Steven Morris Article

Stop Networking! Start Relationship Marketing.

by Steven Morris

Have you ever been to a networking breakfast or lunch? You walk in with a handful of business cards and get to make a two minute presentation with the anticipation of getting a lead and a sale. In my experience, you rarely get a lead or a sale. I don't recommend this type of networking because most of the people who attend are other salespeople trying to sell each other their services and products. Stop networking and start relationship marketing. Rather than networking to find a new lead and a sale, relationship marketing allows you to make connections and friends with people who can get referrals. Try going to free or inexpensive seminars. Don't go to the seminars in which you wish to hear what the speaker has to say, but on the other hand go to seminars in which people you wish to meet want to hear the speaker.

Relationship marketing instead of networking works best, in my opinion, in large groups of people such as seminars. Attending seminars to learn more about your craft and career is always a good idea, of course. However, to find new recruits, customers and clients I recommend that you go to seminars that do not necessarily have a speaker that you wish to hear but has a speaker that your target market may want to hear. For instance, if you're a recruiting broker looking for new salespersons you probably are experienced as a real estate salesperson yourself. You might not think to go to a free seminar to learn sales techniques for the information itself. People who you want to recruit will be there in droves. Or if you're selling real estate, you might go to a free seminar on estate planning, or human resources for potential relocation contacts, or even a free do-it-yourself seminar at a local big-box building supply store or, Chamber of Commerce events. Think about the people and you want to meet at the seminar and those who have the potential to introduce you to the people you'd like to meet.

You should introduce yourself to as many people as possible. Try to determine in your initial conversation whether they might be a good connection for you or not. If within the first couple of minutes of the conversation you realize that this individual might not be a good contact for you, then merely say, "Could you excuse me for a minute? I've just noticed someone that I would like to say hello to." Then carry on your conversation with a new person. If you are attending a highly specialized seminar such as a seminar for relocation specialists or asset managers, they will probably have registered early for the seminar. When you register for the seminar ask if you can receive a faxed copy of the list of attendees. Most seminars will be happy to do this for you. By doing this you can see in advance who will be attending and whom you would most likely want to meet. Always arrive to the seminar early for a couple of reasons. The first reason is to get there early enough to introduce yourself to the speaker. Meeting them and a short conversation could get you a mention during their presentation. The second reason to be first to arrive is that most seminars will have nametags ready for the registered guests. You can watch the nametags of the individuals that you wish to meet the most. When they pick up their nametag and enter the room you can immediately introduce yourself. You often find at specialized seminars that there are many people who attend who know other people attending. They will tend to cluster in groups together after entering the seminar room. After this happens it will be very difficult for you to intrude and introduce yourself. Remember no one enters the seminar room in a cluster. On the contrary, they usually enter alone. This is the best time to introduce yourself. Sometimes starting a conversation with a stranger can feel awkward. You may just “break the ice" by saying, "Hello my name is John”, and offer your hand for a handshake. They will probably introduce themselves and then you can say, "Did you have any trouble finding a parking place?". Something just that simple can start a conversation. Be sure to get their business card and offer your own. Continue to repeat the process as much as possible.

Another important thing about nametags is that many people being right-handed will place their nametag on their left lapel. On the contrary make sure that you place your nametag on your right lapel and never on the left. The reason for this is that a handshaking is always right hand to right hand. For the most part that's how you will be introducing yourself. By having your nametag on your right lapel it is very easy for the person you are meeting to see your name. This rule also applies to your professional company name badge. I recommend that you use your company name badge if you have one rather than a paper name tag.

As the seminar begins always wait to be one of the last to sit down. Make sure that you sit in a single seat next to someone you have not met so far. Make sure that there is someone sitting on either side of you. Therefore never sit in an aisle seat and never sit next to an empty seat. At this point introduce yourself to a person on either side of you. Strike up a small conversation. Then turn and introduce yourself to the person on the other side of you. After that short conversation turn and introduce the two people on either side of you that you have just met. Encourage them to introduce you to the person on the other side of them. The potential here is for four new contacts at one time.

You will find in most seminars there are several breaks. Most people returning after the break will tend to return to the same seat. I recommend that you not do this. Find a new single seat and repeat the above process to make four more new contacts. The important thing in networking and most types of prospecting is to meet as many people as possible. The real estate business is a numbers game. The more people that you meet that know you, like you and trust you, the more real estate recruits sales and listings you will create. Get business cards from everyone you meet and be sure to follow up with a note to each individual. For contacts that have the most potential for your business and/or referrals, invite them to lunch or for coffee, get to know them and let them get to know you. . Place them on your mailing list or e-mail list for your regular newsletter. Networking is searching for leads and relationship marketing is making and maintaining contacts. The more relationships in your database the better. Build relationships that build your business.

To help solve problems like these and to gain more knowledge of growing your real estate company in recruiting, agent production and retention consider purchasing Steven’s CD sets and having him personally work with you.

Steven Morris is a real estate broker, sales management consultant and coach with 30 years of experience and can be reached at 888-326-3949 or SMorris@MorrisWilliams.net