The first three articles of this series, designed to introduce the art of networking, include my definition of the term, a discussion on building relationships, the underlying mindset to guide the process, and the requisite tools. This article is a guide to comfortable, confident, and effective participation at networking events.
How to be a great networking partner:
People want to do business with someone they like and trust. When meeting people in a networking environment, it is important to learn enough about each other to establish a good rapport and make a connection on a personal level. Once that is established, you can figure out how the two of you can work together. I engage in casual conversation when I meet somebody at a networking event, before diving into the business end. In my experience, this makes a significant difference.
Helping others:
Once you begin discussing business you are trying to establish two goals. Find out 1) how you can help the other person and 2) how they can help you. It is more important to figure out how you can help the other person first. You’ve likely always been taught that it’s impolite to talk about yourself too much: this is especially true in networking. I always try to steer the conversation to the other person and find out what they do, why they do it, and what they enjoy about it. You can also ask them how long they’ve been in their business and what makes them special. Take a personal interest in the person you are speaking with and enjoy the experience. After a while, ask them how you can help them. Listening is key at this point. Some people are prepared for this question and others are not. If they are prepared, they could give you a list of people or types of professionals they want to meet and make it easy for you to help them. If they are not prepared, help them figure out who their Centers of Influence (COI) are and offer to introduce them to the people you know that could be in their COIs. You can also introduce them to colleagues of yours who are simply great connectors. It’s possible that you are not comfortable referring people right away. In that case, you can offer to give them leads to other networking events and seminars or invite them to join you at an event. I find a good way to introduce people is to have them send you a précis, or summary, of what they do. Keep this in your contact management system and simply forward it when you make introductions via email. It’s also good to obtain an email copy of people’s e-signatures so all of their contact information is in one place.
Asking for help:
Eventually, your new networking partner will start to ask you about what you do. It’s best to keep it brief and explain simply what you do and why you are unique.
Make it easy for people to help you:
1) When you send emails to new contacts, make sure your e-signature is complete and/or send a vcard along with your first email so they don’t have to type your business card info into their contact management system.
2) Have a prepared list of your COI’s that you can easily email. Keep the list as specific as possible. It’s actually easier for people that way. You are more like to get introduced to an “immigration” attorney than an “attorney”. Also, discuss this list with your new networking partner so you can explain why you want to meet these people. Don’t expect people to remember all of this – that’s why you email it.
3) Have a short description of yourself and your business to email to others so they can easily share it with the people they want you to meet.
4) Ask for news of future networking events or seminars. This is an easy way to continue to get help from people.
5) Ask for introductions to other good connectors/networkers. Everybody knows one or two, and they always like to meet people.
After your initial meeting, try to “follow up” promptly. However, don’t use the phrase. It triggers a feeling of being sold. Say you are “checking in” with them. Always keep a “you” focus in your emails and communication. A good networking partner helps those around him or her. Once you follow up, stay in touch and keep the relationship going. You are always meeting new people and so are your networking partners, so stay connected.
You may remember our original definition of networking from the first article: Networking is the deliberate building of a community for sharing information and services among business people. Ultimately, networking is about helping others. While you engage in the practice of networking, remind yourself that networking is not a transaction; rather it is about building worthwhile relationships.
Practical Experience: Try this out the next time you attend a networking event: Engage in casual conversation, learn about the other person, ask how to help them, demonstrate your willingness to give them leads or perform introductions, and then stay in touch.
Bonus: As time goes by, ask yourself if and how your experience of yourself and of your business has changed through these networking practices.
Please let us know about your experiences here on the blog.
Happy Networking!
Edited by Meg Buck