Ask the experts

Do you have a burning question that you would like the answer to? Or maybe you’re looking for some advice to help your business? In each edition some questions will be shared and answered by some of The Business Bulletin experts.

Q. Networking doesn’t work for me! I’ve been to a few meetings and haven’t generated any leads – so what’s the point?

A. There can be multiple reasons why you’re not converting going networking into paid work. First remember referral marketing is a business process, follow the whole process and you will get a result, miss part of it and you won’t. I’ll just give you some questions to ask yourself.

■ Are you referrable?

■ Can you provide evidence of your expertise, service and ethical values for your fellow networkers to see?

■ Do the people in the room know the sort of people who need your product or service?

■ Are you behaving in a way that inspires confidence, helpful, paying attention, timely, good manners?

■ Have you briefed people thoroughly? Do they know who your ideal clients are, what their need, concern, complaint or aspiration is that you are the answer? Do they know how to bring you into the conversation?

■ Are you giving? Seasoned networkers will have seen all sorts of people come and go on the networking scene. Quickly establish yourself as one of the givers. No one would expect you to give a referral until you know people but there are lots of ways of giving that demonstrates your interest in the rest of the groups’ welfare. Why should people give to you if you’re not willing to give yourself?

Are you asking correctly? Asking for help is not a weakness, it gives others the opportunity to give. Consider these two ways of asking for referrals. imagine a web designer is asking for referrals.

“If you need a new website then call me”. I think to myself “do I?” and answer “No” and move on. Or he could say

“Can you help me with introductions to coaches who complain they never get enquiries from their website”

Now I rack my brains thinking of all the coaches I know and maybe if everything else lines up I’ll find out if they get good results from their website. Lastly, have you given it enough time? As a general rule if you are asking for referrals for something low risk, inexpensive and uncomplicated then people will refer you quite quickly. Save the complex, highly technical problem with a high price ticket for when you have developed a reciprocal relationship with the people who know those sorts of clients.

Jacky Sherman - The Consultant’s Consultant

A. When I first started my business in 2015, I decided networking was the most cost-effective and efficient way to market myself and develop relationships. I am delighted that 6 years on, this remains the case! I can confidently say that approximately 80% of my business can be traced back to a networking meeting, maybe more! Many people turn up and assume they will walk out with a bunch of referrals, but this is simply not the case – it’s called netWORKING for a reason. It takes time and effort.

James Blacklaws - JB Commercial Finance

A. Networking is all about building relationships and establishing the trust among members and I’m sure a few meetings are NOT quite enough for that. Networking is a kind of farmer’s ground and it’s NOT for hunters! If you want anything out of networking then first give it a fair shot by attending continuous meetings for at least 3-5 months. Then make some efforts to connect to members and meet them outside and learn more about them. Try to help them and, as people say, all good deeds come back to you. This is absolutely true in networking and then you’ll start getting the results. Once that is achieved, there is no stopping point!!

Ashish Kumar - Web Alliance

A. Any networking group can work – but it is not a quick win. It takes time and some basic principles need to be followed for you to get a return on your investment of time and money.

■ Be regular – nothing to do with more fibre in your diet! Whichever groups you choose to attend, don’t do it in an ad hoc way - commit to the group and attend each session.

■ Be supportive – adopt a philosophy to help wherever you can. Offering advice, tips, do a presentation, engage in group conversation – there will be multiple options. Each activity is an opportunity to raise your profile in the area of expertise you have.

■ Be a referrer – if you are seen to be providing potential leads, it shows you are “playing the game”! You are more likely to receive referrals (not necessarily from the same people you give them to) if you are seen as a giver.

■ Be your word – networking is all about trust and people having confidence in your ability to do what you say you can do. So, if you promise to do something, make sure you deliver. There is nothing worse that letting others down by not delivering – it will hamper your credibility.

■ Follow up – you’d be surprised how often this doesn’t happen. If you are given a referral make sure you follow it up. You could also give feedback to the referrer, to let them know how it went – good or bad.

Keeping them in the loop nurtures them to refer you again.

Paul Green - The Business Community