GTApreneurs BUSINESS NETWORKING EVENTS TORONTO area

Some entrepreneurs regularly attend networking events and convert some of those event guests into clients. Other entrepreneurs attend networking events and never get clients. Why is that?

The big secret, which is not an actual secret, is to consider the contact you make with people at a networking event as one “touch,” in a multi-touch sales or business development process. Unless you sell products, other event guests will not buy from you or hire you on the spot at an event, so don’t tell them everything about your business. Instead give a few benefits of your services and suggest you meet for a video call at a later date to learn how you may be able to collaborate. 

Before that though, make sure to take the time to get to know the other person. This is important for 3 reasons. 

1. They will feel like you care.. it will make them like you more.
2. You can qualify them – meaning are they qualified to become your clients, based on need, desire, ability to pay and them not having a best friend or family member who offers what you do. This will help you determine if it is worth your time to suggest a one-one-one meeting with them and it will tell them whether it is worth their time to meet with you at a later time. 
3. You can connect them with others you know, if applicable
4. They may send you referrals

How can you get to know the other guests at the event and how can you get them to know you? Talk with them. Say, “Hi, how are you? I’m [Your Name]” It’s an easy conversation starter. They will tell you their name and you can both say, “Nice to meet you.” After that, say or ask something not specifically related to your business or their business to build some rapport. I call these conversation extenders.

There are 2 ways to extend a conversation:

1. Make a comment, such that the other person wants to comment or ask about your comment.
2. Ask a question.

Remember always comment POSITIVELY on what the other person says.. DON’T COMPLAIN about anything.. NO ONE wants to hear about anything negative and if you say anything negative, they will not want to have another conversation with you again.. meaning, they WILL NOT become your client.

You only get one chance to make a 1st impression. Make sure that it’s a good one. Leave other people with a feeling that they like you and would be happy to converse with you more in the future.

For example, you could comment on:

a. Weather
b. Something they are wearing or something about them.. i.e. give a compliment (Be genuine)
c. Venue – “This is a beautiful space!” 
d. Event – “Wow! There are a lot of people here!”

Or you could ask them:

e. “Have you been to a networking event before?”
f. “Have you been to one of these events before?”
g. “Are you from around here?”
h. “Do you live in the area?” [DO NOT ask, “Where do you live?” It is too personal for some people, especially when its a male asking a female]
i. “Did you see the Jays game last weekend?”

Then say, “Tell me about your business,” comment positively on what they say and ask follow up questions. After you’ve both had a chance to talk, if you determine they are qualified to be your client, suggest that you meet again another time were you can talk about how you can collaborate. 

Hopefully they will agree and you can book the meeting then or tell them you will send them an email tomorrow to set something up. If it’s the latter, make sure to SEND THEM THE FOLLOW-UP EMAIL. *Make sure to always send follow-up communication (email, phone or LinkedIn connection request with a note) within 24-48 hours of meeting a prospect or the lead may go cold.

Note, networking events are one of many sales funnels you can use to grow your business, and like other sales funnels, you will never get 100% of those you connect with to say Yes to a meeting and say Yes to becoming your client, and that’s ok. If you can get a meeting booked with around 10-30% of event guests, and you follow a good format in your one-on-one meeting, you will find that networking events are a great way to get new clients. Note, for some types of products and services, people need more time to feel they know and like you. and can trust you to provide high-quality products or services. Also, many people may not be looking for what you are offering at that moment, so come back to our events every month and you will get closer and closer to success.

If you want help with converting event guests into clients, book a video consultation with Tammy Defoe. She would be happy to tell you about her custom coaching and training programs.