Networking is a great way to grow any business. While it takes time for your networking efforts to bear fruit, the connections you make at such events can easily push your business to the next level.
However, getting positive results from networking is not as easy as attending events. There are skills that you have to learn if you’re not already a master networker.
I used to hate attending networking events. For one, I’m an introvert and so large gatherings simply bore me to death.
Beyond that, I also didn’t like marketing. I always felt as if I was begging people (in a salesy way) to work with me.
With time, I mastered networking and enjoy it today, even if it’s no longer one of my core marketing activities.
A good way to get over networking challenges is to identify and rectify the mistakes you’re making. Below are 5 common mistakes many entrepreneurs make and possible solutions.
5 Common Networking Mistakes Entrepreneurs Make
1. Using a canned elevator speech
Elevator speeches are highly recommended in almost all marketing tips and resources. However, they can work against you if you use a canned speech.
Here’s how most people introduce themselves:
“Hi. My name is Caroline Gikonyo and I am a business coach.”
And this is what is going on in the listeners’ minds: “So…?”
Or maybe they’re too busy working on their own introduction or evaluating how they’ve just introduced themselves.
Or, they’ve had negative information or experiences with coaches so they dismiss you immediately.
Solution: Explain what you do before you give your title
When talking about your business, start by describing what you do in terms of how you help people. Follow this with your title and company name.
For example, in my introduction I say:
“Hi, My name is Caroline Gikonyo and I help business owners make more money while reducing the time they spend working. I’m a business coach at Biashara 360.”
The goal is to have people follow you and ask you, “How do you do that?”
This paves the way for you to find out the person’s challenges and then turn what you do into a solution for that challenge.
The worst case is that you’ll find out that you can’t help this person. If this happens, excuse yourself and move on.
If you do know someone whom you can refer the person to then that would be a bonus. When you do this, you become an instant expert in the person’s mind AND create a strong referral point with the person you’re referring to.
2. Not carrying any (or enough) business cards
A surprising number of people forget to carry their business cards to networking events. I don’t know why this happens, but it presents you as a person who’s not serious about business.
Imagine meeting someone whom you’ve wanted to meet for a long time. They ask for your business card and you discover that you don’t have any.
Do you think this person will want to connect with you after that? If they remember you, it will most probably be in a negative way.
Solution: Prepare in advance
Prepare everything you need for the event beforehand. For women, place your business cards in an easily accessible place, especially if you’re carrying a handbag.
The second level of preparation is to identify what it is you have to offer people at the event. When you attend specific events a number of times, you’ll learn the common problems people there face.
Match your business offer to these problems and provide value when you attend the events. Do this without becoming a know-it-all.
3. Making networking a card collection and delivery marathon
I really hate it when I meet someone who’s hopping all over the place dishing out and collecting business cards.
This is one time when I get tempted to tell the person that I don’t have my business cards…
Networking events are not marathons. There is no prize given to the person who collects or dishes out the most cards.
In fact, chances are high that people pick your cards and then throw them away immediately after the event.
Give each person you talk to time. Make sure you have conversations instead of you talking all the time.
Solution: Connect deeply with 3-5 people per event
Here are some tips:
- Talk with people instead of talking at them:
- Listen.
- Ask questions.
- Be 100% present and focused on the conversation.
- Don’t recite a speech.
- Remember, everyone is tuned into WIIFM station (What’s In It For Me?).
- Don’t try to solve their problems at the event.
- Be a professional at all times.
- Invite them to meet or have a phone conversation with you after the event.
- If you both have your calendars, schedule the call or meeting.
- If you don’t have your calendars, schedule a call for the next day (or Monday morning if the event is on a weekend).
- Don’t barge into discussions.
- This is important if you want to talk to someone and they’re busy with someone else. Wait in the periphery to be invited in or join in when there’s a natural lull in the conversation.
- Even then, follow the train of the conversation instead of breaking it to introduce yourself. You can connect with the person later or in another meeting.
Resource: Here’s a 2-part series on how to get clients by networking during the festive season.
4. Dressing down
As the popular saying goes, you only get one first impression. This is the impression that people remain with when they remember you.
While society has become more accepting of semi-casual and casual wear in the office, the same society can be unforgiving when you dress down in a formal or semi-formal event.
Solution: Dress up when attending networking events
It’s better to find out that smart casual is acceptable at an event, rather than turning up in casual wear only to find everyone in business wear.
The only exception is for weekend events. In this case, call the convener and ask them for the dress code. Aim for business casual if this is your first time at that event.
5. Not following up
You made the effort and took the time to attend the event. So why haven’t you followed up the connections you made?
I’ve heard all sorts of excuses for this, ranging from fear of looking desperate to simply not knowing what to say in the follow-up.
Networking events are meant to connect people. While hard selling is not effective, networkers do expect to hear from those they gave cards to.
Solution: Follow up within 72 hours
People forget very fast. The longer you take before calling them, the higher the chances are that they’ll have forgotten you.
Do this after every event:
- Send them an ‘It was great meeting you today at…’ SMS immediately after the event.
- Keep any promises you made. Whether you promised to send a link or connect two people, do so within 24 hours.
When following up, don’t become a spammer or add people to your email mailing list without their consent.
Also, avoid hard selling during the follow-up. Remember, you’re creating connections with new people first before you can sell.
Are you making any of these mistakes?
Networking is an art that gets perfected with time.
You will make mistakes in the initial stages as you grow your muscles. With time and consistent learning, regular event attendance will grow your network and your business.
Have I missed any common networking mistakes?
Share your worst networking mistake and how you recovered from it in the Comments below.
(Image credit: Unsplash)
