Rod and I have been in the 'marketing' business, more so than the 'photography' business for 20 years now (celebrating 20 years of The Imagery this September!). Attending a breakfast for the Dakota County Chamber this morning, it was time to hear from county commissioners and planners, and learn more about what was going on around us. Businesses can't succeed on their own, it's only with the support of the community and the economy around us that we survive. It was a good first 'networking' event for us to attend in the New Year.
On the way home, we both reflected on the fact that [we think] that Rod was the only professional photographer in attendance this morning. What are we all doing to keep ourselves out there and top of mind? As more and more studios dwindle, retire, and close, and there are more and more part-timers out there, is the art of networking something that is also being lost on our profession? And if we are not showing up, then how is the life-blood of the community (the small business world) staying up to date on what our concerns are, what are challenges are...and do they know that we are still relevant?
My plea to you is, yes, we are relevant, and to keep us relevant...keep networking! You have to go and get the business, it will not come to us. For those photographers that are new and aspiring, I decided to do a quick post today on the "Top 5" things to remember when networking. And yes, you do need to get out there in person and not just on facebook. When you do get out there, remember these tips to help it not be so scary and mysterious.
#1. People have to know and see you multiple times before they will trust you enough for you to send them any type of offer or invitation to engage. It's a marathon not a sprint...it's a courtship not a booty call... all sorts of analogies, but what it comes down to the fact that you are going to have to show up multiple times, and that means in-person, not online.
#2. Don't make it about you, make it about them. Listen more than you talk. When introducing yourself, start with asking them open ended questions, and then sit back and truly study everything they are saying so you can add in. In order to make it about them, you've got to get to know who you are talking to first. Do they have family? Are they in charge of their entire business, or an employee? Do they have a business cycle that includes a need for updated headshots right now, or do they even care about image branding?
#3. Follow-up immediately. This is my weak point and something that I have vowed to be better at in 2018. If I don't follow this rule, I inevitably completely forget who I've met, I accumulate a stack of business cards, and a year later I still haven't added them to my database. I now always add on an hour of office time on to any networking event, with no appointments, so I can take my notes or business card stack and request to connect with them on LinkedIn. I also will add to my database with the marker "networking" so they can be called up in a group later on. Immediate follow-up doesn't have to mean a phone call. Of course, call right away if there is a possibility for strategic partnership and you want to chat further over coffee. (And no, Facebook isn't the best place to begin relationships, Facebook is social and personal, so let's wait a few times before we "friend" someone!).
#4. Remember you are there to meet new people--not hang out with friends. Especially when Rod and I attend events together, we make a point of sitting at separate tables. You will eventually run into people that you see time and time again, and it's important to have quick re-connects with people you already know, but don't spend the entire event with them. Remember if you already know them, you can connect with them one on one at another time, or send them a quick follow-up, "nice to see you again at such and such". Take this time to sit with new faces, ask new questions, and listen to new voices. Look for the people that are hanging out on their own, and do you and them a favor by introducing yourself and starting a conversation. Everyone is there for the same thing, so everyone expects to have strangers approach them. Don't get all "Minnesota Shy" (and believe me, as an introvert, I get it). Your business depends on you getting a little bolder.
#5. Be prepared with business cards that are functional and are networking-friendly. Order cards that have enough blank space on them to write on the back, so the people you meet can make a note of how they met you (and you should always carry a pen so you can make notes about them as well). Don't order 'gloss' or 'uv coated'...they are cool looking, but impossible to write on. Also, make sure that your cards have a photo on them. You are a photographer and you are telling people to put photos on their cards, so make sure they are on yours! We get our cards from moo.com, which allows us to basically print an entire portfolio of images, with each card being different. I then ask the recipient to 'pick a card', and in so doing, we are showing off our portfolio and variety of work... more ice-breaking discussion points!
So get out there and network. It shouldn't be scary. Develop a system for it. Do it right. And above all, be patient. The biggest point is #1...KEEP SHOWING UP.