Why is My Networking, Not Working. How to Effectively Build New Relationships into Customers

Have you seen it a thousand times? Have you done it a thousand times? Here's the way it plays out. You're attending a great networking event full of professionals from various industries and potential clients. You get word from a few associates that they will be there too and want to introduce you to some key people that may be helpful to your business. You have your business cards ready, your 1-minute oral introduction down-pat and you're dressed with confidence. The event is as great as you thought and you exchange information with at least 8 individuals and businesses that are interested in your business or
know others that may be. You go home feeling great because you figure at least 8 people will become new customers or contacts. So, how come it's three weeks later and you've only had a personal or phone meeting with half of those contacts and only secured one signed deal? It may seem obvious that the most important aspect of networking is following up but it is often the most ignored part of networking. When you don't follow up, your best efforts at networking will 'not' work!

Networking defined is to interact or engage in informal communication with others for mutual assistance or support. New relationships of all kinds take time to develop and as an entrepreneur, you want to start that business relationship off in a positive way. Steve Pavlina is the CEO and founder of Dexterity Software and a writer. He explains the benefits of networking very clearly, "The more people you know who can help you, the more opportunities will come to you. As I am building my company, my first choice for hiring new people would be to put the word out through my existing network. Networking saves time because it is an easy way to find whatever it is you want, such as a new job, a new home, a solution to a problem, or a new business deal. Networking is a lot like investing. You put a little into it, but the payoff accumulates year after year, eventually growing far beyond your initial deposit."


Networking is very important and should be developed like any other business skill. If you remember these important points and practice implementing them every time you network with someone, you will be on your way towards effective relationship building and at the very least establishing postive perceptions and the credibility of you and your company.

Get Your Networking 'Working'!

Come to each event with a goal
Let everyone you meet know that goal
Find out what the other person needs
If there's a match, set up a phone or personal meeting within one week
Follow up on your appointment and meet when you say
Come prepared to your meeting with additional information on your company and a game plan for how you can work with your new contact
If you negotiate and agree on a game plan, stick to it
Keep in contact

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Dannielle Brantley, is the founder of Mocha Works, Marketing - Web Design, Print Design and Marketing Consulting for Start-ups, Entrepreneurs & Small Businesses. www.mochaworksdesign.com. Email at dbrantley@mochaworksdesign.html.