Business Networking Events might seem like a great way to build your business…until you go to few of them. After 3…4…5 or more of them, you start to notice something. You see the same faces in Westport as in Stamford or Bridgeport. You hear the same elevator pitches. You gather even more of the same business cards. It doesn’t take long to get into a rut. You recognize the “seasoned” networkers: they’re really there for the appetizers. They push their card on everyone in the room. They hang out with the same people. Why not? Everybody is trying to sell, and nobody is interested in buying. So why try?
Business Networking Events can be valuable…if you work at it
The next time you attend a Chamber event or BNI Meeting, why not break rules and think outside the box? Try something different that even a BNI member might not think of. You might just make a connection that could be valuable at next month’s business networking events.
Here are 6 ways to break out of your rut. Try them and your next event.
6 ideas for your next business networking events
- Stop selling. That might seem counter-intuitive since you really are there to sell more, but everybody expects you to try to sell them something, so their defenses are up. Try surprising the person you’re talking with by helping them first.
How? Sales guru Jeffrey Gittomer says “Give Value First.” I like to listen to what someone’s pitching, and offer to introduce them to a good prospect. You may have already met a real estate investor at the event. When you talk with a banker, why not introduce the two? The banker probably wants to finance real estate, and the investor probably needs money. Both might be amazed enough to sincerely ask you what you do. And even though you’re all just ‘guests’ why not act like the ‘host’? Everybody wants to know the host. - Listen hard enough to be able to ask an intelligent question. The person you’re talking to will be impressed. The more you learn about them, the more you’ll have to talk about when you do try to sell to them. Write down key information on the back of their business card. The more you understand about their business the easier it will be to show them how you can help them.
- Stop giving out your business card. “How will they call me?” you might ask. If you think about the hundreds of business cards you handed out at these events last year…how many have actually called you? Probably none. So instead of walking up to a stranger, introducing yourself and thrusting out your card, wait. Start a conversation. If it progresses enough maybe your new acquaintance will be interested in continuing the discussion. Let them ask for your card. You already have too many lousy prospects. Focus on the good ones.
- Team up and spread out. Too many business people (usually “first timers” and non-sales people) network with a “wing man” and stick together for the entire event. Having a friend in the room is only helpful if you split up to cover more territory, even if you are in different professions. Then you can invite each other into high potential conversations. So recruit the best networker you know to go to your next event, but when you get there, split up.
- Conversations don’t have to be long, but they should be real. Most of the people you meet won’t be your target prospect. But when they’re not don’t “fake it” while looking for your next prospect. You’ll quickly end up with the wrong kind of reputation. Instead have a good, but brief conversation. When the opportunity arises try asking “have you met many people this evening?” This may lead to being introduced to someone you’d like to meet, or to excusing yourself to move on.
- What if you’re not a natural networker? Practice makes perfect. Visiting a BNI group is a good step. As a BNI member you attend weekly meetings and sometimes walk away with a good referral. But you get to practice meeting and talking with people 50 times a year.
Non Business Networking Events: they’re everywhere
Business networking events aren’t just the formal ones. Every time you step out the door it’s a networking opportunity. I start talking with people every day (just ask my kids!) You’d be surprised at how many people you can meet. And when you meet enough of them, some will be good sales prospects. You’ll meet more of them when you do.
Casey Hart is the owner of Informer Messages on hold (www.informermessages.com). He frequently attends networking events, and is a long time member of BNI. He’s always looking for new networking opportunities, and can trace almost half of his recent sales to one kind of networking or another. He can be reached at (800) 862-8896.