Inside Sales Series 2014. No 3: Networking Events - it's the follow up that is key!

1. Inside Sales Series
Networking Events – it’s the follow up that is key!
So there you have just attended a business networking event, be it a
conference, seminar, business-club meeting, or even a webinar and you have
met someone who can advance your sales efforts in 2014 – either directly or
indirectly. However, any potential sales opportunities will be medium term at
best. So the question is – how will you follow up after the networking event?
Remember, whatever you decide to do it must
(a) Be sincere,
(b) Be of mutual benefit,
(c) Help to make your first meeting more memorable (or just remembered)
(d) Helps you move you closer to having a conversation about the possibility of
doing business together.
The clock is ticking.........
Far too many people walk away from networking events feeling good about the
event and the number of business cards collected (or have given out) but doing
nothing to move names on business cards into potential business associates.
You have 72 hours to make your first meeting remembered! Here are some
ideas to make the most of your post networking event follow ups:

2. Inside Sales Series
Within seventy two hours, send an e-mail / hand written note.
Don't wait until you have something meaningful to say or don’t wait until next
week for fear of looking to keen! Chances are you won't get around to sending a
note if you wait around, and even if you do, the recipient may not recall who
you are. Send an e-mail to everyone you took a card from. Better again; send a
hand written note / postcard to the people who are most relevant to your sales
efforts. . Remember, even if you don't see them as an immediate opportunity,
it’s nice to ‘say thank you for talking with me’.
Invite them to become LinkedIn with you
Don't wait until you have done business to ask them to become LinkedIn – do it
straight away. Once your invitation to connect is accepted start checking out
their LinkedIn connections for mutual contacts. If you have mutual contacts,
then ask them to mention you (and what it’s like to do business with you) the
next time they get the opportunity to do so.
Secondly, you might also suggest useful LinkedIn groups for your new contact to
join.
Send them a useful resource
Consider sending them a useful resource three or four weeks after the initial
networking event. The resource could be a topic article from a magazine, a link
to a website, or a useful business tool which you want to share with them. The
key thing to remember about the resource is that it has to be relevant to their
business or their business agenda. Don’t send your sales brochure or your

3. Inside Sales Series
company newsletter – that’s advertising! Topics such as latest trends,
innovation, new thinking and case studies work well here.
Consider introducing someone to your new contact.
Introduce your newly made contact to someone else you in your sphere of
influence who you feel they should know. Where these two people take the
relationship is up to them, but you will be remembered as the person who made
the introduction. You should try to this after every networking event.
Remember, it is in your interests to assist your contacts with their business
agenda as well trying to advance your own. The best business relationships
operate on a win-win basis.
Thank the host, if applicable.
This especially applies to events that are put together by one individual. A quick
note thanking that person for their efforts will go a long way.
Ends
davemaloneinsidesalescoach
info@evolve.ie

4. Inside Sales Series
Ireland’s leading sales performance authority