Have you noticed the knack some women have for working a room? As ubiquitous as satellite signals, they seem to reach every corner, greet every person, contribute to every discussion, effortlessly. Well, probably not effortlessly. Systematically, purposefully and consistently are more likely descriptors.
More than a talent, networking is a skill—or set of skills. When it comes to building your career or business, the value of networking is largely undisputed. Every conference, meeting, lecture and social event is an opportunity to meet people, build your reputation and expand your client base. So let’s assume you’ve entered a room and have 20 minutes to “work it” before the program starts. How do you begin? The best way is to start with the people you know and follow these steps:
- Review your purpose for attending the function.
- Check to make certain you have your business cards.
- Review your “thirty second commercial” — a brief statement that summarizes what you do and the benefits you offer clients.
- Arrive early enough to participate in the networking portion of the meeting.
- Find the membership chair, introduce yourself and describe what you do. Ask for information about the organization. Request introductions to people whom the chair recommends you meet.
- Ask to meet the speaker for the day. This person is often quite influential and may be feeling as lost as you are.
- Select a table that will put you in a good position to see both the speaker and others in attendance. Reserve a seat for yourself and one to two others.
- Look for a member or attendee whom you wish to meet. If you know the person with whom your target is talking, approach that person. This should trigger an introduction.
- If you are unable to identify someone on your target list, look for an individual you already know who is conversing with someone you do NOT know. Go say hello. This, too, should trigger an introduction. Pay careful attention to the gist of the introduction. If it falls short of your expectations, make a note to further inform the person who introduced you concerning your business, products and/or services.
- Ask the person to whom you have just been introduced what she or he does.
- Look for opportunities to find out more about the business and needs of your new acquaintance.
- Once you have exchanged cards and requested an opportunity to meet, find a reason to leave the person/group. Get something to drink, go to the restroom, say hello to a client, etc.
- Repeat the process.
- Do not spend the entire networking time with one person, unless this was your purpose for attending the meeting in the first place.
- Identify one or two individuals that you would like to have at your table and offer them the seats that you saved.
- Once at your table, stand up, shake hands and introduce yourself, using your name and company name. Then introduce the individuals you invited to join you at the table.
- Exchange cards with the individuals sitting on either side of you (and with others at the table, if possible).
- After the function, follow up with contacts you wish to pursue further and schedule a time to get together.
Give Your Conversation Substance
Use industry knowledge to find out if the person to whom you are talking is facing challenges similar to those faced by others in the industry, or to elicit an opinion on something you have read or heard. Determine the person’s company from his or her name badge, and search your memory for information you have heard or read about the company (articles, ads, etc.). Share your thoughts and ideas during the conversation. Expressing your knowledge helps build credibility and create the impression that you have something valuable to offer. Use questions to demonstrate your interest and to keep the conversation going.
General Networking Questions:
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What do you do?
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How long have you done it?
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What do you enjoy most about what you do?
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What types of individuals or companies do you typically work with?
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Why do people typically come to you? What kinds of problems do you solve?
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How did you get into this field?
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What do you find most challenging about your line of work?
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How or where do you find most of your business?
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In what geographical areas does your company deliver services?
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What is happening over at your company?
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Oh, you're with _____________. I’ve heard great things about your company. How long have you been with them?
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How long have you been a member of this organization?
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How has this organization been beneficial for you?
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What do you like most about this organization?
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What other organizations have you found to be beneficial?
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Would you be interested in getting together for lunch? It looks as though we assist many of the same companies. I ‘d like to learn more about what you do so that if one of my clients should need resources such as those you offer, I’ll know whom to call.
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Would you be interested in getting together for lunch sometime? I’d enjoy the opportunity to learn more about you and your firm. My clients see me as a resource and, who knows, at some point you might be able to solve challenges faced by one of my clients.
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You mentioned earlier that your company is going through phenomenal growth. I’ve done a great deal of work with firms like yours. I have a couple of ideas that might help you with some of the challenges you are facing. Would you like to get together for lunch sometime? I’d be happy to share my ideas with you.
Questions To Ask People You've Previously Met:
- Last time we spoke, you mentioned you were facing a challenge in ___________. How did that turn out for you?
- What new things are happening with your firm?
- Are you aware of the changes in compliance with regard to _____________? How are you going to respond to those changes?
- Share a client benefit story and ask if the person has ever faced a similar challenge.
- Did you see the article on _____________ that was recently in the paper? What did you think of it?
About the Author
Gaylene Pringle is a professional trainer, facilitator, speaker and the author of From the Laboratory to Leadership (1994) and Tips, Techniques & Strategies on Referrals (1995), both published by her company, The Leadership Edge, which is based in north San Diego County. Gaylene has been training business leaders in personal and corporate strategic planning, business development, personal productivity, and effective communications and employee relations since 1989. She has received numerous sales and business leadership awards, contributes regularly to professional and general interest periodicals, and she acts as an expert resource on radio and television business news programs. You may contact Gaylene through her company, The Leadership Edge:www.theleadershipedge.com.
