Scientific Networking (part 3)
February 10th, 2008 Posted in MarketingDepending on how the conversation flows I might ask one or more of:
“What do you enjoy most about your job?”
“What separates you and your company from your competitors?”
“What advice would you give someone just starting out in the stationery business?”
“What do you see as the coming trends in the stationery business?”
“Which methods have you found are the most effective for promoting your business?”
And I always ask,
“How would I know if someone I’m talking to is a good prospect for you?”
My objective is to listen and learn so I will wind up the conversation by saying something like, “Sarah, you might be interested in a paper I wrote about how people can maximise the value of their business. Would you like me to send you a copy?”
No one says ‘no’. Offering to send something is non-threatening. And, if I haven’t already got it, this is the perfect opportunity to get Sarah’s business card.
Sarah might not be a prospect but she could be a great introducer. Her customers are small business owners.
After the event, write a handwritten note to everyone you meet and send it within 48 hours. Say you enjoyed meeting him or her and learning a little about their business and tell them you will refer business if you can.
It is important to send or supply what you promised after the event. No one wants to carry extra baggage and it gives you the perfect reason to get back in touch. Follow up with a phone call a few days later. Where it goes from there is up to you.
Succeeding in business is not about who you know, it is about who knows you.
The people you meet want to know five things about you:
- Who you are
- What you do
- Who you do it for
- What makes you different
- How you can make their life easier
Make sure you cover off those points in your marketing material or conversations.
Debrief yourself after each networking event. Were the people who attended the same as you expected? Did you meet your objectives? Did you meet the people you planned? If you paid to attend, was it money well spent? Did you follow-up? What could you have done differently or better?
Networking is a great marketing strategy. Used properly, it will help you maximise the value of your business.
One Response to “Scientific Networking (part 3)”
By Don F Trapnell on Feb 12, 2008
As usual Michael, your articles are relevant and practical. You questioning techniques shown in this article are non-threatening and appropriate to the circumstances indicated.