Networking And Marketing
Earlier this year I wrote an article on the state of Social Marketing and networking that covered the newer technological methods of reaching out electronically to clients and prospects. This month, I would like to take step back and look at the more traditional method of networking and marketing: the face-to-face personal meeting.
There is a myth that face-to-face marketing and networking is retiring and we are moving on to bigger and better things. Face-to-face marketing includes everything from live events, seminars, mixers, meetings, trade shows, and conferences. The rise in people's need for technology to function has led others to believe that meeting with clients and prospects for face-to-face marketing is not necessary anymore and has become a fossilized tactic. So what is the point in wasting money to meet with clients if it is an outdated tactic?
The point is that meeting face-to-face is absolutely effective and vital to building strong relationships with clients, or anyone for that matter. All relationships are the same, whether it be a business related relationship or a personal relationship, they all need to make that face-to-face connection. By using technology you almost lose that relationship, the more people see someone the less likely they are to treat them poorly. So, this goes both ways, each individual who is engaging in face to face interaction will mutually treat one another better, which leads to better business.
There are many face-to-face networking opportunities to increase the number of contacts for increasing and improving your prospects. Organized meetings like business breakfasts/lunches with speakers, seminars and mixers are making a comeback as people want to see the possible business partners they will want to deal with. Associations, Chambers of Commerce and traditional philanthropic organizations like the Rotary are seeing an increase in membership and attendance at their events. If you are new to these types of gatherings, or just plain uncomfortable with this kind of meet and greet, here are some tips to get you going.
Suggestions to Help You “Work a Room”
Use the buddy system
It’s not a bad idea to bring a friend to a networking event, as long as you don’t rely on the friend too much. Personally, I like to go to these kinds of events on my own. That way, I can come and go as I please and talk to people without anyone I know watching me!
Attend a sit down event
While this type of set-up eliminates the problem of having to randomly approach people who are standing up, the downside is that you may be stuck at an undesirable table. Maybe the people aren’t interested in you or you in them. It is a good exercise in small talk to sit next to someone for a meal. Think of it as good practice and you may get lucky and meet a great contact.
Find someone alone
You know there are a lot of other people are uncomfortable too. They are probably standing alone, with a drink in their hand, wishing the whole thing was over! Go up to them and say hello! You may find a kindred spirit and maybe a new networking friend. Most of us can’t just show up at an event, stand around, and expect people to come up and talk to us. Be proactive and start conversations with others. This does not mean you have to be the center of attention and the life of the party. Simply be you and the rest will fall into place.
Get a drink/Hang out by the food line
If everyone else is eating and drinking, holding a glass may make you feel more a part of the evening and give you something to do in-between talking to people.
Everyone has something to say about food! “How’s the dip?…Don’t those cookies look delicious?” You get the idea! Don’t overload your hands however; keep a hand free for card exchanges and handshakes! Don’t dominate one person. Spread the love.
When you have the opportunity to get involved in a conversation with someone, make sure that you are mindful of their body language to know when it is time to move on. Most people attend networking events to circulate and touch base with a lot of people, so be sure you don’t keep someone hostage talking to you! Balance the amount that you talk with the amount the other person is talking and ask open-ended questions. Listen more than you talk.
Take breaks
Retire to the restroom or step outside of the room to recharge. Remember that the event will be over soon, and that, even if you consider yourself an introvert, you can still act extroverted. The more practice you have, the easier it will get.
You can network anywhere, with anyone. When looking for organizations to join to help you build your relationships and connections, choose groups where you can make a contribution and will be interested in what is going on. And remember, you will get out of these types of organizations what you put into them. Just joining will not do you any good; become a working member on a committee or project. It will increase your visibility and more and more, people will come to you!
Follow-up is crucial to your networking effort. Follow-up turns a casual contact made at a meeting, party, or event into a potential long-term relationship. Making a casual first contact should be your goal. Don’t try to do too much at first. Your first contact should give you the information you need for your follow-up. Some of your contacts you make will not necessarily be people you will do business with, but follow-up with them anyway in a casual way. They may refer someone to you later. The contacts you make that hold promise for more business opportunity should be followed up with more focus. The goal is to set up a more formal meeting. Don’t try to do too much with your first contact; the idea is to set yourself up for the next meeting.
In the end, networking is all about building relationships that are honest, sincere, and of value to both parties. As you work to stay in touch, try to develop relationships that benefit the other party as much as they do you. Build relationships for the long term. Make a commitment to improve your networking skills this year, and you’ll see that “givers gain” is more than just a nice saying. When it comes to our professional lives, however, we often let our networking skills, and our networks, lapse. Why? Because networking is a lot like exercise – we know it's good for us, we just have so many excuses not to do it.
By: Richard “Phil” Philbrook - Customer Relationship Manager
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