By Judith Lee

These days I’ve been attending quite a few networking events, as well as having more in-person meetings with clients, both new and established. And I’ll share with you – business has never been better.

I share that not to brag, but to take notice of the importance of good, old fashioned business networking. I previously published a blog that encouraged young business professionals to improve their face-to-face networking skills in order to advance their careers.

It’s obvious to me that this is just as important for established business professionals, whether your company sells business-to-business (B to B) or business-to-consumer (B to C).

Yes, I love digital marketing, social media, and email marketing as vehicles to connect with your customers and increase your market visibility. But in my experience, they cannot replace a handshake, a smile, or an in-person dialogue.

One of my newer clients, Welcome Neighbor, really brought this home for me. Their advertising service sends a trained sales rep to the doors of new homeowners. This rep brings a basketful of offers from B to C companies (check out their website to see which companies make these offers), personally welcomes the homeowner, and goes over the offers with the newcomers.

What a concept! An actual person reaching out to other people and having a simple conversation.

Every B to C company should be making an effort to connect directly with people. Hire a service like Welcome Neighbor, or attend health fairs, community events, charity fundraisers, and consumer expos. All are great places to meet your customers and prospects. If there isn’t an event that suits your schedule, hold one of your own.

B to B companies need to be active in a Chamber of Commerce, or join a direct referral group, support a community cause, join the Rotary. And when you are networking, treat each interaction as the precious opportunity it is to make a great impression and build your business.

After all, you are your brand! How you look, what you say and what you do are powerful messages that resonate strongly in this highly digital age. People are hungrier than ever for person-to-person contact – so feed it!

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Top image of members of the Southern Chester County Chamber of Commerce mingle during a recent Network at Noon monthly luncheon at the Hartefeld National Golf Club. (courtesy of Chadds Ford Live)
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Judith Lee is a marketing and communications professional who focuses on social media and email marketing based in Atglen. She is a SCORE Volunteer and the Chair-Elect of the Southern Chester County Chamber of Commerce. Her posts on marketing and social media are a regular Monday morning feature on VISTA Today. She can be reached at 610-368-2058 or via email at judithlee@epix.net.