Get to know, Like and Trust fellow Business Networkers
Business Networking activity when followed correctly, allows the business person to build new business relationships and generate business opportunities.
The majority of opportunities arise from personal recommendations to people outside the present group (i.e. you are Referred).
The reason people visit Business networking groups or events is to reach potential customers/Clients that you would not reach with traditional online or off line marketing methods. These customers are the ‘Friends/Associates’ of the people at the networking event.
There is a marketing adage of 7. Before someone refers you they may need to hear your Marketing message up to 7 times.
This 7 rule may not be scientific but the fact is that you can’t just engage in a marketing activity and then be done. Marketing must be an on-going process in order for it to be successful.
So why do business networkers need to hear your message so many times before taking action? If you are doing your marketing well, you will have created powerful marketing material and an introduction that uses language your audience relates to. You speak to their major problems and how you can solve them. So why don’t they immediately take your offer or refer you the first time they hear you message?
We are all constantly bombarded with marketing messages. It is truly difficult to get past all this noise and be heard.
The first few times someone hears your message its likely it won’t completely register with them. We all have marketing blinders we’ve built up over time – otherwise we’d be overwhelmed with the constant noise from businesses clamoring to be heard.
It’s no different with your business networkers. They’re not sitting around waiting for you to show up. They’re busy living their lives and you may not even be a blip on their radar.
2. The main reason: they don’t know, like and trust you
The real reason people don’t buy or refer you the first time they run across your marketing message is they don’t know you from the next person. Remember what I said about noise. It’s not just there are too many messages; there are too many messages that aren’t true.
Do you take every commercial, flyer or email marketing message at face value? Or do you have your own personal BS meter that’s shouting “yea, right” when someone makes a claim? Of course you do. I do to. If someone wants to sell to me, they need to prove they can do what they say.
This is the real truth about the Rule of Seven. It takes time for people to get to know you – remember your name, your offer, your message. Once they know you, they need time to get to like you – and your business. Over time, they’ll eventually start to trust you. Once they trust you – trust that you’re honest and provide true value – then, and only then, will they be ready to buy from you or refer you to their trusted business contacts.
How long does this process take? Probably not much less than seven contacts.
It is your responsibility to be Heard just as it’s important to listen. Get to know your fellow business networkers and build relationships. Then look for opportunities to refer each other ALWAYS.
Use simple language your audience relates to.
Don’t forget to Listen to their storey