3 Tips For Becoming a Business Networking Superstar
In my blog post, “Mastering the Basics of Business Networking,” I suggested that becoming a networking superstar is all about having a plan, stepping into the action, and following up to turn connections into relationships.
So, let’s explore how to make that happen.
Tip #1: Prepare for a successful event.
Because the goal of attending a networking event is to network, you need to come prepared. For me, that means I attend the event on a full stomach and typically don’t drink. I don’t want to worry about food caught between my teeth but, more importantly, I want both my hands free. I need to be able to shake hands (without mine being cold from an icy glass or greasy from a meatball), and to give and receive business cards. I typically wear something that has pockets or carry a small over-the-shoulder purse so I can have an adequate supply of crisp, clean business cards at hand.
I mentally set a clear goal or two for the networking event. My goals may range from meeting someone specific who I believe would be a great new client, to meeting several new people just to get the word out about a new business or service I’m offering, to learning about the needs of the prospective audience by asking several individuals a specific question and listening carefully for their answers.
I also don’t leave anything to chance when it comes to getting there and making an entrance. I make sure I have the correct address and time for the networking event, and determine the best time to arrive and leave ― all aligned with my goal in mind. If I feel nervous about the event and fear I might struggle with small talk, then I might even think through a couple opening comments or questions, or polish up my elevator speech days in advance.
Networking is kind of like speed dating for work, and I want to make a strong first impression. Therefore, I’m going to carefully select an outfit that conveys the exact statement I want to make about myself. For example, if I want to project “innovative design firm owner,” I am going to select a colorful sophisticated ensemble so I look the part. I come with freshly brushed teeth, combed hair, and well-manicured, lotioned hands. You may think these things don’t matter, and perhaps to a few people they don’t. But for most people, the little details add up to the good or bad impression you ultimately make.
Tip #2: Have a strategy for working the room.
It sounds kind of cheesy or even inauthentic, but good networking is methodical ― you should be quite literally scanning and “working the room.” Just make sure you are not acting like a super slick salesperson ― too fast, too boisterous, too selfish. Each interaction should be long enough to make an impression but not too long unless you’ve just met your next client who is going to make the largest imaginable purchase of your services. It is a skill to know how to exit a conversation gracefully. Simple phrases like: “It was a pleasure to meet you, I hope to see you again,” “Please excuse me, I’m going to grab a bite or get a glass of club soda” (but then actually do that), or “Nice to hear you are attending X event in a couple weeks ― I will look for you there.”
Let me make a point about scanning the room. It’s vital that you give your current networking prospect your entire attention and focused eye contact. Nothing feels worse than someone scanning the room for someone else they want to meet while they are talking to you!
Remember to not just hand out your business cards, but also to collect them. If someone you want to know forgot his cards, ask him to spell his name and ask if he minds giving you an email or phone number. Have a small pad of paper and pen to jot down their name and number ― pockets and purses are plenty big for tiny notepads. Don’t enter info right there into your smart phone, unless you can do so really quickly and are with a millennial; otherwise, that’s apt to come off as a little creepy.
Part of a great networking strategy is the documentation. Before you pull out of the parking lot, write notes on each business card that you collected, the date and name of the event, a few details about the individual so you will recall him/her weeks later, and definitely jot down any follow-up action you promised.
Tip #3: Follow up with intention.
In the end, the whole point of attending a networking event is so you can turn the networking encounters into the start of beneficial relationships. And networking superstars will tell you that the secret is in the follow-up. Here’s what networking superstars do differently.
On the day after the event, they enter the person they met into their contact system.
And within a week, they send a short email, hand written note or letter. Virtually no one does this anymore, so it will be a pleasant surprise.
They start nurturing the new relationship by thinking of something their new connection might enjoy, like a great article about a hobby he mentioned at the event. Networking superstars never start selling their services on the initial follow up unless they were specifically asked at the event (and neither should you).
They understand and value the fact that networking is like building a good friendship. It isn’t fake or forced. The truth of the matter is that you won’t connect with everyone, and you will connect with different people at different levels.
Now you’re ready to become a business networking superstar! Just remember that meaningful connections result from smart planning, smart execution and smart follow-up. Happy networking, friends!
