Business networking can be a tremendously useful tool – but it can also be very confusing. What should I say? What should I expect? Is it worth my time and effort to attend networking events? How do I know what is expected of me?
I’m no networking expert, but I have recently had to process a lot of these questions for myself. Here are a few of my personal tips for effective business networking:
1) Networking is About Making Contacts, NOT Generating Business
Why so emphatic? Because other networkers can identify people who are at a networking event just to sell you their stuff or services. And guess what? They don’t usually like it. There are obviously plenty of exceptions, but in general this is a solid rule. So if it’s not about generating business, why bother? Because the business will follow if you are making good contacts.
2) Identify the Type of Group Up Front
Don’t be afraid to call someone and ask the questions. Is the group open to anyone or restricted by category or industry? Is the group a social meeting or does it actively generate referrals within the group? Is the group a free gathering or will it require an application and membership fee? How much is the membership fee and how often can you visit before making a membership decision?
All different types of groups can be effective depending on what you are looking for. Consider what you need out of networking, and pick the group(s) that work best for you.
3) Tighten Up Your “Elevator Speech”
An “Elevator Speech” is your 60-second introduction to yourself and your business. But here’s a good tip – you don’t need to share EVERYTHING in your 60-seconds. Give an introduction and include a story or testimonial that will make it memorable. In a networking environment, your introduction will be enough to generate more conversation later with anyone who is interested in what you do. You can go into all the detail you want at that later point with only the folks who are truly interested!
About the author: Matthew Cook is a co-founder of the LaCo Business Blog. Matt owns and operates One Stop Seminars, promoting educational events throughout Lake County, Illinois. You may contact Matt directly at Matthew.Cook@OneStopSeminars.com.
