Marketing and PR
Networking To Get Work
Author: Susan Sommers
The first networking breakfast I ever attended was in 1982 at the Sheraton Hotel. It was a new Women's Networking group and I was eager to meet everyone in the room. In fact, I would say that for the first 10 years I spent networking, I tried to collect as many cards as possible and to avoid long conversations with people who did not seem to be a potential client for my business.
Over the years, the role of networking – and my attitudes towards networking – have changed. I continue to attend a number of events each month – women's networking groups, Chamber of Commerce and Board of Trade breakfast meetings, associations in my industry, and small business networking groups.
I still believe that networking along with speaking and writing is one of the best tools for building a client base for any business or organization or for looking for a job.
Today, more than ever, people do not want to receive junk faxes, e-mails, or direct mail pieces. This makes the face-to-face communication more important than ever. Not only have I gained a number of clients from networking events, I have also found that people I have met refer leads for prospective clients to me.
Networking is an essential marketing tool. It is also a skill to be learned. Ideally, you should attend 1 to 4 networking events per month. Here are some guidelines to help you to understand – and enjoy – networking.
Where To Look For Networking Events
Some of the best places to find opportunities are:
- Business Calendars in local newspaper or on your local cable station
They have weekly listings of upcoming business events and networking events, use them.
- Associations in your industry
Contact an association in your industry for information on upcoming meetings and events. Meeting other people in your industry can lead to business partnerships, referrals, and business advisors. - Annual conferences
When you are attending a conference, look for the networking opportunities on the agenda. These often occur between sessions, before lunch or dinner, or at the end of the conference. - Trade and consumer shows
To find upcoming trade and consumer shows in North America, look through the Directory of Shows and Exhibitions. This invaluable resource can be found at most public libraries. Shows provide many networking opportunities, from talking to exhibitors to having lunch with other attendees, to visiting the hospitality suites of exhibitors. - Associations in your community
These include business associations (Boards of Trade and Chambers of Commerce), as well as social service associations (Rotary Clubs and Kiwanis). Volunteer to be on a committee and you will really get to know the people who are involved in the association. - Board of Directors
Join a Board. Usually these positions last for one or two years, and they provide you with a chance to contribute and to network. - Volunteer for an event
Non-profit organizations are always looking for people to help to organize their events, and these are excellent opportunities to meet people, give back to your community and network. It is also a chance to learn new skills, such as event planning or media relations. An excellent place to find volunteer opportunities is the Charity Village website. - Your church, synagogue, or place of worship
- Other parents
Participate in your children's schools, sports groups, and social activities. - People you know
Tell them that you want to attend networking events and ask them to let you know about upcoming meetings.
What To Look For Before You Attend
There are a number of types of networking events.
In the first, each person in the room stands up to introduce himself/herself and to say something about their business. This is an excellent format, since you find out something about all of the attendees. After the introductions, you have the chance to choose some of these people to talk to.
The second format involves a more informal atmosphere, and you walk around, introduce yourself, talk, and exchange business cards. This is less intimidating, but you will not meet as many people.
Another networking opportunity is often offered at association luncheons, dinners, and breakfast seminars. This often occurs before or after a speaker. Arrive early or arrange to stay later to take advantage of these chances.
At the Event
Once you select an event to attend, call and get some details. You are looking for events where attendees stand up and introduce themselves, since this will give you the chance to find out what everyone does and visa versa. Ask what the dress is, get directions, and arrive early. It is easier to talk to several people at the beginning, before the room fills up.
After you arrive, follow these 10 easy steps to make your event a success.
10 Rules for Networking
- Develop And Rehearse Your 20 Word Description
In a previous article I talked about the importance of having a 20 word description of your business (or elevator speech) for networking events and contacting the media. The description includes the following information:
__________ (name of business) is a __________ (where you are located and type of business) that offers _________ (products and services) to _________ (target markets).
This is not an ad or a mission statement, but a straightforward explanation of what you do and who your target markets are. - Get Out Of Your Cocoon
For many people, networking is not fun or easy. It is difficult to make small talk with strangers. However, the benefits far outweigh the discomfort! - Set Goals For Yourself
Instead of trying to meet everyone in the room, be realistic about the number of people you can meet and have a meaningful conversation. In a 2 to 3 hour session, try to connect with 3 to 6 people. That way, you will really listen and make a contact. - Trade Information
Networking is a great opportunity to give out information. If you know someone is looking for a graphic designer and you work with a wonderful person, give out the information. The more you give, the more you get. - Play Host To The People You Meet
Also, if you know that someone across the room is a graphic designer, take the time to introduce the person who is looking for those services. - Talk First, Eat Later
Either eat before you get to the event or wait until after you have made several contacts. Don't try to talk while you are eating (and juggling a plate). - Approach A Loner
Often, if you see a person standing alone, they might be shy or uncomfortable with a room full of strangers. Go up and introduce yourself. In one on my workshops, a woman told me that she stands alone as a marketing strategy. She knows that someone will approach her! It is true that it easier to start a conversation with a person standing alone than it is to break into a group. - Exchange Business Cards
Make sure to write on the back what you say you will do for or with the person. - Follow Up With Your Leads
The day of (or the day after) a networking event, e-mail three people you met to tell them how much you enjoyed meeting them and that you would like to keep in touch or get together. The follow up is really important, and I find that if I don't email right away, it probably won't get done. - Build On-Going Relationships After The Events
Good luck with your networking!
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Published: September 22, 2006
