lessons learned from networking

Four years ago I was clueless to the true meaning of networking. When I started my business, I was admonished that in order to connect with potential clients I must network within my target market. Well, what exactly did that mean? At that time, my perception of networking was so different from the real thing. Anyhow, as a true entrepreneur I ventured out to network even though I felt some discomfort.

Over the years, I became skilled in the art of networking and realized some good results. Some of the things I've learned were through coaching, trial and error, observations, and research. So if you are new to the small business world, let me encourage you that networking really works.  Over time, I discovered some best practices that have helped me transition to a successful networker.  I have bundled these practices into 6 simple lessons. They are as follows:

Lesson 1: - Be Prepared

Before attending the networking event, identify your target markets. Become very familiar with their buying or selling habits, their challenges, and the things they enjoy doing. Do your research prior to the event so you can have meaningful and intentional conversations.

Lesson 2: - Know Your Product/Service Intimately

When you interact with other business owners and target markets, listen intently before offering solutions. Learn techniques on how to lead your potential clients toward your product or service. Asking the right questions helps you recognize their pain points so you can identify which product or service will be a good fit for their needs. In addition, keen listening can also lead to opportunities.

Lesson 3: - Set a Goal

Prior to attending the event set a goal for what you want to accomplish during the event. Going unprepared can be a waste of time. In order to get the best benefit it is important to have a plan.  Start with setting meaningful intentions. For example, set an intention that at the end of the event you will walk away with two appointments to learn more about the individuals' businesses.

Lesson 4: - Pick Your Event

Determine the type of events that best suits your schedule. Networking during the day has its benefits. I find they are more focused and business-minded. I also think the daytime events are more productive and increase one's chances of getting new business. Happy-hour events tend to be noisier and more informal. However, keep an open mind as you experiment with both types and select the one that's best for you. Another thing to be mindful of is scheduling too many events. It is time-consuming and counter-productive and can negatively defeat the purpose.  So be selective and choose events proportionate to your workload.

Lesson 5: Practice Your Elevator speech

If you are an introvert or feel uncomfortable speaking to strangers without a formal introduction, practice your speech ahead of time. Start with your elevator speech that's generally 30-60 seconds long.  Basically an elevator speech lasts as long as it would take you to ride the elevator to your floor.  So if you were in the elevator and someone asks you what you do, you should be able to give your name, company's name, service or product, and a brief introduction of what you do by the time he or she exits the elevator.

Lesson 6: - Getting to the Heart of the Matter

It is not unusual to feel a bit uncomfortable in the early stages of networking, but having a strategy helps to build one's self-confidence. Some common courtesies include: 1) getting acquainted with the host/hostess; 2) looking for opportunities to step in and introduce yourself when there is a lull in a conversation; 3) Showing genuine interest in what the other person is saying; and 4) Asking open-ended questions to learn more about the person.  Be patient, eventually the conversation will turn around to what you do.

What's the Next Step?

Now that you have successfully survived the event you may be wondering what comes next. There are two key things you should do to make the event worthwhile. After you've left the event, place all the cards that you've collected in an envelope labeled with the name of the event, location, and date.  Within 48 hours after the event, take out that envelope and do some type of follow-up for the purpose of reconnecting. This can be in the form of an email, phone call, letter or postal card.  So instead of following up with the 25 cards you've collected only follow-up with the ones with whom you've had a meaningful conversation. In case you are wondering what to do with the rest of the cards I recommend inviting them to connect with you on LinkedIn, Twitter or Facebook.  Happy and Successful Networking!