Is There a Target On Your Back?

We keep hearing that networking is a great way to build your business. I totally agree! But I’m frustrated at the number of people who seem to miss the mark – or perhaps I should say, think that I am the “mark”.

Recently I was at a networking event where you had to stand up in front of the 40 or so people and in one minute extol the virtues of your business. Within minutes of finishing the show & tell portion, a fellow makes a beeline over to me and in a matter of seconds he’s flashing his brochure in my face. I guess that at some point during my 1-minute introduction he assumed that I was his target customer. The operative word here is “target”.

Here’s the truly funny (read “unfortunate”) side of this situation… I really had no interest or need for what he was selling – BUT could think of several people that would.

So what are the lessons to be learned…

1. Don’t sell at networking events. It’s a time to meet and connect with others - the goal is to build relationships. If there’s a good match up, ask if they would be willing to meet with you in the coming week.

2. Don’t look for prospects – instead, look for potential referral partners. It’s much easier and more powerful to build alliances with others who share the same target market as you.
3. Remember, true networking is about being of service. Look to pass a referral, introduction or resource to everyone you meet – you’ll have thankful contacts who’ll joyfully try to reciprocate.

Finally, keep in mind that networking is an excellent marketing strategy with a profitable ROI, but you need to be patient – it doesn’t happen overnight. So get out there, start networking to build relationships and your business… but please, save the target practice for the shooting range!