“Networking is complete waste of time!”

“You get cornered by the Mr Self-absorbed or the woman who keeps looking over your shoulder to be sure not to miss out on someone really cool. They either want to sell you something, tell you their life story (from birth to now) or eat your brains. Well OK maybe not that but they suck your life-force.  What a waste of time! What a rip-off! Never again!”

Is this how networking panned out for you?

There is no guarantee that every networking session is going to be an uplifting experience, or invigorating to your marketing pipeline but with the right approach you can up your score for success. Here are some useful ideas for networking based on the networking guru Dianne Darling.

So what is Networking?

Networking is a long-term endeavour. It’s about building relationships. Building relationships before you need them. Most married people did not get married on their first date.

Some did but this is rare. Meeting enough people in the right environments gets you closer to those who become your clients. But it doesn’t happen immediately. There is a process.

The process requires preparation, networking the event, processing the information you collect and following up.

Prepare for networking

Get your networking information right

Get your elevator pitch right.

How do you present who you are and what you do in a way that initiates a conversation? If someone wanted to refer you on to their network, would they know what to say? This topic is covered in a little more detail in my posting “Does your introduction engage or anaesthetise?”

Create a give-away.

Do you have a useful document describing an aspect of your work?  This will improve the likelihood of a successful follow-up. Better still, do you have a regular newsletter?

Be clear why you are going to the networking event

Are you ready to put yourself in harm’s way?

Get your priorities clear going in. I like to set myself a modest goal, like taking home at least two cards. I am not particularly adept at ‘working a room’.  So, two cards works for me. For now.

Be sure you don’t have another demand. Should you be at home networking with your kids (or the remote)? Are you tired (and grumpy)? Would this be good for you? It’s OK to go out of curiosity or to practice networking skills. While you are at it, learn a little about the speaker. Go to their website so that you can connect with them at the event.

Also consider the practical aspects like whether there is parking and do you know the way and is it easy to get there.

Final preparation for networking

On the day wear appropriate clothes for networking

You are “networking” not “partying”. Look professional. Have pockets for your cards and your notebook (get a neat notebook) and a separate pocket for the cards you collect.

These are not networking clothes.  Lots of pockets yes, but not great attire for networking.

Invite someone.  Take a friend. It’s great to have a networking buddy to provide some back-up.

Eat something on the way to the networking event

You are networking, not skoffing! It’s not easy to shake hands with coffee in one hand and a Danish in the other. Unless you are a student. If you are a student, put on your favourite ‘Makin Bacon’ tea-shirt and drink as much beer as you can and eat all the free food.

Get your expectations right

You want to build relationships. If you are an introvert, be who you are. You don’t have to be the life and soul of the event.

Ask yourself these uplifting questions as you approach the venue:

• What problem can I solve for people in this room?
• What can I give?
• Who can I introduce them to?

Be generous. How can you help others or get help. Don’t keep score! Pass the favour on to someone else. It’s about having a generous approach.

Get there early

Meet the speaker.  Be there to welcome people into the room.

Engage in the networking process

Put your name badge on high up on your right shoulder.  When we shake hands our eyes naturally follow the other persons arm up to this shoulder. And ladies please, ‘HIGH UP’.  Not like Anna here.

Most people don’t remember names introductions and have to read to be polite. So we have to look!

Introduce yourself back to front

“Hi. I’m a member of ‘Save the Planet from Androids’. My name is Arnold Terminator”. This is a small way to make your name rememberable, along with a compelling elevator pitch.

Take time to meet the speaker. Turn off your phone during the presentation. Shake hands if that is the recognised ritual.

Manage your business cards

The idea is to collect connections, not give away business cards. Almost all cards you give away will be dumped. Just like you used to do before reading this note. Keep your cards in a different pocket from the cards you collect. And make a note on each card you collect. Has this person agreed to receive your newsletter? Have you agreed to follow-up for a cup of coffee? Keep short notes in your notebook.

This is ‘networking’ not ‘therapy’.

Move between conversations. You are not there to sort out every situation arising. Learn to extract yourself from long conversations. Set up follow-ups with engaging people.

Do more to make networking more fulfilling and effective

Ask a question. Prepare to step into the awkward silence when a speaker has completed their presentation. This is an appreciative step for the speaker and, as long as you are not trying to be smart, it is a great way to present yourself to the room.

An even better step is to get a speaking engagement at a networking event.

This is a great way to become familiar with the group. It will also allow you to do a draw after your talk in which people put their cards in hat. Have something valuable to offer as a prize. If you have written a book this is great. Or offer a great watercolour (ahem). Let people know that if they submit their cards they will receive your newsletter. If they like it they will stay. Or they will move you to junk or unsubscribe (they are doing this to your newsletter, not you).

After the networking event

Networking includes staying in touch. It is also about distinguishing between those you with whom you will follow up and those who agree to join your database, to receive your newsletter.

Send an email

Send everyone you met an email after the event saying, “Thank you for your time your notes will come in handy here. The people who do this really well send hand-written notes. Who sends handwritten notes. What a way to differentiate yourself. If you have said you will call, call. And return all calls.

Organise the information you have gathered

Organise your cards into:

• A – Take an agreed action.
• B – Set up a coffee meeting.
• C – nice but no action,
• Z – I don’t remember how this was – rip up the card.

Then choose who you will call to follow-up and after a week, give them a call.

My experience of this approach is that I now enjoy networking. Going there to give rather than to get has changed the energy in all of the exchanges I experience. I can side-step those who would eat my brain. And every now and again I meet someone who may just fit into my target market.