New Clients Through Networking
When I first moved to New York City, I knew nobody. Now, through networking, I have over 1,500 contacts. These contacts generate most of my business, without extensive advertising, costly promotions or having to go through many formal interviews. For those of us who are independent training professionals, often the only thing that separates us from the competition is how well we have mastered the art of meeting and connecting with new people.
There is one part of my networking method which is different from most others. I see every networking encounter as an opportunity to give, rather than to get. Too often people network solely for personal gain. When we learn to make networking a win/win situation, then our networking potential will become more powerful. Networking is another form of relationship management.
These networking relationships can be time consuming process. However, someone once told me you'll never know which "lead' will turn out to be productive, unless you make the effort to find out more about your contacts.
After 15 years of research, practice, and feedback from the field, I've discovered seven rules of networking, the five types of people to network with, and seven sure-fire tactics to that lead to a successful networking game plan. If it sounds like a lot, the my suggestion is to start with one or two tips and work with them long enough to measure their effectiveness.
Just keep in mind, networking is about relationships and not simply about collecting business cards and making follow-up calls. The best style of networking is efficient, politely persistent and graciousness.
Let's begin, first, here are the seven rules of networking:
1. Smile. Think of the expression on your face when you meet someone. A smile is a universal welcome sign. The people you meet for the first time will appreciate your warmth. A smile allows the other person to know you're approachable. I once heard it said that life is like a mirror -- if you smile into it, it will smile back, if you frown, it returns that greeting also.
2. Look the person in the eye. It's a compliment to look at someone sincerely. It's also a way to connect with someone new in the shortest time possible. Remember the saying that "the eyes are the windows of the soul." We all know the uncomfortable feeling when we're talking with someone and they are looking over our shoulder or around us.
3. Listen. One of the greatest compliments you can give the other person is to let him or her know you're listening to everything they say. Remember, when you are networking with a new contact, it's like reading the paper. Let the person tell you their story so you can discover the "news you can use." You'll also most probably learn something new from them.
4. Body language. First impressions are lasting ones. Monitor your posture and physical movement. In most cases, we need to loosen up because meeting new people can be a tense experience. One way to relax before networking is to walk at least a half a block before your destination. Simple forms of exercise are often easy ways to reduce stress.
5. Avoid being pushy. Be careful of ever coming on too strong or needy. Even if you've just lost your biggest client, make sure you don't appear desperate when meeting potential customers. People's instincts tell them when someone is "too hungry." Remember, we all want to be associated with winners not losers.
6. Give genuine compliments. When you listen to someone carefully, often they will mention something which they are proud of. Think for a moment and find a way to acknowledge the person's achievement. For example, he or she may have received a promotion because of his or her excellent customer service record. To this person you could say: "Congratulations and well deserved, Cathy. You must have a terrific way of following up with others."
7. Business cards, it's more than a name. Ask for people's cards and treat them as a fine treasure. You might even make a note on these cards to help you remember something distinctive about these people's cards. That note will give you direction when do follow up.
On the other hand, when giving away your card, only give it when the other person asks for it. In addition to your card, you might want to give the other person a promotional item. I offer people a copy of my newsletter which contains advice on how to better succeed at work. Find something creative to offer with your business card.
After reviewing the rules, the next challenge is improving how we navigate through the sea of people who we could possibly connect with. We can find direction through a contact strategy.
One of the best strategies is to identify different types of potential contacts. Here are the five groups that consistently provide potential new business relationships:
1. Satisfied customers. These people will be your best referrals. Clients can become advocates because they already know your work. Ask customers to introduce you to others. Most importantly, remember to follow up with your customer with both a personal note and a call. Once a client gave me the name of two people. One hired me, and the other referred me to yet a third person. Keep the network going, and remember to thank the person who started the process on each encounter.
Also, as trainers, take note that each person you meet in your sessions could turn out to be a valuable contact. Although you are usually hired by one person in a particular department, the people sitting through the sessions are really getting to know your work. I've had situations where my participants referred me to their friends or other departments in the same company. Better yet, some of these participants moved to another company and called me to do work at their new job.
2. Friends. We work hard at building our friendships. At some point, friends talk frankly about their work life. Make a sincere efforts to learn more about your friends' work and be open to helping them. Then when the time is right, ask them who they might be able to refer to you. Of course, offer them the same help.
3. Neighbors. Make the effort to strike up conversations with people you live near. Often you'll find out that you have common interests with others you never would have discovered otherwise. I remember attending a lecture a neighbor had invited me to and at the reception I make a contact which has turned into an account.
4. People with similar interests. As professional trainers, there are many associations to join. While industry-related organizations are great, there might also be some a civic group or chamber of commerce meeting which can be even more fruitful. While trainers do hire each other from time to time, there may be greater opportunities to pitch your services at meeting with a broad range of businesses represented.
