smallbusiness.co.uk: Helping your business think big

As staff wind down for Christmas, owners  worry about lost productivity caused by the month’s distractions. However, Christmas can be a great time to get ahead with word of mouth referrals, writes Charlie Lawson, national director of Business Networking International.

Too many SMEs feel they run the risk of falling behind on sales and marketing because of lost days, absences of staff from the office, and it being an awkward time of year to rake in new business. This is a mistake, as Christmas is the best season to lay your groundwork for the year ahead.

Do the maths

Some 98 per cent of businesses rely on referrals to gain new customers, but only 3 per cent have a strategy for increasing referrals. Christmas is the one time when you’re probably more likely to meet people, go to social gatherings, attend more than one Christmas party and visit extended family. So make sure you don’t miss out on this networking opportunity.
 


Christmas talk



You don’t have to ‘talk shop’ to network effectively. Rattling off all the things that are great about your products and services to anyone who cares to listen isn’t going to make you the most popular person at the Christmas party. It’s worth remembering that people will only refer business to you if they like you. This means building a rapport beforehand. Don’t be shy of telling a personal story, it will only get you remembered and hopefully liked.

Be equipped

Keep lots of business cards on you all the time. Saying to someone:  ‘I really enjoyed meeting you, let’s have another drink together sometime, here’s my card,’ is a lot more effective than a cold call after the event.
  


Keep it in the family

You shouldn’t feel embarrassed mentioning the sort of things you’ll be offering in 2010 to your extended family. It might remind them that they know someone who is looking for exactly what you provide. Also, ask them to recommend you. As you’re family some level of ‘talking shop’ should be more acceptable.