For about 6 months, I've been networking pretty heavily. As I said in a recent post, I'm out looking for new business after a few client jobs drew to an early close. They had been long term, but either changed their direction, added staff to do what I accomplished for them, or just ran out of money. So I needed to get back into the sales game to generate some new revenue streams. Last month I listened to Tony Rubleski speak about marketing and networking, where he said one should spend at least 3 hours per week networking. However, he didn't really explain how to network more effectively. Tony also talked about setting yourself apart from the herd. Be the Yellow Tulip in the sea of Red. More on that later in the post.
I've been attending
AimWest, GRAPE,
GRSML and
GRSBBC pretty religiously for a few months. I have joked that if I could only get paid to network... I've gotten involved with the
GREC and
GRYP, and attended events like
Free Lunch Friday and a Community Expo. I've tried to work the room, meeting people, talking to them about their businesses and accumulating cards. I've called on several, emailed many, and mostly attempted to create relationships with repeat attendees, hoping to garner business. This effort has gotten me some call backs and a few alliance partners, but my funnel is still not full.
This week saw me at the Breakfast Club listening to Dave Kersjes speak on Networking. Dave's a very analytical guy (we've had coffee before), having been an engineer prior to becoming a business development specialist. He spoke about having a process and tracking procedure for networking. Perhaps I need those but I'm more of an artist, free flowing, type of guy, tracking it in my mind. I figure if I have new clients it must be working. But conceivably I should start being more organized with the contacts I make and do some tracking. I use
Google Analytics, why not Business Card Analytics?
A few, of Mr. Kersjes' suggestions, I've always done: Have a Firm Handshake, Identify Areas of Mutual Interest, and Eat Before You Go. One point, however: I don't always Avoid Controversial Topics. I don't like weak hand shakes, so don't give them. I always look for ways I can help. And, if I don't eat before I go, I'm not sure they'll be anything there I can eat. The reason, Dave says, that you eat previous, is that it's not about the food. It's about meeting the people that are there. You don't want to spill a glass of wine on your prospect - or spit food on them.
The greatest points I took away from Dave's presentation was “keep eye contact”, “take their card, but don't give one of yours unless they ask for it”, and to meet as many people as possible while you're there and ask if you can call them. The biggest thing that hit me was, “listen to them and their needs, looking for an opportunity” to interject your businesses' talents. Essentially tying your value statement to the other person's business. Focus on them while you're talking to them. It's all about them. I do that! I listen. I love to hear what people are passionate about and why they love their job, what they do to help their clients. It's one of the best parts of my job. I can't create a solution if I don't understand their business and their problems.
Dave talked about 2 hour networking events and spending 2 minutes with each person you meet, to get as many cards as you can. Here's my problem with the “meet as many people as possible point”: I can't really get a good understanding of their issues and what hurts, if I don't spend enough time listening. Two minutes is just not long enough for me. But 6 might be. Some of you, reading this today, might be at my blog as a result of our meeting at an event. Would you be here if I ignored you at a networking opportunity because I had already met you once? If I only spent 2 minutes with you? Now Dave did impart that you want to follow up with that phone call and have a longer meeting with them. That's my next biggest point – and one I implemented successfully this week. I have 4 meetings this week and a couple next week because of the “can I call you next week to learn more of your business” strategy.
One of the concepts Kersjes shared was Networking is the opportunity to “Share Your Network and Your Knowledge”. Well I'm very willing to share my network, and help others gain opportunities. I'll share some knowledge as a free take away, but am getting a little reluctant to give away all of my knowledge. I pretty much sell my knowledge and talent. I don't have a widget or product that I sell. What's the old adage, why buy the cow when you get the milk for free? But my network is another matter. You can get LinkedIn with me and view my entire collection of contacts. If you want access to someone in my network, I'd be happy to introduce you.
The next strategy that worked for me this last week, was creating a name tag to wear to networking events. It has my twitter handle, name and company, and says that I'm a Website Beautician and a Social Media Evangelist. Not that I do “Website Design and Development” and “Social Media Consultant” << Borring!
(that's a SM thing). And it's my own badge, not the peal and stick, sharpy marker-written kind. I also stood up at the SBBC to give my name, business and title and said “I have 5 titles, come ask me what they are”. People did! They also wanted to know what a Website Beautician was. They wanted to learn more about being a Social Media Evangelist. Hello! Yellow Tulip over here! It probably helps that I like to laugh and am not quiet about it. It might also bolster me that I'm a big guy with spiky hair, long goatee and ear ring. I kinda stand out in a room full of suits. But just being noticed isn't enough. “Why do I want him to call me?” Because I can make your website a pageant winner, and I can explain Social Media and develop a strategy to use it effectively. Check my name tag, you might notice I'm a little creative.
The last thing that stood me apart at the SBBC, was throwing a giant business card into the door prize fish bowl. A new alliance partner has a slightly oversized card that helps her stand out (at least in the rolladex). She has won the door prize at 3 events I've been to. So I thought I'd try out her scheme and go large. I got more people coming up to me after the event was over, when I won the $100 golf outing, to ask if I golfed, ... or to say that I cheated. I might not have gotten to talk to them this month, but I can guarantee at the next event I'll still be noticed. Oh and if I keep winning, that's almost like getting paid to network, right?
