One of the main purposes of networking is to meet new people that can help you win more business. Of course, it’s great to deepen relationships with friends and customers that you’ve had for years, but if that’s all we did, these get-togethers would be called socializing events. Meeting new potential customers and partners is why your boss signs off on the expense.
There is a subtle art to meeting someone new and making a positive first impression. I can meet hundreds of people and annoy them to death – that’s easy. However, to ensure a high probability that they will take my call in the future - that’s hard. There are two things to consider that will make you look like a pro.
- When introducing yourself to a new potential customer, say just enough to pique their interest, then shut up and let them go. While others run on about their features and benefits forever, the potential new customer is thinking like Clark Griswold’s boss in Christmas Vacation: “Get me someone. Anyone. And get me someone else while I wait.”
That’s why we shut up and leave. Once you see a little interest, simply say “That’s enough about us. Enjoy the event. Can you connect in the next couple of weeks to discuss further? What’s the best way to get on your calendar?” Then shake their hand and deliberately go somewhere else.
- Arrive early and stay for the whole event. The reason is because those conversations like the one above that you have during the first half of the event can turn to gold near the end. For example, let’s say you’re at an event that runs from 6:30 – 8:30 at night. You meet a potential new customer at 6:40 and run through the scenario perfectly. At about 8:05, the two of you end up in the bar line next to each other. The odds are favorable that your new friend will ask something like “So, how exactly do you guys take away the security burden from IT?” Now you can dig in and start impressing the heck out of them. This doesn’t happen if you show up for only half the event.
Networking is not about the number of people you meet anymore. It’s all about the number of people that have a positive impression of you and will take your call in the future. Don’t be annoying. Act professionally and confidently, and they’ll take your calls… and probably buy your stuff.
