As I mentioned yesterday, networking is one of your most powerful tools in creating influence for your business.
I find, however, that most small business leaders that I speak with have never thought of it that way.
Commonly, they tell me they have always thought of it in terms of lead generation… usually judging the success or failure on the basis of how much potential business they brought home from the event.
Of course, using that metric, most will judge the success very low. Inadequate ROI they say.
And it’s easy to see why… you have three hundred other people in attendance that are all trying to do the same thing.
And especially within service business, where I find market niches woefully under-defined… each person is trying to sell to every other person they meet. It can be like a bad class-reunion… no one listening… everyone talking… and each trying to one-up the other.
That’s the bad news.
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The good news is that it is really easy to separate ourselves from that crowd. And there’s more good news…
Please understand that if you have clearly and tightly defined your market, the chances are that the eight or ten people you meet at the event are not going to be your ideal customers.
“Wait, Steve, I thought you said there was more good news…”
There is. You see, every one of the eight or ten know two or three who are perfect for you… that’s sixteen to thirty potential customers that fit your ideal profile. And you will now approach them at the opportune moment, with the full weight and influence of the individuals you just met. Nice.
How’s the ROI looking now?
I look forward to speaking with you.
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