It is that time of year again with Christmas fast approaching. It is inevitable that numerous opportunities arise for networking through Christmas lunches, business club Christmas lunches and so on. More so than at any other time during the year. So it does no harm at all to brush up on a nd refresh your networking skills in addition to revisiting your 1 minute proposition in response to the question "What do you do?"
Here are some thoughts on effective networking at this time of year.
1. Filter Out the Invitations
There will be a large number of opportunities out there for you take advantage of. However you don't want to or can't attend them all. So the first task is to establish which ones will provide the best opportunity to build up new contacts. If an event is just being attended by your peer group then the opportunities will be limited. If it is a general business club or Chamber of Commerce then there are likely to be more opportunities with like minded people seeking new contacts.
If you find the opportunities are not there for you then the first thing to do is some background research on what business clubs, Chambers of Commerce, Federation of Small Business, Local Authority events there are in your area.
2. Refresh Your Proposition
"And what do you do?". And your answer is? Spend alot of time refining your stock response to this question because this is where you will maybe get your one and only chance to engage a potential contact and sell yourself in. If you blow this response then you've wasted your time.
3. Let Them Talk First
You may want to get a question in first for two reasons:-
- To establish whether the individual is of any use (sounds mercenary but we all do it from time to time). It is only after you have spoken to as many people as possible and listened to what they have to say that you will know who is important for you and who you will find useful
- You can refine your answer to best match their potential business needs
You may want to have more than one proposition or at least a way of delivering it with slightly different focus depending on the audience. Do your homework before attending and see if you can establish what type of individual/business will be attending and work out your stock response based on their anticipated business needs and requirements.
If you are the first one to speak, never start off talking about your own business first. Instead, ask about their business and listen carefully. Even if you don’t have much interest in their business, be sure to ask them a question or two to let them know that you were listening. If they say anything remotely related to your own business services, wait until they are finished speaking, then point out the relation between their business and your own.
Everybody likes a good listener and a good speaker, but no one can stand a show-off or a bore.
4. Alcohol Consumption
Sounds simple but know your limits and work out what your objectives are in attending this event. If it is just to have a good time then fine but if it is with a view to generating new contacts and potential leads then beware the waiters bearing liquid gifts in green bottles.
5. Format of the Event
If it is a formal dinner arrangement then bear in mind that for the majority of the evening you will be stuck on one table conversing with the same people. Therefore it is important to maximise the opportunities presented before the dinner , especially if there is a drinks reception. Arrive early to take advantage of this time before dinner. Similarly after dinner, don't rush off but try and stay around to establish is who is propping up the bar.
6. Circulate
Depending on the format the objective is to meet as many people as possible. Don't stick to the one or two people you know. Not everyone finds this easy to do but you know what they say practise makes perfect. Try and limit the amount of time you spend with one person. They are there for the same reason as you and won't take offence if you suggest that you both move on and talk to other people in the room. If you're exchanged details then you can always catch up with them after the event.
7. Personal Branding
The old saying you don't get a second chance to make a good first impression is so true. Be presentable. It is very important that you follow the dress code for these events. Don't try and be wacky as it doesn't work for some people. I attended an event recently where business suit/lounge suit was specified on the ticket. One indidivudal at the dinner turned up in jeans and a shirt. OK not too outlandish but he stood out for the wrong reasons as he was the only one without a suit. People were heard to comment on his state of attire. I know some PR and marketing gurus would advocate standing out from the crowd but as I say it doesn't appeal to some people. Therefore to maximise your opportunties follow the convention.
Again most of you will know to do this but don't make the schoolboy error of attending these events without business cards, and not ones made up on your home computer as they can be counter productive.
8. Follow-Up
Any promises made or any contacts made then make sure you follow them up. You may not convert anything immediately but it may take months if not years. Try and add some value to the follow-up. "Thought this mught be of interest" or help if appropriate or even give them a contact of your own.
Follow up on prospective contacts without hounding them. Make a call, fix up an appointment and proceed.Call your contacts at regular intervals. It can be once a week, once a month or once in three months. But a friendly follow-up is a must to keep your network alive.
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