How following up makes a difference

Imagine returning from your industry's most significant trade show, having spent two days networking tirelessly. Your pockets are filled with business cards, your phone is brimming with contacts, and your mind is buzzing with conversations. Now what?

While you might be well-versed in making online connections, you may be less confident about nurturing those you've met face-to-face. This article unravels the art of effective follow-up after networking, a crucial skill that can transform newfound contacts into lasting, valuable connections.

The Benefits of Effective Follow-Up

Certainly, making a stellar first impression at networking events is vital, but the real magic happens when you can convert those initial contacts into lasting relationships that yield mutual benefits.

Your network can significantly impact your career. It can open doors to new clients, thereby enhancing your professional standing. Yet, the perks go beyond that. A robust professional network can help you acquire new skills, master best practices in your field, gain deeper insights into your industry, and even uncover fresh job opportunities. Additionally, the more connections you cultivate, the more valuable you become to others as a conduit to expand their own networks.

To tap into these advantages, the following eight steps will fine-tune your post-event follow-up skills and help you transform mere contacts into high-quality connections.

1. Organize Your Contacts List

The first step is to organize the contact information you've amassed promptly. This could be a stack of business cards or a phone filled with new details. Start by aligning them with your networking goals. If you're on the lookout for potential clients, categorize them as "hot," "warm," or "cool" leads, depending on their likelihood to engage with your business. Create lists or tags with brief notes about their potential, relevance to your industry, and any personal tidbits they may have shared.

2. Do Your Research

Before reaching out to a new contact, ensure you've done your homework. Familiarize yourself with their role, their organization, and their professional background. Delve into their LinkedIn profile and scour the internet for additional information, such as special interests or notable accomplishments. This knowledge can serve as valuable conversation starters and signal your genuine interest in them.

3. Get Your Timing Right

Time is of the essence. Follow up swiftly, preferably within a day or two of your initial encounter. Delaying your follow-up could lead to your contact forgetting your conversation, eroding the enthusiasm generated during your first meeting. Prompt follow-ups also convey your prioritization of the connection, showing that you value it.

4. Follow Up in Writing

In most cases, initiate your follow-up through written communication, typically via email or an online message. Reserve phone calls for instances when your contact explicitly invites them. Written messages afford your contact the flexibility to respond at their convenience, whereas a call may catch them off guard or at an inopportune time. Furthermore, in today's digital age, many individuals prefer written communication over phone calls.

In your initial follow-up message, focus on reestablishing contact succinctly. In emails, use a clear, personalized subject line that articulates the purpose of the message. Briefly introduce yourself, specify your affiliation, remind them of where you met, and perhaps include a couple of details from your previous conversation. Express your interest in their organization and outline ways you could be of assistance, such as offering a demo or product information. Maintain brevity, as overly detailed emails can be overwhelming.

Templates for follow-up emails abound online but aim to inject individuality into your messages. (See step 7 for more on personalization.)

If your contact doesn't respond immediately, exercise patience. They likely have a flurry of post-event follow-ups to manage. If they remain unresponsive after a week or more, a gentle email reminder can be appropriate, but avoid persistent contact that might be perceived as pestering.

5. Connect via Social Media

LinkedIn offers an easy avenue for inviting your contact to connect, but exercise discretion, ideally waiting until you've engaged in a substantial conversation. Merely exchanging contact information may come across as pushy or opportunistic. Remember, your contacts are building their networks as well, and they might not immediately recall your in-person meeting.

Should you decide to send a LinkedIn invitation, reference your encounter, and, if applicable, mention a topic you discussed. LinkedIn enables you to share contact lists and engage in discussions and idea sharing.

You can also consider following your new contact on Twitter, provided their profile is public. If not, you can request to follow them, but consider waiting until the relationship has developed somewhat.

6. Make Yourself Valuable

Effective networking thrives on mutual benefit. Identify ways you can contribute to your contact's professional journey, whether through expertise, recommendations, or introductions to your network. Strive to establish a reputation as a dependable and helpful professional. Avoid appearing overly eager to extract immediate returns from the relationship, especially in your initial interactions.

While it's acceptable to mention your product or service if relevant, steer clear of aggressive sales pitches, especially in the early stages of the connection.

7. Personalize Your Communication

During networking, be attuned to personal details that can be leveraged to foster rapport in follow-up communications. Reference hobbies, interests, or commonalities you share, or touch upon subjects your contact is passionate about. Thoughtful self-disclosure can also strengthen connections, provided it remains professional and non-intrusive.

8. Develop the Relationship

If your initial follow-up garners a positive response, focus on nurturing the relationship. Propose a one-on-one meeting, particularly if your contact has potential as a client, as face-to-face interactions can foster trust. Suggest a coffee meetup or a working lunch if geographical proximity allows, or arrange a virtual meeting via Skype or Slack. If your connection occurs on LinkedIn or Twitter, remain engaged by sharing valuable content and best practices, always with your organization's approval.

By diligently following these steps, you can transform what began as a simple exchange of business cards into enduring, valuable connections that benefit both parties.

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