10 Steps to Make Networking Go from “Ugh” to “Ahh”

Perhaps no business concept has dominated entrepreneurship as much as networking; however, most of us dislike this key to business growth. Although many of us network as though it were a commandment, we may wonder if it’s actually developing enough business to make the hours and sore feet worth the effort. The answer should be “yes.” For optimal growth, we do need to use this powerful tool to make as many face-to-face connections with potential clients and associates as we can.

Unfortunately, it’s a lot easier to be a mediocre or even a bad networker than it is to excel. Therefore, I offer the 10 best pearls of networking wisdom that I’ve gleaned from the plethora of networking literature.

1. Do Your Homework

Networking must begin with preparation. Not all networking events are created equal, so spend time finding out who is likely to attend the event you are contemplating attending. Make sure it is your target audience. Are people you would like to connect with going to be there? If so, be prepared to talk to them intelligently about their business or industry.

2. Do More Homework

Memorize your 15-second elevator speech so that it sounds like a natural part of your conversation and not like a . . . well, like an elevator speech. Become an expert on your products and services — not just how to deliver them, but also how to talk about them in a way that is interesting.

3. Listen and Learn

Don’t be that person who dominates the conversation. The secret to being well liked and respected is to be a good listener. Ask questions and really listen to the answers. Even if you don’t get to talk about your business right then, you will have made a good impression that will pay off in your follow up communication.

4. Dress for Success

As an image professional, I have to nail this one. The attendees, the venue, and the time of day provide the clues to appropriate dress. I attended a speed-networking event on a weekday morning at a country club for C-level executives. The owner of an alarm company arrived in blue jeans and a company pull-over shirt. He didn’t understand was that he wasn’t there to install or even sell alarm systems. He was there to sell others on himself.

5. No Hard Sales

Networking is more about making positive connections than making sales. Start conversations with something like, “What brought you here today?” Then turn off the inner salesperson and really listen. When you get your turn, briefly tell them what image management is; follow that with a success story. Don’t tell them how much they need an image consultant!

6. Alcohol Is a Garnish

If you must have a drink in your hand, then nurse just one. Oh, the things we say and do when we’ve had one too many. Very few people or firms want to do business with someone who cannot control his or her appetites. This advice may also apply to smoking and overeating.

7. Jettison the Jitters

Many people do not like talking to strangers or feel inadequate in social situations. Image professionals, however, have to be models of confidence. If social confidence is not one of your strengths, read the classic, How to Win Friends and Influence People, then practice wherever you go. It’s a lot easier being social in the grocery line than in the heat of a networking event.

8. Smile

People are drawn to happy people. Smiling puts you more at ease and makes you appear more warm and inviting to others. Numerous studies have shown that we trust people who smile and that we want to do business with people we trust.

9. Be the Initiator

Put on your smile and initiate contact. You may want to have practiced lines. I approach groups with this line, “Well, this looks like an interesting conversation!” It either is interesting and they’ll want to share it with you, or it was going nowhere and they’ll be relieved that you showed up to save it. Look for people who appear to be shy or out of their element. Meeting you may change their lives.

10. Follow-up

Sometimes it’s hard to remember which face went with which business card. Pause before making the next contact to jot down a relevant note on the back of their card. These notes will help you know who you need to contact. Don’t put follow-up off. Send an email or make a call the next day.

Networking is not going away, so we might as well dive in and enjoy the water. But first, we have to know how to swim. Do your research, hone your techniques, and practice your conversation skills. As image professionals, not only do we need to master the art of networking for ourselves, but we should be showing others how to become networking stars.