Finding your next customer is possible at a networking event, but the best type of networking is through establishing a relationship. A story from my friend’s wife, Felisha drove this point home.
Felisha works for an ad agency (we’ll call them Growing Ads) and one of Growing Ads’ owners has been courting a large financial firm (we’ll call them Big Bank) for several years. Sounds common, but the owner was courting a prospect that’s been with another agency for sixteen years! The owner’s direct solicitation efforts have been consistent (smart move) but landing Big Bank as an account isn’t a story of persistence.
For various reasons Big Bank has decided to bid out the account and Nancy, a new employee in Big Bank’s marketing department used to work with Felisha. When Big Bank discussed which firms should get the request for proposal (RFP), Nancy mentioned Felisha’s expertise with the financial industry. Suddenly, Growing Ads is receiving the RFP and although Felisha isn’t an account executive, she’s gotten her firm in a door the owner couldn’t budge.
I am an advocate of persistent networking, but the definition of networking is NOT attending events. It’s your daily routine and interaction with co-workers, strangers and acquaintances. Attend the worthwhile events and network with a purpose, but the easy networking is done inside your own organization and circle of friends. You’ll be surprised what goes around in networking comes back to you.
Photo credit on Flickr: tom_vac
