Speed Networking

I'm a huge fan of networking and it's accounting for more and more of our business every month but last night I got my first taste of 'speed networking'.

As the name suggests, it works very much like speed dating and I'm sure one or two of you have some experience of it - networking or dating, whichever floats your boat.

Anyway, the evening proved rather effective and so I thought I'd share a few tips for making the most of this kind of event.

1. Arrive early - We landed about 20 minutes before the official start time and had a chance to network a little over coffees, it was an easy ice breaker as you could see that many of the attendees were a little anxious about the whole idea. By the time we bumped into each other in the event they were happy to see a 'familiar' face.

2. Practice your pitch - In this event we had just 1 minute to introduce ourselves and our business, an elevator pitch in miniature. Thankfully, we'd spent a few minutes rehearsing back in the office to make sure we knew what we wanted to say and hit all the key reasons to buy.

3. Listen first, talk second - this should always be the case but especially in this set up. Let your new friend tell you all about themselves first and you may immediately see ways you could help - or simply get a better feel for the type of person and/or business they are.

4. Get a preview - If possible, phone ahead and ask the organisers who'll be in attendance so that you can create a 'hit list' of people you'd like to meet.

5. Stay late - A 2 minute conversation is hardly enough time to even start doing business. As you go around, make a note of the people you like to speak to in more detail and make sure to find them after the formal networking is done - and the real networking can begin.

6. Make an impression - Big smile, firm handshake and lots of enthusiasm - you need to stand out.

7. Follow up - A quick email or phone call the next day helps keep you in people's minds and opens the door for future contact.

These kinds of events are great for two reasons. First off the formal aspect is a great ice breaker and secondly you get to meet an awful lot more people than at most events. Play your cards right and you can come away with a raft of follow up meetings with your ideal clientele - we managed 4, not bad for 90 minutes work.

Marketing Toolbox Item No. 1 : The Referral Card

OK, so what bits and pieces do you need to have in your 'marketing toolbox'?

A great one to start with is a simple referral card.

A referral card is simply a 'gift certificate' or 'discount voucher' (for want of a better phrase) that you can give to clients, customers, friends, family, suppliers - anybody you want. The idea is that they can pass them on to others who might be able to use your services or buy your product. Using referral cards with a small discount has a few effects:

1. It makes it easier to give and talk about
2. It gives you a chance to control the message
3. It makes it more likely to be used
4. It stands out compared to a business card or brochure

Here's a few ideas for using them:

1. Give a few to everyone you know and ask them to hand them out
2. Include them in your invoices (or with purchases / deliveries) as a thank you
3. Use them as a substitute for a flyer
4. Use them as a unique substitute for a business card
5. Put them with display materials at stands on in your premises
6. Give them to referral partners
7. Use them in direct mail

What should it look like?

1. Bright and eye-catching
2. Well branded
3. Offer big and bold
4. Leave room for the 'referrers' name so you can track where they come from and thank or reward those that do refer
5. Take a few lines to state your key points and the reason for the discount (giving a reason maintains value)
6. Bigger than a business card
7. Double sided

Anything else?

Yep, the best way to make sure they get passed along is to 'present' them to the person who'll be doing the referring - tell them what they are and the kind of people you're hoping they'll refer.