Business Networking Part 3

At every business networking event I have attended all those present were there to promote themselves and their products or services. I have yet to meet someone who was openly seeking to make a purchase. Networking events range from the completely informal to rigidly structured, full on commitment. It is up to you to decide which is most appropriate for you and your business.

Whatever style of event you choose to attend each visit is a learning opportunity. A source of valuable insight and enhanced understanding of your business offering, your target market and how best to promote yourself and your product or service. You may well get it wrong sometimes, if you do, consider it a school day with another lesson learnt.

Previously I pointed out the importance of listening skills. Engaging in meaningful conversation is an opportunity to explore and share prospects, challenges or obstacles we each face. You or they may not have the answer but may well know someone who does. Don’t be afraid to seek feedback and take it on board.

Whether it be through networking or direct business to business, referrals are priceless. Referrals will not by themselves come knocking at your door, you have to engage and negotiate your route to obtaining valuable new, referred contacts. Existing clients and colleagues can introduce you to a potential new client, an opportunity to be nurtured, just ask! So be clear with what you are offering and build a profile of your “ideal” client. These will be invaluable for friends and clients to identify potential referrals. And saying “thank you” for the referral is essential not only to encourage more but because word will spread and you may very well receive referrals from other unanticipated sources.

Remember, it is not necessarily who you know but who they know that matters.