Network Like You Mean It: 4 Ways to Make it Work

If you’re shy, the very notion of networking is paralyzing.  If you’re like me and not shy at all, the idea of networking is fun and challenging and an opportunity to meet a lot of cool people.  If you work at home alone, it’s also the chance to actually talk to someone in person.  And if you are a small business owner and/or just starting out, it is a great way to spread the word about your business quickly.

When I first started networking, I thought I would instantly pick up new clients.  As I learned, though, networking is not about sales, it’s about building relationships with people.  I have learned three other key things as well: have an engaging elevator speech, talk to as many people as possible, and, if it’s an evening event, don’t drink.

But first, you need to find events that work for you.  I have been to a few events that were packed to the gills with network marketers (you know, Mary Kay sales people and the like).  They are only interested in selling to you, so every conversation with them is about their product(s).  I avoid them like the plague now.  The events I do attend and enjoy are populated by small business owners, CEOs, and executives.  Rather than spending a lot of money and learning through trial and error like me, ask people you meet and like which events they attend and why they like those events.

Four Ways to Make it Work:

1. Build relationships. As I said above, networking is about building relationships, not generating sales. Of course, if you meet someone who needs your service/product, awesome!  But that is not the point of networking.  I look for two kinds of people at events: those that are expert networkers and know tons of people and those who are in complementary businesses.  If I find an expert networker, I develop a relationship with that person.  They are most likely to be able to refer me business and introduce me to people I do need to meet.  I also like to meet those in complementary businesses: graphic designers, web designers, and those who work in marketing, public relations, and advertising, as we need each other’s services.
2. Have an engaging elevator speech. If you and I met at a networking event and I told you I was a marketing communications consultant, well, so what?  That doesn’t tell you anything about how I can help you (and most people don’t even know what marketing communications is!).  So I tell people, “I am a writer and editor, and I help my clients articulate who they are, what they do, and why they’re better than the competition via blogs, email marketing, newsletters, direct mail, brochures, press releases, and website content, among other things.”  Then I’ll ask the person I’m talking to what sets them apart from the competition, but usually people will ask questions about my services.  The point is, you want your elevator speech to clearly state how you help your clients, and you want it to prompt questions.  If it doesn’t, work on it!
3. Talk to as many people as possible. Sounds like a no-brainer, but you’d be amazed at the number of people I meet who hang out with people they already know the entire time.  Almost as bad are the people who settle into conversations with one or two people and don’t bother mingling.  When I go, I say hi to the people I know, but mostly I walk right up to strangers and introduce myself.  If I see someone hovering nearby with no one to talk to, I invite them to join in the conversation.  If a conversation seems to be going nowhere, I say, “Well, it was great meeting you, but since we’re here to network, I better go network!”  No one has taken offense to that yet.  After all, isn’t that why they’re there as well?
4. Don’t drink. Another no-brainer, but lots of people have no brains once they start drinking, so I figured it ought to be said.  I personally do not want to do business with someone who does not know how to handle liquor or themselves once they’ve had liquor. I also prefer to be fully cognizant of what I am saying to people and what they are saying to me.  If I want a drink, I have one when I get home.

One other thing to mention: be careful about the amount of networking you do.  It can get expensive and turn into a time-suck.  I try to go to one to three events a month, tops.  Anymore than that, and I am losing too many billable hours!

This entry was posted on Friday, January 29th, 2010 at 2:00 pm and is filed under Business Development. You can follow any responses to this entry through the RSS 2.0 feed.


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