I met someone new at a networking group last week who said "It was tough last year and we need some new customers". I asked how long he was prepared to give it and he said he might come once more to see if he got any business. I asked him why he thought that it was the people who committed for the long term that got results. He said "I suppose it's really about building relationships".
Exactly right. Networking is about building a route to market for the longer term through trusted relationships. To build a relationship you first need to connect and then regularly follow up on that original connection and build trust.
Turning up once or maybe twice is hardly enough to connect and it certainly does not build trust. In fact it often has the opposite effect on your brand.
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