Executive Expressions

A Better Way To Network

Have you ever been to a ‘networking event’? What thoughts and feelings come to mind when you hear that phrase – networking event? Sometimes it reminds me of ‘meat market’ – a large number of adults showing up at a place and time with the express purpose of, high hopes, expectations and even anxiety for finding the ideal life partner. There may even be some desperation.

A business networking event is a social gathering with the specific goal of making connections that will build a personal ‘network’ of like-minded people. Similar to the example above, the hope and expectation for this event usually is to find opportunities for employment or different types of business development. Some events are general, while others are industry-specific. The latter may also be a means of gaining educational information; encouragement; and business leads.

Most people will attend a networking event for what they can get out of it – a stack of business cards, being perceived by peers as upwardly mobile and competent – not to mention the open bar! But what if there is a better way?

The Business Mindset

When a smart and informed entrepreneur begins on the journey to determine the viability of a business idea one of the first elements of the plan is to develop an Ideal Customer Profile (aka target market): who is this person? Then the founder will consider what problem their product or service will solve for that person if they make the purchase. Naturally, it is important to know who else in the marketplace already offers a solution to the same problem; that answer will provide data this founder needs to distinguish his offer from his known future competitors.

What Does This Have To Do With Networking?

If we want to convert the entrepreneurial strategy to a networking strategy we will prepare for each networking event like a founder bringing their product to market. You are your product and you will have a profile of your ideal prospect (take advantage of the attendee list if one is available). You will have a clear understanding of your/your product’s strengths and the problems you/it have solved and are/is capable of solving. This experience can be in either your work life, your personal life, or both. How does your unique set of capabilities and experiences show that you bring a distinct, unique value versus that of your colleagues?

Be prepared with an elevator pitch. Read this article describing the elevator pitch and how to create one.

Providing Evidence

Read publications on your industry and pick out current topics, including quotes if possible, that will show your knowledge and passion for your work; share your own perspective based on the information you have gathered. This will begin to confer credibility. It also requires some finesse to not come across boastful. By not explicitly talking about yourself only, your conversations will be more interesting and fruitful. It will likely invite questions and make you more appealing for client recommendations and future collaborations, even years down the road.

Keep It Moving

When running a business, one thing a founder never wants is to be complacent or irrelevant. An entrepreneur must keep moving, looking out for new opportunities on the horizon, changing tastes, technological developments and internal ways to improve the business strategy. Similarly, at a networking event you do not want to get comfortable in a conversation and stay there. You need to step out of your comfort zone and politely move on to another introduction. Smile, “So nice to make your acquaintance, (name). It was a pleasure talking to you. Have fun.”

*A note about remembering names: The first time someone tells you their name, repeat it back to them immediately – “Hello (First Name or Mr./Miss First Name). Nice to meet you.” Throughout the conversation pick a couple of opportunities to repeat the name. Nobody gets tired of hearing their own name! Another trick is to relate something about them – like their tie, a mannerism, or something the person said – to their name; this should trigger your memory if you run into the person again later or want to mention them to somebody in else.

The Network’s Networker

Another way to establish your value, credibility and uniqueness is to be a networker of others. If you have been actively listening, remembering something about the other person’s background, interests or experience, you can connect people who have similar to each other, or complementary backgrounds, at the event – not later. You’ll be “people who know people”! Like the entrepreneur solving a problem for his ideal prospect, you may be solving someone else’s problem of not knowing how to approach people. Make the introduction, explaining why you thought they should meet, and then let or leave them to talk. Who wouldn’t want to keep in touch with you?!

Networking For Beginners

Finally, if you are just getting your feet wet in the work world, and you do not feel confident about whatever experience, knowledge and skills you do have, compared to people more senior, stay tuned for an article just for you.

In the meantime, if you need an experienced, credible, problem-solving and research-savvy copy and business writer to help you to lure your ideal audience into your web of greatness, send me an e-mail at executiveexpressionscw@gmail.com or find me on Facebook messenger at http://www.facebook.com/executiveexpressions.

Are you sure you are pursuing the right college major, or are on the career path that allows you to follow your calling? Come back soon to find out how you can figure it out.

Join the Executive Expressions mailing list for updates and topics on business and personal development.