Connect-Working: How to Sell Your Ideas and Expertise through Networking
By Meredith O'Connor
"Networking" is a hot topic these days. For many professionals back in the job market, and many companies looking for new sources of income, networking events can be where all the action is. As a recent Boston Business Journal article points out, "Industry groups say that for the past several months events have regularly sold out as members of the business community look to expand their network, whether they're unemployed or just worried."
But let's face it - many people don't enjoy networking. Conversations at these events can seem superficial. Often, the contacts don't result in opportunity. And, for many people who lean towards being introverted, walking into a room full of strangers can seem downright daunting.
So how can we make sure that our time (and anxiety!) is well spent and that every networking event we attend brings about opportunity?
The first secret to productive, enjoyable networking is to reframe the way we think about it. Our firm calls it "connect-working," - and it starts with the interpersonal skills that are essential to building business relationships.
Here's a rundown of what networking is, and what it isn't, from our workshop on "Networking and Building Relationships":
Networking Is...
- Turning contacts into prospective clients or career resources
- Developing long lasting business relationships
- Extending yourself and making other people feel comfortable
- Learning something new about a person and developing deeper connections
- Discovering common ground and finding ways to be helpful
- Being of service - giving first, and getting later
- Becoming a resource to people who can use your help or expertise
- Having fun and making some new business friends in the process
Networking Isn't...
- Arriving late and leaving early - to "put in an appearance"
- Shaking hands and forgetting the name in seconds flat
- Conversations about the weather or other not-so-fascinating topics
- Sitting at a table filled with colleagues you already know
- Waiting for people to notice you at an event
- Hitting up people for business in the first few minutes
- Standing in the back of the room watching people
- Arriving home with a dozen business cards from people you don't remember
We've all been there - you walk into an event, and someone strikes up a conversation. After 30 seconds of talking about the weather, the food, or the economy, this person hands you their card and says "if you ever need a family lawyer, call me!"
Networking should be about making connections - not shameless selling. If you haven't built your credibility, why would someone want to hire you, or refer you to someone else who might?
Here are five tips for connect-working and making the most out of events - to build your credibility, "sell" your ideas and expertise, and build long-lasting business relationships that will help you land a new job or new client.
1) Be the first
- To arrive
- To say hello
- To offer a handshake
- To ask a question
- To ask about their business
Many of us arrive late at networking events, due to personal reasons or being delayed in the office. But the first 20-30 minutes of a networking event is usually where you'll find the most opportunity. You can talk with people as they arrive, and get comfortable in the setting before everyone else filters in. Being early also means you might have your choice of a seat - so you can make sure you're not stuck in the back corner at a near-empty table with just one other person!
Being the first to say hello, offer a handshake, and start a conversation with someone is a great way to get over your own anxiety. It takes courage, but only at first! The minute you reach out to someone, your own anxiety disappears. And the other person will most likely appreciate it. It's all about attitude. Being first shows others that you're confident, friendly, and interested - no matter how anxious you might really be.
2) Remember that small talk leads to big talk
It's easy to dismiss small talk as superficial and pointless. You surely don't want to spend too much time at networking events talking about the weather, the Red Sox, or the quality of the cheese and crackers. But it's important to remember that small talk paves the way for big talk. Small talk breaks the ice, and allows you to get a sense of the other person's personality. Small talk can help you listen for common ground, common interests, and other factors that will allow the conversation to naturally advance into a conversation about business.
3) Share your expertise by offering solutions
Once the conversation progresses into "big talk" (business talk), look for an opportunity to share your expertise, not by delivering a scripted elevator pitch, but by offering solutions that showcase what you do or what your company does.
Example: Whenever I share that Bates Communications coaches people in communications, someone inevitably shares a horror story about a bad speech or presentation they gave. I'll try and share an example of how we work with people to overcome whatever problem it was that they faced. This way, the person gets a sense of what our solutions are. And, the conversation has (hopefully) provided them with value.
Even if you're out networking on the job hunt, offering your expertise "for free" can help people remember you and what you're all about. And you never know when they might come across an open position for which you're perfect!
4) Never rely on your memory
Immediately after you've spoken with someone, write down whatever you can about that person and your conversation. At any given event, you might meet dozens of new business contacts, and you can't rely on your memory to keep them all straight. Write down a quick note about what you discussed. If you're going to follow up, write what you said you would do. Once you get back to the office (or your computer), download all that information into Outlook or whatever database you use. "Connect-working" only works if you remember the connection you made and conversation you had with someone!
5) Follow up like a pro
Following up after an event ensures that you stay fresh in the minds of your new contacts. An email also puts your contact information right at their finger tips. Here are just a couple of ways to follow up with gusto:
- Follow up with something of value. Similar to sharing your value during a conversation, following up with something of value will build your credibility. Send them an article or white paper you've written that addresses a concern they expressed during your conversation. If you don't have anything of that nature, send them a link to a website or resource that may be of value to them.
- Use social networking to your advantage. LinkedIn is one of the most popular sites these days for business professionals. After you return from a networking event, see if you can "connect" with your new contacts via LinkedIn. This will allow them to see your credentials, and allow you to see their network of contacts and friends!
Being strategic in how you approach "networking" events can make the difference in whether you achieve your business goals or just waste your time at them. For more ideas on "connect-working", including how to "network from your desk" and "network where you live", stay tuned for our new "Guide to Networking and Building Relationships," due out next month. To pre-order the guide, just contact me at info@bates-communications.com!