Turn leads into prospects and centres of influence by making the right connections at networking events.
Simply accumulating business cards for your rolodex is not enough to make networking events a successful growth strategy for your practice, says Sara Gilbert, founder of Strategist in Montreal.
Follow Gilbert’s advice to make your next networking event a prospecting success:
> Research the guest list
Do your homework before attending a networking event to make sure it’s worthwhile.
Find out who is expected to attend the event, says Gilbert. Check the event organizer’s website, which will probably explain who the event is for. Is it for professionals? Women? Doctors? Franchise owners?
If the specified group does not fit your target market, don’t attend, Gilbert says. That would not be efficient use of your time.
> Prepare your intro
If the guest list is consistent with your ideal-client profile, arrive prepared. Make sure you are armed with the perfect introduction.
When introducing yourself to someone, give your first and last name and your firm, says Gilbert.
For example, when you meet someone say, “Hello, I’m John Smith, with Smith Financial.”
That way, it’s easy for someone to find you later on the web or via a social media site, such as LinkedIn.
As well, have an answer ready for the typical “What do you do?” question. Your answer should be a quick one-sentence conversation starter, says Gilbert. Avoid using closed sentences.
For example, instead of saying you’re a financial advisor, tell others you help business owners decide when to retire, suggests Gilbert. A short sentence helps with lead generation because it grabs people’s attention and generates conversation.
Be careful not to jump into the technical or analytical jargon of your business, Gilbert says. That could be off-putting to prospects.
> Let the prospect do the talking
While you want people to ask questions about your business at networking events, let the prospects tell you about themselves.
Often, advisors make the mistake of dominating conversations at events, says Gilbert. Instead, find prospects and centres of influences by letting the people you meet tell their stories.
For example, if you talking to an attendee at an event for small business owners, ask how he or she came to own their own business, or ask for details about the industry.
As well, researching the event sponsors and organizers can help you in making small talk, Gilbert says. For example, ask a new contact how his or her business is related to a sponsor or the event organizer.
> Prepare a follow-up plan
Promise to reconnect when you meet a good prospect or potential centre of influence at a networking event.
Tell the prospect you have enjoyed talking with them and would like to give them a call next week to see about meeting again to continue the conversation, says Gilbert. Always say you will be the one to make the phone call.
IE