Do you ever leave a networking event thinking,
‘That was fun…. but something was missing?’
You are not alone. Many professionals walk away from networking opportunities and feel like they didn’t get the results they were looking for or simply didn’t know how to make the most of their networking potential. Networking should not be random, it’s important to have a plan. Network with intension and structure, and you’ll find that you consistently walk away with valuable connections that can be turned into relationships, it’s much more enjoyable that way.
- Start with a clear plan
Going into a networking event without a plan is a sure way to create disappointment. As Winston Churchill said, “Before beginning plan carefully”
- Set specific goals.
Every professional in business should understand their targets. Know how many sales it will take to reach a revenue goal or know what it takes to make the promotion. How many referrals will it take to obtain that many sales? When you know this information, it becomes clearer on how many events to attend. Understand how many people are needed to connect with and have meaningful conversations.
Keep track of the results so you know what activities you need to do each month. When you look at your monthly target, you will know how many events you need to attend, and how many people you should be speaking to so relationships can be built for the long term.
- Be strategic about the professions you target.
Do you align with a specific profession better than others? Is there someone that if you had a chance to meet them, they could significantly impact the business growth?
Frequently, there are professions with whom we can have a symbiotic relationship. For example, general contractors often have good business relationships with electricians, roofers, painters, and interior designers. When professionals collaborate strategically, it is easier to pool resources and ask similar questions on each other’s behalf, that will enable everyone to benefit.
Be a Connector
When you become a connector, chances are you will stay top of their minds, because you become an asset and the connections you have are invaluable. Having reliable contacts is important. If a contractor, for instance, doesn’t know a good painter, that gap represents an opportunity and they should be seeking out that professional to build a relationship with.
- Focus on referrals for others.
Do you know what your business colleagues or clients are looking for? Is there a specific person who they want to meet? Helping others find the right connections should be an equal, if not a higher priority and focus for you, rather than to promote yourself.
When you position yourself as a connector, influencer and gatekeeper, people will gravitate towards you. This in turn can help establish your credibility and professionalism. Your aim is to have your clients and contacts think of you first and be the person that they call to ask, “Who do you know who…?”
- Be accountable to someone.
When we hold ourselves accountable, we tend to achieve more. Sometimes just verbalizing our intentions is enough to make them feel real and achievable.
If attending networking events alone feels uncomfortable, then go with a business colleague, particularly a strategic partner or potential strategic partner that we covered in an earlier paragraph. Plan together first before attending the event and look for possible referrals for each other.
Understand:
- How to introduce the other person
- How to identify referral opportunities
- Have easy testimonials to convey with others
- Know how to comfortably ask questions on each other’s behalf
This will not only help build and strengthen relationships with each other, it will also alleviate the discomfort of self-promotion. Your partner will be the one promoting you, and vice versa. Make sure you have a strategic and focused meeting before the event to plan what each should say on the other person’s behalf. Make sure that the meeting information and purpose aligns with both of your intentions.
- Review and refine.
While it is still fresh in your mind, jot down a few notes and evaluate what was achieved at the event. Brainstorm your next plan of action. If you attended an event with someone, debrief each other afterwards, pool insights, learn and share what you both found out.
- Who did you meet?
- What opportunities emerged?
- What is your follow up process?
- Was this a good event to attend?
Over time evaluate which events are consistently more in alignment for you both, and if they deliver the results you were intending, both personally and professionally.
- Avoid being a novice networker
One of the most common mistakes is attempting to rush in and sell products immediately the first time you meet someone. Prevent being seen as aggressive. A relationship hasn’t been built yet. As passionate as most professionals are with their products and services, it may not be a priority for the other party. We’ve all experienced the novice networker who zips around talking ‘at’ everyone. This does not compel others to want to spend more time with you. Instead of “talking at” others, ask thoughtful questions:
Thoughtful questions:
- What has been a highlight this week?
- Is this the first time at this event?
- How long have you been in business?
- What person/profession would you like to connect with?
Screen them first
- Find out if they’re knowledgeable about his/her business?
- Is this person professional enough that I would refer them?
- Can I trust them?
- Would I consider doing business with them?
- Do I like them enough to build a relationship?
Nobody should be placing their professional image and credibility at risk. It is far better to start to build the relationship by finding out about the other person: what they are looking for, and what their interests are. Go from there and see where you end up. With a little planning you can use your time wisely at networking events and be very effective. Remember, you are intending to be in business for a long time. Consider how your business colleagues will view you when you make contacts and connections for them. With this in mind, the planning is worth your added effort. Soon you’ll find that you are the one being referred to.