Jean-Marc Dormoy, Biziker Founder

It is generally accepted that social networks are now used widely, but every time I give a talk about how to use them in business-to-business, I get the same question: “Yes, social networks help me to be in contact with many people, but how do I turn this into business opportunities with new sales leads?“.

The simple answer is that social networks extend your database of customers and prospects so you can use them for direct marketing. But I admit… personally, when I receive a message that I have not initiated, either from a “contact” I have never met or from a discussion group, I just hit the ‘delete’ key.

So, how can you use social networking to increase your business? The accepted process is to find a business contact (Procurement, R&D….), secure an introduction to him or her, and then build the business case step by step whilst establishing the relationship. I believe social networking can help you with the two first steps. And it can make a huge difference.

I would like to share my own experience with you: a couple of years ago, I was working with a distributor who was trying to introduce my products to one of their customers. Despite the established relationship, the process was proving quite slow. Until the day, by coincidence, I met the General Manager of this company at a dinner hosted by a trade association, some 6.000 kms away. We had an informal chat and I was able to explore some of my ideas with him.

A few months later, we closed the deal.

There is no doubt that my distributor had been doing a good job, but what happened at that dinner was that social networking bypassed the formalities and catalyzed the sales process.

In B2B, sales is first and foremost a matter of relationship, and it’s really amazing how a personal recommendation from someone in the company can really make the difference. Even if you are able to just say “hello” to someone you met once briefly, you have got one foot in the door and you don’t have to spend all your energy trying to open the door.

That is one of the reasons why I created Biziker: I have been travelling extensively for the last ten years, and whether it was at the airport, in the taxi queue, in a restaurant or in the lobby at my hotel, I don’t know how many times I have been stood or sat next to people who could have helped me. They weren’t necessarily decision makers, but they were able to introduce me to the right people at the right time.

By bringing people together for an informal and friendly event, we help to establish that personal relationship. Don’t expect a new sales lead every time you join a Biziker event (and by the way, don’t be aggressive towards the people you meet, this is both contrary to Biziker’s principles and is absolutely counter-productive), but be sure that meeting face-to-face will help you to build a relationship or get an introduction the day you will need it.

Success requires a lot of work, but also a bit of luck and networking can help that luck. By organising events to introduce people travelling to the same place to each other, Biziker can help you to create your luck.