But rather than casting your net out extremely wide and accepting any networking event invitation, ask yourself: Who would I like to speak with? What needs do they have? What do I want to find out from them? Where would these people be? In doing this, you will start a filtering process to the events that will serve you and your business.
Meeting people face to face is a great way to build rapport quickly with others. It is a good to understand what type of networker you are and where you would feel more comfortable.
Are you more suited to an open informal networking event? Would you prefer a structured speed-networking event? (a little like speed dating, without a date at the end) or more of a smaller formal setting with a guest speaker and sit down meal?
Understanding your network preference provides you with an indication on where you are likely to be a more effective networker.
Also think about what you are trying to achieve in your network session. For instance, if your purpose is to connect with as many people as possible, then an informal, large forum or speed-networking event may be better. If you wish to deepen relations then the small group option or one-on-one meetings may be best.
Key tips at networking events:
1. Be approachable: Many people are rattled by networking events. It is not perceived to be as bad as public speaking, but it is high on the list in creating nerves. Being approachable and open to conversation allows others to gravitate towards you. Holding a friendly demeanour and through building rapport with the other person, provides a great start for your relationship to flourish. Relax and smile.
2. Talk about something interesting: After being introduced to a number of people describing their business’ and providing their own personal CVs, it becomes a bit stale and everyone starts to sound the same. Ensure that you stand out by not focussing on providing your CV or elevator pitch up front. Instead try asking a different question such as “What is the most exciting thing you have done in your life?” By getting others to talk about something they are excited or passionate about (this may or may not be within their business), their eyes will light up as they speak and be instantly positive.
3. If you asked “what do you do?” provide a teaser: I once met a young woman that described what she did as “selling hope to people”. It was only then through the intrigue that I later found out that she was a naturopath. I thought that was brilliant, as she stood out and it also told me that she understood the underlying needs she was fulfilling for her clients.
4. When you do go into explaining what you do, keep it brief: Keep a short (30 second) elevator pitch handy but resist the temptation to use it up-front. Try instead to ask questions about what that person does with regards to your business. This acts as 1) a fact finding session for you, and 2) allows the other person to feel important by genuinely being interested in their business. For instance I am always keen to know how business owners evaluate how their customers feel about their services and how they stay up to date or pre-empt their market trends and competitor actions.
5. Knowledge exchange: Networking is a great way to get information about an organisation, the way they operate or learn from others successes and mistakes. Do not underestimate the value of this information for your own business or for future engagement with the contacts’ business or industry. Just remember not to give your intellectual property away and to always respect the confidentiality of your customers and confidants during the process.
6. Swap business cards: This is key. If there is any hope of future relations then you will need their contact details. This will also help for step seven. When handing out your business card it is always a good idea to do it during or at the end of your conversation rather than at the start. It is good practice to also check that the other person is interested in receiving your business card.
7. Send a gift/ personalised: High performers consistently follow-up with their new contact quickly and may even provide them with a small gift (for nothing and with no expectations). Even something as simple as writing a hand written note (personalised) or a small gift related to a passion they spoke about goes a long way in standing out in their mind. For instance if your new contact is a keen gardener, send them a small pot plant. The note can thank them for their time and ask to get in touch again or if they require any assistance from you. Given how many people you may be meeting, you may need to decide on who gets a gift versus a hand written note.
For start-ups on a tight marketing budget, networking is a powerful way to establish and grow your business. In fact, several of the BRW Fast Starter businesses, have attributed their start-up success to the power of networking and so do I.
Maria Ioia is principal at the Market Intelligence Agency. Contact her at mioia@marketintelligenceagency.com.au or visit www.marketintelligenceagency.com.au
