Networking on a Budget

By Ron Segura

Are you a company that has hesitated to develop a marketing strategy because of financial limitations? Do not feel bad — you are not alone.  

Here are some tips on how professionals in the jan/san industry can market their business through networking. 

Authenticity 

Authenticity is not just a buzzword in networking, it's your superpower. The first step is to practice what to say before beginning networking. This isn’t about rehearsing a sales pitch. Rather, it’s a suggestion that individuals hone their genuine self. 

Being authentic will set a person apart and make interactions more meaningful, giving individuals the confidence to navigate any networking situation. 

Professionals should be prepared to answer the same questions they ask prospects while networking. Be prepared to clearly articulate the benefits customers receive from having you as a service provider. 

What Does It Cost to Network?  

Business networking is a low-cost activity that involves more personal commitment than company money. 

The cost of networking is not just about money. It's about the time and effort a person invests. While not a direct financial cost, time spent networking is an important consideration. Building relationships and establishing connections can take time, but the long-term benefits are worth it. 

Where Do I Network?  

Every interaction, whether at a social event or a business meeting, is a chance to network and learn. People should not limit themselves to traditional networking settings. Networking opportunities are everywhere, not just in professional associations.  

Reflect on how many chances there have been over the past week to tell someone about the business. How many independently owned service companies have been observed (landscapers, painters, plumbers...)? These can be a source of prospects. 

Begin by confidently making an introduction and exchanging business cards. Use this opportunity to gather insights about the company by asking thoughtful questions such as: 

- "What unique qualities or services does your company offer? What differentiates your company from your competitors?"
- "What kind of customers do you enjoy working with the most?" 
- "If I come across a potential prospect, would it be alright to refer them to you?"  

These questions provide valuable information and keep the conversation engaging and productive.  

Always remember that not all service providers have the ability or time to sell, but the opportunity to expand their business is appealing to a business owner. Capitalizing on strong networking opportunities can help.  

I have used this process many times during my years in business. For example, in 2008, I knew I needed to create more prospect streams for my company, so I turned to networking.  

The first thing I needed to do was identify my primary targets. At that time, they were building service contractors, in-house operations managers, and companies that outsourced their janitorial services. Secondly, I decided to start The Janitorial Management Group on LinkedIn. At the time of this article's writing, there are now 20,484 members and growing. 

If you do not wave your flag, no one else will! 

Ron Segura is the founder and president of Segura & Associates, a consulting firm for contract cleaning companies as well as building managers in North and South America.