What’s the secret to business networking? Some entrepreneurs do better than others when they attend these events. 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 process.

In order words, don’t ask or expect event guests to sign on the dotted line and pay for what you are offering at the event. Also, don’t expect them to go home and buy right way.

People are busy and they have building their business first in their minds. So, at the event focus on getting to know each guest a bit through general conversation, make them feel good about themselves, ask them about their business, and try to determine if they are qualified to be your client at the event (“qualify them”). How can you determine if they are qualified? It depends on the kind of business you are in, the kind of business they are in and what else you discover through listening to what they have to say. Remember, you need to ask them questions to get the information you need and to also get to know them better and show them that you care.

If you appear to only care about yourself and pitching your business, it will push others away and make them not want to converse with you again.

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.

Then, send only those who are qualified an email or LinkedIn invitation with a note within 24-48 hours afterwards, so they remember who you are; tell them that you were pleased to meet them and then ask them for something.. a meeting, to attend your event, etc. Ask them something that is not too much of a committment, so it will increase the likelihood of them agreeing to what you asked for. This digital message is another “touch,” in a multi-touch sales process. A “touch” is any kind of contact a person has with your business, including you.

For those who agree to a meeting or to attend your event, still focus on giving them your attention and care, then present what you offer and how it can help them, then ask them to become your client. If you go with the inviting to an event approach, you may want to ask for a meeting within 24-48 hours after the event. Then at that meeting, follow the same given for meetings above.

Remember that networking events are a sales funnel and that not everyone will say “Yes” to a meeting or to anything else you may ask, and that’s ok. Keep going to the same networking events over and over again to get to know the other guests and have them get to know you better. Overtime, many more may become your clients.

Want to take your business up a further level? Join one of our referral groups, where you get free access to the Premium version of all of our events and you get to attend weekly motivational meetings with a group of high-calibre business owners who are eager to send and receive referrals and provide you with other support to grow your business.