How to network with attitude

We don’t really buy products or services - we buy people. We like to deal with people who make us feel good.

How do we meet such people? The easiest way is to go networking. Your local chamber of commerce is a great place to start. It hosts regular social events, where you can hear a speaker, have a drink and meet other business people who are keen to do exactly the same as you.

Networking is one of the simplest, cheapest and most efficient forms of marketing ever invented, but very few people do it correctly.

Preparation

There are probably ten events every month in your area. Don’t be a Network Tart, who turns up to all of them, flirts around without making any impact and then departs early.

Be choosy. Establish which events are most appropriate. Go through the delegate list and identify people or companies that you would like to have a conversation with.

Work out what messages you want to convey. Choose language carefully to explain what your company does. Avoid business jargon and remember that if you’re too technical you risk losing your audience.

What do I say?

People love to talk about themselves - so think: FORD

F - Family

O - Occupation/ career

R - Recreation - what do people enjoy doing in their spare time

D - Dreams / goals

Get them talking about these and they will think you are the most interesting person in the world - even though you might not have told them anything about yourself. Remember: be interested, not interesting.

Set yourself targets and challenges

For example, you’re going to tell five chosen people about a particular aspect of your business or you’re going to get five business cards and pave the way for a follow up call to at least one of them.

When do I move in for the kill?

Networking is not a blood sport. Before you shoot them in the heart with your sharpened business card, think of how you can win their trust. Do they have a particular need; is there any free advice you can offer; is there somebody you could recommend to them? Do as much as you can to start a business friendship rather than a cold and calculated hard sell. Aim to come away with three contacts you would like to do business with.

The referral circle

Broker relationships with companies who can refer business to you. For Cobb PR, it would be design agencies, printers, or our clients.

How do I get rid of people?

You’ve engaged somebody in conversation, only to find out that he makes your accountant look like a mad axe murderer. You don’t want to be rude, so what can you do?

Have a couple of excuses ready. These might include:

“I’m keen to ask the speaker a question, would you excuse me for a minute?”

“There’s a person I must quickly say hello to, but you’re welcome to join us.”

What do I do afterwards?

Like all relationships, you have to invest time to make it work. Phone call follow-ups, meetings, further offers of assistance. But once you’ve made the initial contact, you’ve taken that all-important first step.

Tim Cobb, MD, Cobb PR.

Blog edited by Caroline White (www.whitewrite.co.uk)

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk