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Connections that Count – Making Networking Events Pay Their Way



Connections that Count – Making Networking Events Pay Their Way
   

Networking is booming at the moment with more organisations being formed every week. Many of us, however, attend networking events because someone says it is a good idea or we hope that we will meet someone of interest. Beyond that, few people have a clear vision of what success will look like for them.

More people now recognise that events will not be populated by people looking to buy their product (after all, how many people attend events with a view to buying?) and so, fortunately, the instances of being ‘pitched’ as soon as you shake hands seems to have diminished. However, this leaves a vacuum. If you can’t go to events to sell your services, how can you make them work?

Many speakers like me advise their audiences to ‘pursue the relationship, not the sale’. It is well and good to make more friends, but how can that help your business? One recent commentator on a blog I posted on Ecademy bemoaned that very problem, “People told me they had wanted to refer me for a long while, but since they didn't really understand what I do (all they had was "some kind of techy") they weren't able to.”

The answer lies in being able to leverage the relationships you build. Through networking events you simply build contacts. The development of those contacts into relationships often takes place outside of the meetings, where you can really take the time to get to know each other and your respective business needs.

As relationships develop and people start to know, like and trust you, they will be more inclined to support and refer you. It is vital for you to continually educate this network about your needs, without ever thrusting those needs down their throats! Newsletters which offer valuable information (like this one), quick lines to tell them about something you’ve achieved and regular meetings all help to arm your connections with the information they need.

And always be on the lookout for them, passing them valuable tips and information and, where possible, quality introductions and referrals.

Networking events are a catalyst for new business. They should never be viewed as a pool of prospects enabling you to walk out with business signed.



Connections that Count – Making Networking Events Pay Their Way - To learn more about this author, visit Andy Lopata's Website.

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About the Author


Andy Lopata
(Visit Andy's Website)
Andy Lopata is one of the UK’s leading Business Networking Strategists and a director of the online network Word of Mouse. He is the former Managing Director of BRE Networking and co-author of two books on networking. His first book, 'Building a Business on Bacon and Eggs' looked at how to run business breakfast meetings, while his second '...and Death Came Third! The Definitive Guide to Networking and Speaking in Public' received worldwide acclaim and reached number 2 on Amazon.co.uk on its launch. Andy works with companies to help them realise the full potential from their networking. Too many businesses network without a clear view of what they are trying to achieve and Andy's experience helps them to have a much more focused strategy. An accomplished public speaker, Andy offers a full consultancy service, from a strategy overview to keynote talks and training courses. You can read more of Andy's thoughts on networking in his blog, networkingandreferrals.blogspot.c om
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