As with every business, networking is one of the most important parts of our job so this time slightly different topic. Check our tips for successful business networking!
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Have a plan
Since every person and business has value, it’s essential that you know what yours is. Before you attend any networking event, be clear on what talents, strengths, skill sets and connections you can bring to the table. Map out what you want to talk about, particularly how you may be able to help other people, either now or in the future.
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Research
You should find out who’s going to attend, it’s always worth reviewing this prior to attendance. Although you are there to network, there are better connections to talk to. Be careful not to sell, sell, sell. But making yourself known to a genuine prospect would be a great result. You can also find your competitors and it’s always good to say hi, they are your enemy but they may become a business partner in future. Also, there will be people who can’t resist selling, you can identify this beforehand and be ready with friendly ammunition i.e. lead the conversation with topical topics or talk about the event. You don’t want to be talking about why you don’t need professional indemnity insurance right now, or talking too much about your internal recruitment process.
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Don’t shout out your audio business card
Be natural and talk naturally, like you would talk to your girlfriend’s parents the first time you meet. Short and to the point, no selling and no fancy words. Honestly, if what you say makes you feel awkward, then the person listening is dying inside, and desperate to get away. Simple description, feature, benefit is a structure that cannot let you down. “We’re a telecoms agency who set-up IT networks for growing businesses who need a quick and seamless transition”. If the person you’re talking to wants to know more, they’ll ask.
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Try to sell to a person who is trying to network with you
The majority of people you meet are at the event to make connections so when you are in front of them, you should get to know them and build a relationship. This is not a sales pitch and they have not asked you for help. That’s not to say they don’t/won’t need it, that day or further down the line. But this stage is ‘the first date’. Your mutual friends have set you up because they think you might get along so you really shouldn’t ask for their ‘hand in marriage’ at this stage, should you? Though it’s important to let them know that, should they need anything, you’re available to help.
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Scan the room while you’re talking to someone
So you know why you are there as you’ve done your research. You also see the same people time and again therefore, there are probably one or two people you would really like to catch up with. That said, you will speak to people/they will speak to you and it’s important to give that person your full attention. You will be interrupted by fellow networkers and that’s great, you’re building connections here. But you must not look over the shoulder of the person talking to you looking for that person you really wanted to see. This is a connection killer, extremely rude and obvious. Do this and you have failed at networking.
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Never dismiss someone as unimportant
You must give everyone respect, listen to them and be as interested and interesting with each person. First impressions do not tell the full story, not even the start of the story so you must go through the process in the same way with everyone. Given that you can never tell who your next new client will be, how rich we’d all be if we could, it’s essential to get as many details as you can and give as much information about yourself as possible. You never know, even if they’ll never be a client of yours, they might be a seasoned networker and like you so much they refer you to one or more of their well established connections. Good networking is to build a network.
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Network/connect your connections
You will meet a lot of people and you will see the same people time and again. If you’ve made a good connection and know the integrity of their business, be sure to match them/introduce them to people who need what they do. This is a great way to strengthen your connection, grow your network and dramatically increase the possibility of the situation being reversed on you. You cannot beat a referral and it’s the easiest sell you’ll have because you start with trust, you can quickly get to know them and it’s then just a case of ensuring they like you and your offering.
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Follow up properly
You will meet lots of people and say a lot of things, but your integrity is at stake if you say you’ll do something and fail to do it. This may be that you’ve said you’ll look into how your business could help, I doubt you’d forget to follow-up on this one, but if you’ve said you will introduce them to a connection of yours that you know can help them with their immediate need, ensure you do this promptly. Remember, you will see these people again and you don’t want that awkward moment of “oh yeah, I said I’d do that for you, didn’t I”.
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Get someone’s business card and misuse it
I would have hoped this is obvious but I’ve been on the receiving end too many times. It is good to follow up with a personally written email (see point 8) but do not add your new connection to your mailing list and start spamming them with your companies content. They will unsubscribe, you will meet them again and they will not respect you or your company. Also, they may advise their networking group of your naughty use of information.
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Showcase yourself
Remember, you are here to show the value and, more importantly, the likability of you and your company. Networking is a route, albeit a potentially long one, to new business so you must ensure the impression you give is strong and memorable. There may be alcohol so consume sensibly, there will be food so eat tidily, you will meet attractive people so don’t try to get a date, be professional and always respect the location and the organisers of the event.
P.S. If you must pick your nose/cough/scratch/run your fingers through your hair etc. Use your left hand! Your right hand is for shaking other people’s hands, so please respect this.
Derek Lockie
