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Why Do Some People Regularly Convert Business Networking Event Guests Into Clients and Others Don’t?

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Many people attend business networking events:

Some people regularly convert event guests into clients.
Many people don’t convert any or rarely convert any into clients

Why is that?

Those who regularly convert networking event guests into clients:

1. Have a clearly defined target market (TM) – Meaning they know the characteristics of the people who have the highest need or desire for what they offer.

2. Great conversationalists – Meaning they are good at both talking and ACTIVELY LISTENING (i.e. Reciprocal conversations)

3. Show interest in the people they talk to by a) Asking questions OR making a statement that indicates they are looking for a comment from those they are speaking to; b) Commenting positively on what the others say; c) Asking follow-up questions. Following this process, can give clues as to whether an event guest is qualified to become their client.

For example, if a successful networker asks an event guest how their weekend was and what they got up to, and they tell the networker that they took their kids to a park, the networker just learned that they have kids without directly asking for it. If the networker offers something for kids, this may indicate that the event guest is in the networker’s TM, and that the guest may be qualified to become the networker’s client.

4. Have and show a positive attitude.

5. Ask probing questions to further pre-qualify those they talk to – This doesn’t mean asking personal, sensitive information. It means asking people questions that will indicate whether the people have the need or desire for what they want or if they already get the products or services somewhere else.

6. Briefly tell the person what they do, respecting the other person’s time and desire to listen to what they have to say.

7. Mention that it would be great to meet for a 1-on-1 video call sometime, and if the person replies that it would be great: 1) Book the meeting there or 2) Say something like, “I will send you an email later [or tomorrow] to set something up. ttyl.”

8. Send a follow-up email or call them within 24-48 hours of meeting them at the event to try to set up a 1-on-1 video call.

9. Once the meeting is booked, ahead of the meeting investigate the person by visiting their website and social media profiles to try to further qualify them and to get ideas for the 1-on-1 video call conversation. People like it when you show that you’ve done your homework.

10. Follow the same process when in the 1-on-1 meeting, except in further detail, except you would greet them by their name.

SUMMARY:

A) Make your goal to learn what the other people do and briefly let them what you do.

B) Always be positive when in conversation with others.. NO ONE wants to talk to a PESSIMIST (Perhaps, unless the other person is also  PESSIMIST).

C) Don’t complain about anything when people others for business. NO ONE wants to LISTEN TO OTHERS COMPLAIN. It is not professional and it will make others NOT WANT TO TALK WITH YOU AGAIN!!

D) The end goal for each event needs to be booking meetings with those you believe are in your TM and who seem to be qualified to become your client, as most of us cannot get a client unless we have a proper meeting with them. You may accomplish this by either booking the meeting during the event or through a follow-up email or call within 24-48 hours after the event.

E) Keep conversations brief at events as it’s important to talk to as many people as possible.

F) Don’t try to sell the person on your products or services at the event – This will come off as too pushy and may cause the other person to not want to have contact with you again.

G) Don’t give them the kitchen sink when it comes to telling them what you do. Leave them wanting to learn more.

H) Pay attention to how long you speak when in conversations. It should be back and forth like playing tennis. Cap your answers to 30-60 seconds MAX.

Stay tuned for November 2023’s business tip for an example of a great event conversation.

Tammy Defoe
Author: Tammy Defoe

Tammy Defoe is the Founder and President of GTApreneurs Inc. She is a Business Coach, Sales Trainer and Public Speaking Instructor. She is very skilled and experienced at helping entrepreneurs grow their businesses.

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