Is Networking REALLY Worthwhile?
Are you shy? Does the thought of networking make you tense up? If so, youre not alone. Below is a question recently forwarded from one of our Newsletter subscribers, explaining this same issue, followed by powerful networking advice for every design professional:
Last week, I attended a networking event it was a DISASTER! I am shy to begin with, so I knew I wouldnt feel comfortable. But I had no idea how hard it would be. Everyone seemed to already know everyone else. I didnt know when to interrupt a group and introduce myself. When I finally did, I got all tongue-tied and was not at all impressive. Can you give me some advice on how to better handle my next networking event? In light of my shyness, should I continue going to networking events? Could it really make a difference in my business?
In answer to your last question: ABSOLUTELY! Getting out in your community, meeting people and getting to know them, introducing others to your business, etc. are all VERY important to your long-term success. Believe me, you are in the majority where comfort levels are concerned. Its rare to meet someone who couldnt wait for their first networking event. More commonly, networking brings with it fear, uncertainty and anxiety. Heres some advice to maximize your networking efforts:
* Understand your purpose. Networking is NOT about sales. Networking is NOT a place where you push yourself and/or your products and services on everyone you meet. To the contrary, networking is an opportunity to build relationships with others. This means that your purpose in attending is to meet people and begin to build a genuine, caring relationship with them. Getting to know other people taking a sincere interest in them is priority #1!
* Quality v. quantity. So many business owners make networking into a contest to see how many business cards they can collect. Thats their goal: to collect as many cards as possible. My reaction to that: WRONG! Remember, your purpose is to meet people and get to know them in order to establish rapport with them. As a result, I advise my clients to meet as few as 5 people, but spend enough time with them to enable you to begin to establish a true relationship. Think about it: what good is leaving an event with 50 cards? You could get business owners contact information in the yellow pages. What makes a networking event successful for you is building quality relationships with people be they prospective clients or others who can assist you in moving your business forward.
* Listen ACTIVELY to other people. When conversing with people at the event, be sure to do more listening than talking. (Remember: you have 2 ears and only 1 mouth use them in that proportion.) Truly taking an interest in the other person requires that you not only ask questions (such as how is your business going? what is your greatest challenge? or how long have you been in business?), but that you LISTEN to their response. Some networking events are extremely loud, making it difficult to hear what the person next to you is saying. But you must make active listening a priority.
Why is this so important? Because after your conversation is ended, you should have learned at least one thing about the other person so that, when you follow up with that person, you can reference that aspect of the conversation. (Wherever possible, jot down a few notes about the new contact e.g., her childrens names or ages, phrases to describe her ideal client, etc.) on the back of each business card you acquire during the event. This will help trigger your memory when following up later.) The other person WILL be impressed. And that may very well get you one step closer toward your next sale.
* Follow up! Follow up! Follow up! Shortly after the event, be sure to follow up with the new contact. Ideally, you should have mentioned your reason for being back in touch at the networking event (For example, when saying good-bye you may have stated: Ill be in touch soon to set up a lunch appointment. or Ill be sure to send you that article . . . I know you would find it interesting.) At a minimum, within a day or two following the event, take the time to write a hand-written note expressing how much you enjoyed meeting the new contact at the event. Staying in regular contact is the first step toward building a lasting relationship a relationship that should be approached as a win/win for all parties involved.
Good luck!
Judy May is the President of Show House Marketing, a business development and marketing firm catering exclusively to design industry professionals. She can be reached at 610.324.5240 or judy@ShowHouseMarketing.com
For FREE Resources, including the Weekly $uccess Secrets Newsletter and the New! 14-day Jump Start your Design Business E-Course, visit them online at: http://www.ShowHouseMarketing.com
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