Building a Client Base by Networking

Definition Creating a group of acquaintances and associates and keeping it active through regular communication for mutual benefit. Networking is based on the question "How can I help?" and not "What can I get?"

What is the benefit? Networking is NOT a substitute for contacting prospects and clients. Networking will NOT stop you having to ask a prospect or client for a search or to manage the venue selection process.

What is the benefit? BUT networking WILL turn cold calls into warm calls! By building a network of contacts, many of which may become friends, you will also: Raise your profile Increase the chances of referrals Have other people say nice things about you!

Making Contacts The 2 main ways of building your contacts are: Real-World Networking Virtual Networking

Real-World Networking Trade Shows, Exhibitions, Business Forums, Chamber of Commerce meetings and specific Social gatherings Local business community Advantages of major city or meeting area (but inot essential) Strategy for each meeting or gathering

Strategy for Meetings and Gatherings “Work the Room” Have an opening gambit Don’t be a wallflower Give out cards (and ask for them) “Buddy-up” if possible Ask organisers for attendance or delegates lists Follow up

Virtual Networking Major options include: LinkedIn – use Forums, Groups and Postings Other social networking websites and tools e.g. Twitter Industry and Trade Forums Association Websites and Forums

Helpful Action Plans Record Contacts (and Contacts of Contacts) Contribute Intelligently Have a Strategy Identify (Target) potentially useful Contacts

Use Helpful Tools Gwabbit (captures contact details from e-mails) Cardscan Phone Apps LinkedIn advanced searches

Keep your Network ALIVE! Network contacts, like any relationship if it is neglected, cool off rapidly if they are not kept active. To keep it alive you can use simple techniques, such as: Contribute regularly to Forums (new ideas, suggestions or comments) Use status boxes and Twitter to let people know what you’re up to Send E-mails (Personalised) Keep things “interesting, positive and open” – humour often helps Be seen to “Add Value”

Fact Whilst most people say that they hate being “sold to” (especially a hard sell), the very same people also recognise that they have problems and challenges where they might benefit from professional help or support.

Fact They will happily accept that help from a “friend” who they know or who is recommended – AND if you have a good positive reputation in your networking circle “friends” will be happy to recommend you.

Fact Networking is a mid- to long-term strategy – but don’t be surprised if good opportunities suddenly come out of nowhere!

Case Histories Zing Conferences Met a decision-maker at a congress for Association Executives Offered to help on two problems where I had absolutely no chance of earning from the situation (Good Samaritan) Responded quickly when the question “How could you help us?” was asked Result: Two major conferences already booked this year, value in excess of $450,000 – 2 more programmes by end 2012 – 56 conferences in 2014

Case Histories Kofax Agreed to run a training session (unpaid) at very short notice about venue selection for a Business Networking Group Added value to host organisation as well as to 40+ delegates Referred to a PCO’s client because of positive attitude and demonstrable expertise Result: Booked meeting venue and hotel accommodation, value in excess of $75,000

Historic Grand Prix Car Association Case Histories Historic Grand Prix Car Association Gave free advice on developing a Corporate Hospitality Strategy Agreed to help run a Corporate Hospitality Programme (on which we will earn commission on hotel bookings) Direct referral to a Classic Sports Car Race (Tour) to be organised in S. America Result: Potential bookings worth approx. $250,000

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