Successful Networking – ensuring it’s NOT Notworking!

It’s easy to be very busy ‘networking’, being out and about at breakfast, lunch and evening events, socialising and schmoozing.

However, the aim is not to be a busy fool – but to be using the time and outlay productively!  Sure, if you choose to take that time out just as time out – then that’s fine.  But to get the most out of networking in terms of your business or purpose – then some proactive planning is required!

Let’s unpack your networking tool box and see if you’re using all the tools at your disposal!

• Business cards – humdrum or distinctive?  Clear message?  Readable without a microscope?  Printed one side or both?  Will your card act as a mini ambassador for you, when you’re not around?  Have another look at it now and see if it can be improved upon.  They’re an inexpensive item to create, so change it if necessary.
• Bumph Table - many network groups include a side table where you can put your leaflets etc. In my experience, this is more often used by people taking your details so they can later market their wares to you!  Give some thought to what you can create for the Bumph Table that could be truly of use.  I create laminated A4 or A3 posters that can stand up at the back and catch people’s eye.   If you have a leaflet – does it contain a special offer and a time limit, to get the recipient to take action?  Remember AIDA: it must get Attention, Interest, Desire and then Action.  Also, is it toooo crowded with words, that the message is lost?  Keep it simple and clear in terms of the message/offer and also what people should do after reading it – have a call to action that’s enticing and immediate!
• Badge – this doesn’t just have to be your name/business (though if it is, please make the print large enough to be legible!).  It might also be a question like:  ‘Ask me about today’s special offer’….or even something random that might start conversation:  ‘I like the blue smarties’.  Obviously it’s horses for courses – but you get the idea!
• Branding – Is there something you can say or wear or do, each time people see you, that helps to enforce your brand (remembering that marketing/branding are linked together).  Personally, when I’m in business mode I wear the colour red – the lady in red, albeit just a scarf or bag or jacket.  But I’m known for it – and whilst I might have to fight with Coca-Cola – I want people to associate that colour with me!
• Your 40-60 Second Pitch - this is an art-form in itself.  One of the NowPresenting workshops covers this.  Basically do not sell. Do not try to tell the people EVERYTHING you do by speaking very, very quickly and cramming a lot in (the net effect is that they’ll remember nothing of what you’ve said).   Choose one clear message – and find an interesting and memorable way to convey it which might include metaphors or personal stories.
• Props – You have to realise that every few minutes the people at the networking event will go into a bit of a trance state and be thinking internal thoughts instead of listening to the person doing their presentation.  It’s how humans behave.  If you are at an event where everyone takes a turn to give a 60 second speech, and you are speaking after the third speaker – the audience’s attention span will already have started to wain!  If every person in that room is only using words to convey their business message – it will become harder and harder to have your message remembered.  So help the room out – do something different.  What other ‘audience-senses’ could you approach?  Could you talk about fresh new products and cut up a lemon at the same time?  Visually interesting – and a lovely citrus aroma/zest will be remembered.  Could you hold up a poster or real version of your product – could it be passed around.  How about hammering 3 nails into a piece of wood – I have 3 points to make today: the first (bang bang bang) is that NowPresenting was fantastic last week at the workshop I attended….the second (bang bang bang) is about today’s offer xxxx and the third (bang bang) is that next week, we’re launching xxx.  Think outside the box – and if you’re stuck for ideas – contact me!
• Slogan/Tagline - ‘every little helps’…‘just do it’…..‘beans means….‘   It works just fine for the big companies – have you got one too?  I met a printer/designer at a network meeting about 8 years ago.  He wore wildly patterned ties each time:  his slogan was – the creative guy with the crazy tie – and it stuck in the mind.
• You - Of course, your best item for gaining recognition, friendship, business and respect in your toolbox – is YOU.  It starts with a gentle, pleasant smile (most important – it makes you look approachable) and goes on to include outward energy, forward open body language, a warm handshake and lots of interest in what other people do and how you can help them.  You know that you can’t just turn up and SELL to people, right?  But if you ask them questions and show genuine interest in their world – it’s the best way to build rapport…and from there, business relationships start.
• Open Questions – Indeed, it’s a truth that people like other people who seem to like them.  So instead of being a tsunami of information about yourself when you meet someone, ask the other person about themselves.  Use open questions (not closed ones which can be answered with a quick ‘yes’ or ‘no’ and really listen to the answer.  Every moment you focus on them, is increasing the chance of them liking you and wanting to help you.   I was networking with someone recently who began to talk about something that was important to them.  I resisted ‘stealing back’ the conversation, listened intently, nodded, smiled, showed interest and let them do all the talking.  At the end of that time, this lady promptly booked my services as a coach.  “Really?”  I said, “I haven’t told you anything about my services”….. “No, you haven’t..” she replied: “but I already know that you’re a great coach, from the few minutes we’ve spent together!”   Hmm.  The power of listening and building rapport!
• Remember every networker is a person – We might be there in business mode, but we’re still humans.  Make a mental note when you find out something about someone’s interests or the fact that their wife is about to have a baby.  Next time you meet, you ask about this.  Apparently Graham Norton has the most wonderful memory for these details – and can ask about your children/football team/hobby next time he sees you – and people love him for it.  There’s nothing more flattering to the recipient than have someone ‘notice’ them as a person.   There are mnemonics (memory techniques) you can use (come on our courses to learn them!) or simply make discreet notes on someone’s business cards or in your pocket-sized notebook.

SO these are some of the starting points for excellent networking at events.  Of course, it doesn’t end there.  When you get back home or to the office, you must follow-through with anything you promised to do.  If you said you’d send that link or phone number over, then do it the same day.  Never ever over promise and under deliver!  You lose credibility in a nano-second that way.  Above all though – don’t fake this – be the real authentic, kind you and be curious as to how you can help every person you meet.  What goes around comes around – so pay it forward first and somehow, it will end up being of real benefit to you too.