Networking with Intention

Networking is not merely a social exercise but a strategic tool for business growth. Ben Wright, the Stronger Sales Team podcast host and a seasoned Sales Strategist, emphasises this point through his extensive experience. With a background working for global brands and entrepreneurial ventures, Wright's insights come from a blend of corporate and self-made successes. He recounts how networking catalysed the ascension of his business from inception to a $40 million enterprise, crediting the growth to the strategic cultivation of referral partners and meaningful connections.?

At the LinkedIn Local Sunshine Coast April 2024 event, he shared his journey of bootstrapping his first businesses, navigating through early challenges without financial backing, and ultimately driving nearly $1 billion in revenue from over 1,800 deals. His hands-on experience with diverse sales teams has honed his expertise in networking as a pivotal element for business expansion. Wright's approach to networking transcends mere participation, focusing on generating tangible business growth, a methodology he now imparts to companies worldwide, from fledgling start-ups to established multi-billion dollar enterprises.

Ben Wright introduced the Networking with Intention Framework.

1. How to Think

Approaching networking with precision and clarity begins with understanding the avenues that best suit your style. As Ben Wright puts it, “Choose your modality ... understand what your best networking avenues are.” This involves pinpointing where you can connect most effectively, whether at trade shows, through online platforms, or at local networking events. Wright’s success stems from targeting industry events (i.e. Solar Trade Show) where he can engage with speakers who are there to network, demonstrating the effectiveness of this tailored approach.

In developing your message, Wright advises to “template the words,” crafting a repeatable and polished script for introductions. This template defines who you are and the unique value you bring and streamlines your interactions, making your approach more confident and your message more memorable.

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Example

Hi Greg,

I know how much you appreciate meeting people who can expand your network, so I’m introducing you to Luke Hawley.

INSERT Luke Hawley Blurb

You will enjoy meeting each other, so if you have trouble making contact, please let me know.

Happy Connecting!

Ben

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The capstone of intentional networking is consistent follow-up. Wright underscores its importance: “Follow up ... make sure that connection happens.” A disciplined follow-up process ensures that the seeds planted during networking events are cultivated into lasting business relationships. By embedding these steps into your networking strategy, as Wright teaches, you can transform connections into substantial professional growth.

2. What to Write

When crafting what to write in your networking communications, the precision of your language is paramount. Ben Wright's framework begins with the "Two-sentence pitch," a concise yet compelling statement that introduces your professional identity and the value you offer. As Wright puts it, "after working with me, you will go home at night not worrying about where your next sale will come from." For example, a compelling pitch for a marketing consultant might be, "I’m Alex Smith, a digital marketing consultant who tripled my clients’ online engagement within six months. Partner with me, and watch your digital presence transform into your most reliable revenue generator."

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Example

To…?

I’d love to introduce you to Steve Plummer.?

Steve is a professional writer who uses the power of words to connect businesses to their ideal clients.

Those who work with Steve achieve greater influence and real sales growth from a marketing strategy that is executed with clarity and direction.?

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Moving on to "Make it Easy," Wright advises making your professional information accessible and user-friendly. He insists, "If you are visible and can be found, can you make it easy for people to do that research on you?" Ensure your social media links are updated, your portfolio is polished, and your contact information is clear, making connecting with you as smooth as possible for potential contacts.

In the "Value Creation" segment, Wright emphasises the importance of focusing on the outcomes of your work. He articulates, "We move from benefits to outcomes," encouraging a shift in emphasis from what you offer to the tangible results it provides. Take, for example, a software developer who might say, "My bespoke software solutions are not just user-friendly—they revolutionise your data management, freeing up to 20 hours a week of your team’s time for strategic tasks." This approach details the immediate benefits and paints a picture of the long-term impact on the client's operations. Each interaction and written piece should be an opportunity to demonstrate how your expertise elevates your clients from their current state to their desired outcomes, driving home the tangible and specific value you bring to the table.

3. When to Engage

In networking, timing and follow-through are as crucial as making the initial contact. Ben Wright introduces this critical phase by quoting Indra Nooyi: “In today's world, it's not just about what you know, but who you know and how well you maintain those relationships.”

Firstly, Wright advocates for "Persistence Beats Resistance." He shares, “I learnt this a very long time ago.” This mantra is about consistently reaching out and following up. For example, after meeting a potential client, Wright recommends not letting the connection go cold but instead reinforcing it with timely and relevant communication.

• Follow up the Introduction – 1 Business Day.
• Enter into your CRM/Excel/Notebook.
• Follow up after 3-5 days – different format.
• Re-engage with the Referee – ask them to follow up.
• Follow up with a new message/new format.
• Move onto a ‘long-burn’ cycle and plan to re-contact.

"Pre-Prepare Your Goals" is about having a clear intention before engaging in networking activities. Wright exemplifies this when he talks about knowing the guest list in advance and preparing for it. Before attending an event, research attendees to determine how they align with your business goals. This pre-preparation sets the stage for more strategic and purposeful engagement.

Lastly, “Show You Care” delves into the genuine interest you must show in your connections. Wright emphasises, “People don't care how much you know until they know how much you care.” He further advises that showing care can sometimes be as simple as remembering details from previous conversations and inquiring about them in follow-ups, such as asking about a recent event a connection mentioned they were attending. These personal touches resonate and show you value the relationship beyond its professional utility. As practised by Wright, such personalised attention can transform a professional contact into a loyal business ally. The depth of the connection, nurtured by genuine care and interest, distinguishes a network of value from a mere list of contacts.

As Wright does, incorporating these principles ensures that networking efforts are about meeting new people and building a rapport that underpins long-lasting professional relationships.

Next Steps

To encapsulate the essence of intentional networking, Ben Wright closes with a powerful assertion from Simon Sinek, “Your Network can open doors for you that you couldn’t open yourself.” This statement underlines the entire philosophy of networking with purpose: leveraging your community to reach heights that might otherwise remain inaccessible.

Wright concludes with actionable steps for embedding these networking principles into daily routines, emphasising the importance of "Building Your Ritual." He suggests, "One Action Item Per Habit, Implement One ‘Action’ For the Next 3 Days; Diarise Reminders Until You Build out the Habit." This methodical approach ensures the consistent application of networking strategies and the solidification of productive habits. For instance, if 'Persistence Beats Resistance' resonates with you, commit to following up with one new contact each day for the next three days and note it in your diary. Such a practice ensures these actions become second nature.

Finally, Wright invites the audience to extend their learning by engaging with his resources. He doesn’t leave you with a sales pitch but a call to action to further your understanding of networking by listening to his podcast. You'll find more strategies, stories, and insights to expand your networking acumen here. So, as you reflect on tonight’s takeaways and consider your next steps, remember to listen, engage, and implement. The journey to masterful networking is continuous, and resources like Wright’s podcast are valuable tools to guide you.

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About LinkedIn Local Sunshine Coast?

LinkedIn Local aims to generate referral and collaboration opportunities among our members and guests. Business is better together. LinkedIn Local Sunshine Coast is and will continue to be a FREE networking event offered to all business professionals and business owners on the Sunshine Coast. ?The aim is to help create partnerships within the group, so you have the support and resources to win. You will learn helpful tips on networking with others and utilising LinkedIn. You will share and get feedback from like-minded professionals.?

• You can?download the slides here.
• You can learn more about our upcoming events here?
• YBC provided live video recording?
• Event photography provided by?Lauren Biggs Photography