Don't wait until you've forgotten why you wanted to stay in touch.
You don't necessarily need to message somebody before you've even left the car park, but following up later that day, the following morning or within the next couple of days means the conversation is still fresh for both of you.
More importantly, you can still remember what made that particular conversation worth continuing.
That's the bit your follow-up should contain.
Having a follow-up template is useful.
Sending everybody an obviously templated message isn't.
You could start with something as simple as:
“It was great to meet you at [event]. I enjoyed our conversation about [subject]. If you'd like to know more about my business, here's the best place to find me. And if we're not already connected on LinkedIn, let's connect there too.”
Then personalise it.
Mention something you discussed. Refer to the problem they were trying to solve. Remind them of something you promised to send.
The template saves you time.
The personal detail gives them a reason to remember you.
This sounds incredibly simple, but it can make a considerable impression.
If you said you'd send an article, send it.
If you promised an introduction, make it.
If you mentioned another networking meeting or business event they might enjoy, send them the details.
Following up isn't just about reminding somebody that you exist. It's your first opportunity after meeting them to demonstrate what you're like to deal with.
Doing what you said you would do is a pretty good place to start.
Not every follow-up needs to result in a meeting.
Sometimes the useful next step is connecting on LinkedIn. Sometimes it's sharing an article. Sometimes it's introducing them to somebody.
And sometimes there's genuinely enough to discuss that meeting for a coffee makes sense.
Let the conversation dictate the next step rather than forcing everyone you've met through the same sales process.
Ask yourself:
“What would be genuinely useful to this person next?”
That's a very different question from:
“How do I turn this person into a customer?”
You've had a good conversation.
They've given you their contact details.
That isn't permission to immediately send them everything you sell.
A message that effectively says:
“Lovely to meet you yesterday. Here's my complete list of services and how you can buy them.”
can undo much of the connection you've just made.
Of course you can tell somebody where to find out more about your business. If they specifically asked for information, send it.
But there's a difference between continuing a conversation and suddenly treating somebody as a sales lead.
LinkedIn can be an excellent way of staying connected with people you've met through business networking.
But again, don't make the connection request the entire follow-up.
If possible, remind them where you met or refer to your conversation.
Once connected, you don't need to immediately start selling there either. You're creating another opportunity to stay visible, learn more about their business and spot ways you might be able to help each other.
Relationships can develop over months or even years.
Not every valuable networking connection has an immediate value.
You won't remember every conversation forever.
This is one reason I've always liked having blank space on the back of a business card at exhibitions and busy networking events.
A couple of words can be enough:
Send information.
Introduce to Sarah.
Looking for an accountant.
Follow up next month.
Whether you use business cards, your phone, a spreadsheet, CRM or another system doesn't particularly matter.
What matters is having somewhere to record why the connection was worth keeping.
If you're reviewing your own cards before your next meeting, I've also put together my thoughts on Business Cards for Networking in Eastbourne: What to Check.
This is something my earlier telemarketing work taught me very clearly.
I used to contact people from boxes containing hundreds of business cards that businesses had accumulated through networking.
Again and again, people would say some variation of:
“I've been meaning to speak to them.”
Some had an immediate requirement. Others were interested but the timing wasn't right. Some simply wanted to remain connected.
The opportunity had often existed.
The follow-up hadn't.
That doesn't mean you should repeatedly chase everybody you've ever met. It means you shouldn't assume that because somebody doesn't need you today, the relationship has no value.
One of the easiest ways to follow up doesn't involve sending a message at all.
Go back.
When you regularly attend networking meetings that you genuinely enjoy, you start seeing the same people again.
The first conversation becomes a second. You remember what they were working on. They remember what you do. Introductions happen. Trust develops.
That's very different from attending a different event every week, collecting another pile of contacts and never seeing anybody again.
I've written more about choosing events, making useful connections and why I don't believe bigger networking meetings are automatically better in How to Get More from Networking Meetings in Eastbourne.
The real test of networking isn't how many people you met.
It's what happens afterwards.
So after your next meeting, pick out the people you genuinely want to stay connected with.
Follow up while you remember the conversation. Personalise your message. Do anything you promised to do. Connect where it makes sense. Record anything worth remembering.
And then keep showing up.
If you'd like somewhere to start making those connections, come along to Business Boost networking in Eastbourne. It's free to attend for your first visit, and you'll find the latest meetings through our Business Support and Networking in Eastbourne page.
And when you meet me, don't worry about giving me the perfect sales pitch.
Tell me what you're working on and what I might be able to help you with.
