4 minute read
NETWORKING AS A SUSTAINABLE BUSINESS STRATEGY
BY LUKE HAWLEY
Hello, I’m Luke Hawley, and I’m here to share insights on how networking can sustain your business over time. Networking is not merely about meeting people but building lasting, meaningful relationships that drive continuous growth. Let’s explore how a strategic approach to networking can be a cornerstone of your long-term business success.
DEVELOPING A CONNECTION STRATEGY
A sustainable networking strategy starts with understanding your ideal customer and their trusted advisors. Knowing your ideal customer is fundamental. For example, if you’re a real estate agent, your ideal customers might include homeowners looking to upgrade or downgrade, investors selling properties and families relocating. Once you have a clear picture of your ideal customer, the next step is identifying their trusted advisors—mortgage brokers, family accountants and contractors, in this case. These are the professionals your customers turn to before they reach out to you.
To build strong referral partnerships, understand the questions your potential clients ask their advisors. Equip these advisors with the resources they need to recommend your services confidently. For instance, as a real estate agent, providing mortgage brokers with free property valuations and market reports can be invaluable. This proactive approach nurtures business referral partnerships and positions you as a helpful resource rather than just a service provider.
IDENTIFYING THE RIGHT NETWORKING OPPORTUNITIES
Choosing the right networking opportunities is crucial. Not all events will align with your goals, so be selective. Look for industry-specific events, such as conferences and trade shows, where you can meet potential clients and partners. Local business groups, chambers of commerce and community groups also offer regular networking events that are great for meeting local business owners and community leaders. Online platforms like LinkedIn and Facebook groups can be as valuable as in-person events.
Engage in these spaces by participating in discussions, sharing helpful content and connecting with key individuals.
PREPARING YOUR PITCH
A well-prepared pitch is essential for making a solid first impression. Your elevator pitch should be clear, concise and tailored to your audience. Practice until it feels natural. For instance, if you’re a health and wellness coach, your pitch might be: "Hi, I’m Luke, a certified health and wellness coach. I specialise in helping busy professionals manage stress and improve their overall well-being. I’m looking to connect with GPs who want to offer their patients additional support for lifestyle changes."
When delivering your pitch, have a flexible structure, be succinct, make it relevant and share your passion. Real-life examples help your listeners understand your value and how you can help them.
FOLLOW-UP STRATEGY
The real value of networking is realised through effective follow-up. Reach out to your new connections within a day of the event. Document your new contacts in your CRM or notebook, including details from your conversation and any follow-up actions. If you haven’t heard back after a few days, follow up using a different format such as email or phone.
If a mutual connection is introduced to you, keep them in the loop and ask if they can help facilitate further contact. Move long-term connections into a ‘long-burn’ cycle. Periodically touch base with valuable content such as whitepapers, eBooks, or checklists. This keeps you at the top of mind and positions you as a valuable resource.
In conclusion, a strategic networking approach is vital for sustaining your business over time. Define your networking goals, identify the right opportunities, prepare your pitch and follow up effectively. Doing so can transform your networking efforts into a powerful tool for business growth. I invite you to watch my free webinar on developing a connection and networking strategy, which includes a free worksheet.
Click here to access the Networking as a Marketing Strategy webinar (no email address is required).