5. Happy, helpful people. These are the people who you meet by chance. I'm referring to new people you connect with in unexpected ways. It can be on a plane, train or waiting in line at the movies. It does happen. My first client was sitting next to me on a train years ago and she overheard me talking with someone else about my business. This woman just happened to be in search of a consultant. It was my lucky day! Life has a funny way of connecting us when we least expect it. We just have to be ready for the opportunity.
Now that we have the rules and a contact strategy, here are the specific tactics that will allow you to put them into action to become a top-notch networker:
- Express appreciation for something specific that the person said or did. Maybe he or she introduced you to someone in his or her company.
- A brief review of where you met, the location, the name of the event, or anything that will trigger the place you both met.
- An attention getting comment. You might include a statistic or some new information that the recipient would want to hear more about. This could be a reference from an article or book you read, or an invitation to an upcoming event.
- A specific offer within a specific time. For example, "It was great speaking with you last night at the ASTD association meeting. I'll call you next week and let's put down a time convenient to meet for lunch."
Also be a bit creative, as you're finding out about people, write notes that show that you appreciate what interests them. One contact I met, who has turned into a good client, told me that he collects old cars. I made sure that my note card had a picture of a classic automobile. Now I stood out for two reasons, one I wrote the note, and two, it showed I was listening and interested.
If you take away only one idea from this article, this note concept should be at the top of your list. Most people won't take the time to write follow-up personal notes. When you do, you'll be unique and remembered. Keep in mind they are short, sweet and simple. (Feel free to test me. After you've read this article, call, drop me an line, or send an email and see what happens!)
When I speak to group, clients often ask me to include my "Power of Three" note plan. It's effective and simple. Everyday I write three handwritten notes, one to a prospect, one to a client, and one to a friend either professional or personal. At the end of the week, spending about 12 minutes a day, I've made 15 contacts and at the end of the year, over 750 goodwill connections!
4. Do your homework and be prepared. If you're going to a new business luncheon, do advance research related to the industry represented. If you know mostly meeting planners will be there, find out what the hot topics are for this group. People appreciate your efforts in getting to know them and their profession. Today, especially with the internet, there is so much easy access to information about various industries and professions.
5. Always support and empower others. When I talk about networking, these skills come naturally to me now. However, it wasn't always that way. We all need to reach out to people and give advice and help to anyone who asks. Helping others is a great way to connect and I often learn the most from those I've extended a hand to. Even in networking, it's much better to give than to receive.
6. Build solid foundations. If you've ever followed the progress of new construction, you'll find it takes some time to get the foundation in place. However, once, that's done, the rest of the building seems to go up in a relatively short period of time. The same is true with networking. Once you've determined the best way to network with a new contact, stick with it. For example, if there are monthly meetings for a particular association, make sure you attend each one.
7. Perception is reality. People remember what they see and hear from you. Always make a good first impression and keep it that way. The reason a company keeps its long-term customers is because of consistency. The same is true for you. Whatever you did to make a good first impression (e.g. sending note, following up quickly, having a cheerful attitude) make sure these positive attributes are always present.
1. Observe and respond to success around you. This means read the newspaper with a networking eye and listen to the news with a networking ear. When someone in the news gets your attention, send that person a note with a compliment about what he or she said and mention how they inspired you. Go the next step by mentioning that you would enjoy meeting them and sharing a idea that would interest the person.
2. Small goals lead to big goals. Make networking fit into your work plan and set some goals. Let's say you're off to a meeting or business function, set a goal to make two new contacts. Make sure you only leave the room after that goal is accomplished. Then follow up with these people. One of the best ways to follow up is with a short handwritten note. The next tactic tells more about this idea.
3. A thousand thanks. Thank you notes stand out because they show people that you took the time craft a person message. These notes should be short and might include one or two of the following points:
To sum it up, develop and nurture your network with your own system. Think back to current clients you got through networking. Now remember the tactics which led you to those customers and contacts. The goal here is to discover what you already do that works and repeat it.
As was first mentioned, I'm no stranger to the business community in New York. It certainly isn't because I'm the most famous training professional in the United States; it's because I made a decision to create a network of business relationships that are uniquely mine. We all can do this by being thoughtful when we meet new contacts. A thoughtful person is a remembered person, and that should be our ultimate networking and self-marketing goal.
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Andrea Nierenberg provides customized programs for sales training, customer service, and presentation skills. You can learn more about her advice at www.selfmarketing.com. Andrea is also the author of Nonstop Networking: How to Improve Your life, Luck, and Career. She can be reached at andrean@self marketing.com or at 212-980-0930.
