Networking is a fact of life in the business world. But what do you need to
do, to stand out for all the right reasons? The following tips will help you
leverage your efforts, wow more prospects and win new sales.
Get Out There
It’s easy to get mired in your company's day-to-day operations. Whether
you’re a solopreneur or the CEO of a large firm, you are in a terrific position
to get the word out about what you do through a variety of networking platforms.
But it isn't going to happen if you don’t get out of your office. Be ready with
a stash of cards or brochures at your disposal, as many of your best results may
come about in unexpected places.
“My theory is to have fun and just hang out with different people who are not
like you,” says Beth Schoenfeldt, 40, co-founder of Ladies Who Launch, a New
York-based women’s business support organization. She says the best networking
opportunities happen in environments that are completely outside of your niche
or industry, with people who are a few rungs higher on the food chain. “I go to
parties, and that’s where I meet potential sponsors and advertisers. I’m
excited, too,” says Shoenfeldt, who believes that individuals are drawn to happy
people. Her upbeat and enthusiastic approach has certainly worked for her
company. It has grown from an incubator in New York City to a business with a
presence in more than 48 cities in the U.S. and Canada.
“People need to be aware of different ethnic business groups and their
customs,” says Sue Voyles, 49, president of Logos Communications, a writing, PR
and marketing firm doing business out of Canton, Michigan. Voyles, who is
Caucasian, interacts and does business on a regular basis with members of the
Chinese-American and Arab-American business communities. Voyles has seen the
benefits of reaching across ethnic borders and believes that focusing on the
many commonalities--through providing quality business services and making good
referrals--benefits all parties.
Have an Objective
OK, so you know that you are going to a networking function to help your
business, but do you have a specific agenda? Successful networkers have a
laser-like focus on what they want to accomplish, and those objectives change
depending on the kind of function they are attending and the roster of people
they are apt to meet.
“My biggest tip for productive networking is setting an intention prior to
going into the event,” says Renée Peterson Trudeau, 41, president of Career
Strategists, a coaching and consulting firm in Austin, Texas. According to
Trudeau, it’s important to think about what you want to receive from your
networking experience. Do you want connections or partnerships? New clients?
Resources and new ideas? Other objectives can include support or emotional
connections with others who share similar values or goals, and new friendships.
Listen Well
Lots of folks are so intent on what they want to say, they really don’t
pay attention to what is being said to them. I was once one of those headless
chickens running from one gaggle of people to the next, making my spiel,
flinging my cards into hapless hands, thinking more cards out meant more
business. Big mistake. Good networking is showing up and talking with various
people. Great networking is about having meaningful conversations, which means
you need to do a fair amount of listening and mental notetaking. Listening
allows you to capture new data, discover creative ideas, see other great
networkers in action, hear about great resources and tune into industry or
competitor updates.
Don’t Sell
Yup, you read that right. Networking should not be about selling. Amazing
networkers know that any networking situation--whether you are waiting in line
at the airport, having a business lunch or attending a fundraiser--should be
about introducing yourself and your company, educating prospects about the value
of what you do and making new connections. I think of it as the beginning of a
dance--with different rhythms, pace and dance steps for each new partner and
venue. In other words, one size does not fit all. Knowing that you're not
selling takes some of the pressure off you, too--and a more relaxed and
confident you will outshine your edgier competition. Which brings me to my next
point.
Be Unforgettable
Some people use humor, some dress for impact. Others make compelling
statements or ask engaging questions. Whatever you do, be genuinely passionate
about your business, product or service in a way that is authentic to your
personal style. The most successful networkers I encounter use a combination of
tools to help them stand out from the pack, and they never say the same
memorized, rote elevator speech.
“I have a distinct business card, which makes me memorable,” says Shelley
Lieber, author of the e-book Four Ps to Publishing Success. Lieber also has put
together several unique one- to two-minute introductions, where she asks
targeted questions about people’s businesses. The Asheville, North Carolina,
writer says that many times she also jots a note or question on the back of her
business cards before handing them out, with intriguing results.
Neita Wiese, 51, founder and owner of Neita's Charleston Vinaigrettes &
Marinades, hands out samples of her heart-healthy product (along with marketing
materials) in a smart gift tote to particular people of interest whom she has
identified while at various functions. This sassy South Carolina businesswoman
has given her mini totes to keynote speakers, guests of honor and other valuable
connections she wants to make.
Follow Up Promptly, With Vigor
Even if all your other ducks are in a row, if you cultivate a great new
contact and never get back in touch, another lead will bite the dust. If you
don’t have a personal assistant, there are lots of great tools to help you keep
on top of your ever-growing pile of business cards (CardScan is one nifty
software product to consider). The three rules of thumb I follow: Be succinct,
give meaningful information and ask for something.
“I usually try to write a handwritten thank you note on stationery that has
my name printed on it,” says Neita Wiese, who does not try to meet every person
at any given event. Her note is brief and personable. It mentions where she
encountered them, why she enjoyed meeting them and perhaps includes an
invitation to lunch or coffee.
Trudeau sends an e-mail, or calls and asks for a lunch or coffee meeting as
appropriate. Whatever you do, it’s a sure bet that some outreach will work, some
will not. Truly successful networkers use their newfound data to keep in touch
in a gently persistent way. Respecting people’s time (and their inbox) will
score you major points; if you go overboard by sending too much mail or making
calls too often, expect to be booted off the radar screen for good.
So, whether you’re on the golf course, kickin’ it up at a charity function or
a strolling through a business expo, you can bank on this: Networking with
superior communications, style and professional follow-up will help you rise
above the clatter and TKO your competition with gusto.
More Savvy Tips from Successful Women
“Don’t try to evaluate so much, or judge whom you are talking to. You
never know whom anyone knows,”says Schoenfeldt.
“When I go to a networking venue and know whom I want to meet, I introduce
myself and comment on something that I know about the person (hopefully
something positive). We talk about them for a while and then they usually ask
about me, and I tell them my story,” says Wiese.