How do you feel about networking? Love it, hate it or avoid it at all costs? Unfortunately, if you’re an MSP (managed service provider) owner, then you’re also the face of your business.
And that means that potential customers need to get to know you in order to decide whether or not to work with you. If you’ve met me in person, you might think I’m a confident networker. But that wasn’t always the case. I’ve learned to be better at it, and you can too.
How to Get Better at Networking
First, you need a mindset shift. Networking isn’t about finding people to sell to, although you’d be forgiven for thinking it is. So many events expect you to sell yourself from the start.
And as an IT services provider, you may also think that there are better ways for you to find new clients. Or maybe you’re happy with where your business is now, so growth and future planning aren’t priorities for you.
So I’m going to challenge both of those assumptions. First, think of networking as a way to build connections with other business owners. Spending time with them and getting to know what they do, as well as letting them do the same with you, means you can both make helpful referrals.
Second, I’d say that no matter how comfortable you are with your business today, things can and will change. Your clients will retire or sell on their business. New MSPs will come on the scene, and they’ll be nimble, future-focused and happy to embrace new technology. They will overtake you.
Third, you might be surprised by who you meet at events. If you go with a willingness to collaborate, all kinds of opportunities can open up. For instance, I’ve been able to put together courses on finding customers with a sales trainer giving advice on closing the sale. And a PR expert helped me help my clients find speaking gigs.
Finally, by showing up regularly, you’ll build connections that become friendships. And then you can be vulnerable and ask for support and advice when things aren’t going so well. You’ll know that you’re in a safe space to do so.
Find a Networking Group That Works for You
Not all networking groups are created equal. And if you feel that it doesn’t work for you, or you’ve had a bad experience, then I’d say you’ve been to the wrong event. Have you ever said any of these things:
• We’ve tried networking, and it doesn’t work for us
• We meet the wrong people
• It’s a waste of my time
• I’ve nothing in common with the people I meet
Yes? Then it’s time to revaluate where you’re spending your time! Post-pandemic, online networking is thriving, and that’s a good thing. There’s no stressful commute or struggle to find a parking space. You don’t have to take hours out of your busy day to travel to and from the event – you just turn up on Zoom five minutes before the start.
And the other advantage is that you can meet people from around the country; indeed, from around the world, and you don’t even need to leave the office to do it. So before you write off networking entirely, I’d encourage you to take a look at the groups out there now. You might be pleasantly surprised. And remember, you can ask your peers for recommendations.
Why You Need a Plan for the Sessions
Another reason MSP owners struggle with seeing results from networking is that they go in without a plan. If your prep focuses on your 60-second pitch and getting your business cards together (does anyone still use these? I’d love to know!) then you might not have a plan for the day.
So before you go, decide what your goal for the event is. Do you want to meet business owners in a particular sector? Then check out the attendee list before you book up, so you know there’ll be the right people there. Similarly, you might be looking for someone with a certain skillset to help you in your business.
Have a look on social media to see who’s posted to say they’re going, and make sure you announce your attendance too. This is a good way to see in advance who’s going, and you can do a bit of research on their companies beforehand.
Have a system for the day to make a note of who you meet, what they do and how you might help them. Listen carefully to what they say and ask questions. Don’t make it all about you! Remember that everyone loves to talk about themselves!
And don’t forget to put time in your diary for any follow-ups! If you promised to make some introductions to people already in your network, do it straight away. Connect on LinkedIn with anyone you want to stay in touch with, and send a personalised note with it.
Have you found this article useful? If you’d like to learn more about business networking for geeks, then check out my book of the same name. And please share your tips in the comments! We’d love to know what works for you.
You Might Also be Interested in
Richard Tubb is one of the best-known experts within the global IT Managed Service Provider (MSP) community. He launched and sold his own MSP business before creating a leading MSP media and consultancy practice. Richard helps IT business owner’s take back control by freeing up their time and building a business that can run without them. He’s the author of the book “The IT Business Owner’s Survival Guide” and writer of the award-winning blog www.tubblog.co.uk
All PostsYou might like:
Comments