Often people will say “if only I could get in front of the right person” I have a great chance of closing the deal.
But do we know who that is? It would help our networks a whole lot more if we were to spend some time identifying that right person.
We have an aide memoire at NRG events that helps people focus on the key messages they need to put across, in order to help others advocate them in the right situations.
The first point after Name & Company is "Our typical client is...". If you have a specific niche this is easy. But many businesses have more than one type of client and find expressing this difficult. They will often say something like:
"We do not have a typical client. We deal with individuals, small, medium, & large companies. Everyone or Anyone can use our service." This tells the audience absolutely nothing and they switch off.
The most effective thing is to pick the client type most relevant to the people you are with.
If you are with other owners of other service businesses,think about who their clients are likely to be. Talk about your typical clients in that market.
If I’m with people who have small businesses as their clients, I have a specific message. And the message is that I want them to advocate NRG Business Networking Group membership. I say that my typical client is the owner manager of a business to business professional services firm, with at least a couple of employees, and where that owner is the person responsible for winning new business.
In a different group I might say something different. If the clients of the people I am with are medium sized professional firms I will focus on the service we provide for regional law firms and name an example. In another group my focus will be on entrepreneurs who have been successful in growing to £1 million in revenues and who now want to take their business to the next stage.
Remember the people you are networking with are your route to market and not your market.
Only once you have defined your target market can you then talk about the concerns, issues & problems they have. The things that you fix!
Now you know who your target is the next thing to be able to do is get your proposition right - which we cover in the next module.
Who is in your network today?
Classify your existing contacts into:
- people you have contact details
- people who you know have a particular skill
- people who you have rapport and know the people you want to meet
- people who know, like, rate and trust you and go out of their way to connect you with the right sort of people
Are you too focused on meeting new contacts?
Are you networking with the right people?