January is typically the month of New Year’s receptions and other networking events.
Many people have the feeling that they don’t get the results they could get from them.
In the past I have already given many tips about making the most out of networking events like:
- “Why many people are frustrated when going at events (and what to do about it“
- 9 Tips to make New Year’s Receptions and Events a success
- Which events to go to and how to know they take place
(+ look at the categories bar on the right hand side for more tips about networking at events).
In this post I would like to add that there is a difference between most New Year’s Receptions and other networking events.
Traditionally many New Year’s receptions attract a lot of people. If they are hosted by an organisation like a Chamber of Commerce there is also a variety of profiles, industries and backgrounds.
Many people who are in sales get frustrated with this since they don’t find many new customers. And that’s most of the time no wonder. The percentage of participants that has buying power (= they can make the decision to purchase a product or service) is very low. On top of that the percentage of participants who might be interested in your product or service is even lower. It’s like looking for a needle in a haystack!
As a consequence a lot of sales people and business owners who attend our training courses then comment: “So I better not attend these events anymore?”
That might be a conclusion.
However I suggest to look at it from a different point of view.
In my opinion “general” networking events are good to stay in touch with your current network. Many times you can see a lot of people in a few hours time, which is a very efficient use of your time. The benefit of this is to stay top of mind.
If you want to find new customers, then I suggest you start from your goals and your target group and look for smaller networking events where they gather.
To your success !