How to Take the "Work" Out of Networking

Don’t Just Stand There…
“Spheres of influence are still the heart and soul of the lending and real estate business. Networking with people may not result in immediate business, but will pay off in the long run .” – Bill Dallas

If networking is so important, why do so many people avoid it? Different people have different reasons: shyness, lack of time, fear of rejection, etc. In many ways, networking is much like dating, and I’m sure most of us have had at least one nightmare dating experience. Dealing with other people has taught many of us to avoid uncomfortable situations, which include introducing ourselves to perfect strangers and actually having meaningful conversations with them. Who wants to do that?

Well, if you spent your time at the last industry conference standing in the corner talking to the potted plant next to you, you probably haven’t seen the business growth you were hoping for. Let’s face it, when you are in the business of helping people, you will most likely need to actually speak to someone at some point. That’s where effective networking comes in. Networking is the process of developing and maintaining quality relationships that are mutually beneficial; consequently, networking is an ongoing process.

So, don’t just stand there…use the tips below to take advantage of every networking opportunity you encounter and get going. And remember, it’s not who you know, but who knows you!

Get Going - 7 Tips to Promote Effective Networking
1. Be prepared. No, this isn’t just for the Boy Scouts. Before arriving at any networking event, be sure to do some research on the event – who the keynote speakers are, who else will be attending, and what the purpose of the event is. Based on the answers, ask yourself if the event fits your marketing goals and who you would like to meet. Once you’ve determined you should attend, make sure you have enough business cards on hand, and bring a pen and small notebook to jot notes to yourself during the event. Also remember to dress the part. Find out ahead of time what the dress code is; it is always better to be over-dressed than under-dressed. Make sure you are well-groomed and look the part of a successful professional. P.S. It doesn’t hurt to pop an Altoid, too.

2. Meet and greet. Walk into every room with a smile, as this helps others perceive you as confident, enthusiastic and approachable (even if you feel the exact opposite). When meeting someone, shake their hand and repeat their name to help you remember it. If nametags are used, print clearly and place it on your right shoulder so that anyone you meet can easily read it while shaking your hand. Speaking of handshakes, it’s important to develop a handshake that exudes confidence, credibility and professionalism – it shouldn’t be too soft or too firm. Practice with friends and family if you have to. While exchanging introductions, think of something interesting to say about yourself or your work; having one or two sentences prepared ahead of time will help greatly and reduce anxiety.

3. Shhh…listen. People love to talk about themselves, so try not to fall into the same trap. Instead, ask interesting leading questions, which will help you develop connections with the people you meet. Here are some ideas to get you started:

• Have you attended one of these events before?
• Why did you decide to come today?
• What line of business are you in?
• What kinds of business problems do you encounter?

4. Work the room. As mentioned above, standing alone in the corner is not likely to produce the results you want. A good rule of thumb is to spend 5-6 minutes speaking to each person. For more targeted mingling, ask the host(ess) of the event to guide you towards the people you are interested in meeting. Without getting too specific, tell people what you do for your clients, how you help them, and what kinds of problems you can solve. People want to know how you can help them and why you should be on their contact list. Knowing how to hold an effective and engaging conversation will help build trust and a feeling of camaraderie. Most importantly, keep in mind that not everyone you encounter is going to be an ideal contact.

5. Get the digits … and use them. People often say they will call, then never do. Make sure you get their contact information, either on a business card or by jotting it down in your little black book. Once you have gotten a contact’s information, write down one interesting characteristic so that you remember that person. Be sure to follow-up with anyone you have met within 24 hours. A good idea is to block off 2 hours the day after the networking event in your calendar to spend contacting your new acquaintances. Send everyone a “Pleasure Meeting You” email, or call those prospects you felt could benefit most from your services. You can also mail a greeting card thanking them for their time for that extra-personal touch! The key is to create an opportunity to meet them again.

6. Patience is a virtue. Remember, it takes time to build these relationships. Keep going to the same events and use the same targeted message to make sure it sinks in. The purpose of networking activities is to make connections, develop relationships, and help others. These activities will ultimately lead to increased business, but you should always see this as the reward and not the purpose. Develop ways that you can help potential referral partners, such as the following:

• Post their information on your website or other marketing pieces
• Invite them to speak at an event for one of your associations
• Do joint promotional projects like direct mail postcards or educational seminars
• Distribute their information to your current network
• Nominate them for awards or other types of recognition
• Invite them to attend mutually beneficial events with you
• Send them articles or websites that would be of interest to them

7. Practice, Practice, Practice. Attend as many networking events as you can, whether they be large conferences or small, intimate get-togethers. Networking can happen anywhere, at any time, and you never know if the next person you meet will be a future client, vendor or boss! Networking should become a way of life for you, and you should welcome these opportunities to meet new people. Come up with a catchy, yet short, introduction and practice it every chance you get, making sure it sounds sincere, open and is interesting.

Last, but certainly not least, remember to have fun!

Reign It In – 6 Things to Avoid When Networking
1. Words speak volumes. Make sure to speak clearly and don’t mumble when introducing yourself. Don’t sound bored, and be sure to use intonation and show enthusiasm when speaking. Try not to ramble: express yourself succinctly and ask precise questions. Use proper grammar and vocabulary, and avoid slang as much as possible. In speaking with others, you want to come across as confident, professional and passionate.

2. Lighten up. Much like a first date, don’t push your products or services too forcefully on a first meeting – or even a 3rd or 4th meeting. This will only end up making you look needy and desperate. Additionally, avoid bending the truth or name-dropping to make yourself sound better; most people learn the truth and you end up looking foolish.

3. Attitude is everything. You meet the perfect contact, but they brush you off. Try not to let this affect you personally, as every person may not need your services right then. Keep your head held high and always maintain a positive outlook.

4. Unprepared and unaware. Don’t forget to do your homework; if you show up to an event not knowing what the purpose is or who is attending, you will feel lost and flounder in conversations. Have a game plan for each event you plan on participating in. Being prepared will allow you to ask intelligent and informed questions, which will most likely elicit a positive response from your potential contact.

5. Keep it professional. While you are trying to establish a relationship, the first meeting is not the time to discuss politics, religion, etc. Make sure you keep the conversation professional. Don’t make the mistake of confusing contacts with friends.

6. Mind your manners. Learn how to engage in and, equally important, disengage from, conversations gracefully. Remember to divide your time equally among those you want to meet. Don’t ignore people just because you don’t think they can benefit you; you never know what the future holds and who might be of help at some later date. Be consistent between what you say, wear and do.

© 2008 by In Touch Today Corporation and its licensors. This article may be reproduced only in its entirety.

In Touch Today is a marketing company based in Denver Colorado that assists professionals in increasing their repeat and referral business as well as building professional referral sources and prospecting new clients. www.intouchtoday.com.