Networking with Purpose

Do you go to a networking events? 

If you go to networking events, do you network with a purpose? 

I can hear the questions now. How do you network with purpose? 

Most people go to a networking event “hoping” to meet someone that will buy their product or service. 

Let me suggest an alternative approach to networking.

Imagine for a moment you have been invited to networking event. There is food, drinks, and many, many people.

Most small business people will register at the registration table then head immediately to where the food or alcohol is being service. After they spend time talking to the other hungry and thirsty people, they might venture out into the main area and try to meet others. They have no purpose for being there other than hoping someone will notice and talk to them. 

Now imagine, in walks a networking professional. He registers and walks into the main area bypassing the food and drink. He walks up and introduces himself to the people standing around. He asks a few questions, maybe passes out a business card, excuses himself and starts the process over with a new group of people. When he receives a card he writes something on the back of the card, puts it in his pocket, and starts the process anew. After a while, he checks the cards in his pocket to see if he has achieved his purpose then he smiles to himself as he heads over to have a sandwich and drink. 

 What is different? 

First, the networking professional treated the event as a business meeting. Secondly, he had a specific purpose for being there. He wanted three “A” people to connect with. He defined “A” as people who could use his product or service. He would write the letter “A” on the back of the card to ensure he would call the right people tomorrow. For all “A” contacts he would follow up the next day. When a “B” was written on the back of a card, he expected the individual would be worth investing some time in over the long haul. If a “C” was written on the back of the card, it met there was no reason to connect. Third, he had a process. For each person he met (business card received) he would write A, B or C on the back of each card. “A” individuals were people he wanted to follow up with immediately. They were either prospects or potential business partners. “B” individuals were people he wanted to develop a relationship over the longer term and would schedule a “get to know” meeting in the next 30 days. “C” on the back of the card received a “great meeting you” email with no plans to follow up. 

Once he received his three “A” contacts he allowed himself the privilege of eating and drinking. 

To use this simple system you must know your business we enough to know who you’re A, B, and contacts are. Search them out and start to develop a relationship with them to see if the opportunity exists. That is a discussion for another day.

Next time you go to a networking event, network with a purpose. Treat the event as a business event and respond accordingly. Do not eat or drink until you have achieved your purpose of meeting three “A” contact. Once you achieve your purpose, treat it as a social engagement and have some fun. Reward yourself for doing with others are not doing: using networking to grow your business. 

Ron Finklestein
Small Business Coach
www.businessgrowthexperience.com
330-990-0788
ron@businessgrowthexperience.com