I know some of you are thinking to yourself “I already met the person at the networking event, followed up with an email, and sent a greeting card!” So why should I meet with the person again? I will admit, I have had some success meeting someone at a networking event and then actually doing business with them shortly after without this step.
It seems to me professionals attending a networking event are mostly looking to meet new contacts. The hope is this new contact will either give them or lead them to new business. Is it really reasonable to think you will gain new business or a new contact that will lead you to your next big customer from a casual five minute conversation? I look at this first interaction as the first stepping stone on the path of the business relationship. The next stone on the path is meeting again in person or on the phone.
So how do you get the second meeting? Simply call your new contact and let them know you want to add them to your referral network. Learning more about their business and talking to them more about your business will lead you both to referrals. Let the new contact know the goal of this meeting is to add them to your network and in order to do that you want to know more about them.
From this meeting you will find out more about their business, who their ideal client is, their existing referral partners, and most importantly how you can refer them.