Offline Networking: Getting Clients in Person

As a Web Designer and Programmer, I have realized more than ever the importance of Referrals. As the Internet is continually flooded with Web/Graphic Designers and Programmers, I wondered how I would ever get a big enough piece of the pie to even survive through the next month. When I first put out my virtual "Open for Business" sign, jobs were far and few between. I initiated a lot advertising and marketing techniques that I had learned over the years. Still business was almost stagnant. Today, 4 years later, business is doing well, but it's been a hard climb to get to this still low plateau of steady clients. I don't need a graph to tell me that our business is growing and there's no pie chart pointing out the fact that most of our business comes from referrals of past clients. God Bless "Word of Mouth"!

Too Shy to Fly?

I fell in love with the Internet for many reasons. My lifelong dream is to be able to travel the world and still run my business via a laptop. The more practical reason was that it gave me a chance to work with my biggest hobbies, marketing and programming. I was also able to escape my lifelong suffering as a severe social introvert, thanks to Email and the Internet. Needless to say, my business and marketing skills have always suffered because of this strong desire to avoid direct human interaction. Through self help and seminars I have worked on beating this social backwardness by actually speaking publicly a few times and going out of my way (forcing myself) to talk to people. All of these have helped me overcome my terminal shyness in social and business settings.

I maintain a list of things that I need to work on to improve the business. Right at the top of the list is "Improve Offline Networking Contacts". One of the other contributing problems with the offline world is the fact that I always seem to be online. Now working from my (giant) list of "to do's", I'll tell you what I am presently doing to improve my offline networking contacts.

First, I decided to join the local Chamber(s) of Commerce, a couple of Business and Social Organizations. I have been meaning to do this forever, but it's a big list. I talked to other small business people who belong to some of the local business organizations. Many stated that it didn't do much more for them than offer a picture of stability to their clients, because of belonging to such organizations. I asked some these same people, "how often do you attend meetings and participate in functions"? Most, of course answered, "hardly ever". Well, Duh!

The point is, it's not enough to just join. You must get involved, and attend meetings and functions regularly. For many of us that can sometimes seem like an impossibility. Many of us work outside the business and have other responsibilities. Time is your enemy; don't waste it. You're joining these business organizations to improve your contacts. Do yourself a big "waste-of-time" saving favor and check out the member's list (most business organizations make it available). If there is a flood of members in your field, you may find it more advantageous to skip that organization and check on one that has less competition. You also want to make sure that there are legitimate contacts to be made in the organization. Other considerations may be social and ethnic compatibility. Yes, for as far as we have come in the fight against social and racial injustices, it still exists. The "smart" businessperson will apply their time where it is best served. Later, if time permits, get out there and start breaking some of those barriers down. Remember you don't have time to join (and work) them all, so join the one(s) that can serve you best.

Social Organizations should also be approached in the same way. Ask the social organization representative if the have a members list available. If not, ask them primarily what kind of background the majority of the members have. Ask them if they know approximately how many members they have and decide how your business can create a niche or target group inside the organization. Pick you your social organizations like you market your clients. Stay very focused on how the members of these organizations can help you.

A couple of other tips...

Another one that worked well for me in the past and requires little down time is a trade off. Contact "Big Name" or well-known local charities. Offer your product or service as a prize or an award in upcoming charity promotions, contests or raffles. Offer pro bono work for non-profit organizations. Don't think for a minute that because they are a non-profit organization, they don't have big pull with local commerce leaders.

Time is a big factor to those of us who have 80 hour work weeks. Study your most time consuming tasks and find ways to make them faster. Learn to create shortcuts for your daily chores. Automate what you can. Build simple systems for making you marketing a task less tackled. Set up spread sheets of contacts.

Schedule Everything! If it is not being done today, write it down. Hell, my best friends probably wouldn't hear from me if I didn't have them penciled in for phone calls. It has nothing to do with ego, self-importance or lack of caring. It's simply a matter of time and what's on your mind when you do get that brief hiatus in time.

Good luck to you in your Marketing Ad-ventures!

"Wild Bill"

About the author

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