Is Your Networking NOT Working?

It’s something we all know we should do, yet many of us shy away from attending networking events due to lack of time or from the fear of stepping into presumptuous stuffy rooms with clique business people. In truth though, printing companies traditionally will always do very well from networking. Everybody needs print, right?

As a Print Coach, when clients come to me saying they need to increase their sales, it, therefore, becomes one of the first questions I ask. “Are you attending networking events?” At this point, I’m usually met with a stony silence or told they tried it and it didn’t work. Many of us fear the thought of entering a room of people we don’t know, pushy salespeople on a mission to collect as many business cards as they can, the fear of having to stand up and pitch your business, the fear of rejection, and the one I detest the most, forced referrals. However, done correctly, networking can be one of the most important tools in your arsenal when it comes to growing your sales.

It Takes Time

That’s not to say I’ve not got lucky over the years and picked up a print order on the first occasion meeting someone but in essence, you have to allow for time when measuring the results of networking. You need to attend many events, meet people multiple times, find common ground with people you like, build credibility, nurture those new connections, and establish trust so that they can trust you with their print orders when the time is right.

Increased Referrals

Imagine having 20 additional sales reps on the road that you didn’t have to pay a salary to! If that sounds appealing, this is exactly what good networking done right can deliver. You’ve perhaps heard of the phrase ‘Givers Gain’. It refers to the belief that by giving value and support to other businesses, they in turn will want to do the same for you. As you will do for other people you network with, you will have an extra set of these extra ‘sales reps’ if you like, on the lookout for print opportunities then can refer to your business.

Enhanced Visibility

 
Back in the day when my print business was really thriving, I would either be attending or running three to four networking events each week. For a few years, this was my main marketing strategy and whilst I didn’t pick up business from every person I met at events, there weren’t many businesses in the central belt of Scotland who could say they hadn’t heard of my print company. Even if they were not in a position to need my services there and then, I was still making it as easy as possible for anyone who did want to engage with me. To this day, ten or so years later, I still have people reaching out because they remember me from a networking event back then.

Collaboration & Partnerships

Networking allows you to connect with other businesses that complement your offering. Ideally, businesses that serve the same audience that you target but with a different product or service. One of the best deals I did was on the back of my exhibiting at a small business exhibition in Manchester. I met two ladies who were setting up an extension to Greater Manchester Chamber of Commerce called ‘Chamber Plus’ and they just happened to be on the lookout for a printer to partner up with to handle the marketing needs of their members. That one partnership went on to generate six figures in its first year.

Collaborations and partnerships are still as important to me as ever. You’ll see me working with the likes of Tradeprint, VB Media, Trade Embroidery, Artworker, Flex4, Clarity Software, and Printlogic to name a few. We all serve the same types of business but all with our own unique offerings. None of these would have been made possible had it not been for the power of networking.

Personal Growth

One of the greatest things you can take away from networking is the positive impact it can have on you. It can really improve your communication skills. Entering a situation where you practice the art of listening, become more confident speaking, and enhance how you convey your ideas will build your confidence.

For me, one of the biggest takeaways and I think something we all search for in our work and personal lives more than ever nowadays is that sense of community. I think it’s important to surround yourself with like-minded people who have your back, who face similar challenges, and who can perhaps challenge you to explore differing perspectives can only be a good thing both for you and your business.

In a world where it’s become easier to sit behind a desk and look for ways online to win new business, challenge yourself to get out and network more. I’m a huge fan of digital marketing and am envious of businesses these days that have access to the tools they have today but remember this, people buy from people. Nothing beats the strength of a relationship you can build in the flesh. Networking complimented with a strong digital marketing plan is extremely powerful, but networking done right can deliver so much value to you, your team, and your business.