The Harsh Truth Of Business Networking

If you asked people what is business networking, they would say it is relationship building, some would say trying to find mutual synergy or getting to know each other…etc

Whilst all that is true, when you attend networking events, you will see people with a stack of business cards and hey what’s that on their head??? It’s an invisible sales hat …at least they think it’s invisible.

But really, would you blame them for wearing their sales hat?

That’s the harsh truth I would like to address in this article. The fine line between theory and practicality.

You see, Fred is a networker and runs a business, he has his mortgage payment due in 30 days, kids swimming lesson to pay or needs a desperate sale to meet his monthly target. He needs SALES. The easiest way he thinks to get in front of prospects is business networking.

So, at the networking event, is he thinking building relationships or sales? Yes, without a doubt, the best chance of a sale for him is to build a relationship, do a needs analysis and then sell and also get referrals. However, he needs it now and desperation prevails.

If you ever get into a pickle like that, it means you haven’t been consistent with your business development, pipeline work / lead generation work via marketing or business networking.

The last thing you want to do when you are desperate is find networking events to go sell at.

Here are a few things I would do if you need sales NOW. (Assuming you have tried other sources)

• Call your existing customers and ask for referrals.
• Check your diary from previous months, you will surely see names and numbers that you forgot to call or put it in the ‘too hard basket’ or played phone tags with.
• Look in your drawer, I can guarantee a few cards (especially the non standard size ones) that you haven’t filed away or you were meaning to call.

Your existing client list is GOLD. A happy and warm referral is so much easier to close than a cold new contact at a networking event who has just seen the desperation on your face.

Suggestions if you want to avoid getting into a desperate situation.

• Objective of business networking

You always need to determine what your objective of networking is. Is it to have fun, relax with like minded people, personal development, create new business contacts and build existing relationships?

Having an objective will keep your mind focused and most likely your conversations will be directed to a fruitful outcome. Without which, you are a lost soul and not maximizing opportunities.

There’s a reason why we at Nifnex Success Academy do things differently.

Our focus is education – Like minded people get together every month to learn and grow, not sell each other.  

It’s not Free – We attract quality people who know the importance of investing in themselves and networking with like minded people who have also invested to be there.

• Identify your avatar

Having an avatar is one of the most important things you can do. If you haven’t done it, feel free to contact me because I am happy to brainstorm with you and your personal branding is reliant on how your avatar perceives you.

Categorise your customers and prospects if you have multiple products but detail what your avatar looks like, what they wear, what they eat, where they eat out, what they drive, what they read, what they watch, where they hang out and who they hang out with etc

• Strategic networking

Now once you find out where your avatar hangs out and who they hang out with, wouldn’t it make more sense for you to be there as well rather than where they are not? I sometimes hear people say networking doesn’t work for them? I smile as I know they just haven’t networked where they should or just don’t know how to network. If you have a product / service that’s suitable for established businesses, why would you attend a startup business group? Yes, there are exceptions in every case before you pounce on me.  On a different note, did you introduce yourself in a professional manner, wear the right clothes that represent your brand? Did you build an instant rapport and credibility? All these things matter and needs to be congruent with your personal brand. This is my passion, contact me if you need me to work through this with you because ultimately, there are many people who do what you do, why should they pick you? There are 16 areas you can pay attention to this year which will make an enormous difference to your personal brand.

• Be consistent

Consistency is key. If you ensure you do 1 networking event a week or 6 a month, just ensure you do it consistently. Some of the best networking concepts around the world like BNI exist due to consistency. Hats off to the BNI members globally, that’s determination. It may not be everyone’s cup of tea but in reality, consistency is key!

• Follow up

Biggest area of downfall. We tend to get busy with life after the event. But there’s a reason why you asked for their details or were given one. There’s also a good chance you said, Yes, let’s keep in touch, and No, it doesn’t mean put them on your mailing list to keep in touch. Unless you asked them for permission to do so, it is rude!!!

A short polite email to say, good to meet you and ask their permission to send them additional info is the right thing to do. After all, if you don’t, you are not true to your word and it reflects on you.

• Build relationships

What’s the best way to build a relationship? I hear you say coffee meeting. NO, the best way to build a relationship is a referral or introduction to someone they should meet.

However you build relationships, do it in your own natural way. It is important as ultimately they may or may not be your client but they know someone who is your ideal client. I always say, I don’t have clients, I have ambassadors. It is powerful!

Ultimately, my objective was to share my thoughts with you on the harsh truth of networking. Next time you have someone pushing a business card at you, give them a hug. You don’t know what hardships they are going through. They probably need that hug.

Happy networking everyone.

About Zeeshan Pasha 

Zeeshan is a personal branding ambassador with a strong focus on strategy and marketing. He has built a strong reputation within the community for entrepreneurship, helping businesses and connecting them to mutually benefit from each other. He credits the success to the power of personal branding, strategy and ‘thinking outside the square’ marketing which leads to enormous community support and belief in his vision. Zeeshan now spends his time running monthly educational and networking events at Nifnex Success Academy and coaches business people on their personal branding strategy.

For One-On-One or Group consultations for branding, marketing, strategy & mentorship, feel free to contact me and I am happy to have a no obligation chat.

Contact Details: Zeeshan Pasha, [email protected] , 0412291206  1300 643 639

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