The Pedestal Group

I’m so amazed at how few people follow up after a networking event. Counting it up, I attended 23 networking events in May and June. In that time I received ONE email after the meeting. That isn’t before or after my notes – that’s period.

I try very hard to send a note to every person I meet at a networking event. If nothing else, it gets my contact information into their Outlook. It also allows me to show I’m serious about connecting, share some additional information about me and my business, and address specific issues I wrote on the back of their business card.

So here’s the thing – when I see people the second time, they generally remember me. Many, many people say “I got your email” or “thanks for your note” which means we don’t start from square one again. The other day I was with someone at a networking event and we ran into someone I had met a couple weeks before. He thanked me for my email and we picked up our conversation where we left off the last time. I went to introduce my friend and she was quick to point out they had met before. And then it got really awkward because it was clear he didn’t remember her. At all. Barely remembered the event they had attended. Now I’m not saying an email would have completely solved that problem, but it sure would have helped!

So here’s my request – just try it. Go to an event and email those people you meet with a note specifically addressing something you discussed (which means you have to take notes!). See if it doesn’t net you more responses, more follow ups and more conversations at the next event. Believe me, it is memorable! My second request, which isn’t as important but still – if you get a follow up note from someone, for heaven’s sake respond! You went to that event to make connections and here is someone willing to connect. You probably don’t know yet who they are married to, who their neighbors are, or who their best friend is. So writing them off as a potential client or referral source isn’t possible yet. WRITE BACK. It is much more professional than saying something the next time you see them. I’ve never asked anyone why they didn’t respond, but I’m getting close…..

The first time I saw a marketing technique like the one used on me today, I was both disgusted and impressed.  This afternoon in the mail I received a marketing piece with a post it attached saying some person thought I would be interested in the information and signed it with their initials.  The first time this happened to me, I really worked at determining who the “J” was on the post it to make sure I didn’t blow off something that was important to someone I cared about.  Unfortunately for the person who sent it, I checked with my “J” friends first rather than just calling them.  So I was disgusted because it is a lie. If I call this person, they don’t know me and it was a ploy to get me to call.  I’ve known some recruiters who do this in the form of leaving a voice mail “regarding a highly confidential matter” and then it is because they think you will know someone good for a position.  It got the desired result, but now the rest of the call is to prove the recruiter isn’t a slime bucket.

But I was impressed  because it was genius.  If we had even the most tenuous relationship, when I called if the person could say we met somewhere or talked at some point and they truly thought I’d be interested, I’m hooked.  To tell someone they made enough of an impression on you that you remembered them when something came up is a huge ego boost and would definitely get my attention.

So do this the way it was intended.  Go to a networking event and meet people.  Jot down on the back of their business card something they said or something they are interested in.  When you follow up after the event, don’t just send a “great to have met you” email- instead, include in it something that is based on what they discussed; something they would truly be interested in.  If you don’t have it electronically, send it hard copy.  But be sure to put your name on it and have the note say something to reference your conversation so they have a context.  At the end of the day your messages will get noticed and people will think of you as someone who really pays attention.  Meanwhile, I’m not returning this call.  But I’m still impressed.

I downloaded a white paper today at 2:30.  at 3:01 I had a voice mail from the company “following up on my interest in their white paper”.  Worse?  At 3;45 I got another call from the same guy, same company.  Now, it wouldn’t be so bad if this company wasn’t a technology company but they are.  When I answered the phone as the company name didn’t come up on my caller ID, the sales guy – we’ll call him Mario – said he saw that I had downloaded a white paper and wanted to follow up.  I informed him I had the document in my possession for one hour and hadn’t gotten a chance to open it yet.  To his credit, he said his computer said it was last week but obviously it was wrong so at least he didn’t call me a liar, but still. Really?  I had to hear that excuse?  So then he went on through his script, trying to talk to me about malware.  Except I hadn’t read it so I couldn’t tell him what I thought about things, or what in my business relates to the subject, because I HADN’T READ IT.

So now I’m not as inclined to read the paper.  I will, because I want to see if there is something new out there I wasn’t aware of, but I’m not going into the document thinking either neutral or happy thoughts.  I have a giant chip on my shoulder.  And when the doc tells me all about stuff that has been in the world for months, I will think badly of the company.  Anti-mission accomplished.

Now it just so happens I downloaded a white paper from another company on Thursday.  That company also left me a voice mail today but that was more reasonable since it has been several days.  And her message wasn’t an in-my-face, jump-all-over-it kind of voice mail.  It was a very low-key, “wanted to see what your thoughts were on the white paper”.  Her voice mail made me feel like she actually did want my opinion.  And as the two events happened close together (I picked up the two voice mails at the same time), it was an interesting contrast.

So the morale of the story is, don’t think that because someone downloads your material they “owe” you something.  You chose to put out free information so people who take advantage of it are following your direction.  When you do follow up – and you should – make it clear you want to start a dialog.  Not necessarily sell something right this second because you don’t know what product would be right for them as a client.  In fact, for all you know they need 12 products or services – you can’t tell from a download!  So take the time and build the relationship.  Ask the questions and listen to the feedback.  And for heaven’s sake give the person some time to read the document.  Otherwise, you come across desperate and annoying.