Connecting with new customers

Feb 9 2009 by Iain Laing, The Journal

HAVE you ever wondered how a competitor won a contract you would have liked? Perhaps this was because they had actually met the person who had the authority to give it, either socially, or at a networking event.

The technical term networking simply means connecting with people of like interests for the purpose of uncovering opportunities, increasing knowledge or sharing information.

Networking is about getting to know people and building relationships. Many people are afraid of networking, but the truth is we all network every day – with our family, work colleagues and at social events.

Did you know that more than 70% of new business is gained through word of mouth? Therefore, networking should be an integral part of the marketing strategy of every company. As well as identifying new business opportunities, networking allows you to share ideas, experience good practice, meet inspirational role models, combat isolation and increase your confidence/self-esteem.

Effective networking comes with practice, and as long as you have done some preparation (eg develop some questions, a short snappy introduction and remember to take your business cards), you will find, with practice, that the rest comes naturally.

What are the top tips to help make the most of networking?

Conversation

Keep conversation to neutral topics, avoid monopolising the conversation. Ask questions that require more than yes/no answers.

You will create a better first impression if you deliberately copy the pace and volume of the person you are speaking to.

Comfort zone

For every person you meet, and every hour you spend with them, they will be an ambassador for you and make another 10 recommendations on your behalf.

Business cards

If people are interested in what you do, generally they will ask for a card – don’t offer your card at the outset.

Taking notes

As a memory aid it can often be useful to make notes about a person on the back of their business card.

Follow up

Try to follow up with people you have met (recap on your business card notes, and add useful contacts to your database).

If you have tried all the tips and you still don’t feel comfortable, try again. Practice makes perfect.

Carole White is business support Manager at TEDCO, tel (0191) 428- 3535, e-mail starting@tedco.org