For three years I had the privilege of working with Tena Mayberry, former owner of Century II. She was one of the best business leaders that I ever worked with and taught me quite a lot. She impressed me so much that when I had to write a SWOT Analysis (strengths, weaknesses, opportunities, and threats) on a business leader, I selected her. I sent her a note afterward to share that with her, and her response was hysterical. Tena called me on my mobile and laughingly asked, “Why are you telling people my weaknesses?”

To Tena, a professional has three duties. The first is to do their very best for their employer, not just to do their job, but to lead. Second, be part of one or two business groups. When she says be part of, she means to take a leadership role, not just cut a check for membership. Lastly, and to her the most important, be part of one or two non-profit groups. Her view was that a professional has an obligation to help others in a leadership role.

I knew this but had never heard anyone lay the role out so clearly. A professional that only does their job is limited and one dimensional. If they only do their job in a business group, then they are selfish. Only when the professional understands that they must give back, contribute to their professional field, and achieve in the role  are they truly a professional.

To continue with this thought, here are two reasons to network. 

The first reason is to project influence, and the best way to project influence is to be present. Your role at these events could be to represent your company, yourself or your brand. It is not to pass out business cards and try to sell everyone in the room. As a rule, business will happen here because people see into your heart and know who you are.

A few examples of events/groups:

Business events – chamber event, banquets, lunch-and-learns, etc.

Civic group events – Rotaries, Kiwanis, Jaycees and many more.

Non-profit events – American Heart Association, Second Harvest, Alzheimer's Association and many more.

The second reason is to grow your professional network and increase your business opportunities. Again, your role at these events could be to represent your company, yourself or your brand. It is still not to pass out business cards and try to sell everyone in the room, but it is understood that the purpose of the meeting is business growth.  

This second reason is the purpose of our eBook, What To Do. When you are networking to grow your professional reach, remember there are three goals to every event that you attend:

1.    Meet someone new

2.    Hold a relevant conversation

3.    Earn a follow-up meeting

While attending any networking event, you should have a plan of action in order to be successful. It is always a good idea to use the rule of “Be.”

·         Be there

·         Be prepared

·         Be focused

·         Be ready to work

To help to know “What to Do,” (insert, French frog rabbits and laugh) I’ve prepared three checklists for you. 

1.    Preparing for the event

2.    Things to do during the event

3.    How best to follow-up, post-event

There is no way this could be a comprehensive list, and I would love your input. Let me know what other tips that should be included, and we’ll all benefit.

Thanks,

Thom

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Before you know what success looks like, here is a quick example of what it is not.

Last summer I attended a morning Chamber of Commerce business-networking event and noticed three professional mistakes that the attendees were making.

The first thing I noticed was that many people stayed within their own friend groups, walking into the event and visiting with the same people every time.  They missed the entire point of a networking event. It is not a reunion, but an opportunity to meet new people to expand your professional network.

The second thing I noticed was that many people attended the event just to drink and eat. There are places that you can go to eat and drink called restaurants. That is their purpose; the purpose of a business-networking event is to work.

The most critical mistake I noticed was that most people that did try to “network” had it confused with passing out and collecting business cards. They were running around handing out business cards so that the recipients could throw them away later. Why would they throw away the business card? Because there was no attempt to establish a connection.

Before you attend the business-networking event, there is some prep work that must be done.  Similar to a sales call, a professional does not just show up without a plan. The goal is to meet new people, to increase your professional network and personal brand. It is not to sell at the event.

There are things that you can do to help yourself get ready and maximize your investment in time.

Success begins with a plan.

An Elevator Pitch is a short, well-crafted business pitch telling someone who you are and why they should have a follow-up meeting with you, at which time you can present yourself and your business. The name represents the amount of time you’d have with a decision maker if you were in an elevator together going from the bottom of the building to the top. An Elevator Pitch should be universal and could be used during a networking event, cocktail party, while shopping or even at sporting events. You must have a long version as well as a short version. Practice will allow you to deliver the pitch in a conversational manner so that it does not sound “sales-y” or canned. A properly worked, rehearsed and delivered Elevator Pitch is the key to that next meeting and your success.

