Mastering the art of effective networking makes the difference between simply successful entrepreneurs and captains of industry: the better you are at networking, the more power you wield. Networking serves many purposes, from building your customer base to providing and receiving necessary resources from contacts in the business community, and anyone planning to grow a new business should spend time honing their networking skills. networks.
For many seasoned entrepreneurs, networking events are the most productive way to spend their limited business and social time. For others, walking into a room full of people seems overwhelming, especially if they don’t know anyone else there. There are some simple rules to follow in order to be successful working in the room, and anyone with a bit of will can learn to be a master of networking.
Begin with the end in mind
Before attending any networking event, plan your goals. Whether you have a specific business problem you need to address, want to add three strong business contacts to your network, or need two new leads, having a plan will make the time you spend networking much more effective. . Attending without set goals is much more likely to result in a lot of time spent with very little reward.
As you get more involved in your business community, you’ll likely find that there are enough networking events to completely fill your calendar. It is not necessary to attend all events. Some organizations will meet your particular needs better than others. Try different places and evaluate the result according to a simple rule: you should get at least three new contacts, leads or useful information for every hour you spend networking. If you find yourself attending a weekly event with the same people and getting no new information or leads, consider reducing your attendance to once a month and trying different events to improve your results.
In addition to setting specific goals, prepare topics to discuss, insights to offer, and questions to ask to keep the conversation going. If there is a specific reference or information you need, make a note of it so it is not forgotten. Take your planner with you to store business cards and take notes as needed.
working the room
Every networking event you attend will fall into one of three categories: you know everyone there, you know a few people, or you don’t know anyone. Each circumstance requires a different approach. If you know all of them, be sure to contact all of them. Limit your conversations to a few minutes each. If possible, make presentations between professionals you know who have something in common or complementary skills or businesses.
If you only know a few people in the room, start by catching up with each one of them. Ask them who else they know and have them introduce you. Be sure to do the same by introducing people you know to each other. Be prepared with business cards to exchange, and make it a habit to give each new contact two: one to keep and one to pass around for reference. When you receive cards from new contacts, take a moment to write down any interesting personal or business information about them to add to your contact database. If someone you know doesn’t have a business card, write their information down in your planner…whatever you do, never let a potentially good contact go to waste.
If you don’t meet anyone at a networking event, start by looking for people who are lonely. No one likes to be on the outside looking in, and generally these other people will also feel uncomfortable because they don’t know anyone. Once you’ve chatted for a few minutes, take your new contact with you to meet another loner, and another, until you have a group that everyone else in the room wants to join. Showing that kind of leadership will make you the go-to contact in your business community and increase your chances of growing your business through referrals.
If the event you’re attending has a “special guest,” most attendees will be clamoring for your attention. If the press is around, they should be talking to them. Meeting the state Senator is exciting, but meeting the local business reporter will give you more exposure and therefore more business. Pay attention to what people are talking about and be as interested in what you can do for them as what they can do for you. Set a goal to be the best networking contact in your industry or area, and work through each room with that intention in mind.
What to do (and what not to do) at networking events
Some basic do’s and don’ts at networking events:
- Dress one step above how you expect others to dress.
- Do not make critical judgments of others based on how they are dressed.
- Take more than enough business cards with you, at least one pen, and your diary or notepad.
- Don’t answer calls, texts, or emails while talking to other people. If you must use your smartphone, excuse yourself and go outside.
- Listen to what other people need, and take note: if you can help them, you’ll improve your reputation as a great contact.
- Don’t talk too much about personal things, especially if they are negative. Even if you’re on the brink of divorce, his kid got suspended from school, and his dog bit the neighbor, no one in the network needs to know. The same goes for medical problems.
- Review your notes from the last event and follow up as appropriate.
- Don’t bring up negative issues in front of uninvolved contacts.
- Be sure to have a chat with the bartender and servers – you’ll be surprised who they know and who they might end up being.
- Don’t drink alcohol. Avoid eating unless you are absolutely hungry. Food on your teeth and garlic breath is not the image you are looking for. If you must eat, take a break and be sure to check yourself in the bathroom before going back to the net. Don’t try to talk to others while they eat. Seriously, grab an energy bar on the go – why waste limited networking time over a snack?
Effective networking skills are a powerful tool for entrepreneurs, and the ability to work in a room is one of the most difficult to master. Use common sense and be sure to evaluate your performance after each networking event. The more self-aware you are, the easier it will be to become the go-to contact in your area and industry.