In construction, a well thought-out plan, or a blueprint, improves the odds of project success. Similarly, by creating a networking plan, a contractor’s networking efforts will yield better business development results.
Networking events are a good place to start building business. Before an event, set some achievable, specific objectives. Realistically, not much can be accomplished during a one- or two-hour event. The aim shouldn’t be to get business, but rather to meet and qualify potential team members with whom the business development team can follow up.
Some sample goals to set before attending a networking event include:
- Meeting three specialty contractors for possible collaboration and mutual business development.
- Meeting three specialists in the sustainable design field to learn about the latest materials being used.
- Meeting four industry representatives who refer products to contractors.
- Meeting five people who are perfect referrals for a business partner, and connect them after the event.
Also, get in touch with the event organizers, as well as coworkers and friends who will be attending. Fill them in on the introductions desired, and ask if they would be willing to facilitate a connection at the event.
Qualifying Next, determine who would be a good match for broader business networking or other goals, and who would be a good candidate for a one-on-one meeting after the event.
Qualifying questions might include:
- Why did you get into this industry?
- What are some business challenges you are facing?
- What are your business goals for this year?
Additional questions can be asked to determine common business and personal values. The more values in common, the better chance of developing a long-term, mutually beneficial relationship. Keep inquiries brief and part of the normal flow of conversation—just one or two qualifying questions and good listening skills are all that are needed to determine if both professionals are on the same page.
Additionally, keep in mind that both professionals should have a potential to benefit from the relationship; otherwise the investment of time isn’t worthwhile.
Bridging
The purpose of bridging is to make sure that a connection happens after the event so that a more purposeful conversation about doing business by referral can take place. Once a potential networking partner has been qualified, ask if he would like to meet again to continue to learn more about each other’s business and career plans. This respects both professionals’ time and allows them to continue to meet other people, which is generally the expectation at most networking events.
In addition to planning, qualifying and bridging, the key to success at networking events is to forget about “closing” business; instead, focus on “opening” relationships.