Maintaining relationship after networking

This is a tough question to answer because it is somewhat dependent on style, both yours and the person you are reaching out to. It also depends on the nature of the relationship and what you are trying to accomplish.

I've never been a fan of the Happy Holiday messages because everyone does it and feels less authentic and more like a forced attempt to make contact, I usually just skip right over them. The most effective relationship managers I have worked with usually implement two common mandatory themes and then a combination of some additional strategies.

Mandatory:

1. Consistency and persistence. Cater the timing and frequency to the individual, nature, and the priority of the relationship. Pursuing new business/contacts/jobs may require higher frequency. Managing existing relationships can be less frequent but should still be regular and consistent.

2. Be concise and sincere. Know exactly what you want to communicate and don't dilute it with a bunch of rambling. This person hasn't asked for anything from you and they will lose interest quickly. Less is more, people are busy.

Optional Strategies:

• Provide value. Don't waste their time, but if you think you have something relevant that can help them, send it. Providing useful information or a potential contact are good options, just make sure it is relevant and useful.

• Use the platform they are most active on or a combination of them. Email is great but if you have a contact that is active on LinkedIn, follow their work and like and comment where appropriate.

• Try and be personal but communicate professionally. If you've met with this person already, you likely know something about them that you can use as a talking point for a brief intro. You can also congratulate the person on a recent deal or success if applicable.

• Don't over complicate it and don't be afraid to reach out to people. The key is consistently making contact. When in doubt, a simple note with well wishes and an offer to catch up over coffee or lunch can work if it is someone you have already met. It may not always get a reply or a meeting, but it is a harmless way to reiterate that you value the relationship.

A final point: Regularly attend industry or other professional events. If you do see a contact, make it a priority to say hi. This is obvious but worth noting the connection between this and your digital efforts. It is a massive advantage when someone can put a face to your name and consistently associate you as a person to your messages. Rapport can fade, especially if you only met someone once over coffee. Any chance to talk face to face is a huge value and regularly attending these events will also open doors to new contacts which will have a compounding effect over time.