Networking is booming at the moment with more organisations being formed every week. Many of us, however, attend networking events because someone says it is a good idea or we hope that we will meet someone of interest. Beyond that, few people have a clear vision of what success will look like for them.

More people now recognise that events will not be populated by people looking to buy their product (after all, how many people attend events with a view to buying?) and so, fortunately, the instances of being ‘pitched’ as soon as you shake hands seems to have diminished. However, this leaves a vacuum. If you can’t go to events to sell your services, how can you make them work?

Many speakers like me advise their audiences to ‘pursue the relationship, not the sale’. It is well and good to make more friends, but how can that help your business? One recent commentator on a blog I posted on Ecademy bemoaned that very problem, “People told me they had wanted to refer me for a long while, but since they didn't really understand what I do (all they had was "some kind of techy") they weren't able to.”

The answer lies in being able to leverage the relationships you build. Through networking events you simply build contacts. The development of those contacts into relationships often takes place outside of the meetings, where you can really take the time to get to know each other and your respective business needs.

As relationships develop and people start to know, like and trust you, they will be more inclined to support and refer you. It is vital for you to continually educate this network about your needs, without ever thrusting those needs down their throats! Newsletters which offer valuable information (like this one), quick lines to tell them about something you’ve achieved and regular meetings all help to arm your connections with the information they need.

And always be on the lookout for them, passing them valuable tips and information and, where possible, quality introductions and referrals.

Networking events are a catalyst for new business. They should never be viewed as a pool of prospects enabling you to walk out with business signed.

Andy Lopata is one of the UK's leading business networking strategists. He is the co-author of two books on the subject, including the Amazon UK bestseller '...and Death Came Third! The Definitive Guide to Networking and Speaking in Public'. Andy offers a full consultancy service and works with companies to help them realise the full potential from their networking.

• 0 Comments

  

Comments

 Add your own comments

Name:

Email Address:

URL:
Remember Me? YesNo

Comments: (you may use HTML tags for style)

What next?

 Digg it

 Save This Page

 Subscribe to GetEntrepreneurial.com

 Leave a comment

Next Article: 50 Things You Wish You Know That Will Guarantee Your Speaking Success »

Previous Article: De-Stress for Success »

Andy Lopata is a GE Network Expert. View Andy Lopata's profile or read more articles from Andy Lopata. Learn more about the GE Experts Network.

Have an expert opinion on issues entrepreneurs and small business owners face everyday? Join the GetEntrepreneurial.com Experts Network and share your expertise with the community!

The new GE Experts Network is inviting seasoned entrepreneurs and small business owners to come on board and contribute small business advice to our community of aspiring entrepreneurs. If you have an effective way of generating sales or you know how to use social networking to connect with your customers, join us in providing wider entrepreneurial content that would benefit small business owners worldwide.

Click Here to Learn More >>

Related Articles

 Glasses Without Screws, Soldering or Welding » thestar online: Ralph Anderl is the founding member and managing director of German company Ic! Berlin Brillen Gmbh, known for its patented...

 Open Kitchen Night » Springwise: If the underground restaurant known as Charlie's Burgers departs from the norm in part through its secrecy and its constantly changing...

 It Pays to Save The Earth » Iconoculture: Earthaid.net gives consumers a one-stop spot online to see how much juice their homes are using. The new service helps consumers...

 DTXTR Translator » Sending text messages on mobile phones is becoming as commonplace as calling your best friend, and it’s all the rage among teens...

Need more brand new promising business ideas and innovations around the world you wish you'd thought of? Visit CoolBusinessIdeas.com now!

Ever wanted to be the CEO of your very own Starbucks or Amazon.com? Fire your boss and be your own boss? Now you can, with BIZNESS! - the free biweekly business newsletter about new business ideas, opportunities and innovations from around the world. More than just new business trends, BIZNESS! helps the aspiring entrepreneur (you!) with small business advice, business tips, and entrepreneur resources and opportunities.

   Subscribe for free now!    

---