54 email: news@printmonthly.co.uk July / August 2023 - Issue 343 IS YOUR NETWORKING NOT WORKING? It’s something we all know we should do, yet many of us shy away from attending networking events due to lack of time or from the fear of stepping into presumptuous stuffy rooms with clique business people. In truth though, printing companies traditionally will always do very well from networking. Everybody needs print, right? As a Print Coach, when clients come to me saying they need to increase their sales, it, therefore, becomes one of the first questions I ask. “Are you attending networking events?” At this point, I’m usually met with a stony silence or told they tried it and it didn’t work. Many of us fear the thought of entering a room of people we don’t know, pushy salespeople on a mission to collect as many business cards as they can; the fear of having to stand up and pitch your business; the fear of rejection; and the one I detest the most, forced referrals. However, done correctly, networking can be one of the most important tools in your arsenal when it comes to growing your sales. It Takes Time That’s not to say I’ve not got lucky over the years and picked up a print order on the first occasion meeting someone but in essence, you have to allow for time when measuring the results of networking. You need to attend many events, meet people multiple times, find common ground with people you like, build credibility, nurture those new connections, and establish trust so that they can trust you with their print orders when the time is right. Increased Referrals Imagine having 20 additional sales reps on the road that you didn’t have to pay a salary to! If that sounds appealing, this is exactly what good networking done right can deliver. You’ve perhaps heard of the phrase ‘Givers Gain’. It refers to the belief that by giving value and support to other businesses, they in turn will want to do the same for you. As you will do for other people you network with, you will have an extra set of these extra ‘sales reps’ if you like, on the lookout for print opportunities they can then refer to your business. Enhanced Visibility Back in the day when my print business was really thriving, I would either Whilst networking can seem daunting and pointless to some, Colin Sinclair McDermott highlights the ways engaging with the wider industry can benefit both parties and enable you to expand and grow Having been in the print industry since the mid-late 90s, Colin Sinclair McDermott entered the world of self-employment in 2004 and over the years that followed, experienced a number of highs and lows running his own print company, learning what does and doesn’t work. In 2022, he trained with The Business Coaching Academy to become a fully certified corporate coach with the Worldwide Association of Business Coaches. Through The Online Print Coach, industry members can access private 1-to-1 coaching with Sinclair McDermott. Sinclair McDermott says: “I didn’t always get it right, I made mistakes along the way and one of the greatest motivators now is being able to give the support I never had to make sure others don’t repeat some of the errors I made. “My clients are seeing great results and it genuinely feels like I’m doing what I was always meant to do and making a difference.” www.theonlineprintcoach.com INDUSTRY TIPS / THE ONLINE PRINT COACH
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