By: Steve Burgess
What is networking? Is it going to meet a group of people you don’t know, often in a place you have never been, to in some way get some sort of benefit? If you think this is what networking is, you are a Networking Numskull. So what happens to those people who go to ‘networking’ gatherings?
When they go, they introduce themselves to everyone they can and hand out business cards and collect business cards from others attendees. Most of these business cards are quickly misplaced or thrown in the trash, by both people!
Phase 1: the Introduction or Contact
What these people don’t understand is that this is NOT networking. What they are doing is called introductions or contacts. These contacts are no more valuable than a person you meet for the first time at your company’s Holiday party.
Phase 2: Get to Know the other person
So if that is not networking, what do you do? Take the first, actual networking step and start calling those people who gave you their business cards. Set up an informal meeting and “get to know” one another. This is the first step in networking.
After you have met the person and talked some, you can make a decision on whether you should get to know them better. If you think that a networking relationship with them would be beneficial to you both, then start building that relationship with them. Relationships are what make networking a valuable activity. People do business with people they have relationships with!
Phase 3: I know the other person
This is when you can say “Yes, I know him/her” someone asks you about that person. You know a little about their background and expertise. You know them but you are not to the point where you would recommend them.
Phase 4: I recommend this person
This is when you can honestly recommend this person to another and put your reputation on the line by recommending them. This is when you are selling the merits of this person to someone else you know.
And don’t forget these other simple rules when networking.
First, ask how you might be able to help the other person. Networking is about giving and taking. It is not as difficult or as time consuming as you may think.
Second, when you first meet someone give them a reason to remember you. How? Start by having a simple ‘hook’ phrase that will pull your listener in. It is your answer to the question ‘what do you do’? You only have 10-15 seconds to make yourself memorable.
For example, a Vice President of Marketing could just say “I am a Vice President of Marketing “. This is possibly impressive to some but if you are with a group of executives, it is not all that interesting. But a friend of mine who is a VP of Marketing says, “I am an un-marketing expert”. He almost always gets the question “what is that”? Then a conversation follows and the other person will be more likely remember this person more than others they have met.
If you have a hard time coming up with a ‘hook’ phrase, try creating a ‘value’ phrase instead. Figure out what it is you really do, what value do you offer.
Instead of a standard ‘title’ statement, reply with a statement about the value you bring to an organization or group. For example, “I establish marketing processes that are more effective, easier to implement, and bring more money to my company”.
Doesn’t that sound better? Someone once said, “It is not who you know, but who remembers YOU”.
What is an “elevator” speech? I used to think it was what you said while riding an elevator with someone else. What it really is, is an expanded ‘value statement’!
Even if you think you will never need or want to meet a marketing executive, you will still remember this person over most you meet.
Just to recap, if you want to establish business alliances and personal alliances….
Go beyond just introductions and start building networking relationships. Try to help the other person, and, don’t forget to make an impression that others will remember!