Posted By Amanda Collins on August 3, 2009

When I first launched my business, I had it all wrong. I was living by the credo introduced in “Field of Dreams”: If you build it, they will come. I figured that I would go out to networking events and just end up meeting people who would naturally need my services and become clients. I just needed to show up. Luckily, time has made me wiser than I was when I started.

Networking is an art. If you don’t know what you’re doing, you probably won’t be effective. On the networking circuit, there are a few different types of networkers, some good, some not so much. More of the obvious types you’ve probably encountered include:

• The Card Passer: You know the guy I mean. He’s the one who’s leaving cards on every table, making sure you have one in your hand either during or immediately following the handshake, and somehow manages to get cards into the stalls of the bathrooms – both genders!
• The Wallflower: “I just sit here at the bar and people come up to me.” If you’re gorgeous or in the way of getting alcohol (or both!), this may work. However, the reason for talking to you may have little to do with business and probably won’t turn into much more than a potential story to tell the next day.
• No-Card Guy: As a wordsmith, it’s funny to me anyway when people ask, “Do you have a card?” but this person actually says no! Who goes to an event without cards? If that’s the case, just stay home and stop wasting time because the likelihood you’ll follow up with the folks who gave you cards is slim.

When you go to a networking event, follow a few simple guidelines and you’ll find the experience to be one you’re willing – and eager! – to repeat:

• Take a slew of business cards, but only hand them out to people with whom you’ve spoken or made a connection. And look at each business card you receive, so people feel you value your time with them.
• Try to have five- to ten-minute conversations with a handful of people. Canvassing the room saying hi to everyone isn’t nearly as meaningful.
• Introduce people. If you go with a networking buddy, take turns choosing people to meet and then introduce each other to the new connections.
• Mingle! If you’re not in the mood to talk and “bring it,” stay home.
• Ask key questions: “How may I help you?” “Who is your best customer?” “Where would you like your business to be in five years?” You’ll get to a relationship faster.
• Don’t have expectations of making money. The goal of networking is to create relationships; the money will come in time.

It takes some practice to be the life of the networking party, especially if you’re not an extrovert (no problem for me there), but it’s well worth the investment. Seal the deal by following up with an e-mail, phone call, or hand-written note and you’ll be well on your way to building your business!

Category: marketing, networking
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