Have you ever been to a networking event with an overzealous networker who rushes between people and practically throws out their business cards to anyone that will take them?
Or perhaps it was at a networking group, where a visitor seemed excited to network, shared their cards around the group, and did their elevator pitch, never to be seen again.
This is known as “Spray and Pray” – spraying your business cards around and praying that someone might be interested in your products or services.
Take it from us – this networking tactic NEVER works!
“All things being equal, people will do business with — and refer business to — those people they know, like and trust.” – Bob Burg
How you network can tell people a lot about who you are and what doing business with you will be like. The more time and energy you give to networking conversations and relationships you have, the better people’s perception of you.
The better their perception of you, the more likely they will reach out to continue building that relationship and the more likely it will be profitable.
Spray-and-pray networking feels like you’re being sold to, and people don’t network to be sold to. They network to meet people, build genuine relationships, and get referrals.
This scattergun approach definitely doesn’t work very well in networking groups. Most experienced networkers have seen people do this approach over and over again. And unless they desperately need your product or service, they’re not usually interested.
The keys to getting great referrals and business out of a networking group are persistence and patience. Networking groups are about building relationships and trust, which takes time. As you get to know people and build relationships with them, you are more likely to get business and referrals.
The goal is to be top of mind when the members of your group are asked for a referral. You want to be ‘the guy’ that people know. And that is what networking groups are great for.
You might think that the Spray and Pray tactic will work wonders at events like an expo or speed networking event. Surely you want to meet lots of people and make sure that they remember you after the event, right?
Yes and No
Yes, you want to meet lots of people and make sure they have a way to contact you in the future, but you also want to make sure that they’re the right people and that they will contact you.
Just because you’ll meet lots of people doesn’t mean they’ll be the best fit for your business or even interested in what you’re selling. You still need to connect with them and begin developing a relationship with them. Giving your card out should be an invitation to continue building that relationship!
It’s important that you listen to the other person at these events. Ask them about their business. Share a little about your business. Try to have a genuine conversation before you shove your card in their hand and run away to the next person.
Do they seem interested in you, your business, and what you have to say? If they do, ask them if they’d like your business card as a way to get in touch with you. Make sure you get their card and ask if they’d like you to follow up too! This way, you can be proactive and follow up with them by connecting on LinkedIn, sending an email, or organising to catch up for coffee.
When you’re at your next networking event, make sure that you’re not Spraying and Praying! Remember, business is built on relationships, not business cards.
