Winning Through Marketing - Networking

Networking is our next post in our series of marketing. Aside from our Winning Through Marketing introduction post and our Ultimate Lead Guide series, also check out:

Cold calling
Email marketing
Sales Letters
Social Media Marketing 
Podcasting (coming 8/28/24)

Networking is my most favorite activity. You get together in a business setting, swap stories, trade business info, and have authentic convos. These conversations lead to relationships. And relationships can lead to new business.

Before I dive in too deep, I want to share the success I had as a result of networking. Below are some examples:

• Our local chamber of commerce co-hosted an event with a local credit union at that CU's HQ. The president of that CU was in attendance. I had a chance to meet him and he asked for a quote on cleaning. I called him the next day and we did a walkthrough of their HQ. We won the bid and we were also awarded 3 other branches they had at the time with a peak of up to 6 different branches. The lifetime value of a handshake and a 5 minute convo at a networking event was worth close to $1,500,000 from 2000-2022.
• A local restaurant co-hosted a networking event with the Chamber, and that restaurant was located along a parade route for an Independence Day parade. Great way to network, enjoy food, and watch a parade with the family. One in attendance was a manager for a local charity. That charity supports those with disabilities, especially children. I was genuinely curious about their mission and who they serve as my wife and I have a goddaughter with Downs Syndrome. I wasn't there to sell cleaning services. I didn't even talk about it. In fact, I purposely forgot my business cards. But that charity's manager asked for my phone and I freely gave it. The next day I received a call from their office and they asked about what I do and told them and that led to a bid. We provided that and they were very happy with our services. That expanded to carpet cleaning and we returned for that service as well. Sometimes you can say nothing about what you do and your business and still win new business, thanks to networking.
• I attended a local networking event and in attendance was a property manager of a company who coincidentally managed a residential building we cleaned in DC. They recently took over and that property manager recognized our business name and a solid connection was made. That relationship solidified and that led to 4 other properties from $2500-$6000/mo, including an unsolicited referral to one of their competitors at a property elsewhere. You never know who you'll meet.
• The best practice before joining a networking group is to know their membership. If their members aren't a good fit for your business, then that group may not be the best fit for you. But this isn't always the case. We won 2 churches because members of our local chamber also were members of their respective churches. Because of networking, we were asked to provide quotes for those churches. One was a United Methodist Church and the other a Unity church. 
• Other clients won at networking events: massage spa, banks, a TV station, retail, an insurance office, a law office, a property management company, medical offices, and more.

What is a Networking Event? A networking event is a gathering of like-minded business owners who are looking to promote their business or trade. Hosts of these events include civic organizations like your local Rotary Club or your local Chamber of Commerce. You can find them through networking groups like 1 Million Cups or through referral groups like BNI. There are also low- or no-cost options like through events sponsored by groups like your local Small Business Development Center. Moreover, conferences can act as a networking event, of sorts. I've attended local events, including ones sponsored by those in our industry like BOMA or IFMA. Finally, there are plenty of independent groups and organizations that meet. Certainly search around or utilize resources like Meetup.com. If wanting more resources, reach out to your local bank manager. They get invited to all of the local networking groups. Some of these groups have an agenda and spotlight a member and others allow for free-range networking. Some include food and drink and others not. There's something for everyone out there.

Below is a networking event hosted before a conference in Anaheim, CA
at Disney Springs, for Podcast Movement.

So, I've provided the what....well, HOW do you network?

There are different personality types. Some of you reading this are superstars and people people (is that a phrase?). I'm introverted. I'm shy. When I network, I need to bake in time to recharge because it zaps the life out of me. This is how I am wired and I'm ok with that. So, my style for networking and any planned script lend itself to my personality type.

Like with anything I do, I have a script or formula that I stick to when networking. I'll keep the spotlight on them up to a point where they might feel uncomfortable if I don't talk about myself. I've had 10 minute convos with people at events and the only words I got in is my name. People like to talk about themselves, but usually at the end of the conversation, they tell me that I'm a great conversationalist. But other people are like me, or more methodical and purposeful in their conversations. With those people, I know that I need to share more. 

When I share about myself, I'll mention my name, company, and I'll give a 30-second elevator pitch. I'll say something like, "I'm Mark Lineberry with ABC Cleaning Company right here in _____. We've been serving commercial properties like schools, churches, banks, government, and more for the past 27 years through janitorial, porter, disinfecting, and specialty floor cleaning. We know cleaning well and what makes us unique is our 3-tiered approach towards quality control and we have a complete understanding that image truly is everything."

That's it. I'll then revert back to my personality style and put the spotlight back onto them and ask them open-ended questions about them and their business. Maybe I'll give a card, but I prefer they ask first. I never sell to them (that can be done later). I'm there to genuinely help them and their business by being an ambassador for them, at that moment. 

Resources that helped in my networking journey:

Skill With People by Giblin
How to Win Friends and Influence People by Carnegie
How to Talk to Anyone by Lowndes
QBQ! The Question Behind the Question by Miller

My challenge to you: go out and meet someone new through a networking event. If anything, build a strategic relationship that can help both of you grow.

_________

Next on Deck: 20 Pros and Cons of Hiring Employees and Subcontractors (6/5/24)