- Take The Finance Strategy Test (March 2011)
- Thrive In Turbulent Times - Growth Out Of Recession (March 2011)
- The Very Useful Financial Strategy Model (March 2011)
- The Ultimate Power of Credit Agencies - Businesses Watch Out (December 2010)
- How To Avoid Profit Flat-Lining (December 2010)
- Networking with the Cleaner - Your guide to improving your networking skills (July 2010)
- Budget – Broadly Welcome But What’s To Come? (June 2010)
- Planning and Budgeting Into Intelligence (April 2010)
- Recession Proofing: Your Relationships, your business, your reputation (January 2010)
By Clive Newell, July 20th, 2010
Kent is a small place and doing business within the county provides a unique opportunity to build your reputation through networking.
Someone always knows someone else and connections multiply the more you get to know the business community.
Clive Newell shares some useful tips to ensure your networking skills are perfectly honed to make the most of networking events.
Why network?
The answer is simple; to build relationships. You do not go along to sell, it is not about your business, but it is about your credibility as an individual in the eyes of the people you meet, both new and existing contacts.
Networks are powerful
Halagen receives virtually all its business from the effective networking of its team and the building of key relationships. Networking can be an effective tool for accessing relevant people but you need to demonstrate judgement and tact and not to go for the hard sell.
Network types
Introducer networks – They are all about building your personal profile by targeting the right networks and getting to know people. The purpose is to build strong relationships over time so that people feel confident to refer business opportunities to you.
Gateway networks – These are about building enough credibility to get someone to introduce you to another individual or network you particularly want to reach. Who do you know who knows someone else or knows of another good network for you to tap into? In my experience, Kent Muesli Mafia is an excellent network of breakfast meetings held in Tunbridge Wells, Bromley and Maidstone. Each meeting has an informative guest speaker, providing an environment to share knowledge and meet people.
Sector specific networks – These knowledge-building events bring like-minded business people together to inform and share knowledge while creating opportunities to network.
1:1 networks - don’t forget, networking on this basis is still networking and one of the most lucrative methods. You learn far more about the person, it is target specific and is the fastest route to networking business.
Before you start...
It is a common mistake to sail along to a networking meeting with no clear idea of a strategy! This is expensive and wastes valuable time, so plan ahead.
- Research – who will be at the event, how many will be there and exactly what is the purpose of the event.
- Set 3 key objectives – I need to meet Mr X, I want to learn about Y and I want to raise my personal profile. Without objectives there is no focus, and without focus little is achieved.
- Understand – IT IS NOT ABOUT SELLING! Too many pundits think they can go to an event and pick up business! This never happens.
- Understand – IT IS NOT ABOUT YOUR BUSINESS!
- Understand – it is about YOUR PERSONAL CREDIBILITY! You as an individual have to make an impression and it does not matter whether you work for Microsoft or the corner shop, it is you as a person that needs to impress your fellow networkers!
- Setting expectations – you cannot talk to everyone so don’t even try. Simply try to achieve your clear objectives and keep expectations about what you get from the event at a realistic level.
- Target – who is it you want to try and speak to? You may know this before the event or decide on the day. Be focused and introduce yourself and establish your credibility.
At the meeting
First impressions count! Be mindful of your dress code, body language, eye contact and, crucially, listen first!
We form an opinion of the other person within the first 10 seconds of meeting them, so you don’t have long to make an impression and establish credibility.
Get out of your comfort zone. We always want to huddle with the department, community or people we already know. This may be fine, but will not generate new contacts for you. Break into a group who are talking with a simple courtesy; “do you mind if I join you?” Your credibility will rise instantly with this approach.
Watch their personal space. At a crowded event it is not always possible to keep your distance, but remember, if you are one of those individuals that is a personal space invader you will represent a threat in the mind of your fellow networker! This is a primeval response. Also never touch the other person apart from the handshake. Only close friends and family have that privilege and to do so may offend them although, being British, they will say nothing but you will be dead in the water as far as credibility is concerned.
Rapport – start building the rapport bit by bit. In the early stages be aware of:
- Body language – is it relaxed, aggressive, open?
- Dress code – do you dress appropriately? Sometimes it is not good to wear a tie. Think carefully before you go. Once you are there it may be too late!
- Empathy – empathise with your fellow networker – “yes, I understand how you feel about that issue”.
- Be open – listen to ideas and opportunities. People will love to talk about themselves – just listen and win.
- Look for the connection – a common interest, a common business issue, a common holiday destination.
Once you have made that connection, capitalise on it!
Questions – Start with general questions; “What did you think of the speaker?” “How did you hear about this event?” Then be more specific; “What do you do?” What does your company do?”
Getting personal
Then if it is going well and you are building rapport, the subject matter may get onto a personal level that covers common experiences such as getting children through examinations, sporting interests or recommending a good holiday destination.
At the personal rapport level, the bonds are really forming to make this a good networking contact and it is the most crucial part you can reach!
Offer to help them – “I’ll give Mr X a ring on Friday and get back to you on Monday next week” This is not a cost, it is an investment!
Follow up – above all, follow up, follow up and follow up. There is nothing more damaging and disrespectful than not doing what you said you would do. And it is totally unprofessional behaviour.
The six months rule
Generally speaking it takes six months minimum to get anywhere near doing business with someone, and only then after a number of engagements or meetings. If you cannot wait this long, don’t bother networking.
Remember, you are seeking to build trust and this takes time.
AND FINALLY...
Networking with the cleaner...
Why? Because networking does not stop at the door and you need to still build relationships with the staff of the company in whose premises you are now standing. It is surprising how people unrelated to the board room have an influence on the owner/s of businesses and being nice to people and striking up rapport while you are waiting for your key contact to come out and meet you, will do you no harm.
What you are aiming for is; “That guy from X Company was really nice, his son goes to the same primary school as my boy”.
This is an endorsement of you and your credibility!
Networking is a job, approach it that way and enjoy the fruits!
- Why network?
- Networks are powerful
- Network types
- Before you start...
- At the Meeting
- The Six Months Rule
- And Finally...Networking with the cleaner
(Clive Newell, July 2010)