It’s all about the follow-up

Whether it’s MIPIM, UKREiiF or the Housing conference… the work doesn’t stop when the event does.

Imagine the scene. You’re home, you’ve unpacked and you’ve gone through your notes and your branded merch and your pile of business cards. Best of all, you spoke to your dream client on the Cannes waterfront after eyeing them from afar for months.  

Now it’s time to follow up. 

How should you go about turning that initial interaction into a positive, long-standing relationship? How do you keep the conversation going?  

Connect

We admit we’re stating the obvious, but, if you want to build on your initial meet, you need to reconnect.  

Find them on LinkedIn and send them a personalised message following up on your conversation. See if you can make it memorable or make them smile.  If you prefer to keep things old school, a friendly email is just as effective. Just be sure to make it memorable so it stands out from the 99 other emails they’ll receive that day. 

And don’t forget to log the encounter in your company’s CRM system. 

Call to action 

If you really want to strike while the iron’s hot, your aim should be to arrange a face-to-face meeting sooner rather than later, before the memories go cold. 

“Hope to see you at the next Place North West event” is friendly but too vague.  

Make it specific: “Are you free for coffee next Friday to discuss…?”  

Any marketer worth their salt will always tell you to give your reader a clear call to action.  

Convert  

Of course, B2B networking is about relationships, not transactions, so don’t expect to land a big project immediately. Genuine professional relationships, like romantic ones, take time to nurture and must be based on something genuine. 

But to demonstrate that all-important return on investment, you will want to convert that positive, collaborative spirit into a real project at some point.  

So, while the momentum is there, be transparent and specific about how you’d like to work with them. Remember, you’re in business because your company meets a real need that your client has. It’s not smarmy to tell them how you can help. 

Keep up the conversation  

No response to your messages? Pick up the phone. Email is easier but not as effective as a real conversation. Save your emails for meeting notes – it’s not a relationship-building tool.  

Still not getting anywhere? Just because you’ve pulled back on the direct approaches, don’t forget you can still keep up the conversation indirectly. Add them to your company newsletter so that your name keeps popping up in their inbox, showcasing your expertise and remaining front of mind, without looking too much like Glenn Close from Fatal Attraction.  

Keep them in mind  

Whether or not your first encounter becomes a solid long-term relationship straight away, remember that the best B2B relationships are built on mutual appreciation and trust. That takes time and consistency. 

Proactively nurture the relationship. Whether you invite them to an industry event or share an interesting article you read, keeping them in mind without any hidden agenda is the best way to engender a spirit of goodwill between you.  

Be encouraged. You probably do this already, without realising it. 

As Guinness memorably put it, good things come to those who wait. 

If you need help strengthening your connections, give Luma a call and let’s talk about how we can help.