I remember very clearly the first time I went to a ‘networking’ event. Now, by nature I am very gregarious and come across as very confident. I am the sort of person who takes on a challenge and just ploughs in (often without much aforethought). So when it came to me to take my boss’s place at a networking event I simply thought to myself ‘no problemo’.
What I didn’t realize was that there is definitely an art to networking. It is not good enough to simply dive in and hope for the best. After making numerous mistakes in the past (many of which you can guess at if you continue to read on) I have become what some would call a bit of a ‘power-networker’. Often I get asked “how do you get the most out of networking?” So I compiled a few tips that I happily share with you.
Prepare
Ideally you should know the group of people and calibre of the individuals that you will be meeting with so that you can talk on a level with them. Ultimately it is best if you have an idea of their organizations so, if you can, do some Internet research in advance. Professional networking organizations will often have a guest list that you can see in advance.
If it is an organised event don’t be afraid to ask questions of the organiser. What is the format? What is the dress code? How long will it last? Make sure that you feel 100% comfortable.
When you do meet people at events you will need to impress them very quickly. Make sure that you have your 'elevator' pitch prepared. Make it, as the name suggests, short, snappy and simple: make sure it is not so long that it bores people but not so short that you come across as a ‘me too’. Try to have one thing about you or your company that stands out as a USP (Unique Selling Point) that differentiates you from the pack. BUT don’t ever go into a full blown sell. The art of networking is subtlety. Remember there is nothing as unattractive as something that is screaming ‘buy me’ and good networking is all about attracting the right people to you.
You might think that this is a trite point but it is really very important! Don't eat any spicy foods or garlic and check your teeth before you go into the room. Networking is a little like a beauty parade!
Generally - the more prepared you are the more confident you will be.
At the event
Arrive on time - or maybe just 5 -10 minutes after the start. This will stop you being one of the first 'wall flowers'. Don't leave it too late as you could cause offence or (heaven's forbid) walk in when someone is doing an introductory talk. A taxi driver once said to me “If you arrive late it shows no respect for the other person’s time and if you arrive too early it shows no respect for your own time” and that mantra has always stayed with me.
Have plenty of business cards with you but don't go round thrusting them at everyone you meet - the ideal is that someone asks you for a card after you have chatted.
Remember that people are there to network too - so listen to their stories and ask them lots of questions - don't fall into the trap of trying to monopolise the conversation.
Read 'non-verbals' - if you see someone obviously looking to go away don't' trap them because you are scared to be alone. In fact you can often find yourself standing alone from time to time. Don't worry about it...someone else will become free at some stage and will come and introduce themselves.
Make sure that you have a good, solid handshake - clammy limp handshakes are just dreadful and there is NO excuse for them in my book. They turn people off you from the first instant. Get that handshake practiced!
Don't drink too much. Often when you are nervous you forget how many glasses of wine you have consumed.
After the event
Follow up! If you have spoken about a certain article you have read - send it to the person. I keep a database of all the cards I collect on these events and if I have written an article or have some company news to share (like a big win) then I send out a quick email. If you put the time and effort in to keeping in touch it really does work.
The key to networking is to never expect quick wins. The real results you get out of networking come much later. I have a client who has just come on board and I met him at a networking event 5 years ago and we stayed in touch ever since.
That said, it is possible to realise business straight away! You can network anywhere in any kind of a social situation. Just before Christmas I was flying to the USA to meet with my partners at our headquarters and I was sat next to a very nice man who I ended up sharing my car with on the subsequent trip into Manhattan. Unbelievably his office is just around the corner from mine in London and coincidentally they were looking for a PR firm. He remembered me in the New Year and dropped me a line to invite me to pitch for their account.
So, I guess you are wondering what went wrong all those years ago when I attended my first networking event? The truth is I lost my bottle. I didn’t realise how hard I would find it to walk up to total strangers and introduce myself. I hadn’t prepared myself mentally and stood in a corner glugging free wine and looking so terrified that even the most experienced networkers there avoided me like the plague. But, the experience was valuable and after getting a bit more advice, practicing my elevator pitch and preparing more thoroughly I attacked it again and thoroughly enjoyed it: So much so that I started a few networking groups of my own!
