Preparing for your Networking Event
Choose the Right Networking Event for You.
There are plenty of networking events to choose from but not every group of people will be right for you. Choose groups where people congregate who share your same passion for business and are either potential clients or can provide access to potential clients. As a business person operating locally, organisations such as a local Chamber of Commerce can be useful. Often, a better option is a networking group geared to business professionals all looking to grow their businesses. It is in these groups that you will most likely find a good source of new business and/or business referrals.
Be Prepared
Business cards are something you should have plenty of. Make sure you take them to meetings and events along with your leaflets if appropriate. At some events you are permitted to take a display banner, particularly if you are a speaker on the day. You should also have a ready-prepared “elevator pitch” around 30 seconds long, explaining succinctly who you are, what you do, and why you are there and maybe what your business USP (unique selling proposition) is. Getting these things right creates a great first impression and helps you appear professional to the other attendees.
Dress professionally and for the event
First impressions count and a massive part of that is the way you dress. From the outset establish yourself as a successful person by dressing the part in well-fitting clothes. This does not necessarily mean that you need to wear expensive clothes, but ensure you dress according to the dress code of the event or meeting you are attending. Something that shows you to be the professional person you are – leave the comfortable but baggy clothes at home!
Have a Strategy
Before you set off for the event, make sure you know what you are aiming to achieve and how you will achieve it. Too many people go to networking events with no plan, and while they might spend a couple of pleasant hours talking to a bunch of people, they come away with no contact details, no follow-up agenda and find themselves no nearer their business development goals.
As a starter for an effective strategy you might want to aim for the following:
1. To Develop Relationships
Networking is not about selling. It is a process, not a one-off event. Aim to develop relationships with others that can ultimately lead to sales or referrals. The whole idea is to get to know people and allow them to get to know you.
Don’t expect to go along to your first event and come away with an armful of new business. Too many people approach networking with the hope of getting a client after one visit. That’s not how it works. People will do business with those they know and trust – it can often take time to build up that knowledge and trust, so the best approach is to attend a networking event with no expectation of getting new business. You should instead go with the aim of meeting new people or recontacting with those you already know.
2. To Add Value
When in business development mode the successful professional should always be thinking about how to add value. If you can offer something for free, you should do it. Is there a bit of advice that you could give the other person? Is there a someone you could put them in touch with? Or maybe you have an article you could send them for free? By adding value in this way without an expectation of anything in return, not only do you display your knowledge and expertise, but it can often leave the recipient wanting more and it is this that can lead to a paid sale.
3. To Not Make Every Conversation a Sales Pitch
This is a mistake that many networkers make at events. Do not treat people like a commodity whose only purpose is to become your client and pay you money. Build the relationship, offer help and advice and the sales will come naturally. Networking is not all about selling! Nothing turns off a potential client more than to be constantly “sold to”.
Click here for part 2 of this series – “How to Network at an Event”