Quick Win + Pro Tip: Leverage Local Networking Groups and Associations

Have you ever heard the phrase “fish where the fish are?”

“Of course,” you’re probably thinking. “But what does that have to do with increasing my sales?”

Your community is likely ripe with potential new customers you’ve never connected with, but you’ll never find them if you’re looking in the wrong places. That being said, finding the right places can be challenging, especially if your new customer strategy has largely relied on organic growth and word of mouth until now.

Here’s a good place to start: picture your ideal customer.

What is the problem they’re looking to solve? What industry or industries are they in? What will they be buying from you? How often might they buy your solution? Are your cultures and values aligned? What type of budget or investment might they have to put towards the solution?

Hopefully the picture you’re painting represents or mirrors some of the best customers you’ve had.

Next, figure out if there are any local networking groups or associations that cater to that demographic. This part will take a little digging, but most of the information will be available at the tip of your fingers, if you know what you’re looking for. Look up networking groups and associations specific to their industry, the size of the company, or the job titles you’d like to connect with.

Find websites for these associations and reach out to any members that are in charge of new membership or events. Introduce yourself, share what you do, and why you were interested in the group. Most importantly, explain how you believe you can bring value to the group, and ask if there is an opportunity to get involved.

The purpose of groups like these are to help members build connections, share their knowledge, and bring people with common interests together. If you show up to any of their events in the spirit of doing those things - especially when it’s clear you’re looking to give to the other members of the group just as much (if not more) as you’re hoping to get from them, you’ll become somebody that they want to have in their group. Business will naturally follow.

It oftentimes can feel like a big leap to get involved in associations or networking groups, but remember, you miss every shot you don’t take. Besides, joining a group where everybody has common goals, namely, meeting other industry professionals they can form a relationship with, means you both need each other to succeed.

It also means that, as the group grows, new members will join, and you’ll consistently be presented with the opportunity to meet new people who could become new customers. Each of these people may have connections that could help you, too, and when you support them, they’ll want to do the same for you.

Just as importantly, regardless of the size of your community, word travels fast and reputations are often built quickly. When you show up to networking events with a smile, a handshake, and an eagerness to share resources that support other event professionals, you’ll develop a reputation that benefits your entire organization.