Many of us don’t like doing it; and when we do it, we are not very good at it, and yet networking is one of the most effective marketing strategies there is, as commercial markets of all nature become increasingly driven by relationships. It is a fact that poorly connected companies are slower to respond to market needs, whereas those who are active at building relationships lead the market. In the latter the individuals are seen as having powerful personal skills, and the company is regarded as having a valuable organizational competence.

Networking is about gathering information and developing relationships, what Stephen Ginsberg described in the Washington Post as “…building social capital…” However, before setting about it we need to:

• Be proactive about meeting new contacts, setting ourselves targets of new relationships and clients that we will develop

• Decide on the best places, events and locations to network

• Know why we are networking and what information will be valuable

At a networking event it is important that we focus on spending time with people we don’t know and not heading for those that we do. When we meet somebody new it is also worth having a well-rehearsed introduction. Many of us take too long to say who we are, and the first impression we give is an off-putting one. The introduction should last about fifteen seconds (approximately thirty to forty words), and leave the listener ‘leaning in’ – in other words wanting to ask us questions.

When this happens the ice is broken and we have a conversation underway! However, establishing a conversation flow is not always easy. In his excellent book ‘Endless Referrals’, Bob Berg suggests a few questions that we should memorize, and these are ones that most people will enjoy answering. These include:

• How did you get started in the business and what do you enjoy most about it?

• What advice would you give someone starting up in your line of business?

• What significant changes have you seen through the years and what do you see as the forthcoming trends?

• What one thing would you do with your business, if you knew it wouldn’t fail?

• What one sentence would you like others to use in describing your business?

These are good questions that can give you valuable insights and useful information. At this point it is probably worth briefly mentioning business cards. Do not thrust them at people; wait until you are invited to do so or have had a conversation with them. One good non-aggressive way to give your card is to ask for their card – then swap. Make sure that your business card is professional and of good quality – it is your personal marketing statement and ambassador, and tells a story about you! Leave the back of the card plain so that people can record information on it.

After you have attended the event, make notes on the people you met and any personal details you picked up, like regular vacation places or a love of walking! Next time you meet them you may be able to include them in the conversation, and it is the inclusion of this level of detail that will help to build the relationship. Above all, once you have made a new contact through networking in whatever format, make sure you reconnect with them – reconnection must become part of your daily routine. Give it a try, follow some of the simple rules set out in this article and see for yourself what benefits networking can bring to you and to your organization!

By Linda Harland

The PEOPLE Academy, Inc