Smart entrepreneurs know the value of landing that “big fish” client or customer. Check out the business networking tips cheat sheet here…

Business networking is the only proven strategy for reeling in that big fish. Networking is the 80/20 principal in action – just a tiny bit of time invested can generate 80% of your business!

The reason? The clients really worth having will never beat down your door to meet you and probably won’t respond to your advertising either.

If you’re in retail or there is no such thing as a “big-fish” customer in your industry, then you could use the following tips for establishing relationships with the best suppliers or strategic partners.

Business Networking Tip #1: Introduction Magic

Do not underestimate the power of a live testimonial – generated, of course, by an introduction from a mutual friend. Better yet, get introduced by a raving fan customer.

You may need to coach your “introducer” to announce you to the “big fish” like this:

Introducer: “Hey Big Fish! I wouldn’t normally interrupt but I just saw my buddy at this event and I absolutely had to introduce the two of you”

If the big fish trusts and respects your introducer, then you just got their interest and attention in 5 seconds flat!

Business Networking Tip #2: Calm down and play it smart

The over-eager, rapid-fire card dispenser  wins no friends. In fact, it’s kind of embarrassing just to watch.

About once a month, I stand above my rubbish bin (trash can) and sort through the inevitable pile of business cards.

Each card gets a half-second glance while by brain searches for recognition. About 90% end up as recycling.

Being a smart player in the networking game means waiting for the ideal moment to approach your “big fish”. Striking at that right moment means you’ll have a chance to chat and create a lasting impression.

Believe it or not, it is this “impression” – not the design of your business card, that will ensure you make it into the Rolo-dex.

Business Networking Tip #3: Trying to sell will murder your chances

People do not attend networking events to be solicited by each person in the room. As desperate as you may be to kick off a relationship with this important person, resist all temptation to blurt out your pitch!

Instead, learn to ask questions that uncover problems or issues that the person (or their business) faces. You can then position yourself as the potential solution to one (or many) of those problems….

… Take their card and leave them with the expectation that you’ll be in touch shortly to deliver the problem solving pitch.

Questions to uncover problems could include:

“What do you do?…… I see! How is your business approaching this “recession” thing?”

“What big changes in your industry do you see coming up in the next 6 months?”

… and the cheeky option when you have enough rapport:

“What is going on in your business that you’d rather be here at this event, than in the office?”

Business Networking Tip #4: The biggest mistake

If someone does hand over their card to you, do not interpret this an invitation to phone them. Certainly, never ever phone their mobile.

By phoning, you risk destroying the fragile relationship by coming on too strong and/or presenting an inconvenience they never wanted or asked for.

Email is the best bet. You can increase the chances of your message getting opened and read by telling them you’ll be sending it.

A really cool tactic is to drop off custom, beautifully printed material (with a personal note) to their company receptionist. The receptionist will pass on the papers and mention the fact that, unusually, you actually turned up to it drop off. Typically, the “big-fish” person will then invite you back for a meeting.

Business Networking Tip #5: Introduce others

Remember, networking isn’t always about you. You’ll quickly develop a reputation as a trustworthy and useful contact when you regularly introduce people who have great value to share.

Doing this requires you to get over any scarcity fears that you have. There is plenty of business to go around and helping out others isn’t going to harm you (quite the opposite!). If you struggle with this concept, you shouldn’t be attempting to network at all.

If your clients know that you are a great networker and have benefitted from referrals that you’ve provided, then you’ll get many more useful referrals from them. Everyone wins.

Summing it up:

Business Networking isn’t as easy as many people think. Firing out business cards indiscriminately without introductions is going to do more damage than good.

The simple recipe of getting introductions, waiting for the right moment, solving problems, polite follow-up and giving back will result in the biggest and best business opportunities available… best of all, it’s low cost and hardly takes any time!