Many people go about networking backwards. They say, “I need to meet people” and then run out to find an event. They meet people, do one to one meetings and perhaps even have a decent follow up system in place. But often they still don’t get the results they were looking for.
Why is that backwards? Isn’t networking about meeting new people and building relationships with them? Of course it is, but, like anything else in business, you need to network with a plan and purpose. Over the next few posts, I’m going to break networking planning down into discrete steps. Along the way, we’re going to talk about some concepts that will make you better at selling your product or service. How’s that for a two-fer?
I’ve said I don’t recommend starting with the “meeting people” part. So where do I think you need to start? Here’s the progression I recommend:
1. What pain points bring clients to you?
2. How do you relieve their pain? (otherwise known as your value proposition)
3. What are the other complementary (but not competing) businesses that are serving your ideal clients?
4. Where do those businesses network?
5. How can you add value to those businesses to motivate them to refer you?
6. How can you educate them to refer you?
If you can answer those six questions, you’ll have an excellent outline for a strategic networking marketing plan. You’ll be able to evaluate networking venues based on whether they are attracting either your target market or your strategic partners. You’ll have a message and value statement to help you get referrals and close clients. And finally, you and your strategic partners will know exactly how to help each other, which will lead to a stronger relationship. And more referrals!
Tomorrow we’ll start with pain points.
Tags: communication, Networking, Networking Events, Referrals, Relationship building, sales