Networking events are all about making connections with the right people, but all that effort invested is wasted if you don’t execute on the follow-up. Here’s how to take advantage of the leads you gather at your next networking event—so you can turn those contacts into revenue opportunities.

At the event

Your follow-up work starts at the event—the more information you record, the better you set yourself up to follow up on those leads after the fact.

1. Make sure you are memorable, and not just because you were pushing your “pitch.” Take time to chat with people on a more personal level as well.
2. When you meet someone and the discussion points you to a possible opportunity, ask for a business card, and also ask if you can contact them at an agreed upon date. Write that date on the back of the card.
3. After the person walks away, jot down a few notes about your interaction—who he or she is, what you talked about, where you met, etc. You want to make sure you remember this person and give yourself enough context so you can make them remember you as well.

After the event

This is the crucial part—failing to follow up after a networking event makes that event less effective as a marketing tool for your business.

1. For those contacts you set appointments with, record those meetings in your calendar right away so you don’t forget. Make sure you have your notes organized for each one.
2. For anyone else you met but didn’t set an appointment with, email them within 24 hours. Even if you don’t see an immediate connection, say thanks for talking—it may lead to a referral.
3. If applicable, introduce two people to one another. You may find that two people you met are interested in each other’s business offerings. Or someone you met at the event would benefit from the service of a colleague or friend. Make that introduction—and they’ll remember that you made that connection for them.
4. Use your notes to continue the conversation. Did you discuss the local sports team or a community event or industry topic? Bring that up to remind them of who you are, and continue that rapport you started to establish.

Remember, not every contact at a networking event is going to be a successful lead—but developing relationships can turn into referrals down the road, or business when those contacts are ready for your services.

© 2012 Zywave, Inc. All rights reserved.