Blending In-Person Networking with Online Social Media

Ok, so you have networked with somebody at an event exchanged business cards, now what?

For me, being a people-person, it is easy to connect and get a conversation started at a networking event, but in today’s internet world my next steps are usually online.

Typically, I follow a specific format to connect with new business that anybody can use:

1. GET INVOLVED! – Create an account with LinkedIn, join groups within the site, send out invitations to connect, attend events, and get the word out. Post intelligent comments and pieces of useful information promoting your business on forums and social networking sites relating to your field, such as Digg, Twitter, Technorati, etc. If people are unaware of your knowledge as an industry expert, advice, or your services you’re done before you even get started.

2. MAKE A CONNECTION! – Once a relationship is established from a meeting or an email, send a polite email thanking your potential client for the opportunity and enclose a non-intrusive piece of marketing material promoting your service and a link to your web site. I like to try and request to get a conference call scheduled in this transmission as well.

3. BE PATIENT, NOT PUSHY! – Don’t automatically assume you are going to get a response. Don’t automatically assume you won’t. Sometimes people get busy, sidetracked and/or are just plain not interested. That’s ok, don’t give up, because everybody knows somebody. In other words, if a lead does not convert to a sale, you have reach out, made connections, and that person or company, may end up referring you to a potential client, or may come back when the time is right.

4. THEY RESPONDED! - Ok great, so they are interested in your service and want to schedule a call. Remember, you are the industry expert in your field. The conversation should be an education process. You are teaching the person on the other end about the benefits of your products or services. In my industry, Enterprise Social Media, I walk my potential clients through a 4 step process, which entails Research, Platform, Buzz, & Opinion Monitoring. Using a graphically depicting slideshow and a screen share, I go into detail, educating them on how our system works from the research process to the web site being built with key components such as – automatic pinging to the search engines, URL structures, scalability through plug-ins, networked within social media, and lead management features. I take questions throughout the presentation. I am selling nothing, but simply teaching.

5. CONCLUSION OF CALL - Ok, the presentation has concluded and you answered their questions. Now what? For me, my closing statement is similar to this…”Ok, NAME, if you could kindly send over your competitor’s links, a list of initial keywords describing your business, and any other additional information to help me build an accurate proposal, we can get started.”

6. FOLLOW UP! - Send another email thanking your potential client for taking the time to learn more about your product or service and remind them, that you need the aforementioned information to begin the campaign.

7. SEND PROPOSAL – Create a detailed summary of services you intend to provide, pricing, deliverable dates, and any disclaimers. Make sure there is a place for both you and the potential client to sign, to make it an official binding agreement.

FINALLY, BELIEVE IN YOURSELF! This is the most important piece. You must be confident in what you are talking about. It sounds silly, but builds confidence…practice your delivery in front of the mirror or amongst friends and/or co-workers.

Again, the best way I personally have found, to avoid scaring off potential business is to educate them. You are educating your potential client on the services you provide, and if accomplished successfully, it will sell itself.