Evaluate Your Networking Behavior

by Debbie LaChusa

Networking Horror Story ...

I was at a networking event recently and this young woman came up to me and introduced herself. Using typical networking etiquette, I asked her "So, what do you do?" Well, that turned out to be the wrong question to ask her!

She proceeded to tell me all about herself and her business, not once stopping to take a breath or give me, or the other person I had been talking to the chance to say a word.

When she finished, she handed me her business card and said, “It was nice meeting you," and walked away.

I felt like I had just watched a very bad 60-second commercial for her business. And boy was I NOT interested.

The sad thing was, she was a massage therapist, and I was an ideal client for her - I get a massage once a month and have for years. Too bad she didn't take the time to find that out. Definitely a missed opportunity for at least a more interesting conversation, and potentially a new client.
 

And the kicker was, she asked for my business card, but I NEVER heard from her after the event!

So what just happened?

I'll tell you. She spent her valuable time and money to attend this event. And, she did everything she thought she was supposed to do.

She went around meeting lots of people.

She told those people all about herself and her business.

She handed out lots of business cards.

She collected lots of business cards.

And then she went home, and expected her business to grow as a result.

Wrong!
 

If you network this way, you may as well save your time and money. Because you're probably not going to see results.

I believe you must approach networking the same way you approach any other form of marketing ...

You must use the Sharp-Shooter Approach

Select networking events that are a good match for you and your business. Events with attendees who are either your ideal clients, people likely to refer your ideal clients, or like-minded business people you could partner with.

Go with the intention of making a few strong connections. It's about quality, not quantity.

And always, always, always, follow-up!  And, not just an "it was nice to meet you" email. Ask yourself how you can help the people you've met. Can you refer a client to them? Can you suggest a win-win partnership?

Ask yourself what step you can take to start to build a relationship with each person you meet. 

Your Marketing Step of The Week

Evaluate YOUR Networking behavior. Here are a few questions to ask yourself:

1) Are the events you attend filled with your ideal clients, potential partners, or like-minded solo-preneurs? (HINT: don't waste time at events that aren't a good match for your business. Targeting is important.)

2) Are you focusing on meeting a few key people at each event, or are you counting the number of business cards you can pocket? (HINT: Quality over quantity wins in the networking game.)

3) When you meet people at networking events, do you spend the whole time talking about yourself and your business, or do you spend time getting to know those you meet?  (HINT: Be a good listener. It's more interesting and people will love you for it.)

4) Are you following up with those you meet after the event, offering value to them, or suggesting ways you might be able to work together? (HINT: Consistent, meaningful follow up is the key.)

Evaluate your networking strategy this week so you can be sure your networking activities are a valuable part of your 2007 marketing plan.

(C) Copyright 2006 Debbie LaChusa