It is generally accepted networking is a vital part of most companies business development activities. Many hours, hours stolen from ones private life are used to attend functions, sporting events, conferences and exhibitions - all arenas for building new and reinforcing existing relationships.
Networking should be the platform to create opportunities at a later stage. But how often do you stop at this first phase without making that follow up call?
Let me suggest a way of avoiding this serious offence.

  •    When You Spot the Opportunity

You meet Pamella at an exhibition and get on really well, building some strong rapport. You have asked all the pertinent questions and spotted a potential opportunity. Ask for her business card; theres lots of useful information there.
Read it carefully and find something to comment on. This shows that youre interested in her Oh I see you are based in Park Road. Thats an interesting way of spelling your name.
Ask permission to contact her on a particular day to find out more about her and her business. Write the date you agree to call on the back of the card - within Pamelllas sight. This shows commitment and links to the next stage. She will be expecting your call, and should be treated as a firm commitment on your part.


  •    IMMEDIATELY After the Event

Record your follow up actions so you dont forget. If you have agreed, in fact promised, to call your prospect put it in your diary as if its an appointment with an existing client
If the contact date is longer than 5 working days send a note or email saying how much you enjoyed meeting her and, as promised, you will call on the agreed date.
Annotate her card and in fact all collected cards with all relevant information. Where you met, when, what type of event, a useful piece of small talk to use as a bridge to the next step. Finally record the words she spoke which gave you a sign there is a business opportunity. The more accurate the better.
If you know the name of her receptionist or secretary record that too.
Start you research on her business. In todays world every serious business has lots of useful information on their websites.


  •    Why dont you follow up? Generally when I present at seminars I hear:

I dont want to seem too pushy.
Im too busy.
I struggle to pick up the phone.
If they want my services, theyll call.
I keep meaning to do it, but somehow or other, dont get round to it.
Ive lost their card.
Im not sure how theyre going to react to methe sales persons key fear of rejection.
Im not really certain that Im going to get anything out of it.
I cant deliver what I thought I could
Im not sure what to say
I fear a nothe sales persons key fear of rejection!
Ive heard something adverse about them

If this is you, you're normal. Thats a good start isnt it?

10 likely consequences of not making the call
If Pamella was genuinely interested in hearing from you again, and you dont call on the agreed date the consequences are:

1. She will assume you dont want her business. Well, he was a waste of time.
2. You are unreliable. She will think If he cant be relied on at this part of our relationship what are things going to be like if I did become a client?
3. You cant be trusted. You promised to call and you broke your promise.
4. Your reputation will be tarnished. That in itself is bad enough but you are representing others i.e. your company. Their reputation will also be tarnished. This is a serious consequence. If you are the first person they have met from your business the whole of the company will be judged on the way you behaved. Unprofessional, unreliable, untrustworthythe list goes on. You have one massive responsibility when you are out there representing your company.
5. You are actually rejecting her; now that is bad for business.
6. Youll NEVER know what you might have gained from Pamella herself and introductions she may have given you.
7. Its probably worse than not having met the person in the first place.
8. Youll create a negative multipliershe could well tell others
9. Your credibility is lost
10. If you meet again, how are you going to feel?


  •    Destroying your fears. When you hesitate calling - consider:

You PROMISED to call her
You are simply continuing the conversation you were having last week.
She is expecting your call.
She has agreed to take your call.
You actually met eyeball to eyeball at the exhibition
You were given the distinct impression that she does have an interest in your services.
You believe (I hope) that what you are offering will substantially benefit her business.
You can clearly demonstrate those benefits quickly and easily.
Your service or product at least matches the best there is in the marketplace
You are able to support your claim with proof of other clients results and/or testimonials
You spent all that time with her and you are not going to let it go to waste
You believe, after you have helped solve the initial issue, there could there be an ongoing relationship leading to a substantial lifetime income
For business owners. When you get the business and you have deducted the tax (yes, sorry, dont forget you have to give part of your extra to the Government) you can enjoy the balance. New Car? House extension? Extra holiday? Or just boring things like reducing your overdraft, reinvesting in your business, take on a new member of staff etc.
For everyone else. Bringing in new business can make a big difference to your career. Your market value goes up dramatically. Bonus? Promotion?
You dont like to hear the word no. But no is the second best answer there is. Not knowing where you stand is the worst position to be in.
Whats the worst thats going to happen? The very worst is she doesnt want your service or product. And actually says she has changed her mind. Calamity! A crisisyou have been rejected. No you havent; only the offer of your help has been rejected.


Before You Pick Up the Phone- Plan and Prepare.

Think; why are you calling?
What do you want from this call?
Know what youre going to say to her and if youre not surewrite it down.
Know what youre going to say to the gatekeeper and if youre not surewrite it down.
Have her business card in front of you with her details
Have blank paper available. Consider stapling the card to the blank paper and use it for the history of turning Pamella the prospect into a new customer or client.
Make space on your desk and turn your computer screen to blank
Find out if there has been any business done or connections made with her company previously
Expect a positive outcome. Value the lifetime value of this prospect
Have your diary ready
If youre not the expert have that person or their diary standing by
Give your full attention to her
Consider standing up- the adrenalin flows faster.
Know lots about her business
Be prepared to answer why should we do business with you
Know how you believe you can help her (even with the limited knowledge you may have)
Create enough time for the call


What do you want from this call?

You want to set up a meeting. Thats all. You believe you can help and she is expecting you to call to do just that. Do your best not to get into too much dialogue or detail.
You may just want to ask a few more preliminary questions before moving forward but aim to keep the conversation to a minimum.

What do you say?

Not enough space in this articleanother time perhaps?

  •    In Summary

Its all in the follow up. If you dont make the call were you networking or was it simply neteating or netdrinking?!