Gathering business cards?
Do you follow up after a networking event?
Do you keep track of conversations and set reminders in your ‘CRM database’?
Is everyone in your company following up in the same way, using the same marketing tools and company branding?
Do you all share a common list of contacts and the ongoing conversations with each other?Is all this an easy process?
It’s amazing the number of business entrepreneurs I speak with at networking events who want more out of networking but continue to do the same, ineffective, thing over and over. Eventually they leave a network group because of the low level of return when compared with the time invested.
When you discuss possible improvements, most will confess that they know and should do “that stuff”, but nearly all just don’t. There is a well known saying which, I think, is very apt in this situation. It is “to know and not to do is to not to know”. In other words they know if they do something it will be beneficial. Knowing is one thing. Doing is another thing altogether. So is there a magic formula to more effective networking? What stops people making the most of these networking events?
I’m certainly not the most experienced networker out there. In fact compared to some of the people I have come to know and respect I would say I am a newbie. What I have brought to the table however is computer-based help which automates a lot of the follow up “process”. AND NO, IT DOESN’T DO THE FOLLOW FOR YOU 😉 but it does make it a much more straightforward, almost enjoyable, undertaking!
Rules:
• Rule No. 1 – Block out time in your diary – but not for networking…
• Rule No. 2 – Know who is in your particular network and target them proactively
• Rule No. 3 – Support your efforts through social media and networking sites
• Rule No. 4 – Put the business cards collected in a ‘proper’ database such as a Customer Relationship Management (CRM) system.
Rule No. 1 – Block out time in your diary – but not for networking…
Don’t just book the event time into your diary. Instead, when you’re entering the venue details in your diary also block out 2 hours later on that day or the following day for follow up and general business card processing.
So many people only book the event into their diary and fit the admin and follow up around their busy schedule. Or rather they don’t get around to it.
Fact: If you book time in your diary explicitly, chances are you’ll keep up with the relationship building opportunities and actually do the follow ups. And actually build more relationships that bear fruit.
Rule No. 2 – Know who is in your particular network and target them proactively
A network event is not just about turning up and meeting as many people as possible in the hope to sell something to anyone. Get hold of the members list and cross check it against your target market. On the day, make sure you seek out and speak to your targets.
You can do this much more easily if you add the target members to a database which is capable of categorisation and segmentation. Use this information to routinely broadcast to them useful and relevant information. Schedule emails and mailings to be sent out and use the system to book in phone follow ups.
A database marketing tool will simplify and help streamline this process and eliminate inertia due to the whole process taking too much effort.
Rule No. 3 – Support your efforts through social media and networking sites
You no doubt know that you’ll rarely make a sale on the first meeting at a network event. In fact, it is often said that it takes at least seven meetings/interactions before enough trust is built and a sales opportunity is established. With this in mind when entering all your contacts into your database, look up their details in places like LinkedIn, Twitter, Facebook etc. Find their blogs, read them and, if you like what they write, add comments.
You’ll be amazed at the amount of spin-off business you can find just by adding a useful comment to a blog post. I’ve had several enquiries from people I’ve never met who happened upon my comment and made contact with me as a result. Give a little first before you get a lot back!
In my world all this is called Relationship Building Opportunities (RBO). Keep track of your RBOs in your database. Don’t rely on brain power alone. If you do rely on the old grey matter, then you’re probably not talking to enough people!
Prepare action plans around each RBO including regular emails, phone calls, recommendations (to them!) and learn about their business using the wealth of Social Networking tools that are out there.
Rule No. 4 – Put the business cards collected in a ‘proper’ database
Entering business cards into a Customer Relationship Management (CRM) database ensures that your follow ups are simpler to do and more likely to be actioned.
A CRM system will provide the following service:
- a) Support a marketing strategy or tactic (i.e. Think about a workflow that should take place when entering a business card into a CRM system. An example here might be to automatically create a follow up call in your diary 7 days after the event).
- b) Personalised email handling including your branding. Just enter the contact, choose a pre-built email template, add additional comments particular to the contact and click send. Quick and Simple to do.
- c) Build multiple ‘target lists’For example, create a list called “My Exeter Networking Contacts”, add relevant contacts to the list, set up and schedule a list of emails to be sent at predetermined times.
- d) Record every conversation with each contact, the date and time the conversation took place and add a reminder to call them at a future date. Read back over past conversations to refresh your memory.
- e) Categorise contacts into target areas. Who in your system is in your ‘inner circle’? who is an ‘advocate’? What are their dis/likes? Are they a detail oriented person or do they like to hear only the headline? This kind of information can help you tune your sales message to the individual you are addressing.
- f) Keep a list of RBO’s and their potential value. Add every whiff of an opportunity to your database. You’ll never forget to follow it up. It’ll keep you focused on what counts. BUSINESS