I’m going to make two statements that seemingly contradict each other:
The best form of marketing is networking.
It’s hard to get business from networking events.
Both are true.
And my perspective is a result of attending a number of networking events through the years.
When I attended my first Chamber of Commerce Networking Event (and this was true of a local networking Club that I belong to), I was shocked to see that most people’s idea of networking was all about “Me, Me, Me!” People were so impersonal and took the event as their opportunity to pass out THEIR business card and tell you about THEIR business and what THEY could do for me. The goal of most people at these events was to either get someone to sign up for their business opportunity or to find a new customer. I was amazed at this short-sighted and short-term networking idea.
To me, networking is about building relationships—finding others that you can create a MUTUALLY beneficial relationship with.
The most effective result of networking is finding someone who reaches a similar market as mine and then trying to build a partnership. If you have similar, but non-competing products…you can work together. My most loyal customers are those with whom I’ve become friends and shared either information or something else that was of value to them–and that doesn’t mean trying to sell them one of my products.
This is even more important during health and economic crisises. Online relationships helped me overcome the loneliness and inability to market in person during Covid. I used Zoom and Facebook groups to communicate with others in my industry.
Work together to create joint marketing tactics or just get to know each other on a more personal level. If you have information that you know someone else will find helpful, reach out to them. Giving instead of taking is the most valuable part of a relationship.
Let me tell you a story.
Way back in the late 70’s before the age of Internet dating, I started and published a statewide Singles newspaper. In each month’s issue, I ran a photo of myself and a “Notes from the Editor” column.” My readers got to know me from the tidbits of personal information that I included in that column and from the help that I provided when they called me. Many were lonely and just needed someone to talk to. I didn’t care if they were running their “profile” in my paper or not. I was there if they needed me. As a result, singles in other communities throughout the state organized parties or dinners for singles in their area and invited me and my husband to attend. We always did–and got to know our readers and potential readers on a more personal level. We weren’t selling them anything. We were building relationships.
Fast forward 30 or more years. Today, we still are friends with many of those singles today. I’m in a totally different industry today — but those lessons learned from Arizona Singles are still an important part of my business philosophy today.
Offer friendship with no strings attached and you will build relationships that can last a lifetime.
Thank you Emily. I really appreciate your comments. I understand where you are coming from as I’ll be 83 next month and have had to change my business model as my personal circumstances changed. This is what I am currently doing in order to stay challenged and active. I no longer do local deliveries because of the driving issue. I do, however, still operate an active and busy website but very different than what it once was. I didn’t want to have to be constantly busy now creating lots of gift baskets every day so I still create some gifts for the website but also use a few dropship companies. I get the orders, run the credit cards, place the orders with the dropship companies which give me a discount and run my credit card and ship. They send me the tracking number which I send to my customers. For the few gifts that I create, I use pirateship.com for discounted shipping (it’s free to use). If the product is small enough to ship via USPS, I put it out on my porch for my postal carrier to pick up with a note in my mailbox telling them to pick it up from the porch. If larger, I use UPS and drop off the package at a UPS Store which is only about 6 blocks from my house or if Fedex, I drop it off at Safeway which is even closer. Hope this gives you some ideas as to what you may be able to do. If I can be of any help or answer any questions, just email me at orderscreativegifts@gmail.com Thanks again for your comments.
I started my business several years ago but always enjoyed doing business. My first business was a small store in Brooklyn when I was very young. I am 75 years now and still enjoy doing business. I don’t have a store but I do baskets from home and also do facials. I have followed your e-magazine for several years and always enjoyed reading your articles and learning from them. I would love to still be able to make things and be able to earn some money, however I do not drive and were I live now you need to drive. I just want to say thank you for being such an inspiring person and even though I’m not active selling I’m active creating.