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Network Your Way to New Business

2/24/2017 | Danette Gossett, From Good to Great

I’ve always thought of myself as a good networker. I try to make sure I meet new people at most events I attend but sometimes I feel like I’m intruding when it’s a new group.

I attended a conference recently with a new group of people where I only knew one or two other attendees. And I hate to be that person that attaches myself to that one person I know and make them do all the work of introducing me around.

Networking Mentor

However, on the hotel elevator the first morning I met a gentleman heading to the same conference (we were both wearing our badges). He introduced himself and indicated he had been coming for years. He ran into someone he knew as we headed to the breakfast, but he made a point to catch back up to me and said, “I’d be happy to mentor you these next couple of days, introduce you around and such.”

It was such a nice gesture and a relief. I now had someone I could ask questions of and get introduced around. It made me feel very welcomed and at home. We sat together at the breakfast and first session. After that, I would run into him at breaks and cocktail receptions. It was great seeing his friendly face. It’s something I plan to adopt. What a great way to expand my network by basically being the welcoming committee!

New Business Opportunities Abound

At the same conference a group of us had a discussion about how we get new business and I mentioned my involvement at the Greater Miami Chamber of Commerce. I’ve been involved with a numbers of chambers over the last 25 years and I have always found them to be a great resource for new business. Most of my long-term clients came through chamber introductions.

I was surprised that many people felt that chambers were a waste of time. They talked about all the real estate and insurance agents always trying to sell them something. Granted those types of businesses are involved, but I also know that they are a good resource for introductions to their clients for my business development.

Warm Calls versus Cold Calls

If you aren’t currently a member of a chamber of commerce, I recommend you give it another chance. Maybe try it differently this time. I am very involved at the chamber and have been the chair of a number of committees. As such I have met people from a wide variety of business industries. And I can say that right now my prospect list is filled with about 80 percent chamber members. And they already know me and have indicated they are open to meeting and being introduced further to my company and our capabilities. It’s such a nice warm call which I prefer over cold calling any day.

At another recent conference they actually had a welcome breakfast that forced you to meet new people. They had table numbers on your name badge and there was a “mediator” at each table. It was really just one of “us” who had volunteered to host the table. They made sure we introduced ourselves, traded cards and we each gave a brief introduction. As it turned out, the conference had tried to make sure that the tables included all business industries with minimal overlap. I am sure it was a lot of work for the organization but as an attendee I thought it was a great way to mix up the group and make sure new connections were made.

As I mentioned, I really prefer a warm new business call versus a cold one and found that these types of events help me to do that.

Being a Member is More than Just Showing Up

It takes work to be part of organizations. I’ve always said that most organizations are like a gym membership, if you don’t put anything into it you will look the same a year from now. Just showing up once in a while and thinking I’ll get business is unrealistic. No matter how “digital” we become, people still want to do business with people they know and trust.

Working side by side for a cause, function or program is a great way for people to see that you are the type of person they would want to do business with.

I try to attend at least one networking event a week. I do think that’s why I have such an active and long prospect list. It does take time but in the long run I have found my involvement to be well worthwhile.

I spend about $4,000 per year between my membership and the events I attend at the Greater Miami Chamber of Commerce. Last year I picked up five new clients that spent well over $100,000! A great return on my investment (time and money). And it’s not only for new business because many of my clients are at the same events and typically remember a project they have been meaning to call me about. So I pick up new projects as well!

If the chamber of commerce in your area truly isn’t working for you, then I highly recommend finding other organizations you can get involved with and start networking your way to new clients!

Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book "Transform" with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.

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