TKO Your Networking Competition

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.