lizmckeonwrites
needmore clients? start networking!
LizMcKeon on the art of gaining new contacts and clients
Business networking is an effective low-costmarketing method for locating new clients and contacts, based on referrals and introductions, either face to face atmeetings and gatherings or by other contactmethods such as phone, email and, increasingly, social and industry networking websites.
In addition, business networking brings with it the added advantage of recommendation and personal introduction, which are always helpful for developing salon business opportunities.
Many networking situations are simply opportunities tomeet people relevant to your business aims, when your initiative and creativity can turn social outings and events into worthwhilemarketing opportunities. For all networking dates, your success is dependent on the relevance of the situation and the quality and energy of your involvement.
top tips
If you are going to invest time and energy in networking in order to raise your salon profile and attract new clients, here are the top ten networking tips…
Describe
yourself.This is commonly called the ‘elevator pitch’. Start with your name, “my name is...”, smile and look the other person in the eye – shoulders back, speak with confidence andmake a great first impression. Follow with your salon name, “my business is...” – speak clearly, sincerely and with passion. Then “I ambased…” –make this relevant to the locality. Be different, special and better in some way fromyour competitors. Express what you offer in terms of positive outcomes for your clients, loading your explanations with benefits and qualities.
Be different and ambitious. Business networking is not simply finding clients in one- to-onemeetings. It is also building a strong network, helpful to your salon business aims. Start to project yourself as a great networker, as well as being a great salon owner ormanager. When youmeet like-minded people, your network will grow, because others will see you canmake things happen.
Be helpful to others and you will be helped in return. Using the principle of what goes around comes
around.The giver builds reputation and trust, and referrals tend to result. Always try to ask helpful questions, asking others “how can I help you” or “what can I do for you?”
Keep your integrity. Building trust and reputation is essential for growing a strong business network.
Find relevant groups and connections. Identify target groups and connections suitable for your salon business. Don’t go aimlessly after every networking opportunity that comes your way; instead try to find networks which already function well or have the potential to do so – ideally remembering that you need to be able to help them, as well as they should be able to help you.
Plan your networking and know what you want. Networking can be very time consuming, so planning is vital. Have your targets and monitor results. It can also be a very sociable and enjoyable activity, and for some people can seema lotmore productive than it actually is, so staymindful of business results and cost effectiveness in terms of time andmoney invested.A starting pointmight be to pick one business networking website and one face-to- face business networking group and see how you get on before committing fully.
Follow up your commitments and promises. This builds trust, reputation and results. Networking will only produce positive results when it is followed up after the event.
Be a positive influence. Become known as a really positive person in the group and people will warmto you. Hopefully you will have the opportunity to give a presentation to the group,
which is a wonderful chance for you to demonstrate your expertise, promote your salon and pass on lots of useful information and tips to potential new clients.Avoid giving a hard- selling pitch, instead aimto educate and inform the audience. Exactly the same as in the salon, you will sell yourself easily and effortlessly by giving helpful information in a professional and entertainingmanner.Your aimat the end of the presentation is tomake such a good impression that people just gravitate towards your salon business.
Apply sustained and focused effort. Recognise that networking is a very effective
formofmarketing.Very often salon owners expect new clients to find them, however, sometimes we have to go out, find the clients and bring themto the salon and that’s called ‘networking’! Just like all forms ofmarketing, networking is about creating awareness and then building relationships to the point where an appointment
ismade.Make themost of unplanned networking opportunities, which can arise anytime, anywhere – always carry your business cards and salon information.
Have a healthy life
balance.That way you will be at ease and relaxed with others.You will be able to engage and respond in lots of positive ways with lots of different types of people.You will project confidence, demonstrating that you are in control of yourself and your business, and people will refer to you as a person first and your business second.
Finally, remember whether it’s business networking or any othermarketing activities, learn to build relationships first, your reputation next and referrals will automatically follow!
LizMcKeon is a Business Coach,Trainer and Guest Speaker, specialising in the beauty industry.
T: 00353 1 892 8007
W:
www.lizmckeon.com @Beautybizliz
64 GUILD NEWS
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