Share this post:

Networking BC – Before Coronavirus:

You arrive alone and nervous at a new event. Scanning the sea of strangers, it seems like everyone is happily chatting away, having a lot better time than you are. You remind yourself that the whole point is to meet and talk to strangers. It’s time to take a deep breath, smile, and step up to mingle, shake hands, and hopefully exchange business cards.

Even for extroverts, anxiety around in-person networking is normal, but the spread of COVID-19 is creating an extreme new level of worry and dramatically changing how we interact in business. The contagion level of this virus will almost certainly put in-person networking events on hold for the next few months.

That doesn’t mean you need to stop networking.

Dig out and take a fresh look at that pile of business cards you’ve collected from recent (and even not-so-recent) encounters.

Now answer this question: What was the point of gathering all those cards?

If you haven’t realized it yet, here’s the answer: So you can follow up with all those leads!

These business cards are gold in your hands. They’re the doorway to potential new business, new business relationships (that lead to even more relationships), and even wonderful new friends.

Don’t leave them buried at the bottom of your purse or squirreled away in a coat pocket where you find them six months later, long after the initial connection you made has faded away.

No follow-up = wasted time and effort

Through my years of experience as the owner of two businesses, I’ve learned that follow-up is the missing link in networking, and sadly, it’s a crucial step that too many new (and even more experienced) business owners ignore.

When you don’t follow up, you’ve lost that opportunity to create a new connection.

Keep in mind that all of the new people you encounter, whether in person or online, know a lot of other people. In time, names and faces can fade. Keep the memory of your introduction fresh by following up!

Put those business cards to good use and start reaching out to people,

Here’s how:

Connect with new contacts on LinkedIn. Send out an invitation to connect. Include a short, personalized message (for now, LinkedIn limits note content to 300 characters or less) that mentions how you met each other and one or two shared points of interest. Tip: To be memorable, don’t send a connection request without a message!

If new contacts are on Twitter, follow them. Send a quick happy-to-meet-you message and, if possible, share a contact you know who could fill a need they have. Send along an article of interest for them as a building block in the relationship.

Create a marketing calendar that prompts you to get back in touch with new connections again in a month or two. What to say? Share an article that they may find helpful or interesting. Congratulate them on a business milestone or achievement. Ask how a project they may have mentioned is coming along.

Better yet, take a lesson from professional salespeople and keep a brief file of relevant information (nothing too personal or creepy!) about contacts to help cement those relationships – birthdays, name of their significant other, a business issue they may be struggling with – and that you can refer to in your communications.

Of course, this communication has to come from a place of being genuinely interested and not self-serving. You’re not asking them for anything and you don’t expect a reply. Instead, your name is on their radar in a casual, friendly way.

Sometimes, potential clients and customers need time to come around to the idea of working with you. Don’t be surprised if the timing around making a new contact and their need for your product or service just isn’t right. It could be six months or a year before that person decides to reach out to you.

If you’ve already laid the groundwork for building a relationship with them, it’s all the more likely they’ll think of you first when they do need what you offer.

When you’re working to launch or grow your business, you’ll realize sooner or later that you must always be in the “sales” business, no matter what product or service you provide.

Bottom line: Even when “keeping your distance” is the advice coming from health experts, use every tool and tactic you have to connect with new people and foster the connections you’ve already made. You don’t want to be in the position where your business leads have dried up and you’re typing out a sheepish “remember me?” message.

As alarming as it is now, the Coronavirus will inevitably run its course. In the meantime, wash your hands a lot, get enough rest, drink plenty of fluids, and keep your business on track by following up. Build time into every week to get in touch with your contacts. Set a daily quota to reach – and stick with it.

This is how you can be a networking rock star in times of adversity (and in good times, too!) and build a network that will help you build your business.

Do you have questions about how you can succeed in your business and accelerate your journey toward reaching your goals? I invite you to learn more about From Startup to Success coaching packages. Begin with a no-cost 30-minute consultation to discuss where you are with your business and where you want to go.

Share this post: