ones who really appreciate your services. Clients who like and trust you, clients who respect your knowledge and experience, and, very importantly, clients who will work with you in the long term, will refer you to people like them. This means more ideal clients.
Still struggling to develop your follow-up system? Check out my program, “Power of Networking Secrets”
The only goal for most people who attend networking events seems to be to collect business cards. They have the feeling of a great event if they come back home with 30 or more business cards.
Hi there !
I network in the hop to make a better world helping peoples and to find potential partners for some IT projects ( mobile marketing start-up, private IT funds).
Helping peoples is one of my favorite things; I use to get connected with companies I like ( which work in the same sector than me)and use to help them improve their products as I have 100 ideas per minute. Unfortunately, some peoples take the ideas and never recontact you as your initial goal is to GIVE it them…some others do enjoy it and become real robust networkers. I do prefer to have good allied instead of developing 1000 things a month what is impossible. I’m actually developing the http://www.wix.com France market and creating my own mobile marketing start-up what is enough for a single man.
Hope this helps
Cheers Biba,
Seb of wix.com
Since I am a fairly new business owner, the reason why I network is to make connections with others who can share their experiences and advice on what has worked for them. Secondly, I network for new clients and connections. I enjoy the social aspect of it more than anything else.
Thanks Biba. I network for the sole purpose of meeting people. I am a fan of the human experience and love learning about people. My goal in networking is trying to help as many people as I can with their business needs.
-Eddie
Great article Biba,
I have often experienced the same thing at networking events and like yourself it does frustrate me when people do not follow up. Of course not every contact is going to make a match for my business or vice versa so I like the idea of being more selective with who I network with. The primary reason of why I network, outside of the standard answer of making new contacts, is merely to practice my craft. When I network, I have an open playground to practice my “elevator speech” with regards to what I do. Networking also helps me refine my listening skills in a way that helps me establish a “rapid fire” dialogue with the people that I meet. I network to practice becoming a more effective listener and a master conversationalist, that way when I return to the “real world”, I am better prepared to conduct my business. Great to hear from you and I am sure we’ll be speaking soon!
Bill Trabulsie
Biba, my rule is: Network for Relationships NOT Transactions. You are networking to identify what the other person has to offer that you or your circle need/want;and to identify what the other person needs/wants from you and your circle. With clear objectives for engaging with each person at the events, they are highly productive and fruitful.
The reason I network is because I want to build relationships with people. Every one of us has a need, and our job in networking is to find a way to fill someone else’s need. I have seen the same type of thing you describe in your article, and I feel like if they really wanted to connect and find a way to fill needs, they would have made a better effort.
“Do unto others as you would have them do unto you.” So once you help someone else, the blessings come back to you.
Great article, Biba!
I network because it is the best way to build relationships for all kinds of reasons.
Through networking over the past 25 years I connected to people who became friends and still are, strategic partners for a season or still with me, employees, free lance help, ancillary associates, suppliers, teachers, students and clients.
Can’t imagine life without networking!
Biba, first thank YOU for all the RT and tweets about my interview with Bob Burg.
Now, when I networking it’s my intention to meet people I want to either start or cultivate a win-win relationship with on some level. They could be prospective clients, referral partners, Joint Venture possibilities or friends. In my 30 years in sales I struggled for about the first 15 or so – collecting ALL the business cards, doing ALL (yes) the followup, starting the cycle all over again each and every time. As an introvert it was exhausting. Then both the metrics of my success and my feelings grabbed me by the neck: just meet the people who you want to when you network. Aahh. Relief, an easier fit for me and results to make me #1. I’m much more interested in listening to other people than talking about myself at the get go so it all works more fluidly.
Great article. Thanks.
I network because my business is built on my reputation to be up close to my clients and to my immediate downline. People still do not know the difference between MLM and NETWORK Marketing. So heres the explanation, MLM also known as multi-level marketing, this is where i present an idea to many at once, where network marketing works on a one-on-one basis where i personally introduce an idea to you. But many people think that if they network their business will work, WRONG! Don’t ever forget, its not what you do, its how you do it, your first impression to others may be the worst, but if you do your job right it wouldn’t make the difference. Hey guys btw, visit http://www.electric4ever.com to find out how you can begin networking the right way.
Thanks Biba. I network to connect with others in building relationships to see how I can be of service to them or help them in achieving their goals whether or not they ever buy my services or want to collaborate with me on any projects.
~Liz
http://www.linkedin.com/in/lotuswritingcommunications
http://www.lotuswritingcommunications.net
http://lotuswritingcommunications.wordpress.com
Biba,
I network to meet people and see how I can help them with their health concerns. Building a relationship of trust is vital in order for people to share their health problems.
Lynn
Bob Burg, author of Endless Referrals says – Networking is simply about creating mutually beneficial win-win relationships.
I see 3 reasons to network:
a. Find potential clients
b. Connect with influential people who can refer you business
c. Be visible in the community
The bottomline purpose is to find a person to set up a meeting with.
Feel free to check out 52 short video clips on networking at http://www.NetworkingSeries.com based on the book – Network Your Way To $100,000 And Beyond” (written by Chuck Gifford and I)