Building a Client Base by Networking

DefinitionCreating a group of acquaintances and associates and keeping it active through regular communication for mutual benefit.

Networking is based on the question "How can I help?" and not "What can I get?"

What is the benefit?• Networking is NOT a substitute

for contacting prospects and clients.

• Networking will NOT stop you having to ask a prospect or client for a search or to manage the venue selection process.

What is the benefit?• BUT networking WILL turn

cold calls into warm calls!• By building a network of

contacts, many of which may become friends, you will also:– Raise your profile– Increase the chances of referrals– Have other people say nice things

about you!

Making ContactsThe 2 main ways of building your contacts are:• Real-World Networking • Virtual Networking

Real-World Networking• Trade Shows, Exhibitions, Business

Forums, Chamber of Commerce meetings and specific Social gatherings

• Local business community• Advantages of major city or

meeting area (but inot essential)• Strategy for each meeting or

gathering

Strategy for Meetings and Gatherings• “Work the Room”• Have an opening gambit• Don’t be a wallflower• Give out cards (and ask for

them)• “Buddy-up” if possible• Ask organisers for attendance or

delegates lists• Follow up

Virtual NetworkingMajor options include:• LinkedIn – use Forums, Groups

and Postings• Other social networking

websites and tools e.g. Twitter• Industry and Trade Forums• Association Websites and

Forums

Helpful Action Plans• Record Contacts (and Contacts of

Contacts)• Contribute Intelligently• Have a Strategy• Identify (Target) potentially useful

Contacts

Use Helpful Tools• Gwabbit (captures contact

details from e-mails)• Cardscan• Phone Apps• LinkedIn advanced searches

Keep your Network ALIVE!Network contacts, like any relationship if it is neglected, cool off rapidly if they are not kept active. To keep it alive you can use simple techniques, such as:• Contribute regularly to Forums (new

ideas, suggestions or comments)• Use status boxes and Twitter to let

people know what you’re up to• Send E-mails (Personalised)• Keep things “interesting, positive

and open” – humour often helps• Be seen to “Add Value”

Fact• Whilst most people say that they

hate being “sold to” (especially a hard sell), the very same people also recognise that they have problems and challenges where they might benefit from professional help or support.

Fact• They will happily accept that

help from a “friend” who they know or who is recommended – AND if you have a good positive reputation in your networking circle “friends” will be happy to recommend you.

Fact• Networking is a mid- to long-

term strategy – but don’t be surprised if good opportunities suddenly come out of nowhere!

Case HistoriesZing Conferences

Met a decision-maker at a congress for Association ExecutivesOffered to help on two problems where I had absolutely no chance of earning from the situation (Good Samaritan)Responded quickly when the question “How could you help us?” was askedResult: Two major conferences already booked this year, value in excess of $450,000 – 2 more programmes by end 2012 – 56 conferences in 2014

Case HistoriesKofax

Agreed to run a training session (unpaid) at very short notice about venue selection for a Business Networking GroupAdded value to host organisation as well as to 40+ delegatesReferred to a PCO’s client because of positive attitude and demonstrable expertiseResult: Booked meeting venue and hotel accommodation, value in excess of $75,000

Case HistoriesHistoric Grand Prix Car Association

Gave free advice on developing a Corporate Hospitality StrategyAgreed to help run a Corporate Hospitality Programme (on which we will earn commission on hotel bookings)Direct referral to a Classic Sports Car Race (Tour) to be organised in S. AmericaResult: Potential bookings worth approx. $250,000

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