Networking is the hottest marketing and sales tool today, and with good reason. Whether it is work demands, time restraints, or technology, we are more isolated than ever before. We awaken to email and pull out of our garages for a solo drive to the office. There sit in an office or cubicle where we have another screen to gaze into.
Some of us just walk down the hall from our kitchen to our "office computer". We answer mobile phone calls during conversations with others, we check our email while we drive and we send text messages rather than make phone calls. In the evening we go to Johnny's baseball game and reply to email the entire time. On the weekends we go to Sally's soccer game and spend most of the time on the cell phone. The art of face to face conversation is lost and many of us are finding that relationships are harder to forge.
But there is help in the form of networking events. These planned get togethers bring large groups of people together to meet and greet, share a drink and perhaps some food, and generally engage in what used to come naturally; conversation. Unfortunately, many have found that they lack the skill necessary to engage in a conversation or, worse, they find that all they can do is recite the brochure created by the marketing department. We find ourselves verbally vomiting on everyone within ears reach. It is no wonder we feel inept when we get into a crowded room - who know how to carry a conversation anyway?
While building relationships and carrying conversations require a planned approach and much practice (and time), there are some simple steps you can take to improve the chances that you will begin to build a relationship that will stand the test of time.
1. Think about what type of people you want to meet. Standing in an event with a lot of people is a lot like standing on the cereal aisle at the grocery store. Even when we know what we want it's hard to find it among all the choices.
2. Plan on meeting only three to five key people. Once you know the types of people you want to meet, you can begin to filter through the attendees. When you meet someone that is not on your target list, you can politely introduce them to someone else or just ask to be excused. Stay focused on finding the right people, but always be polite in doing so. You never know who you might meet that knows someone on your target list.
3. Plan to spend three to five minutes with each person you meet that is on your target list. This gives you the ability to get to really know the people you want to know. It begins the process of building a relationship.
4. Ask questions about them and keep the focus on them. What do you do? How long have you been doing that? What lead you to get into that kind of work? Where did you go to school? Do you have family in town? Whenever they ask you a question, answer it briefly and bounce the question back to them. Keep asking questions - people love to talk about themselves. But if the conversation becomes trivial, move on to tip 5.
5. Ask for a business card (and don't give them one unless they ask). When you get the card, jot a couple of key points on the back of it to jog your memory when you call them and ask them to have a cup of Starbucks with you.
6. Ask the Million Dollar Question. "Bob, I've enjoyed talking with you. You know I meet a lot of folks every day. Tell me, how would I know if I met a perfect referral for you?" Most people won't be ready for that question. Give them a few moments to think about it. Even if they fail to come up with a good answer, asking it tells them that you are interested in them and in helping them find what they want.
Armed with a plan you can begin to build a relationship network that will bear fruit in the form of friendships, networking partners, clients and acquaintances. It also gives you the ability to enter any networking event confident in your approach. In our next article we'll discuss what you should do with the cards you get as a result of this plan to make certain this beginning step leads to networking success.
Glen Gould has studied personal and business networking for over twenty-five years. He is the author of four books including 101 Networking Nuggets and Meet Me At Starbucks. A sought after speaker and consultant to corporations and chambers of commerce, Gould serves as the Director of Small to Mid-Size Business at the Metro Atlanta Chamber of Commerce. For more information visit www.inspirationagents.com.
