By Barry Thomsen
Networking, also known as tell 'em who you are, is especially important for the small business person, who is most likely operating on a limited advertising budget. It’s a chance to let potential customers know who you are and what your business can offer them. Although networking allows you to meet people in a low pressure, casual setting, remember that, when you're at a meeting or business event, you are your business. You never know when you'll meet the golden goose or that great new client you've been waiting for.
Try to attend as many meetings or chamber events as your schedule allows. You probably can't afford to join all the relevant organizations, so arrange to attend some as a guest of a member. Most will let you attend one or more meetings before insisting you join. If you're really pressed for time or want to attend more than one meeting at the same time, just arrive early for the cocktail hour, then discreetly leave before the formal meeting starts. This way, you can rush to the next meeting and network at the end of it. If you're dressed for a meeting and there are two good meetings available, go for it.
Networking can be done anywhere or anytime—whether it’s on the golf course or waiting in line at a supermarket. But scheduled meetings will offer the best opportunities for getting to know a wide variety of people.
Here are some ideas to make the most of your networking time:
- Make networking a priority, not a fill-in time. Always look for new meetings and places to meet potential customers.
- Arrive early enough to use the entire networking time. Other people who arrive early are there for the same reason; take advantage of it.
- Stop in the rest room when you first arrive and check your appearance, hair and teeth.
- Dress professionally so that you look successful. People like to talk to others who look like winners. Jeans and a t-shirt are inappropriate.
- Smile, walk around the area and assess who is there. Then you can plan how you want to spend your time.
- Eat conservatively; it’s hard to talk with your mouth full. Have a light snack before you go. Stay away from messy food that can stain your clothes.
- Keep drinks to a minimum. You're there to network and meet new people, not to party. You need to stay alert.
- Briefly say hello to anyone you already know. Then move on and meet the ones you don't know.
- Have a short introduction ready to introduce yourself. Ten to twelve seconds is enough. A long-winded bio is not necessary.
- Have a confident, but not arrogant, attitude; you want people to like you.
- Exchange or hand out business cards with all the people who can benefit you directly or indirectly.
- Have a pen (and a spare) ready to jot notes on the back of business cards for future reference. You won't remember everything that’s said.
- It’s best not to conduct business while networking; set a future time or appointment. Or, just say, “I'll call you tomorrow.”
- Keep an open ear and mind for things you may be interested in. You are someone else’s network target.
- Talk to as many people as you can without cutting anyone short. You can always go back to an interesting person if there’s time left.
- If you don't find enough people who can benefit you, make friends with others who may send referrals. You may be able to help them also.
- Don't leave immediately once the function ends, wait and meet the speakers and other meeting VIPs.
- If you really like the group or organization, offer to speak at a future meeting.
- The next day, send a “it was nice to meet you” note to everyone who gave you their card. Enclose two of your own cards with the note and hand-address the envelope.
- Follow-up as promised with all the people you said you would call. Do it within a week or less.
Once you leave the meeting, you need to decide if this is the type of event you want to attend regularly. You want to invest your time where it will do the most good. There are many choices of meetings available, so you can always try another. Most newspapers publish a list in the Sunday or Monday edition with times and contact information. Your local or nearby city business journal is another useful resource. Don't be afraid to travel to another city within 100 miles to attend a new meeting; it may be well worth it. Try to budget as much of your time for networking as possible—you should see results over time.
To learn more, consider these AMA seminars:
AMA On-site: Every one of AMA’s 170+ public seminars can be delivered on-site. This flexible, money-saving option allows you to train ten or more people, when and where you choose, at a low cost per participant.
Author Bio: Barry Thomsen is publisher/editor of Small Business Idea-Letter and Small Business Advisor. For a free sample of the Idea-Letter, email: idealetter@aol.com or call 877-700-1322. On the Web: Small Business Marketing Ideas www.idealetter.com
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