I'm not known as a serial networker for nothing. I've been networking for more than 20 years, and for 11 of those have been part of 4Networking, and for the last 5 of that have been a Regional Leader in the network, with 20+ active business networking groups across my region of Lincolnshire & Cambridgeshire.
I have seen some amazing introduction rounds. Some inspiring presentations we call 4Sights. Had incredible conversations in the 10 minute individual chats we have that we call 1-2-1s, and have built a very successful personal brand by using all the opportunities 4N make available to me to do it.
And boy, have I also seen a lot of crap in that time. Mostly delivered by people who are just approaching it all wrong and doing it all wrong when they get there. I'm lucky enough to work closely with Stefan Thomas, who has not only written three bestselling business networking books, but also founded The Networking Retreat. He knows his stuff. In the last 9 years I have known him, I've learnt loads from him about how to network and be successful at it.
Here's my take, after 11 years of being in 4N, all of them on a team, about the key things I see over and over again that need to go straight into Networking Room 101!!
Not turning up.....
Make networking part of your business marketing – not just something you do unless something ‘better’ turns up. 4N gives you the opportunity to network – its up to you to make those opportunities happen – they won’t happen for you if you are not there. You’ve invested in membership – so use it to the utmost level you can. Aim to network for your business at least twice a week – have a regular meeting and then a few others you go to regularly in the mix. Shake it up occasionally by going to a group you haven’t been to before. The important thing is to recognise that networking won’t work for you if you don’t turn up. It will work against you if you commit to a meeting and then don’t bother with it. Don’t be the ‘no show’. Don’t be on the Table of Shame. Its bad for your brand, and its bad for your business.
Being far too 'busy' to network....
Don’t rush in 5 minutes before the meeting and rush off as soon as it finishes. Many business conversations happen in the open networking before and after the meeting. Think about what it says to your fellow networkers – if you ‘can’t be bothered’ to chat and get to know them a bit better, why should they do the same for you? Factor in the open networking before and after the meeting – plan your day around it and use it to help raise awareness of what you do and how it can help people.
Going on, & on, & on, & on....
It's a 40 second introduction round. Not 40 minutes. Get it right. No one wants to sit through your version of War & Peace about your business. It isn't Jackanory.
Stop talking & listen. Those 1-2-1 conversations you have at each 4N meeting should be two way conversations. That doesn’t mean one of you speaks for 5 mins and then you swap – this isn’t speed dating. Or school. Just chat. But make sure you are listening, make notes, think about how you can add value - who could you refer them to? What contacts do you have who might be a good connection for them? Who do you know who might need their service or product – offer to introduce them to each other at a 4N meeting. But please– but don’t sell. Nobody likes being sold to – especially when what they are expecting is a conversation, not a sales pitch.
Not following up, or going for the immediate sell....
The pile of business cards you end up with at the end of every networking week is not a pile of customers. They are not sales. They are merely the beginnings of business relationships that might lead to sales in the future. So nurture them. Don’t batter them with sales pitch emails on the back of one ten minute chat. Those emails will just get filed under B for Bin. Look at those notes you made about what you talked about in the 1-2-1 you had. What content do you have that you could share with that person that will add value and show you as someone who gives value back? Where could you follow them and keep the conversation going online? Having a follow up process is an essential part of building a strong personal brand and you have a great means of doing so by making a little effort in your follow up process. If you don’t have one, well – you know what you need to do!
Being invisible and then wondering why it doesn't work....
And be counted. You can’t build a strong personal brand that makes people think about you as the ‘go to’ for your product or service if you aren’t talking about it. If you are not bringing a roller banner and bumf to your 4N meetings – why not? Roller banners are marketing your business for you through the entire meeting – especially if you are the 4Sight speaker. Your bumf gives people the opportunity to find out more and take info away. So use those opportunities to your advantage. Also remember that your networking doesn’t and shouldn’t begin and end with a 4N meeting. Use all the online stuff to keep those conversations going outside of your face to face networking. If you want to see new faces at your regular meetings – bring them. Don’t expect your networking to happen by magic. If you want to get to know prospective clients better – invite them, chat to them, introduce them to your business network – show that you are an active part of your business community.
Moaning about it not working, but not doing anything about it.....
Talk about where and when you network. Make it easy for people to find you and have those conversations with you. Talk about why you use networking to grow your business – what does it do for you? Telling your story is an essential part of building your brand and if you aren’t telling your story, no one is going to do it for you. Think about taking up a 4Sight opportunity and showcasing your passion for what you do. Share your skills & knowledge with your networking colleagues. Think about taking up a team role to give you added exposure in your network and more opportunities to show how well connected you are in your business community.