Why Networking Events Matter for Finding Clients
Let’s face it: cold calling sucks. It’s about as fun as a root canal, and usually just as effective. So what’s a hungry entrepreneur to do when they need to drum up some business?
Enter networking events. Now, I know what you’re thinking. Ugh, small talk with strangers? Pass. But hear me out. These events can be gold mines if you approach them right.
The Art of Not Being a Creep at Networking Events
First things first: nobody likes the guy who shows up with a stack of business cards and a desperate gleam in his eye. You know the type – they’re practically foaming at the mouth to tell you about their revolutionary product or service.
Don’t be that guy. Instead, think of networking events like you’re at a party (albeit a slightly awkward one). Your goal isn’t to close deals on the spot. It’s to make connections and plant seeds.
The Power of Genuine Curiosity
Here’s a little secret: people love talking about themselves. So instead of launching into your pitch, ask questions. Get curious about what others do. You might be surprised at how many potential clients or collaborators you meet just by being genuinely interested in others.
Choosing the Right Events
Not all networking events are created equal. You wouldn’t go fishing in a desert, right? Same principle applies here. Look for events where your ideal clients are likely to hang out.
Industry-Specific vs. General Events
If you’re a B2B software company, you might have better luck at a tech conference than a local chamber of commerce meetup. On the flip side, if you’re a local service provider, those community events could be your bread and butter.
Pro tip: don’t discount online events. In our post-pandemic world, virtual networking can be just as effective (and way more comfortable – hello, pajama pants).
The Follow-Up: Where the Magic Happens
Here’s where most people drop the ball. They collect a bunch of business cards, toss them in a drawer, and forget about them. Big mistake. Huge.
The real value of networking events comes in the follow-up. But don’t just send a generic Nice to meet you email. Reference something specific from your conversation. Maybe you bonded over a shared love of obscure 80s movies. Mention that in your follow-up. It shows you were actually paying attention.
The Non-Salesy Sales Approach
When you do follow up, resist the urge to immediately pitch your services. Instead, offer value. Share an article you think they’d find interesting. Introduce them to someone in your network who could help their business. Be a giver, not a taker.
Measuring Success: It’s Not Just About Immediate Deals
Here’s the thing: networking is a long game. Don’t get discouraged if you don’t walk away from every event with a new client. Sometimes, the payoff comes months or even years down the line.
I once met a guy at a conference who didn’t become a client until two years later. But when he did, it turned into one of my biggest accounts. You never know which seeds will sprout.
Making Networking Work for Introverts
If the thought of networking makes you want to hide under your desk, you’re not alone. But here’s the good news: introverts can be great networkers too.
Quality Over Quantity
Instead of trying to work the whole room, focus on having a few meaningful conversations. Set a goal for yourself – maybe it’s to have three good chats. Once you hit that, you can bail guilt-free.
Use Your Listening Superpowers
Introverts are often great listeners. Use that to your advantage. People will remember the person who actually heard what they had to say, not the one who talked their ear off.
The Bottom Line: Networking is a Skill
Like any skill, networking gets easier with practice. You might feel awkward at first, but keep at it. Before you know it, you’ll be working the room like a pro (or at least like a slightly less awkward version of yourself).
Remember, everyone at these events is there for the same reason: to make connections. So take a deep breath, grab a name tag, and dive in. Your next big client might be just a handshake away.
