You’ve attended the event and you’ve collected several business cards. Now what?

I’m amazed at how many intelligent, well meaning business professionals attend networking events to find business yet they have NO follow up system. They appear to be there to add to their ever growing business card collection. Hint: Business cards are worthless! They don’t grow in value by collecting or keeping them.

With that said, let’s talk about how to follow up with people you’ve met at a business event.

First step: have a system. Write it out. Put it on a spreadsheet, or make a bulletin board. It doesn’t really matter as long as it’s a system that works for you. If you have a CRM system use it; if not, try starting with Outlook. Don’t over complicate it, keep it simple.

There are millions of ways to follow up so get creative. Let your follow up reflect your style and working habits. It doesn’t need to be costly either. I had a friend once that sent a box full of play money and her card with a note taped to it. It was effective, definitely got their attention, and fun too!

Ask people when you meet them how they’d like to be followed up with. This can be as simple as: “Hey, I’d love to follow up with you this week, do you mind if I give you a call?”

Step two: How and when do you follow up? Here’s a few basics…

1)  Make a Phone Call – within 24 hours. First, it makes you look good and secondly it distinguishes you from everyone else. People don’t usually call back that quickly and it sets you apart from the crowd.

2)  Send a Note – send out within 48 hours. It should be handwritten!!! Yes, I said ‘hand-written. You don’t have to say much just a line or two and include your business card. Say when and where you met them. But DON’T make a sales pitch; it’s predictable and not a great relationship builder. It says “it’s all about me” and that’s NOT what you want.

3)  Send an Email – send out within 24 hours. Keep it short; one screen. Personalize if possible, but it should always be in conjunction with either #1 or #2 above. Don’t try to close the deal here – just simply make a touch that will set up your next step.

4)  Make a Personal Visit – If your prospect is in retail or office bound, this may be a great idea! If possible call to let them know you’re coming. DO NOT stop by uninvited expecting to get their time (this is cold calling not networking) unless they let you know it’s okay. Why should they stop their entire workday (or work moment) for your agenda?

5)  Text – texting is personal. Don’t use it unless the prospect’s told you it’s their preferred method of communication.

Step three: Rinse & Repeat – don’t give up. Studies have shown that it takes an average of 10 touches to close a deal. What’s a touch? Anytime you actually connect with the prospect in some way: make a call, see them, email them, etc.