A little green roadside sign grabs my attention two weeks ago even though I have no intention of bringing my wife and sleeping 2-year-old and 3-year-old to a pub on our way back from Story Land on Route 16 South in New Hampshire.
You see, it all starts 8.3 miles earlier.
With a big billboard.
On the side of the road.
At the time, I could not be a worse prospect for a pub.
We’ve already eaten.
The girls are sleeping.
And we have a long drive ahead of us.
But the name is catchy.
As is the tag line.
Poor People’s Pub.
Just good grub.
8.3 miles ahead on the left.
So 8.3 miles later.
When I see the little green sign.
Announcing the turn for the Poor People’s Pub.
I find myself wistful.
As though I’m passing up the chance.
To spend time with a good friend.
Up until 8.3 miles ago.
I have never heard of the Poor People’s Pub.
And certainly never intended to go.
Now that’s some good marketing.
And it gets me thinking about your Elevator Pitch.
Because merely attending networking events
Is the business networking equivalent
Of putting up that second little green sign
And then wondering why no one takes the turn.
Business happens at networking events.
Just not for first timers.
You have to start the relationship earlier.
Business networking lays the groundwork
And phone calls
So that by the time you arrive at the event.
People know you.
And trust you.
That’s the value in business networking.
Like that first billboard.
You make an impression.
So that the next time people see you.
That’s business networking.
How do you start relationships?