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For most of us there is no avoiding the networking circuit: be that through networking clubs, business associations, exhibitions or conferences.
The initial scenario: your new business, possibly new product (makes no difference to the stress level if you were selling the oldest business in the world, whatever that is:), and you being new to running a business, is sure to make you feel like you are the only person in the room wearing a pink bikini, with a sign on your back saying 'it's my first time, treat me nice'. There are certain groups that attend networking events:
a. The Newbie Stands alone, smiles at everything that moves and constantly goes to the bar, the toilet, the coffee machine, the buffet table, the car park, in fact anywhere that avoids actually talking to anyone. Wants to appear busy without doing anything confrontational. Believes that one-day they will be accepted, if only because everyone will know their face.
b. The Amateur
Hovers anywhere, takes unhealthy interest in your business, has the bodily consistency of chewing gum, has an out of this world business vision, and product. Uses stealth limiting radar to find you at next meeting.
c. The Pro Been networking since the 80's, they know most newbie's work for nothing. They get close to other networkers and milk the life out of their contacts and friends etc. Are they good or bad? - bit of both, probably.
d. The Networker Stands in a group, with one eye always watching what goes on around them. Motto for every networking session 'come away with at least one more contact'. Usually has a successful business, and enjoys being at networking events for the buzz, and of course, the opportunities. This person will look after the newbie, introductions will follow and will also offer a bit of mentoring (as they probably do all day long in their own business). It has long been the issue of how to approach fellow networkers at an event: with justifiable reason. Some events have lost the principal objective: meeting new business opportunities. Quite literally, the tighter the group at an event, the harder it is to get yourself in. If you see a group of networkers talking and there is a reasonable space between them, there is a reasonable chance of joining that discussion. Those who network do so because they want to be there, they want new business, they want to meet new contacts and they understand the initial pressures of joining a group. With this in mind you should approach one of the key organizers and ask for their help in pointing out possible sources of business, or one better, get them to introduce you to them: organizers are there for this purpose (or they should be). Your responsibility, when introduced, is to say something interesting about something you know both of you have an interest in: i.e. if you sell marketing/advertising and the target has a printing business, you would say something like, "have you seen the latest calendar sent out by The Print Shop?". You would then be able to both talk about the same thing and get a feel for each other: remember this is not a sales pitch, it's just common ground. You might end your conversation by offering to send them the calendar, or bring it with you next time, even offer to bring it to them at their business premises when you 'next pass by'. Experienced networkers love saying to business contacts, "I know someone who can do that for you, I'll have a word with them and see what we can do": being able to say this adds value to their own services, it's the next best thing to getting the work themselves (and you may pay them a 'finders fee'). As with the Internet chat groups, keep your initial comments limited and work your way in over a number of events. That said, if you have something really worthwhile to add, go for it (just be sure). Never make promises you cannot keep: it's easy to try and please in this environment. No harm in saying that you will try to do/get something, but, failure sticks in the mind longer than success. Every difficult thing I do in life for the first time extracts the same response from within me: 'it won't be difficult soon'. With networking, after a while you know most people in the room and approaching a lone newbie becomes an adventure: where will this contact lead to! Relevant Articles |