What are the basic components?

Your Name

Your Company’s Name

Your Defining Statement (think of this as your personal tagline)

Why Should I Schedule a Follow-up Meeting with You?

HINTS:  Make it personal; tell me how you can help me and why would I want to follow-up with you.

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Before you attend the business-networking event, there is some prep work that must be done.  Like a sales call, do not just show up without any planning. Have a goal to meet new people to increase your professional network and personal brand -- not to sell. There are things that you can do to help yourself get ready and maximize your investment in time. Use this checklist to prepare before you attend the next networking event.

• Set a goal of how many people you want to add to your professional network.

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• Before you go anywhere you must have an elevator pitch. An elevator pitch sums up what you do, how you do it, and most importantly why you do what you do—all in 90 seconds or less. What to leave out of your elevator pitch: industry jargon, or anything that I can read for myself off your website. Your goal is to share information that will interest someone enough to make them want to learn more about you and your company. After you have written it, practice it over and over until it sounds like a casual conversation. A good elevator pitch is needed for all occasions.

• Know what kind of event you are attending. The type of event dictates many of your decisions that are part of your checklist, such as attire and marketing material. These events can range from a Chamber of Commerce Ribbon Cutting to an Executive Formal Dinner. All of them have different needs. Below, I address most of the items that you should be prepared for.

• Dress just about how you think everyone else will be dressed. You want to stand out, without being too obvious. Your dress is your personal brand and needs to represent what you want people to think about you and your company.  Make sure that whatever you wear is properly tailored. If you attend a business event and your appearance is shabby, it is a reflection on the type of work you and your company will perform for your customers.

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• Shine your shoes. Often people judge your service of customers by how you take care of the details like shining shoes. It is like being well put together in your attire, but even more so. The shoes are a big part of the way people measure you; do not ignore them.

• Wear a name tag and place it "high and right." A name tag is great for many—if not most—networking events. You can always take it off after arriving if you discover that you do not need to wear one. Your name tag is not a boutonniere, and you are not attending a prom. The name tag should be worn on the right-side lapel of your suit coat or an equivalent area. The reason for this location is so that people can see your name at the same time they shake your hand.

• Check the mirror to make sure everything is in place—zipped, buttoned, and your gig line straight. Your gig line is the line that is formed by your zipper, belt buckle, and your shirt buttons. These three need to line up to keep that proper appearance. Just another focus on detail that reflects on your quality of service.

• Bring business cards and keep extra in the car. Attending a networking event without business cards is like showing up at a church fellowship meal without a dish. Here are a few recommendations on the use of business cards:

• Network for one company per event. Otherwise, it diminishes your brand.
• Don’t just hand out cards to everyone. Unless you are handing out coupons, have a real conversation with someone and use the business card as a tool to keep the conversation going during another meeting.
• Have one pocket for your business cards to hand out and another pocket to put business cards that you receive.
• Never hand out damaged business cards or cards that you must write on to update information.
• Always read the business card you are handed. Never just put it in your pocket. First, it shows respect. Second, it helps you remember who the person is and why you have their card.
• Ask permission before writing on someone’s card. Their card is a representation of them and you would not just write on their forehead, so ask permission before you write on their card as a sign of respect.

• Unless it is a sit-down meal event, eat before attending. You are there to work, not eat. Your goal is to meet new people and expand your professional network. If you have a plate in one hand and a drink in the other, how will you shake hands? There are always exceptions to any rule, but if you do eat, avoid foods that may be difficult to eat or get in-between your teeth. Avoid anything that may splatter or spill easily.

• If you do drink, try water. It is less likely to spill, it does not stain if there is an accident, and it does not help you act stupid if you have more than one. No one has ever gotten a ticket for DUI for driving under the influence of water. If you do choose to drink adult beverages, limit yourself to one, and make it last the whole event. You are there to work; this is not a happy hour.

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• Make sure that your car is clean; people do look at those things. There is never a need to turn people off by having bumper stickers on your car that are out of place or offensive.

