Page 15 - IFV Issue 7 July 2024

Business

appreciation and networking event at the event hosted at your home or purchase Start by sending them an email
same time. You get to invite your top clients tickets to a sporting event, comedy outlining something specific you once had
to an appreciation event, where you look to evening or wine tasting. Invite one client in common. When you receive a positive
add meaningful value to them. and ask them to bring someone they response, invite them to connect further
When you host one of these events with think you should meet. Remember that all via telephone, so that you can catch up.
your strategic partners, they too invite relationships work and are sustainable, if Once you have identified an opportunity
their customers, who they would also like there is a modality of fair exchange. If they for developing a mutually beneficial
to show appreciation to. While you show bring someone you would benefit from relationship with them, arrange to meet
your customers appreciation, they become meeting, why not do the same for them. and try to uncover ways you can support
great prospects for your strategic business Invite someone they would benefit from them.
alliance partners and in return their clients meeting in return. As you implement these new strategies,
offer you a great opportunity to meet new Again the worst thing that could happen you will gradually begin to see the benefits
prospects. is that you cement your relationships with of engaging in meaningful networking.
Action Idea: The primary goal when your existing customers. The best thing of Your networking efforts will gradually
planning an event should be to choose course, is that you and your client stand a become more and more productive
an activity your existing clients will enjoy. chance of meeting a new customer in a and you will realise that it is truly a huge
If you and your best clients share similar very congenial environment. waste of your time and effort to continue
passions, start there. Do any of them enjoy attending ineffective and inefficient
the theatre, comedy evenings, playing Reconnecting with Past Contacts networking events.
poker, or enjoy attending musicals or This is an effective networking strategy,
sporting events? My favorite events are which will help you to connect with HOW TO COST-EFFECTIVELY HOST
hosting wine tastings. professionals that you may have lost YOUR OWN EVENTS
When inviting your clients and your contact with. People who fall into this There are a few ways that you can use to
strategic alliance partners, indicate that category are contacts from a previous reduce the costs associated with hosting
the invitation is for them and a guest (this career, former classmates, former colleges, your own events.
is key). Ask them to bring someone who former co-workers etc, etc. - You could look to host events with other
enjoys the activity your event is centered When mined properly, your previous players in your market, who have similar
around. And remember that this event is connections can be an invaluable source clients, but who are not your competitors.
never ever about making a sales pitch. It’s of connection. They offer you access to a - You could combine a customer
about ‘NETWORKING’, namely building very different perspective. Both you and appreciation event with a networking
upon existing and potentially new your current connections mingle in the event.
relationships. same circles. When you strive to connect - You could combine one of your customer
with past connections, you open up a appreciation events with one of your
Networking is never about pitching whole new gambit of opportunity. You will strategic partner’s events.
Networking is about relationship building. get to meet a whole new range of possible For example: I host events with local
Although I never pitch anything at any prospects. CRM suppliers and sales people placement
of the events I host, at least 30 - 50 % of So why not just find new people companies. They both get to meet with
attendees do connect with me and, over to connect to? Why should you try to prospective clients, who will either use
time, we land up doing business together. reconnect with past connections? Well, their CRM services or use them to source
Even if you do not achieve this level of as you have a history with these people, new sales staff. I also benefit, in that I get
success with your own events, remember connecting with them will be far easier, as to meet with the same clients, where I get
that you have provided your existing clients you have a shared background. to promote my sales training.
with an event, which has shown them how Action Idea: To start the ball rolling, Action Idea: Think for a moment, who
much you appreciate them and you will explore your CRM system and identify could you approach that has a similar
have had the opportunity to have met with past customers or customers who you customer profile to your own, but who
some new and interesting people. were not successful with in the past. Use is not a direct competitor of yours? Now
LinkedIn where possible and examine figure out how you can encourage them
Double Dating past correspondence. When conducting to co-host a networking event with you
Even if you are unable to finance a large- this exercise, it is crucial that you research - one where you get to meet with your
scale event, you can still host an event them thoroughly, so that you can ensure perfect prospects and one where you
on a smaller scale. Gather small groups that they are in a situation which is get to enhance relationships with your
of clients together by inviting them to an relevant to yours. strategic partners.

The Villager • Issue 7 2024 • 13