Networking is my thing…
While speaking to a friend recently about my new(-ish) business, she asked me a question that I get a lot: How do you get your clients? It still comes as a surprise to a lot of people when I say social networks, mainly Facebook. I might have said this before but I think about 70-80% of my business so far has come through Facebook. About 10% through Linked In and the rest mainly through word of mouth (friends and family etc). Basically most of my work comes through (online) recommendations and referrals.
Millennial networking?
My father in law, who’s been running a successful accountancy business for many years, got most of his work through networking too. He refers to it as “old fashioned networking” however, rather than “next generation” networking. For years, he attended his local BNI group and generated a significant amount of revenue through it. BNI and other referral marketing groups are all over the country and extremely popular. I believe them to be a very useful business tool especially for small businesses, sole traders and start-ups.
At the moment I don’t feel the need to join such a group yet, but if business would slow down (*frantically touching wood*) it’s definitely something I’d consider. I don’t think it’s old fashioned at all actually, it’s just that currently for me Facebook or online networking is my saviour. I’ve joined many industry appropriate groups like Freelance Heroes and Creative Networking but also parenting groups or more recruitment focused groups like Doing It For The Kids and Flexible Working For Mums Like Me.
I guess the only downside with groups like BNI (that’s my personal opinion of course) is when the lines between on- and offline get a little blurry. While I’m all for recommendations (as I’ve been banging on about, thats how I get most of my business), I find it unnecessary for members of such groups to recommend professionals from any industry – from plumbers and make-up artist to personal trainers and accountants – at any opportunity without actually having used them personally. Admittedly, a lot of people have recommended me without having used me. I’m a graphic designer however, so have a portfolio to showcase so people can make their own informed decision eventually (hopefully).
Do what it takes.
Having said all of the above, it all boils down to networking, whether it’s on- or offline: Meeting new people, forming relationships, helping each other out etc. I’ve recently started working from a business club (you may have seen my Facebook post about it) and it’s definitely given me a lot of opportunities to network from too.
But funnily enough, my latest client who I’m currently designing a website for, was gained by a ‘direct sale’. Not sure what the exact term is, but I was out shopping with a friend and started chatting to the manager of the store. The next day, the store owner called for a meeting and now they are one of my biggest clients to date. I felt so proud of this face-to-face interaction. I basically sold my services, with no recommendations and truly believe this is one of my biggest achievement so far.
To make your business successful you have to do what works for you. Do what it takes, but within reason of course – there’s values and principles even the biggest companies adhere by. But if I can give you one piece of advice (without sounding patronising), networking is key.
“To build a long-term, successful enterprise, when you don’t close a sale, open a relationship.”
Patricia Fripp