• Bring cash in case you must use valet parking or metered parking, there is a cost for the event, or there is a fund-raising effort happening at the event.

• Arrive a little early and scout out the area. This way you have an idea of the flow of traffic. The best practice is to work the area between the door and the food/drinks. Remember your goal is to meet new people and expand your professional network. Your goal is not to run around the room without a plan. Find out where the food and beverages are being served, and station yourself between there and the door. Almost everyone is going to walk past you to the food and beverages, so take the opportunity to speak with them.

• Don't always speak with the same people. You should greet your partners, but you know them. Go meet new people.

• Set a goal for the number of new people that you need to meet and stay until you hit your goal. Remember that you are looking to meet people, not pass out business cards like they are coupons. When you meet someone new, try to hold a relevant conversation with them.

• Ask people questions and allow them to tell you about themselves. People love to talk. Ask follow-up questions to let them know that you are interested in learning more about them. Ask for the card and let them know that you’ll be reaching out to continue the conversation one-on-one.

• Introduce people to the conversation. It builds excitement and helps others that may be a little shy. By helping others in this environment, you earn the reputation of the go-to-person that can get things done.

• Don't be afraid of cameras; they are free marketing for your brand. Always pose for the picture, but make sure that your hands are free. There is no need to pose with drinks in your hand as if you are still in college.

• Invite people to join you at events. This helps build deeper professional relationships, plus it is easier to work a networking event as a team.

• You are there to network, not sell.

• While you are speaking with someone, do not look around the room. It appears like you are trying to upgrade.

• If you need to move on, just place your hand on the person's elbow, say “excuse me” and move on.

• If the event is one in which you must stand up and give your elevator pitch, follow these tips:
  • Sit on the side or front of the group. You don't want to have to spin like a top as you give your pitch.
  • Avoid sitting in front of windows. They will backlight you and detract from your pitch.
  • Stand when you give your elevator pitch. It shows that you have respect for the others and makes sure that everyone is paying attention during your elevator pitch.
  • Remember that this is your minute-and-a-half commercial. Don’t short-change yourself.
    

• Review all the cards that you collected during the event the same day or early the next morning. Do this while you still remember the conversations and why you connected with each person.

• Scan all cards into your database. Each and every one is important for different reasons.

• Follow up with an email to contacts that are good prospects or partners within 24 hours of the event. If you have not made contact within 24 hours, the opportunity begins to get cold and you’ve lost momentum.

• Follow up with the people that you invited to the event and see who they met. That is one of the reasons that you invited them.

• See if you can find a list of the attendees and enter them into your database. Research the list to determine if anyone is a prospect. If they are, see if they are a “second-connection” in LinkedIn and ask for an introduction from your mutual connection.

• Follow up with the host/organizer of the event or the person that invited you with a Thank You. Also, keep them in the loop of any success you may have had during the event.

• Connect on LinkedIn with anyone with whom you have a follow-up meeting. Start building a professional relationship with them.

• Ask your new connections who invited them to the event and connect with that person

This cannot be a comprehensive list and as you develop your own “go-to” item, please share.

Before you become a Connector,it is important to understand the evolution of a Connector.

Most people believe that business networking is showing up at some event with a stack of business cards. These are the folks sitting at a table passing their cards around without ever knowing your name.

They make zero connection with you or your needs. It’s all about getting their name out to as many people they can.

I label this person a schmoozer.

If you want a visual of this activity, watch the YouTube video, Kids in the Hall – “Businessmen Networking.” Unfortunately, this is a very common misunderstanding of the sales profession.

Don’t become a schmoozer.

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Research, Plan, and Execute

A professional that understands the purpose of networking will do three things. Before every event, they will research the venue, attendees, and purpose of the event. A professional will have a plan and then execute that plan: when to arrive, who to speak to, where to stand, what to wear, etc. Next, they will execute, execute, and execute.

How does a Networker evolve into a Connector?

You must be a Networker in order to become Connector. While Networking is having a plan and following the plan of action; a Connector follows a set of rules:

• Listen more than you speak
• Help others succeed
• To have influence, you must be present
• Laughing is better than crying.

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