Tips for Productive Networking

by Phyllis Sisenwine
Pursuit, August 2007

Networking events, such as professional association meetings, business card exchanges, and chamber of commerce gatherings, are excellent ways to make new business connections. However, when I ask business associates how much business they receive by attending these events, most reply, “Very little.” When we discuss their strategy and why they have not been successful in garnering new clients, it quickly becomes apparent. If networking hasn’t worked for you, here are some strategies that may help.

Create a Commercial to Introduce Yourself
Prepare a short, informative, 30-second commercial for yourself. Think of a creative way to introduce yourself that includes who you are and what you do. A graphic designer I know says, “I put power into your presentations.” Practice several different introductions until you feel comfortable with your message.

Pair Up with a Buddy
I went to a dinner event recently with a woman who had framed some artwork for me. I introduced her to others and described what a great job she did with the framing. Pair up with someone and network together. It’s easier and more effective to talk about someone else’s talents and have them talk about yours.

Build Relationships
Simply attending networking events will do nothing to increase your business. Focus on your intention, and plan for the outcome you hope to achieve. Plan to meet one or two people at each event. Make a breakfast or lunch date. Get to know about their business. Ask how you can help them.

Form Strategic Alliances
Many of my clients receive a continuous stream of referrals by building relationships with compatible businesses: lawyers with CPAs; writers with graphic designers; stockbrokers with insurance people; and professional organizers with interior designers. Collaboration breeds synergy. It’s often effective to have a seminar or workshop together and to reach out to each professional’s group of prospects jointly. It’s also a lot more fun to work together, brainstorm, and plan strategies.

Organize Your Contact Information
At a networking function, keep your business cards in your left pocket and the ones you receive in your right pocket. After you leave, put the date and the event on the back of each card, as well as any notes that will jog your memory in the future. When you return to the office, enter your new contacts into a data base.

Nurture Your Network
Keep your network alive by acknowledging your contacts regularly. If you see an article that might interest someone, send them a copy with a short note. Just knowing that you’re thinking of them will be appreciated. When you join an organization, get involved. Volunteer for a committee—like the ones at PICPA—and you’re certain to get to know other members quickly.

Develop a Positive Attitude
If you go to networking events mumbling about how much you “hate these things,” and dislike talking to strangers, your efforts are bound to be unsuccessful and ineffective. Instead, give yourself a pep talk. Think positively about the opportunity to meet new people and how enjoyable and productive it will be.

Building relationships is one of the best ways to build your business. Referrals will increase effortlessly when you become a “power networker.”