Effective Networking Tips
The best networking is not the same as selling. Networking is far more subtle. It sets you up as credible and helpful and lets people extrapolate that to the products or services you offer. If you're not naturally outgoing, you might think of networking as more of a chore than an opportunity — facing a room full of people and choosing who to introduce yourself to can be a serious challenge.
If that's the case, try starting small perhaps with smaller networking breakfasts run by the local chamber of commerce where you're seated at tables. It also helps to rehearse some good opening lines — everything from a 30-second summary of your business to questions about the other person's business. Offering to staff the registration table is an excellent low-pressure way to meet people.
Before you head out to do any networking, ensure that you have your business cards with you. Put them in a suit pocket where they won't be crushed or in an exterior pocket of a purse or briefcase so that the cards will be easily available when you need them. When you hand one to the other person, try to ensure that the card is oriented so that the recipient can read what's on them. When you receive a business card in return, always take the time to read it and perhaps comment positively on it before you put it away.
Networking is a long-term effort, so it's important not to expect instant results from a single event or contact. In fact, you might find contacts paying off months or even years later. It's best to think of networking as an ongoing process that builds on itself over time.
Listen and Practice Small Talk
Especially if you're not comfortable at networking events, you might worry so much about introducing your own business that you monopolize the conversation. You'll learn much more about opportunities if you listen to what other people are saying. If you're concerned that you're talking too much, start asking questions instead and make them open-ended so that they can't easily be answered with a simple “yes” or “no.” The bonus is that if the other person is nervous, he'll appreciate the fact that you're making it easy for him to contribute to the conversation.
Many people put way too much pressure on themselves when networking, thinking that they have to be scintillating and interesting. Well, that helps — but there's nothing wrong with starting a conversation with small talk. The weather may be a cliché, but it works. So does a positive comment about the food being served, the wine, the venue, or even the number of people in attendance. You just need to get the conversation started.
If you find there's an awkward pause, you might want to use it to excuse yourself and circulate. (Convenient excuses include refreshing your drink, finding the facilities, or heading for the food table.) Or, you could ask the group of people you're standing with a question in order to generate discussion: Try asking what their favorite restaurant is or where their best vacation ever took place.
Connect Other People
A key factor in networking success is building the positive relationships with people that lead to your reputation as helpful and knowledgeable — as someone that people want to do business with. You might not need the services of the interior designer that you met at a lunch presentation, but perhaps you know someone who does. Passing along the designer's contact information might be useful for both parties, who might well appreciate your gesture.
You can also work on introducing people to each other along the lines of: “Bill, I'd like to introduce you to Nadia, an interior designer who specializes in commercial offices. Nadia, Bill is an attorney with Roberts & Associates.” They'll likely appreciate the connection, but they'll also notice that you took the time to remember their names and their background.
Link Up
If you're really uncertain about showing up at an event and “working the room,” try going with a friend or trusted colleague who's more comfortable with networking. Agree beforehand that you can stick with her for a little while before striking off on your own — watch how she integrates herself into groups of people, for example, or how she introduces herself and you to others.
If you're at an event and you notice someone you know, it's entirely acceptable to move toward the group of people he's with and stand just off to the side but within his line of vision. His reaction should be to notice you and to invite you into the group and introduce you. If he doesn't, you shouldn't take it personally. He might be speaking about confidential matters with colleagues — simply smile, nod pleasantly, and move along.
Protect Your Image
You've spent a lot of time and thought on presenting the right image for you and your home-based business. Keep in mind that you need to protect that image. Since networking can take place anywhere — even over the backyard fence or at the local gym — be aware of how you're presenting yourself. Of course, no one expects you to wear a tie or full make-up to an exercise class, but you still need to project that professional, credible image.
You never know who'll be on the stair machine beside you.
Follow Up
It's no good making contacts with plenty of people if you never follow up with them. If someone has expressed an interest in your business, even if you think that she's perhaps just trying to sell you something, don't dismiss her out of hand. Follow up to see where the contact might lead. You can send her a short e-mail, letting her know that it was a pleasure to meet her, for example. If you talked about something specific, even if it wasn't business-related, and you have some information (a Web site link, for example) that might be interesting to her, send it along.
There's no reason why you can't ask someone if he would mind if you followed up with him. Perhaps he seemed interested, but it's not the right time to go into details with him. Ask if you can give him a call at another time and be sure to make the call.
Show Appreciation
This goes back to the golden rule: Treat people as you would wish to be treated. If someone refers a client to you or gives you a great tip, be sure to thank her — a quick handwritten note might do the trick nicely. If the referral or tip turns into paying work, it wouldn't hurt to make a bigger gesture such as a bouquet of flowers or gift basket. Your public image will shine if you let people know that you appreciate their efforts.
