How to make friends

Forging new relationships is the key to winning business. John Timperley gives tips on developing those crucial contacts

Surveyors have always liked networking, as the number of exhibitions and conferences in the property industry testifies.

During the past year, there has been an increase in attendance by surveyors at functions, partly because the downturn has given them more time, but also because they need to forge new relationships to safeguard their businesses.

So if everyone is networking and there are only a certain opportunities around in the market, how do property professionals distinguish their firms from the rest of the pack?

The trick is to view involvement in a networking event in two stages. The first stage represents the event itself. Much has been written on how to network at an event, how to break the ice and start to engage people in conversation.

Less has been written about stage two: following up the event and further developing the relationship.

It’s all in the timing
The best time to get back in touch with a new contact largely depends on who it is. Leave it too long, and they will most probably have forgotten you. If you go for an immediate follow-up, the contact might think you are desperate.

As a rule, it’s better to wait a couple of days. This suggests that the person is quite high on your agenda but that you have to deal with other priority matters first.

To work out the best timeframe, ask them at the event what they will be doing in the next few days. Naturally, if you have promised to send them something at a certain time, you should always keep to your promise.

Stand out from the crowd
Typically, people follow up a networking event with a note – handwritten, formal letter or email. Social networking media, such as LinkedIn, has provided another vehicle for keeping in touch.

All these activities show your friendly side but little more than that. The best surveyors also send something of value that will catch their contact’s interest when they follow up.

As you want to position your genuine interest in this person, avoid sending your firm’s brochure or other such literature. It implies you’re selling and not relationship-building.

Reach for the phone
At some point in the follow-up you will need to give your contact a call. Communicating by email is fine up to a point, but to really build the relationship you need to speak with them again. To take things even further and explore opportunities for both of you, you will also need to meet – but more on that in a moment.

On the phone, introduce yourself clearly but warmly and check if it is convenient to speak. If it is, then build on your previous discussion. Good surveyors always propose a next step.

They also check their contact’s approval of each proposition before suggesting anything else. At the end of the call, it’s wise to summarise the points you have agreed on and offer to drop the contact a note with these ahead of the next action.

A helping hand speaks volumes
In the course of your discussions, a business opportunity may become apparent – but it might not be suitable for you. If appropriate, offer to introduce the contact to others in your network.

Alternatively, put yourself in your contact’s position and do them a favour with no expectation of it being returned. Nothing stands out more than people genuinely trying to help; it may even propel you into a position where the contact favours you over their existing advisers.

The key is to adopt a ‘how can I help?’ mentality rather than a ‘what can I get out of this situation?’ frame of mind. These two contrasting approaches can result in completely different reactions.

Get face-to-face again
You really start to build a bond with people when you’ve met them several times and shared some experience of working or socialising together. So think about what events or activities your new contact might be interested in and plan a programme of invitations. Would a coffee and a catch-up be appropriate?

And when you meet, ensure that the impressions you have created so far progress to bigger and better things. Prepare by:
– Researching what’s going on in the contact’s business from newsfeeds, press notices and any information on their website
– Planning what you want to say, how you are going to say it and the questions you’d like to ask
– Thinking about how you want to come across
– Expecting to listen and clarify anything you don’t understand
– Tentatively thinking what the next steps will be, but be flexible and guided by the outcome of the meeting.

If you have blocked out your diary with networking events over the next month, make sure you block out time afterwards to nurture the contacts you make. You wouldn’t want the time you invest in going to that breakfast, lunch or dinner to be wasted would you?

Further information
John Timperley is a business development specialist. He is managing director of The Results Consultancy