If you’ve ever been to a networking event, like a Chamber of Commerce mixer, you’ve probably experienced the network grabber or card collector. That’s the person that takes a bundle of business cards and sends you a follow-up e-mail with their sales pitch or at best an invite to me for coffee. I’ve even had people I met at a networking event pull out their calendar and ask to set up a sales appointment.
Now I know that every one of us at the networking event is there to generate prospects that we can ultimately sell. But the savvy networker understands that a networking event is a place to develop relationships. It’s a long-term process not an immediate gain. So here’s an idea to help cultivate that relationship while establishing your expertise in your industry.
As you are meeting and exchanging cards, the first step is to question and listen. You’re listening for problems, challenges, or situations that your product or service can solve. Ask the prospect “What the biggest challenge you have with your ____ ” (enter your area there). But here’s the hard part. Resist the temptation to roar in like an F-16 with guns blazing, extolling the virtues of your product or service. Instead use the stealth approach.
The stealth networking approach allows you to zero in on your prospect with laser guided precision. Here’s how. When you get back to the office, as your reviewing your notes from the event, look for a solution that your company offers that solves the newly met prospects needs. Send them a link to your blog article that relates to the issue they were discussing with a note that says “you mentioned this was a concern so I wanted to forward you an article I wrote in my blog that addresses a similar situation.” If you don’t have an article that covers their challenge, either find one from a trade journal you can send, or better still, write one. You might want to even include a suggestion that they subscribe to your blog because you are continually providing valuable information they may find useful in the future.
This achieves two things. It helps to establish you as the expert and your prospect has given permission to continue providing them valuable information and gain their trust. As you continue to provide valuable content, you continue to build up social capital that they will ultimately cash in the form of business with you. And not only that, they will share that information that you’re providing them with others, increasing your reach.
Remember the stealth bomber doesn’t show up on the radar, there’s no time to put up the defenses. Try the stealth approach the next time you are out networking. Before your prospects has time to raise their “sales alert” shield, you’re already inside.
Gary Wagnon is the master Ninja traffic generator for 800biz Online Marketing Solutions. Using a combination of action-centered web site design and the latest search engine optimization (SEO) techniques, combined with efficient and effective use of social media, 800biz creates an online presence that helps it’s clients stand out above the competitors and drive more traffic through the door.