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Better Results From Networking

By Jennifer Lewy, Marketing Coach

As a creative professional and healer, networking is one of the best investments of your “marketing time.” But networking alone doesn’t guarantee clients. In fact, you could be wasting your time– or even alienating contacts– if you aren’t following the simple suggestions here. So put a little extra effort into your next networking event and watch your practice grow faster. Eventually, you will be able to attend fewer events, make better contacts and enjoy more powerful results for your practice.

Special advice for the naturally shy: if talking to strangers and “promoting yourself” make you want to take to your bed, don’t despair. Try to find events that are more structured. That way, you can participate in a planned activity without having to “work the room” on your own.

Here are practical ways to get better results from networking (and save time to boot):

1.       Know why you are networking. Avoid wasting time at the wrong events. Evaluate networking opportunities before showing up. Find out who will be there. Potential clients? Potential referral partners? Neither? Find out what results to expect after event. Leads or referrals? New clients? Potential business partners or vendors? Decide whether attending this event will help you increase your contacts, solidify your referral base and practice your networking skills. If it’s not the right audience, or not focused on the right activities, it might not provide enough “bang” for your investment.

2.       Prepare your 10-second introduction. Spend time developing (and practicing!) an attention-grabbing 10-second introduction. Remember, during networking events you provide contacts with an interesting introduction to what you do… not your entire philosophy of health and healing. Keep your conversations focused on the type of clients you typically work with and the problems you solve. (For help writing your self-introduction, refer to the Marketing Plan Workbook, available free on www.ZenMarketing.net).

3.       Work the room. For maximum exposure at an event, try to spend about 10 minutes with each person you speak with– but not much more. Pick out people standing alone, and approach them by saying, “Hi, I haven’t met you yet.” Then give them your 10-second introduction and ask them questions about what they do, their problems and challenges, and the solutions they are seeking. Demonstrate you are listening by maintaining eye contact and repeating key points (“What you’re saying is…”). This creates a warm connection that people will remember.

4.       Offer information. Offer information to help address particular challenges. Have you written an article about chronic back pain? Offer to send it. Are you giving a talk on Reiki with animals? Offer a personal invitation. Do you have a free clinic coming up? Ask them to stop by. End the conversation with a statement of exactly how you will follow up.

5.       Take notes. After speaking with each person, exchange business cards. As soon as you can, write a few words on the back of their card to remind you of the conversation. Take note of any information you promised to send. This will make following up easier and more personal.

6. That’s right… follow up. When you’re back in the office, take those business cards you collected and sort them into two piles: one for sending specific information and the other for ‘generic’ follow up. Send information you promised right away. Then put a note in your calendar to call those contacts within one week. When you call, introduce yourself again and mention the piece of information you sent them. Ask whether they have any more questions about this topic, and whether they would like to make an appointment to see you. 

For generic follow-ups, send a ‘nice-to-meet-you’ note. Keep it short. Use email if you can provide a link to your website, otherwise send a handwritten note and include a practice brochure or fact sheet. Then put a note in your calendar to call those contacts within one week. After you reintroduce yourself, ask them if they would like to make an appointment or have a consultation on a particular challenge they spoke with you about (and you took notes on) during the networking event.

7.       Add contacts to your mailing list. In your mailing list, make note of each contact, when and where you met them, and how you followed up. A mailing list is one of your most important marketing assets. With a mailing list, you have the power to promote your business to people who have already expressed interest in your services. (Don’t have one? Start one– now!)

8.       Evaluate your success. Was this networking event a worthwhile use of your time and money? Did the event result in any new clients? Any client referrals? Decide whether or not you would attend a similar event in the future. Make note of any changes you’d like to make to your 10-second introduction, and start practicing for your next event.

Use these simple strategies to make better use of your networking opportunities, bring more clients into your practice and generate a solid stream of referrals.

Need help mastering your networking strategy? Call 617-922-0098 or email  jen@zenmarketing.net  for a free consultation on how to build on your natural strengths and create a business that you love. For more marketing tips and articles, and a free marketing plan template, visit http://www.ZenMarketing.net