Networking can be a crucial way to keep your construction business growing.
Profitable contractors attend networking events not because they have nothing better to do; they do it because it pays off. You can either spend hours doing office tasks like bookkeeping or getting face to face with someone who may need your services. Meeting people gives you the chance to build and develop relationships, hire you, or refer you to someone who might.
Regardless of your industry or business size, it is hard to ignore the benefits of forming professional networks for potential partnerships, expanding your client base, and scaling up. However, while we are constantly reminded about the importance of networking, reaching out to grow your network isn't the same now, thanks to the COVID-19 pandemic.
Social restrictions to prevent spreading the coronavirus do not allow traditional networking approaches such as in-person conference events or face-to-face business meetings over coffee or dinner. However, this doesn't mean that you should put all your networking efforts on hold because no one can tell when this global crisis will end.
It becomes more important than ever to try new ways to increase your sales and ensure that your business stays afloat during these difficult times. In this article, we will explore a couple of strategies to keep up your networking efforts during the COVID-19 crisis and well into the future.
1. Host Webinars, Online Courses, or Podcasts (or participate as a guest on interviews)
Webinars, online courses, and podcasts give you a chance to establish thought leadership and be at the forefront of your industry.
Now that most of the world is in lockdown, it is the perfect time to start that project you've been meaning to work on but haven't found the time. When done right, you will be able to engage people in your existing network and add more people to your database.
Take the time to do some planning on the industry-relevant topics that you'd want to discuss on your webinar, online course, or podcast. Include interactive activities that will keep your audience engaged. Don't forget to let the participants know about your website (especially if you're the one being interviewed), or other classes or webinars. These subscribers can help you keep your network growing.
2. Offer free downloadable content
Whether you are creating fresh content or re-purposing existing content that you already have, aim to provide value that will attract new people to your network.
You might create eBooks, courses, whitepapers, research reports, and other valuable content that people in your industry will find useful. Offer your content to your current contacts and promote them even further through social media and email marketing.
3. Take part in new online communities
As the COVID-19 pandemic changes the way we interact, you should move online to connect with more people. Join virtual discussion groups and online communities that will give you an opportunity for targeted networking.
When you do an online search of relevant groups, you will find that there are thousands of them. You don't have to join every single one-- just choose two to three that are most suitable and start participating. Engage by reacting and commenting on other people's posts, provide useful tips, and consider sending a direct message to start a conversation. Don't try to be too "salesy," though.
4. Tailor your messaging
When trying to connect with people online, don't just send a stock-standard template-- develop strong relationships by maintaining real and genuine interactions. In other words, don't send a message that you wouldn't be comfortable receiving.
Make an effort to personalize each email instead of sending a generic message. You can reference a past event that you both attended or projects that you worked on together, if there are any, to show authenticity when reconnecting.
If this is not applicable, you can also share encouraging words and stories, or ask if there's anything you can help with.
5. Get involve in philanthropic initiatives
Times of crisis teaches us that we are stronger if we work together. In these trying times, there are many initiatives to help those in need.
By collaborating with charitable organizations and participating in volunteer programs, you are hitting two birds with one stone-- doing some good for society and tapping into opportunities to expand your network.
Besides adding people you've worked with in these philanthropic events into your contact list, you can also share these experiences on social media.
Keep Growing Your Network
These are tough times for many people, and networking may not be on your priority list. However, it is essential to keep working on those human connections, as the effort you invest in making them will have a significant return on your business in the long run.
Although not every online networking event is going to yield a harvest. You might end up learning about all kinds of needs and opportunities about everything under the sun except what you came for - qualified construction leads to support your business. However, this is another path to cultivate and harvest repeatedly. By nurturing and strengthening your relationships during this period, you will enjoy positive impacts that last until better times return.
Final thoughts
Remember, as Randal says: It is not what you know. It is not who you know. It is who knows you - that is what counts.
When Power Connectors know you, it's more valuable than silver and gold; they are the core of your network. They are the people who know, like and trust you. Nurture and build your relationships with them by adding to each other's emotional bank account. They are the people who know you well enough to answer your phone call at three o'clock in the morning. That is what counts.
Construction is a relationship business, and trust is everything. Networking is not rocket science - it is a lot harder because you are dealing with people. With rockets, if something goes wrong, you learn what not to do the next time. With people when something does not turn out as you expect, it is much more complicated, but with the proper association can work to your advantage.
About The Author:
Sharie DeHart, QPA is the co-founder of Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on how to manage the remaining cash flow to operate and grow their construction company sales and profits so they can put more money in the bank. Call 1-800-361-1770 or sharie@fasteasyaccounting.com
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