Networking really does work. I know what some of you are already thinking: “I hate it,” and “It’s just not something I’m comfortable with”, or “I’ve tried it and it just doesn’t work for me”.
Sure, we’ve all had awkward moments when it comes to talking to strangers. How many times have you been talking to someone else and realised they’ve already mentally, if not physically, moved on? It’s not easy to think that the person talking to you finds you a little dull and someone else more interesting: I’ve just seen someone I need to speak to, and they’ve shot off, forgetting your name and what you do. What you really want them to say instead is, I’ve just seen someone who would love to meet you. Come with me and I’ll introduce you.
Networking is a business fundamental. Whole businesses have been built on networking. People get jobs and business because someone knows someone who needs someone. Sure, making yourself easily found (such as websites, advertising or direct mail) helps, but a good networker will get out there, meet people, connect with them and generate lots of new business introductions.
So how do you become a successful networker?
Firstly, you must treat it as a serious marketing activity and invest time and money into it. You must understand that networking is for the long term and be clear on who your networking target markets are. If you are going to spend time, energy and money attending events and meeting people, you must spend your time where there is potential for cross-referrals and new business introductions.
You must be discerning and not attend just any old event. You should belong to few networks but attend their events regularly. Make it a habit to go to at least one networking event every week and have a strategy on what you should be doing before the event, at the event and after the event.
Be Prepared
Before walking out the door to attend an event you must be prepared. You are likely to be asked what you do, so practice your audio logo and elevator pitch. Read the daily paper and pick a couple of topical issues that you could chat about so you don’t have to talk about the weather! Prepare some interesting or funny questions you could ask people. Make sure you look good and feel good and that you are pulsing with energy. Have your business cards ready – this might sound simple, but I estimate that one in ten people I meet at events turn up without their cards! What sort of message does that send to me about that person’s organisational skills?
What to Do?
Now you are on your way to the event, what do you do? Remember, the most influential person in the room is likely to be the event organiser so why not get there early to meet them and offer to help set up? Then scan the name tags to see if there is anyone attending that you just must meet. Act as the host and greet people and connect with other people. Ask lots of questions and look genuinely interested.
After the Event
Then what about after the event? There is absolutely no point in networking unless you follow up! Check out Robyn Henderson’s expert tip on following up:
I do a lot of networking and have done so ever since I started my business. I have also built my own network of marketing specialists that I refer work to when I simply cant take on any more work or when clients need specialist marketing skills I cant offer. Building my networks has been one of the most outstanding and joyful parts of building my business. In fact I can honestly say that I would not even have the business model that I have today without networking!
