Don't be shy about it. You're networking for a reason: You want more business.
By networking strategically you can get more business than you know what do with.
In order to network strategically you're going to need leverage. Before you can get leverage you've got to understand what you're trying to move, or in this case accomplish.
You must first very clearly understand who your target market is. Be specific as possible. Everyone or anyone is NOT a good answer. A service company within a 10 mile radius, with 5-10 employees, that's been in business for at least 3 years, uses xyz or abc Customer Relationship Management software and works with other small service businesses is a very good answer.
The ultimate referral is an introduction to someone who isn't interested in doing business with you. Instead they want to help their clients by referring you to them. Instead of getting a referral to one new customer they're going to refer you to one new customer several times a month for years to come. Which would you rather have? 1 new customer that does $1,000 worth of business with you, or 3 new customers every month that each do $1,000 worth of business with you. That's what you're looking for. Finding them and building relationships with them is your networking strategy.
Once you understand who your ideal customers are, think about who else works with that specific market. Do you know them already? Do you know someone else that already has a relationship with them? Where are they likely to be that you can have an opportunity to meet them? The easiest way might be to ask your existing clients to introduce you to their other vendors. This is a great way to demonstrate that you're competent and have satisfied clients who are willing to refer you.
This is not a process that's going to work overnight. First you're going to need to find these other vendors. Then you're going to need to build a very strong relationship with them, and earn their trust. Only then are you likely to get a stream of referrals from them.
The ultimate referral is a two way street. It's also the best way to build an incredibly strong relationship with someone. If rather than referring that one new client, you refer them to a complimentary service provider who can refer them to 2 new customers every week, you won't soon be forgotten.
Look for ways to leverage the time you spend networking. Search for opportunities to give others the ultimate referral. Network strategically and before you know it you'll be experiencing your most profitable year ever!
Scott Ingram is the founder of NetworkInAustin.com, a business networking resource for networkers in and around Austin, Texas. All of his success in business has been because of the relationships he's developed through networking. He was even referred to his wife, they were setup on a blind date, talk about the ultimate referral! You can learn more about strategic networking by reading Scott's Business Networking Blog or by referring to the Networking Resources section on NetworkInAustin.com.
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