Big company or small business--it doesn't matter. We all do it.
We all engage in networking.
Only, because I'm doing it so often in the midst of others trying to do it as well, I see how difficult it is for so many people. The other day, I was at a luncheon--I'm attending more of those lately--and people were networking. A woman approached a man and started talking. Five minutes later, he is backed up against the wall and she is still talking. I wondered if he even said anything. His eyes were darting back and forth as he looked for an out. She had him cornered pretty good. Finally, I went over and introduced myself to them both and soon he was able to extract himself from her time killing attachment. (And, since I knew what was going on, I was able to move along pretty smoothly as well.)
It's like she went in for the kill when it was much more appropriate to simply create awareness, familiarity, and credibility. All of that can be done in a few seconds.
So, for people wanting to be good at networking, here are a few very solid tips:
- Networking isn't selling. These are two different things. In a networking scenario, you want people to walk away knowing who you are and having a good feeling about you and what you have to offer. You can talk briefly about the problems you solve, but you not necessarily trying to solve a particular person's problems right there and then. Usually, you want to save that for a time where you can truly put together a "knock 'em dead" sales call. The key is timing. As my friend Cliff Hand, a true expert in this arena and owner of the marketing firm, Marketing Specific, says, "It is being in front of someone when they have a need that you can provide."
- Because networking isn't selling, address the other person's agenda. People like to be listened to. Prepare for the networking opportunity by practicing questions like, "What do you do?" and, "Tell me more about your company." Most people are so worried about talking about what they do instead of listening for how their business offerings can address a need. The more impressive person asks much more than tells. Ask questions and keep the other person talking. Actively listen with eye contact and interest. If there is some common ground, or if the other person asks, briefly tell them what you do and how much you like it. You will be remembered much more easily for being a good listener than you will for telling about your stuff. Also, how else will you know what they truly need if all you talk about is what you have to offer?
- Have a business card and make it memorable. Having a memorable business card could mean special paper or shape, or raised ink, or double sided or multi-colored. But it doesn't have to mean any of that. Simply have a meaningful conversation with someone and offer them one of your cards. But, before you hand it over, write on it where you were, the date, and the topic of your conversation. If they offer you a card, make it memorable in the same way.
Hopefully, these tips will help. I'd hate to be out and see you being the one that has someone trapped, looking for a way out. If you are, I'll be the one that comes over to rescue them from you.
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