You just experienced a fantastic networking event where you engaged in compelling conversation.  You met a number of key influencers that you would love to connect with.  Now for the next step: How do you bridge that next awkward networking necessity, the one to help you with referrals or census?

Post communication after engaging in a networking activity is a critical part of the networking process, and can be considered connecting through “Re-Networking” or “Bond Building”.  You need time to learn more about each other and build trust, and that’s where the “re-networking” or “bond building” comes in.

But there’s a wrong way and a right way to ask for the meeting. The wrong way focuses on you. Saying something like, “I’d love to get together so I can tell you more about my services” is not going to cut it for most people. Remember that the heart and soul of purposeful networking is having a spirit of servitude and generosity.
So, when facing the all-important re-networking, be sure to:

1. Spirit of Generosity.  Have something relevant to offer. Successful networking is more about giving than it is about asking, so if you’re asking for the meeting, you should do some thinking in advance about what you might be able to bring to the table. Mentioning in your note or phone call that you may have an idea or a recommendation for something that could help that person professionally could definitely help grease the wheels.

2. Convenient.  Make time and location convenient. Let the person you are meeting with select the date, time and location.

3. Keep it short. Be respectful of people’s time and don’t plan to take more than an hour. In fact, proposing a shorter amount of time, say 30-45 minutes, will make it easier for them to accept because they’ll sense you’ll keep the meeting focused. Then, if all is going well for both of you at the meeting, you can always go longer, but at least you’ll have gotten through the tough part of getting the person to meet with you in the first place.

4.  Handwritten note.  Send a handwritten thank you note to the key influencers you meet for the first time, or reconnected with.  Personalize your note by referring to something in the brief conversation you had at the networking event. (Be sure to enclose a business card or two).  If you are really organized, you will always carry a few note cards in your car.  You can quickly jot a note while the conversation is still fresh in your mind, and slip it in the mail on the way back to your office.  Plus you don’t get hit with a “to do” list the next day!

5. Calendar. Make a note on your calendar to follow up with a telephone call 7 days after the event to schedule a visit.  Let them know you’d like to discuss additional topics you might have picked up on from your conversation with them during your networking conversation.

6.  Begin with the end in mind. Remember your relationship is still in the infancy stage.  Let’s compare it to dating: with each date you get to know the person a little bit better.  Your first meeting after the networking event is just that, an opportunity to get to know the person a little bit more, and look for opportunities where you will mutually benefit from the relationship.  So what is your goal after this bond building meeting? It should be obvious by now: to find another reason to establish a date and time to meet again to continue to “bond”.

7. Ping all the time.  Informally staying in touch is an art.  Quick casual greetings (pings) take a lot of effort but you must remember that it is only through repetition that you can become a fixed element in your contacts’ memories.  According to Keith Ferrazzi, author of “Never Eat Alone”, a person must see or hear your name in at least three modes of communication before it is readily recognized.  To transform an acquaintance into a friend, you need to be able to meet with him or her, face-to-face, at least two times.

8.  Social media. Add your new acquaintance to your LinkedIn, Facebook or Twitter accounts.  Don’t underestimate these powerful networking tools to help you continue to build your relationship; it’s an easy ping!

Networking should definitely be an integral part of your marketing plan.  There is nothing more valuable then having the opportunity to get face to face time with a potential customer or referral source.  Networking success is rooted in both the execution of purposeful networking itself, and also in how you conduct yourself during the re-networking meeting.  When your intentions are sincere, your efforts will pay off.  Aim for long term benefits, not short term gains, and you will be rewarded with an abundance of referrals, as well as an increase in census.

References:
“Never Eat Alone” by Keith Ferrazzi