Growing Clients

My previous post covered what to do after a business networking event. A client suggested that I write a post about how to prepare for a networking event.  And also to cover what to do during a networking event.

Have you noticed that many small business owners seem to just go to networking events hoping that someone will notice that they exist and perhaps start a conversation that leads to a business arrangement or deal?

Do you go to networking events and find them to be quite useless as you never get any financial gain out of attending? This is not my experience. There is a lot you can do to ensure that you get business from such events.

The three main elements of a networking event are the following:

1. The elevator speech

Most business networking coordinators invite the participants to introduce themselves briefly and state what they do. Honestly, how many use this opportunity to say something worth remembering? Put differently, why are neally all of these “elevator statements” so bland and forgetful although the speakers might be very interesting individuals?

The reason is that these statements are delivered from the speaker’s point of view. Who among the audience cares who the unknown speakers are, what their professions are and what products or services they have? The listeners really have a difficult task. First, they have to remember the speaker’s name, and sometimes a complicated company name, and then listen to a brief barrage of words about products or services that the listener still needs to decode. (Could I use it? What problems do they solve? What is the conceivable application for me?  Before I am able to figure this out the next speaker gets up and provides another unique, forgettable ramble.)

I usually persist in diligently taking notes about what two or three speakers say and then give up  – until I hear something that makes an impact.

Why is it that only a few individuals manage to make one sit up and take notice?

Firstly, the memorable ones do not provide their titles, job descriptions and information about their products and services. They talk about the needs of typical clients and touch on problems they solve. They mention benefits.  And they use everyday terms which everyone understands. They do not use jargon.  They touch emotions. And they offer their names and that of their company at the end of their brief presentations as listeners by then are used to their voices and are eager to learn who this person is who is able “to assist me in addressing precisely the type of problem that I know I have. (I might as well stop procrastinating and talk to this person before the event is over.)”

So stop saying,  “I am Mary Hollingsworth, I am an HR specialist and run an employee placement agency. If you need staff, call me.”  Rather say (if this is true): “Have you in the past experienced grave difficulties in recruiting and placing the right employee in a critical job? Did you deeply regret making a costly mistake?  Do you hate going through 20 interviews knowing that your next appointment might also be a mistake? Well, I  have a battery of professional tests.  I check references. I know each candidate and his or her track record. What are my results? Ninety percent of my placements are still-  after 5 years – with my clients. Everyone is as happy as a lark. Don’t make another mistake. My name is Mary Hollingsworth and I run the Performer Placement Agency.”

Write your elevator speech and practice it. Rewrite it until it works, until people ask your business card.

2. Table talk

After the introductions, there is usually an opportunity for getting to know your table partners. Most entrepreneurs talk about themselves. This time not short but lengthy, boring speeches. Refrain from doing so. Don’t talk about yourself unless asked to do so.

Ask your table partners to talk about what they really like about their jobs? What results are they achieving and trying to achieve? Are they reaching the right markets? What can you do to assist (if you can assist)? Perhaps you could refer them to someone who seeks exactly what they have on offer or who could help. Could you send them useful information which addresses an issue that they have just mentioned? If you have complementary interests, perhaps you should meet or exchange cards?

3. Permission marketing

You will seldom strike a deal or make a sale at a networking event. But that is not the aim.

Aim for two outcomes if you find someone of interest:

• A meeting within 10 days to informally discuss possibilities
• Or at the very least, exchange cards and agree to send each other information and also to place a few new interesting acquaintances with their permission on your newsletter’s mailing list

What you want to achieve is follow-up contact, personally or digitally, as contact builds knowledge about what you could do to solve their problems. Contact builds trust and trust often leads to an arrangement.

You have to convert strangers (people whose names and addresses you do not have), into acquaintances (prospects i.e. people who gave you their names and addresses and permission) and, in due course, turn acquaintances into friends (clients i.e. with whom you have long-term, cordial and trustworthy business dealings.)

With this approach every networking event is an exiting event. I get 90% of my clients through referrals, about 7% through networking  and 3% through my website and newsletter. I see networking as an interesting opportunity for making new acquaintances. I am not anxious to get new clients and if a new acquaintance meets my criteria of an “Ideal Client”, I look forward to the opportunity of being of assistance – but only if he or she thinks I’m an “Ideal Consultant” in their terms. After all, we have to work together and this should be pleasant.

What do I do? “I assist successful business owners who often grew their businesses quickly and organically and neglected to install planning and other sound business approaches. I move my clients to the next level. I get them out of cash flow predicaments and ensure that they can again enjoy a good night’s rest. If you have gumption and can commit, you could also show a 30 percent increase in your client base and a 40 percent growth in revenue. Get all the clients you can handle. I have a tried and tested Plan and Accelerate Your Business Programme which works.  My name is Albert and my company is called ABPLAN.”

See you at the next networking event!

Albert

keywords: elevator speech, marketing, Networking, organisation