I can't recall all the business related events I have attended over the past year or so. There are a myriad of events held in Chattanooga by the Chamber of Commerce and other organizations with the main idea of getting business people to interact with each other. The fact is, you can't make good business contacts if you stay in your office all day. Regardless of what the social media gurus tell you, face-to-face networking is vital to your business.
Networking is an especially valuable activity for a new start-up. It's how people get to know you and become familiar with your business. It's how you get recommended to other people because you've made an impression on people. I can recall the great satisfaction I got when instead of having people say, "Oh, what do you do?" when I introduce myself I began hearing, "Oh, I've heard of you!"
Despite the vast amount of networking functions held, I find that many people really have little idea of how to network productively. While a networking function is a social event, it is mainly a business activity. It should be approached as you would sales, marketing and any other project. Here's a few things to keep in mind:
Have a plan. When you attend a networking event, know what you want to accomplish. Do you want to meet as many people as you can? Or do you know there will be people from a certain company you want to meet? Find them and introduce yourself.
Remember, networking is not selling. You do not attend networking events to make a pitch. Networking is to build your contacts and get yourself and your company known. How many times have you been put off by someone you just met trying to sell you something? This is not how you build your network. Get people to know you and appreciate what you do, and the selling will come later.
Don't be shy. Shyness gets you nothing. You went to the networking event to meet people so circulate and introduce yourself. Otherwise, why are you there? Remember, networking is a business activity that you have to work at.
When you attend a networking event, don't sit with your friends. You already know them. If you are with co-workers, well, they're not going to become your clients. The idea is to meet people you don't know to get them to know you and your business. Grow your network every chance you get.
Have a good introduction speech. Chances are you won't have a lot of time to talk when you meet new contacts, so make the time count. Your speech should last no more than two minutes. Tell people who you are, what you do and why your business is unique. Give them something they will remember.
Ask questions and listen. One of the most important points in a networking encounter is, "it's not all about you." People like to talk about themselves. You want to encourage this to learn about your new contact as a person, what his or her business is about, and perhaps get some good information to help your business. You won't get any of this if you do all the talking. So, restrain yourself, ask questions and walk away with the beginning of a new networking relationship.
Robert J. Dragone is president and CEO of Aqolade, Inc., a Chattanooga-based business consulting and training company.