Networking is not just about numbers, it’s about relationships. It’s quality over quantity. It’s not about meeting as many people as you can; it’s about helping as many people as you can.
We network to create mutually beneficial relationships with our peers, clients and potential clients.
So how has it come about that networking has ended up with a slightly tarnished reputation? Why does networking often conjure up images of super keen network marketers or sales people shaking hands and thrusting as many cards as possible into as many hands as possible whilst asking, “How can I help you today?â€.
Perhaps it has to do with the fact that too many people have used just that strategy too many times before, and it is what we have come to expect from all the “meet and greet†networking events we are invited to.
So, how do we network more effectively (translate; profitably)? Let’s break it down into seven easy steps.
1. “It’s the vibe man…†Find the right group for you.
Find the right group for you and your business. If you target market are new mothers for example, a nursing mothers group will be more effective for you than the local Chamber of Commerce.
Don’t just limit yourself to organised networking events, what about trade shows or expos, trade association events, and education events.
Think of who your clients are and where they will be. If your target market is real estate agents, consider joining their trade association as a supplier or service provider.
Focus on quality over quantity, getting the right type of prospect is more important than getting in front of lots of prospects.
2. “I can write it down on this serviette, mind the mayonnaise…†Carry cards.
This seems kind of obvious doesn’t it? Believe me, I wish I had a dollar for every time I was at a networking event to find that the person I just spent 10 minutes with doesn’t have a card to give me.
Carry cards with you all the time. Have some in your pocket, in your car, your partner’s car, your office, your gym bag, you get the idea.
My family often kid me because I will always have a card handy, even at family functions. Why wouldn’t you? You never know when the next big job is going to come from.
I am not suggesting you thrust your card under the nose of everyone you meet, far from it. Merely suggesting if you don’t have a card ready when you need it you may miss an opportunity.
3. “Nice guy, bad breath…†Make a good first impression.
First impressions count, and you only get one chance.
Be on time. Late is late, on time is on time.
Press your clothes, brush your teeth and hair, and don’t drink before networking. At some stage you may be asking this person for a sale, you must make a positive impression the first time you meet them.
Smile, shake hands, look people in the eyes, and be politely confident.
Pay attention to the other person, listen carefully, and take an interest in them and their business.
4. “Nice guy, what did he do again?†– Know what you can offer
The common term for this is an “elevator speechâ€, that is, I speech that you should be able to reel off in one elevator ride and clearly state what you do to a stranger.
A big mistake with this type of speech is to forget the WIIFM rule (What’s in it for me?) An elevator speech filled with industry jargon will only confuse the person you meet.
Keep it simple, and focus on the benefits you can provide with your service.
State the “What, Who, & Whyâ€
What you do, Whom you do it for, and Why you do it.
For example; “I work with medium and large businesses to help increase their sales and profits by providing targeted promotional campaigns using branded merchandiseâ€
This will probably prompt the listener to ask for clarification, if they do, tell a story, people like stories.
For example; “One of my clients sells weed control chemicals to retailers whose target market is farmers. They wanted to increase sales of a particular weed spray, so we provide them with a trade loader campaign. By purchasing two bottles of the weed spray instead of one, the farmer was given a free gift, a branded woollen beanie. This doubled the sales of the weed spray for that season, all for the cost of a woolen cap!â€
Remember though, it is great to be great at what you do, but the prospect will be interested in what you can do for them, so listen carefully for clues….
5. “She didn’t hear a word I said…†– Listen more then you talk.
My grandfather used to say, “You have two ears and one mouth, therefore you should listen twice as much as you talkâ€
Carefully pay attention to what your prospect is saying.
Importantly, this is the time you can be mentally checking off your qualifying list and deciding if you wish to do business and pursue the relationship with this person, if you are not listening you might miss some important clues.
Make eye contact, remember their name, use affirmative gestures like nodding or inclining your head.
Ask open ended questions to encourage your prospect to clarify points for you.
At the end of the night, you may just be the most memorable person they met that night, just because you listened to them more than anyone else.
6. “I must check his website out…†– Be a resource
Be generous, you reap what you sew.
If you can, refer business to the people you meet, offer them advice if appropriate, and volunteer for the board or organising committee or a community project.
Remember networking is all about building relationships, not instant results. The more generous you are with your knowledge, time, or effort the more you build relationships.
A perfect example of that is this website and forum. By building a free resource for my target market, I am building relationships with people from all over the country and world. The long term goals will be rewarding and make up for all the late night sessions at the computer!
Be available and be a resource, the “go to guyâ€
7. “I hope they call me…†– Fortune is in the follow up
This is an over looked but vital step in networking. The follow up is vital as another step in the marketing process.
It is said that it take 6-8 marketing contacts to build a relationship with a potential client. The follow up can be probably the most important one.
The day after you meet the new prospect, drop them an email or a phone call or a scribbled note on a “with compliment†slip.
Thank for taking the time to talk to you, mention some points they talked about, for example “Good luck with that large contract, I hope you get it†This shows you were actually listening.
Keep it short and sweet, and very importantly ask for their permission to add them to your contact list.
Australian law (check your local laws) allows you to add a person to your email list if you met them networking, but only if you have verbally asked them to do so. By asking in an email, you get it in writing.
Then keep in touch via email, letter or phone call in the future, remember you are building a relationship.
Networking doesn’t have to be difficult or awkward, lets face it, all you have to do is find the right people, carry a card, look presentable, know what you can do, listen, be helpful, and then write an email.
With a small amount of effort you can really make yourself stand out from the handshaking, card spewing, networking sharks, and start building relationships.
and then the accessories… 
