The Edge Marketing

What if -- every time you had a networking appointment with someone -- you invited a third person. Sound like a ridiculous concept? Why on earth would you want to do this? Aren't you taking the focus off of your business and putting it on someone else's? Here are 5 reasons why multiple meetings are beneficial:

YOU CAN MAKE MORE PROFESSIONAL CONNECTIONS IN LESS TIME

Networking can become very time-consuming and expensive -- especially if all you ever do is have lunch or dinner with one person at a time. And if you try to meet with every possible networking contact individually, you will never have any time to see clients! You should spend about 20% of your week marketing your business -- and you want to get the biggest bang for your networking "buck" during that time as possible. So, by meeting with two potential gateopeners at once, you are using your marketing time more efficiently.

YOU ADD VALUE TO THE MEETING

You have more to offer colleagues and clients than just your services -- you also bring to the table an extensive collection of contacts. You appear more attractive to a potential gateopener if you show them what a great RESOURCE you can be. Let's pretend that you have a meeting with a graphic artist -- you might want to invite along a local printer you know. You have just introduced each of your guests to another professional who might be able to bring them leads. And, you have increased your value as a resource.

YOU CAN TAKE CARE OF ANOTHER PERSON'S NEEDS

Another way to make yourself attractive to a colleague or client is to solve his or her problems. Of course, you will not be able to personally solve every problem that comes along -- but you can make an introduction that will lead to a solution. For example, let's say that you have a client who is in desperate need of a corporate attorney. You meet an attorney at a networking function and schedule a follow-up lunch -- and you also invite your client. The client is grateful for your help, the attorney appreciates the introduction -- and you will stand out in each of their minds the next time they come across a potential organizing lead.

YOU HAVE A BUILT IN "LEAD-WARMER"

There is nothing more frustrating than getting a lead for a potential client and finding out that the person didn't even know you would be calling. No one likes receiving cold leads. So warm yours up by including a personal introduction over lunch. When you call your friend Sally to tell her that a client of yours needs her services, suggest that you get together for a three-way meeting so you can introduce them. This keeps your client from feeling like he/she is being "solicited," Sally has a special opportunity to explain what she does -- and you are the catalyst for it all!

YOU CAN TEACH OTHERS HOW TO PASS YOU LEADS

The golden rule applies to business relationships as well as personal. If you tell your colleagues that you would like a personal introduction to any potential organizing clients -- but give them just a name and a phone number when you run across a lead -- you will get the same in return. If you want warm leads, give warm leads. Period.

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