People do business with people they
K N O W, L I K E
&
T R U S T

Marketing based on relationships builds a strong foundation that supports a solid business.

To achieve business success, you need to get back to the basics with grass roots marketing: Building Relationships.

There is no better way to begin this process than through networking. Good networkers look at what they can do for others, not at what others can do for them. In the spirit of goodwill, their counterparts will usually look for ways to reciprocate.

To make things easy when networking at business clubs, your business cards should be kept in your left pocket. Keep the ones collected from others in your right pocket; this will prevent you from giving out the wrong ones. Wear your nametag on the left side so that it is visible when shaking hands. It is recommended that you invest in a nicely engraved one with your name and company name clearly visible. Understand that in a formal networking situation everyone’s goal is to promote his or her business. Learn as much about others as you can. Always try to be in harmony with those you meet. If their goal is to self-promote, you should listen, and ask questions. Do not try to compete with people you are meeting.

Once you’ve introduced yourself, give a brief ‘infomercial’. An infomercial is not what you see on TV at midnight. It is a brief overview of who you are, your position, your company, what it does and what makes you stand out from your competition.

Let’s say you are the owner of Big Bob’s Body Building Club. Most body building clubs promote a good physique and muscle development but your club, conveniently located in downtown Edmonton, promotes 24 hour access to self-confidence, inner strength and peace, something that goes beyond the claims of other clubs. This is what sets you apart.

After you do your infomercial, spend the rest of the time asking questions of your contact. This will help you to get to know that person better and qualify the potential of the contact. You then can follow up to try to secure business, pass on information, suggest referrals, or find ways to use their services or buy their goods. Don’t just think about the “What’s in it for you”. A good networker also thinks about who do I know that I can connect you with, and what do I know that can help you. People love to give to givers and help helpers. Focus on the “ What can I do for you”. Don’t spend all your time talking to one person even if that person has good potential. The goal of networking is to meet a number of people.

Once you’ve briefly connected, it’s time to move on. A possible exit line might be, “I’ve enjoyed meeting you. I don’t want to monopolize all your time because I know there are other people you want to see.” If the contact has potential, add, “I’ll give you a call sometime this week”, or “I’ll send you some information on our product”, or “I’d like to know more about …”. If the contact has no potential and you cannot think of any way to help them, simply say “Goodbye”. Turn and walk away. Don’t forget to write a note on the contacts business card indicating what kind of follow-up is needed. Return the card to the correct pocket so that you do not inadvertently give it out to someone else.

Note: Don’t forget to follow up. A letter, handwritten card, email, phone call, coffee, lunch, meeting… There are a number of options – pick one. No follow up is not an option.

Things to consider when joining groups include: frequency and times of meetings, number of members, the group’s mission statement. Don’t overextend yourself! It is better to be committed to a few organizations and actually build relationships than it is to join a magnitude of clubs and only attend infrequently.

I strongly recommend attending the Edmonton Chamber of Commerce networking events. Just joining the Chamber or any other networking group will not bring you business.

SOME PEOPLE DREAM OF SUCCESS
WHILE OTHERS WAKE UP
AND WORK HARD AT IT.

Written by Lori Colborne, President - LSL Marketing Consultants
Lori Colborne is an international keynote speaker, consultant & author of “Innovative Marketing Made Easy!