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“I’ve learned that people will forget what you said, people will forget what you did but they will never forget how you made them feel.” – Maya Angelou

Business networking is more than a social outing. It is a chance to prospect and meet your ideal client. Networking events are not for distributing your card to as many people as possible, selling people at your first meeting, setting appointments, or closing the sale. You don’t need to meet all the people in the room. You need to meet one to three meaningful connection that could change your business.

Networking events are a great way to make connections and start meaningful conversations. If you are doing the majority of the talking, you are not listening. Listen carefully to what is said in conversation, focus on the person you’re speaking with, and seek to learn and understand what they do. By doing this you make people feel important. The conversation becomes more important than giving out your business card and waiting for them to return the phone call. Even if they do not give you a card, take a blank one or an index card and let them write down their information for you to follow up.

Sadly, many business owners and leaders come home from a networking event with a pile of cards that sit on their desk. Most people do not follow-up post an event. Ultimately, they are leaving money on the table and missing out on a meaningful connection that could transform their leadership or business. Some people say they don’t follow-up because they don’t have enough time or they’re afraid of rejection. You need to set aside time to follow up after each networking event or connection. Write down notes about where and when you met them, what you discussed and what you learned about them. By doing so, you will be able to continue the conversation and solidify your relationship. When your focus is on building a relationship, discovering how you can serve, and add value (and, yes money), you can set aside the concern of being rejected.

According to the online Oxford dictionary, follow-up is “a continuation or repetition of something that has already been started or done.” You do the follow-up to continue to build and nurture relationships without expectation. No one wants to be sold to. As people become more familiar with you, your brand, and your company, they will be more likely to accept your social media connection, reply to your emails, and accept or return your phone calls.

There are so many places where you can meet people who are potentially in need of your service. You can find them at conferences, trade shows, church events, chatting with them during the commute, sporting events, a grocery line up, at the gym, or even at your kids’ activities. Wherever there are people, there is an opportunity. You want to be very clear on who your target market is because your product or service may not be for everyone. By following up, you are able to get to know a person, qualify them, and also determine what their needs may be.

Ideally, you want to follow up within 24 to 48 hours up to a week to stay top of mind. You will earn respect because you did what you said you would do. Promise only what you can deliver.

You may follow-up with a nice to meet you card, text, or email requesting an opportunity to have a phone call or face-to-face meeting.

Continue the conversation by sharing article, podcast, or book related to what you discussed. Ensure it has a value for your reader or listener.

Speak from your heart and be authentic.

Focus on engagement and creating a meaningful conversation without expecting anything in return. You may even consider inviting them to another networking event or function.

Send a gentle reminder if you have not heard back within a few days of doing your follow-up. Don’t take it personally if you have not heard back from them as everyone has something going on in their lives and it does not mean that they are not interested.

Before you meet or speak with your new connection or prospect, you will want to do a little bit of research and reflection. Empathy in business is important in understanding your prospects needs, wants, and desires. Imagine what it would be like to be in their shoes. You want to be able to connect with them on an emotional level. People make decisions based on how they feel in light of the facts.

Remember people want to know how much you care before they want to know how much you know. Listen to their responses. Discover their goals. Learn how you can support them by anticipating their needs. You must build trust; this is where your real power exists. Take time to give, serve, and add value to every conversation. As you become more familiar to people, they are more likely to do business with you and refer you to others because they’ve gotten to know like and trust you. It can take an average of 5 to 12 connections before someone will do business with you. People are turned off by hard selling tactics. When you are passionate about what you do and the results you provide, your prospects are going to want to do business with you because you make the focus on them and not yourself. You want to create the feeling of what it would be like for them to do business with you by asking the right questions for your prospect to get to their own conclusion. A lack of follow-up could be costing you in your business.

Share a positive story of how follow-up has transformed your business or leadership.

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DEBRA KASOWSKI, BScN CEC is an award-winning best-selling author, transformational speaker, blogger, and Certified Executive Coach. She has a heart of a teacher and is certified in Appreciative Inquiry and Emotional Intelligence. Her writing has been published in a variety of print and online magazines. Debra Kasowski International helps executives, entrepreneurs, and organizations boost their productivity, performance, and profits. It all starts with people and passion. Sign up the Success Secrets Newsletter and get your free e-book download today