Let’s be real: networking can be a chore. You walk into a room full of strangers, make small talk, and hope you don’t get stuck in an endless conversation with someone pitching their latest MLM product.
But here’s the thing: Networking is essential if you want a steady stream of quality referrals.
The good news? You don’t have to be the life of the party or a natural-born schmoozer to do networking right. Here’s how to make it work to build a referral pipeline and bring in new business.
Be a Giver First
People remember those who help them. If you go into networking events only thinking about what you can get, you’ll be just another salesperson in the crowd.
Instead, focus on connecting with people by listening to what they want and need, asking questions about their business, and providing insights on how you can help them reach their goals or objectives. The more you give them, the more you’ll get in return.
For example, if you meet a real estate agent struggling to find a good home inspector, introduce them to a home inspector in your network. You will connect with them meaningfully, and they will want to reciprocate that.
Being the first to generate that “positive vibe” generates an even more positive feeling for this person. They need to match and do better by sending you what you want with a little more.
Choose the Right Rooms
Not all networking events are created equally, so be strategic about where you spend your time. Industry-specific groups are ideal if you’re looking for very specific types of partners. Business owner meetups and local chamber of commerce events are go-to events if you want to cast a wide net for a few or many different types of referral partners.
Consider joining professional organizations like BNI (Business Network International) or local insurance associations. Also, don’t underestimate the power of social groups, golf clubs, charities, and civic organizations like Lions and Rotary Clubs—business relationships often develop in casual settings.
Ditch the Sales Pitch
Nothing turns people off faster than a hard pitch, so focus on building connections and relationships. Ask questions showing interest in what others do to find ways to connect with them beyond business.
Ask open-ended questions like, “What’s the biggest challenge in your industry right now?” or “What kind of clients are you looking to work with?” These questions open the door for meaningful conversations and connections that can lead to potential opportunities.
Master the Follow-Up
Your follow-up is how the magic happens. A quick email, a LinkedIn connection, or a handwritten note sets you apart from the crowd. Remember, the goal is establishing a connection, not immediately asking for business. You want to stay on their radar genuinely by first helping them.
A great follow-up strategy is the 3-7-30 rule:
- Follow up within 3 days with a thank-you message,
- Check-in within 7 days with a valuable resource or introduction.
- Touch base within 30 days to continue building the relationship.
Leverage Your Existing Network
Reconnecting with past clients, old colleagues, and existing referral partners can drop timely referral opportunities in your lap.
For instance, sending a friendly email to past clients with insurance tips or other valuable information can generate a reply such as, “Oh, by the way, my friend was looking for a new policy…” Getting back in touch keeps you top of mind and makes you more likely to be remembered positively.
Be Consistent
Networking isn’t a one-and-done deal and must be a habit to generate ongoing success. Whether it’s a weekly coffee chat, a monthly networking event, or just staying active in online groups, consistent presence is key to keeping the referrals coming in.
Block out networking time in your calendar just like you do for sales calls. Even an hour per week of networking can lead to long-term business growth with steady referrals.
Make It Easy for People to Refer to You
The easier you make it, the more likely people will send you business. Be clear about who you serve, what problems you solve, and how people can introduce you. A simple, “If you know a small business owner struggling with their commercial insurance, I’d love to chat” is much more effective than a vague, “Keep me in mind for insurance needs.”
Provide referral partners with a short email or message template they can use to introduce you. The less effort they must make, the more likely they will send clients your way.
Networking is building genuine connections with people, so approaching it with consistent authenticity provides value to your partners, which your referral pipeline will appreciate.
Agility organizes year-round networking events and meetings for insurance agents, whether industry-specific or open to all insurance professionals. Register for the event in your area now on our events website.
Contact Agility now at (866) 590-9771 or email [email protected] to find out when the next networking event will be in your area if you don’t see one on the event’s website and get answers on who will be attending. Agility can add you to our free weekly email list for tips and vital information!
