Page 31 - Dainfern Precinct Living Issue 6 July 2024

Initiative
BUSINESS

TO NETWORK OR NOT? honored institution. The challenge I wish to address in this article is whether
Networking is seen as a powerful marketing tool and has become a time-

THAT IS THE QUESTION it is worth all the effort it takes to attend traditional networking events.

B Y ANDREW HORT ON

prospective clients. the invitation is for them and a guest a modality of fair exchange. If they
(this is key). Ask them to bring someone bring someone you would benefit
MAKING NETWORKING who enjoys the activity your event is from meeting, why not do the same
‘WORK’ FOR YOU centered around. And remember that for them. Invite someone they would
Most sales professionals struggle to find this event is never ever about making a benefit from meeting in return.
the right balance when allocating their sales pitch. It’s about ‘NETWORKING’,
time between creating an unforgettable namely building upon existing and Again the worst thing that could
customer experience and developing potentially new relationships. happen is that you cement your
new business. When done properly, you relationships with your existing
can accomplish both by hosting a client NETWORKING IS NEVER ABOUT customers. The best thing of course, is
appreciation and networking event at PITCHING that you and your client stand a chance
the same time. You get to invite your top Networking is about relationship of meeting a new customer in a very
clients to an appreciation event, where building. Although I never pitch anything congenial environment.
you look to add meaningful value to them. at any of the events I host, at least 30 -
50 % of attendees do connect with me RECONNECTING WITH PAST
When you host one of these events and, over time, we land up doing business CONTACTS
with your strategic partners, they too together. Even if you do not achieve this This is an effective networking strategy,
invite their customers, who they would level of success with your own events, which will help you to connect with
also like to show appreciation to. While remember that you have provided your professionals that you may have lost
you show your customers appreciation, existing clients with an event, which has contact with. People who fall into this
they become great prospects for your shown them how much you appreciate category are contacts from a previous
strategic business alliance partners and them and you will have had the opportunity career, former classmates, former
in return their clients offer you a great to have met with some new and interesting colleges, former co-workers etc, etc.
opportunity to meet new prospects. people.
When mined properly, your previous
Action Idea: The primary goal when DOUBLE DATING connections can be an invaluable
planning an event should be to choose Even if you are unable to finance a source of connection. They offer you
an activity your existing clients will enjoy. large-scale event, you can still host access to a very different perspective.
If you and your best clients share similar an event on a smaller scale. Gather Both you and your current connections
passions, start there. Do any of them small groups of clients together by mingle in the same circles. When
enjoy the theatre, comedy evenings, inviting them to an event hosted at you strive to connect with past
playing poker, or enjoy attending your home or purchase tickets to a connections, you open up a whole new
musicals or sporting events? My favorite sporting event, comedy evening or wine gambit of opportunity. You will get to
events are hosting wine tastings. tasting. Invite one client and ask them meet a whole new range of possible
to bring someone they think you should prospects.
When inviting your clients and your meet. Remember that all relationships
strategic alliance partners, indicate that work and are sustainable, if there is So why not just find new people to

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