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The Secrets of Effective Networking

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Before we talk about specific networking tips I want to address
a critical aspect of networking that is often overlooked.
Sometimes we are so eager to network that we don’t stop to
consider whether or not we are investing our energy in the right
places.

Listen, you can go to all of the networking meetings under the
sun and collect hundreds of business cards while you’re at it
but if you’re not hanging out with people you can do business
with, you might make some new friends, you won’t necessarily
grow your business.

If you want to grow your business by networking it is imperative
that you network with: people who are your ideal clients, people
who know your ideal clients, and/or people who do business with
your ideal clients. It’s that simple. So before you sign up for
your next networking event, ask yourself if it is a good fit for
your business.

When you network with people who need your products/services (or
know others who do) there will be a natural interest in knowing
more about your business. Stop, not so quick – the story of you
and your business comes later. First, let’s walk through what
happens at a networking event and I will give you a tip for each
step.

Step 1: Meeting People Enter the room with confidence, stand up
straight and smile. Look for a friendly face and introduce
yourself. If you don’t see an opportunity to meet someone right
away don’t panic. A sure fire way to strike up a conversation is
to get in a line (to sign in, for food, for drinks, for the
restrooms). You can also approach the person hosting the event
and ask for an introduction. In addition, if the list of
attendees is available prior to the meeting you can identify
someone you would like to meet and approach someone to ask if
the person you are looking for is at the meeting.

Step 2: Getting to Know People – The Ed Principle Instead of
trying to be interestING (focusing on the ‘ing’) be interestED
(focus on the ‘ed’) in the person you are talking with. You
don’t have to worry about what you will say (except for your
brief pitch which comes later). In fact, you can make it a goal
to talk as little as possible, I promise you will be remembered
as a marvelous conversationalist. Memorize this phrase: ‘Tell me
more about…’ and use it! Just relax, be yourself and listen.

Step 3: Giving First Yes I know, the reason you are networking
in the first place is because you want to get something. You
want to meet more of your ideal clients and meet people who can
refer to your ideal clients. But don’t forget, networking is a
two way street. It is about building relationships. I know you
have something interesting to share, so why not give first?
Perhaps you can recommend a great book or website, share an
article, or maybe you can make a valuable introduction.

Step 4: Your Perfect Pitch Eventually the person you are talking
with may ask you what you do, so be ready! Don’t ramble on about
how long you have been in business or how your business process
works. Do prepare a fabulous, short, and memorable pitch (10-30
seconds long) that clearly communicates what you do and for whom
you do it.

Step 5: Ending a Conversation Remember, all conversations must
end at some point so don’t be afraid to politely excuse yourself
and thank the person for her time. Reasons to wrap up can
include going to get another drink, something to eat, going to
the restroom, or needing to talk with someone before they leave.
Whatever the reason, be honest and be genuine.

Step 6: Follow Up and Follow Through This one is so simple and
important yet somehow it frequently gets ignored. If you promise
to do something (call, send an article, make an introduction) do
it!

Think about making use of these networking tips the next time
you plan to do some networking. The truth is people do business
with people they know, like, and trust. This occurs over time
and is all about building relationships, not about collecting
business cards. Be yourself, be real and have fun!

(c) 2005 Stephanie Ward