The Secret to Truly Successful Networking
The problem is this shouldn't be a secret. But it does seem that
not very many are doing it, so it must be a big secret.
Are You Getting Less than Spectacular Networking Results?
Have you ever gone to a networking event, sort of drifted
around, talked to a few people and left? The results were most
likely less than spectacular.
And what were you trying to accomplish at the networking event?
What was the picture you have in your mind of the outcome? Was
it to find someone that needed your product, or to sell your
product directly at the event?
Most people have a picture in the back of their mind that they
will meet someone who will be biggest sale they've ever had, or
just maybe the FIRST sale they've had. In any case, if you are
at the networking event to sell, you probably weren't as
successful as you could be by changing your approach.
Change Your Networking Approach
So, let's change the picture of what you want to end up with at
the end of the networking event.
If your goal has been to sell at networking events, what has
your typical measurable results been for that focus? Do you
acquire one client per networking event? Or is it more likely
one in every 10-15 events? Or do you even know?
If that is your picture you've been trying to sell one-on-one
which isn't as effective as selling one-to-many, nor is a
networking event really a good place to SELL. Does that surprise
you?
What would happen if you changed the picture in your mind of
networking into one of "building your network"?
Let's look at the rule of 6 Degrees of Separation. That
basically says that you can literally reach everyone in the
world through 5 other people. If everyone knows at least 100
people, and if the 100 you know each know 100, at the first
level you can reach 10,000 people. Then those 10,000 also know
100, and therefore just 2 steps away you can potentially get
introduced to 1,000,000 people.
Here's the number of people we could reach through contacts at
each level of separation based on the number of people we know.
........If each------- ------If each ........Know 100------
-----Know 250 -------------------------- ------------
1...........Me------------ ----------Me 2...---------------100
------------250 3...-----------10,000 ---------62,500
4...-------1,000,000 -----15,625,000 5...----100,000,000
--3,906,250,000 6...10,000,000,000 976,562,500,000
The population of the world is approximately 6,440,000,000, so
through 4-5 levels, theoretically, could reach everyone in the
world.
So, why are you trying to market to one?
What would happen if you changed your approach in networking
from selling, to getting to know as many people as possible, and
then getting them to introduce you to someone who can use your
product?
What do you want to do with the people at a networking event?
People respond to anyone who will help them achieve what they
want. So, shouldn't you be trying to find out how you can help
as many people as possible? Become their lead source, their
referral source. They will respond in kind by helping you reach
more people.
Networking with the RIGHT People
What would happen if you focused on the RIGHT people to network
with?
Who are the RIGHT people?
It could be people who know the people we want to do business
with, and not just any networking event. It could be other
people that think like we do, that aren't there to sell.
What is the RIGHT networking event?
What happens when we are at a networking event where everyone is
trying to sell to everyone else? Doesn't that lead to a lot of
competition for time to speak, to give your spiel, and probably
no one is listening anyway since they are focused on getting
what THEY WANT, SELLING.
What would happen if you found a networking group that is
focused on building their network and getting to know more
people that
Can help them with their business Can help them get to know more
people Can help them sell their products
What would happen if you start networking with people that have
the most contacts?
Look at the table above. If you are networking with someone that
knows 100 you can reach 10,000 through them. If you are
networking with others that have 250 contacts you can reach
62,500 at the next level.
You'll also find that those with the most contacts have been
focused, like you will be from now on, on building their
network, and therefore can be extremely helpful.
Now you are networking with other Power Networkers.
What would happen if you start networking with people that have
a higher economic reach than you do?
In other words their average customer is a $1M, or $10M company
instead of a $100K company that you have been networking with.
Networking at Networking events where people are selling
Most people that are trying to sell at a networking event go to
the event, meet someone, give a spiel and if that person isn't
interested they move on to the next and the next. And when they
leave the event, there isn't any further contact or follow-up
with anyone.
How to Capture the Most Contacts, Set Up the Most Appointments
at a Networking Event
If you are interested in building a network, you are interested
in building a relationship. So, arrange to meet later to find
out how you can help that person build his network, maybe give
him a referral, how can you help him sell. If you keep your
target on helping him, he'll eventually ask how he can help you
and the relationship is off to building business for everyone.
You'll find that you will have more appointments from your
networking than you have ever had, and that those contacts will
result in more leads, and possibly more direct sales with your
initial contact that you have ever had.
Some hints and tips to use at the networking event, offer:
Leads on the spot To introduce to your existing clients that
might need the products of the person you have just met To
introduce to other networking contacts you have that might also
need the products. To meet with them to learn more about their
products To help them achieve some specific goal, or relieve a
specific problem they mentioned to you. To share your client
list, or email list. NOTE: You are here to help, keep it in that
mode, not a sales mode.
To Keep this Network Working for You
Set up a constant follow-up routine, emails, newsletters, or
other ways to constantly stay in touch and keep helping those
people you have added to your network.
Critical Mass
The more people you know, the more there are that will be
referring to you, or just sending more people to you that you
should know and add to your network. Therefore, the more you
know, the faster your network builds. I noticed that 100
business contacts sort of become the critical mass point at
which the network started becoming one of my major sources for
business building. I've heard others say that at 400 they
stopped marketing because now they get all of their business
from the network.
So stop selling at networking events, and start building your
network.
Setting Some Goals
My personal goal for a small networking event, yours will likely
be different, but these are mine:
Meet with 10 people, collect 10 business cards 2 appointments
from the event (minimum) 5 appointments resulting from follow-up
calls within 1-2 days of the event (to discover other ways we
can help each other). 2-3 more appointments from follow-up calls
within the first week of the event. 1-2 actual sales within 2
weeks. Increase my networking reach by more than
7x250x250x250x250=16,807 for each event
Stop selling at networking events, start building a network, and
start finding people you can help with their business and with
their network.