In Depth, Targeted Networking For Business

Sometimes though, your customers aren’t on your doorstep, or they’re more difficult to reach. If you’re selling to corporates, or in a specialised area, you need a more in depth strategy. And even if you are building up a good network around you, you still need to be able to target the right people.

Target Sign by Mr T in DC

So here are some ideas on how to do that:

Who do you want to meet?

Often we’re networking for the sake of networking. This can be good because of course the person you meet at a business breakfast may have a cousin who is married to someone at the BBC who is looking for the expert to host a show about how to grow businesses, which is going to transform your career forever. Do let me know if your cousin’s wife works at the BBC and is looking for that person.

My point is that random connections can work really well. If you have a group of people who like you, understand what it is that you do, and want to recommend you, you’ll probably do well. But sometimes we need a bit more structure to make this work.

The first step is to be very clear about who you want to meet. Who are the decision makers who are going to give you the sale? Which companies do you want to meet with? You need a hit list, either of specific individuals (usually for high value sales of 50k+) or the types of people, e.g. HR Directors of companies with more than 350 employees.

Where do they hang out?

You need to find out where these people are likely to be. Consider specialist trade conferences, seminars and training events, private members clubs, geographically specific networking groups. Dig deep into your target sectors and find out where the people on your hit list are likely to be. You can use LinkedIn to find specific people, and then find out who could introduce you to them, or find LinkedIn groups which have these people in them.

And ask. This is where your slightly more random network of people comes in really handy. Last year a client needed to find people who worked at Virgin in their sponsorship department, and when I asked around, someone I knew put me in touch with the very chap I needed.

Create something

If there are not really groups or networks which your target market decision makers are part of, or if you can’t get into those networks, consider creating something. I’ve worked with a couple of clients who have created networks or seminars for the people they want to work with. They’ve done this as pro bono work, seeing it as an investment in the future. And sure enough, after a little while, my clients have been able to create some good relationships, and then say, Oh, by the way, we’ve got this thing… would you be interested in buying it? Large cheques have followed.

"The lessons"

Work out where the people you want to meet will be, online and offline
Find a way to get there
If you can’t find them, create a space where they will come
And ask people for specific introductions to the right kinds of people

Other articles on networking include:

Which business networking groups in Brighton and Sussex are right for you

A more general guide to getting going with business networking

Using LinkedIn for business

If you liked this, why not get to know more about Julia at The Joy of Business or follow her musings on Twitter.

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