Blah blah blah.<\/p>\n\n\n\n None of this is news to you. You know that networking can be an effective tool for generating leads.<\/p>\n\n\n\n But if all you\u2019re doing at networking events is searching for leads, you\u2019re leaving a lot of potential business on the table.<\/p>\n\n\n\n The point of networking is to build relationships; that\u2019s clear to everyone.<\/p>\n\n\n\n The question is, are we building the right<\/strong><\/em> relationships?<\/p>\n\n\n\n Most of us look at networking like this:<\/p>\n\n\n\n \u201cOk, there\u2019s an event coming up, I want to walk away with people I can call who might be a good fit for my business. I\u2019m going to actively seek to form relationships with the folks who could one day buy my products or services.\u201d<\/p>\n<\/blockquote>\n\n\n\n And while we\u2019re there, maybe we run across another designer or two, or maybe a developer or copywriter. We chat a bit with them because we have a lot in common, wish them luck with their business, and walk away.<\/p>\n\n\n\n Or maybe we just spend 15 minutes complaining with them about difficult clients and sharing horror stories before someone announces that the crab cakes are ready.<\/p>\n\n\n\n And then we go off on our merry way, without their business card. Or even a phone number.<\/p>\n\n\n\n Why?<\/p>\n\n\n\n Because we don\u2019t need it, right? They\u2019re not going to buy anything from us, now or in the future.<\/p>\n\n\n\n Right?<\/p>\n\n\n\n Way wrong. First of all, just because someone designs for a living doesn\u2019t mean they have time to design their own stuff.<\/p>\n\n\n\n Sounds crazy, but the cobbler\u2019s children have no shoes, right? We can get so busy with client work that we simply don\u2019t have time for our own stuff.<\/p>\n\n\n\n But this isn\u2019t the main reason you want that business card from that other designer. Or that developer.<\/p>\n\n\n\n Or heck, even that copywriter.<\/p>\n\n\n\n You want their business card because they can send you business.<\/p>\n\n\n\n Here\u2019s the truth: even though we all want to work with every possible client and get all the dollars, life rarely works out that way.<\/p>\n\n\n\n We all run into situations like this sooner or later, and when they arise, we don\u2019t just want to say \u201cGood luck!\u201d and send them into the hands of some random designer. What if they have another project in 6 months or a year that is a good fit for us?<\/p>\n\n\n\n If we send them away and they go to a designer who we don\u2019t<\/strong><\/em> have a relationship with\u2014who could potentially do a poor job\u2014will they ever come back?<\/p>\n\n\n\n What we need is a referral partner, someone we can send the not-so-great-fit client to. But not just anyone\u2014we need someone we\u2019ve formed a relationship with, someone who isn\u2019t going to hoard the business to themselves.<\/p>\n\n\n\n Someone who\u2019s going to send us referrals in return. Someone who\u2019s going to say to our original lead, \u201cI know that last project wasn\u2019t a good fit for my partner, but this one isn\u2019t a good fit for me<\/strong><\/em>. You should contact them.\u201d<\/p>\n\n\n\n So a little back and forth starts, and suddenly, we\u2019ve got a new source of qualified leads. <\/p>\n\n\n\n And that\u2019s just by networking with that other designer. What about the writer or the developer? These are awesome folks to have a relationship with too, but for a different reason entirely.<\/p>\n\n\n\n Consider your own experience: How often have you come across a client who needs more than just design work?<\/p>\n\n\n\n They started with a logo and then asked if you could design them a website…and if you could build it, too.<\/p>\n\n\n\n Oh, and write all the content for it, by the way.<\/p>\n\n\n\n Even if you\u2019ve got a team with a writer and developer on board (or two or three), how often have you come across a project that requires a little<\/em> bit more work than your team can handle? <\/p>\n\n\n\n When your content and development folks simply don\u2019t have the hours to take on a project themselves? That\u2019s where your new best friend comes in.<\/p>\n\n\n\n You can also<\/strong><\/em> rely on them to collaborate with you<\/strong><\/em> on their larger projects.<\/p>\n\n\n\n For years, we\u2019ve collaborated with an SEO firm. Their clients rarely need just<\/strong><\/em> SEO help\u2014they usually need a website.<\/p>\n\n\n\n Our clients rarely need just<\/strong><\/em> a website\u2014they need SEO help, too.<\/p>\n\n\n\n And so we both end up winning a lot more business together than we would separately.<\/p>\n\n\n\n And we\u2019re not forced to turn down projects because we can\u2019t provide one service or the other.<\/p>\n\n\n\n Networking is about forming relationships, but I urge you to broaden your focus beyond lead generation. Don\u2019t zero in on networking events where you\u2019re only<\/strong><\/em> likely to meet potential leads.<\/p>\n\n\n\n![\"professional-networking-conference\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2016\/12\/professional-networking-conference.jpg\")
<\/figure>\n\n\n\nThe truth is, networking is valuable, but most of us are doing it wrong<\/h2>\n\n\n\n
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![\"professional-networking-food\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2016\/12\/professional-networking-food.jpg\")
<\/figure>\n\n\n\nWrong<\/h2>\n\n\n\n
![\"professional-networking-business\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2016\/12\/professional-networking-business.jpg\")
<\/figure>\n\n\n\nWhy would they give you their business? It\u2019s not as crazy as it sounds<\/h2>\n\n\n\n
\n
![\"professional-networking-looking\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2016\/12\/professional-networking-looking.jpg\")
<\/figure>\n\n\n\nAnd if we start scratching our new friend\u2019s back, they\u2019ll scratch ours<\/h2>\n\n\n\n
![\"professional-networking-partner\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2016\/12\/professional-networking-partner.jpg\")
<\/figure>\n\n\n\nIf you\u2019ve networked with someone who works in the same industry, you can handle larger projects in a pinch<\/h2>\n\n\n\n
Starting to see the value?<\/h2>\n\n\n\n