Advice for Networking at Local Events

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Category: Market Your Business , Attracting More Customers

Networking with your community should play a critical role in your company's marketing strategy. It is an easy means to getting the word out about your business to people who may purchase and influence others to purchase your service or goods. But just as with any other marketing tactic, we get what we put into it. That being said, local networking events are seeing record turnouts lately, a sign that leads us to believe the networking is paying off.

Local Networking is any organization, which meets on a regular basis to share and receive referrals and leads. Examples of formal Local Networking groups for small and medium sized business include: BNI (Business Networking International), Merchants' Associations, Chambers of Commerce, and Business Associations.

Peculiarities of Local Networking Events

Although they are essentially in place to accomplish the same result, Local Networking groups can be quite different. BNI has very specific rules for joining their organization, including a yearly fee, a one-industry-per-chapter rule, and a requirement that you attend every week (with a two week exception every few months). Some networking events or organizations will charge a fee, while others do not. There are also groups designed to serve the needs and interests of specific segments of business owners such as women, African Americans, and Hispanics.

Many local networking attendees always seem to prefer to attend the largest networking events in order to get in front of more people, however, keep in mind the number attending is inversely proportionate to the amount of time one has to explain who they are to the group. Each organization has its own method for increasing attendees awareness of the participants business. Some section off attendees into groups to play team building games that will enable them to remember each other's business. Most will allow 15-60 seconds to position "your pitch" to the group.

Tips for Attending Local Networking Events

Before you even think of attending, have your elevator pitch nailed down and perfect (15, 30, 45 and 60 second). The term "elevator pitch" was coined for those entrepreneurs looking for an opportunity to catch a venture capitalist in an elevator. Depending on the height of the building, they needed to have their elevator pitch such that they could sell their idea quickly. Similarly, depending on the size of the group, most Local Networking groups will give 15 to 60 seconds to all attendees to give their elevator pitch.

Don't forget your business cards. Every local marketing group will ask you for at least one business card. Some will make copies of all business cards and pass it out to the general audience of attendees. When people hear your elevator pitch, they will often refer to this list of business cards to find out more about you, write down your number, etc.

Show up early and work the room. A lot of networking occurs prior to the event start time. People do business with (and refer business to) those who make them feel comfortable. You don't have to be a salesman, just genuine. Regardless if you're normally an introvert, during this time you must force yourself to be eager to "grip and grin." It may feel awkward at first, but you must force yourself to stand next to two people talking, if only to introduce yourself to them. Sharing promotional items during your introduction may make this a little easier.

Contribute a "giveaway" or door prize to the event. This can be anything with a value of $10-$20. Chambers have networking groups that are especially interested in keeping the atmosphere fun and involved for the participants (who often pay $5-$15 to attend). If you offer a door prize, you receive twice the recognition because you or your business will be announced as they give it away. At the very least, they will announce your company name. Sometimes you'll even be given an opportunity to address the crowd a second time.

Bring promotional items for all attendees. An appropriate value for each item is $.50 - $1.50. Most Local Networking groups gratefully accept promotional items because it adds to the general goodwill feel of the environment. Some will even provide a table for these promo items. Don't make the mistake of thinking you can utilize this table to place your brochures or pamphlets on it. People are interested in taking useful items; here are a few things to keep in mind.

1. Any item you give away should include three basic items:

- Company name

- Tag line (explanation of what you do)

- Phone number and/or Web Address

2. Pens are most common and may have the longest shelf life

- Bring a container filled with pebbles so that they will stand out and be more easily grabbed by attendees

- Place them in front of each chair at the event

3. Small boxes of mints, magnets, bottles of water, etc. have a shorter shelf life, but are more likely to be used, so maximize the opportunity

- In your elevator pitch, consider referring to these items (e.g. "become a magnet for your potential customers" or (holding bottle of water) "replenish, revitalize, and re-energize your business"

- Holding the items in your hand at the time of your elevator pitch is a great way for people to remember who you are later.

4. Bring a visual aid for your elevator pitch (e.g. a sign, a product example, your company name written on a large promo item, etc.)

- Psychological studies have demonstrated that there is a statistically significant difference in recall from subjects who hear a name, vs. those who hear and see a name. Figure out how to show your company name at the same time your speaking.

- Recruiting the person (whom you previously didn't know) sitting next to you to stand up and hold a sign with your name on it is a great way to enable people to remember who you are.

Above all, remember that you're in it for the long haul. Just as bloggers must realize that they need to provide daily attention to their blogs, so must local networkers understand the need to attend as frequently as the networking events are offered. Attending a weekly event once a month is a lot like a weight lifter who works out once a month - he's just going to make himself sore. Remember, you're not attending the events just to sell your products or services to the other attendees, although that occurs occasionally; rather you're there to influence them - to make them feel comfortable enough to pass on your information to their customer bases and circles of influence. And once you start attending you'll find that the relationships, and even friendships, you've established will make you think of these people first when your customers have a need for someone in their fields.