Business Monday: Networking for Success. Before You Go – Bob Salvas

By Bob Salvas, contributing writer

Before you go…

There are 3 types of networking groups that usually produce the best business results:

1. CLOSED BUSINESS GROUPS– Events associated with a closed group usually limit attendees by profession so that competition within the group is very limited. Examples of closed groups are TRUST NETWORKING and similar organizations and even some mastermind groups.
2. OPEN BUSINESS GROUPS– Events associated with an open group usually allow any and all businesses to attend. There may be member preferred pricing, but this type of event is often open to all types of competitors.  (a good example of an open group would be the Chamber of Commerce or Uncle Jay’s Networking).
3. PROFESSIONAL ASSOCIATIONS– Events associated with this group are usually comprised of just competitors within a specific industry. Association events often include education and mentorship as well as networking. (An example of a professional association might be a statewide organization like the RI Society of CPAs or the RI Builders Association).  Chances are good that there is some sort of professional organization for whatever industry you represent.

Note 1:  It is a good strategy to be a frequent visitor to all three group types.  This expands your personal network and allows you to become a ‘connector of people’.

Note 2:  Good networking can also happen at social cause organization events or service group events or anytime a group of people are gathered.  While the above group types may be the best for networking, don’t limit yourself.

There are 3 tools that you should take with you to every networking event:

1. CELL PHONE– You should have all your contacts in your phone so that if you want to connect someone in your network to someone you just met, you can pull up the correct contact info right there.
2. PEN- When you want to give someone you meet a new connection, you will want to write down the name of the person and their phone/email so that the person you are talking to can contact them later. A pen can also come in handy to write something down on the back of the business card you collected from a person you just met (maybe a reminder about follow-up or something you both had in common).
3. BUSINESS CARDS– It is best for you to have a high-quality business card to hand out- this card represents your entire business when you are not there, so don’t skimp! It is a good idea to leave the back of your business card relatively clear (and writeable) so you can write on it like when making a connection recommendation or other info (see 1 and 2 above).   Note:  Do not hand out brochures or items other than a standard size business card.  People do not like to carry around items when networking and they will often throw away larger items.

First impressions are lasting ones:

1. WHAT TO WEAR– You should dress in neat, clean attire that is appropriate for your industry. For example. Some people might expect to see a banker in a jacket and tie but not necessarily a trades person.
2. ATTITUDE– Be positive, remember that you should smile, make eye contact and shake hands.
3. NAME BADGE– Some events provide name badges but consider getting a quality one made for yourself to take to networking events. Make sure the badge clearly displays your first name (the rest of information on the badge is not as important and can be smaller).  If the badge is not a lanyard, wear the badge on your right side (it makes it easier for others to see and read, especially when shaking hands).

When you are there…

1. ARRIVE EARLY– Arriving early allows you to meet new people as they arrive and offers you the opportunity to chat with the host (who will likely know a lot of the attendees). As the event continues, look for people standing in open circles or on their own.  Take the initiative and introduce yourself.
2. ASK QUESTIONS– Ask the people you meet a lot of questions (and listen to their answers!). A good networker is full of curiosity.  Pay attention to what they say and be thinking about how you can help them or who you can connect them to.
3. ANSWER SPECIFICALLY– When people ask you what you do, give a very specific answer. Remember that the person in front of you probably knows 200 or more people and one of them may be the perfect referral for you.  Being overly general causes people to tune you out rather than help you.  Above all, do not try to directly sell the person you are talking to.  The goal of networking is to build relationships, not make sales.  Offer to exchange business cards after a meaningful chat, not before.  The idea is NOT who collects the most business cards.  It is quality over quantity.  Ask for permission to follow up and ask what the best way to do that is.

After you leave…

The fortune truly is in the follow-up.  Be sure to follow-up with the people you have collected business cards from.  Do so in whatever way you discussed with them.  If the decision was made to set up a meeting, go ahead and call them to set it up.  If no specific follow-up is called for, a great idea is to send a handwritten note saying how nice it was to meet them and referring to something you talked about or have in common.  (Or you can use a hardcopy greeting card system like MAILBOX POWER*).  You can also connect with them on social media and IF they give you permission, you may want to add them to your email newsletter list.  The most important thing is to stay in touch in a friendly and non-sales way.  Hopefully you will see them again at future networking events and continue to build the relationship!

“The richest people in the world look for and build networks, everyone else looks for work.  Marinate on that for a minute.”  

–Robert Kiyosaki 

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Bob Salvas is a business advisor and marketing consultant.  He currently coordinates education for the RI Builders Association, and he also coordinates Momentum Networking events.  Bob is a proponent of and affiliate for *MAILBOX POWER, the online service that allows you to send out hard copy greeting cards.  To try the service for free, go to:  www.mailboxpower.com/bobsalvas.  Bob can be reached at 401-359-1602 or at [email protected].