5 ways to generate leads from networking events
By Publicity Heaven writer Adam Constable
Networking events give you an excellent opportunity to raise the profile of your business, build business relationships and – most importantly – generate leads.
But it’s vital that you choose the right events to attend.
Whether you’re looking at events that are specifically for networking; exhibitions; or simple business social events, you must ask yourself some basic questions before handing over your money:
• Who else does this event attract…are there any potential customers or joint venture partners?
• How much business has this event generated for other business owners?
• And most importantly of all… how will I generate leads by attending this event?
Duncan Webster is the executive director of BNI in Northamptonshire and Leicestershire.
BNI is the world’s leading networking and referral organisation with over 600 chapters in the UK alone.
And it generated more than 560,054 referrals in 2008, leading to business worth £190m.
Duncan said: “When you attend any networking event your aim is to educate other business owners about what you do, as it is these people who will refer you to the people they meet in the future.
“However, a business owner will not recommend if they have only met you once. This is why BNI has meetings every week. That format allows you to build relationships with other business owners, and generate referrals in the future.”
No matter what kind of networking events you go to, Duncan recommends using a number of techniques that are proven to work.
For example, you should always make the most of any time you have to make your business as memorable as possible, as it’s important to be remembered after the meeting.
Use a ‘memory hook’ in your introduction and build from there. A memory hook creates a picture of your product or service in people’s minds, allowing them to instantly understand your business. If they understand it they can refer you.
Duncan said: “For example, if you are a plumber, a short and punchy introduction such as ‘Remember, a flush can be better than a full house’ is witty, comical and certainly memorable.
“Those listening are likely to remember this, and use you or refer your services in the future.”
Five other recommendations from Duncan to generate leads from networking include:
Arrive at the event early: This gives you the chance for open networking before the event has started. Staying a bit longer afterwards will also allow for more open networking as you can approach people you are interested in meeting
Help the organisers: Once you start visiting an event regularly look to help at the door and guide first time visitors. If you can make new visitors feel comfortable they will gratefully remember you, making it easier to build relationships.
Listen more than you talk: This gives you the chance to work out how you can benefit from the person you are talking to. Use open-ended questions such as “how is business?” or “what are you currently working on?” to initiate the conversation.
Become a ‘face’ that people recognise: Attend events regularly. Networking is more about building relationships than collecting business cards.
Follow up with speed: Do not hang about for days thinking about contacting that lead or referral, just do it before you lose it. Within 24 hours is ideal as you are still fresh to the lead and this will maintain or even enhance both your reputation and those who perhaps referred you.
Duncan Webster’s BNI networking events in Northamptonshire and Leicestershire run every week from 7am to 8.30am.
Find out about BNI events in your area.
You should follow Paul Green on Twitter here.
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