101: Business Networking
“Bring lots of business cards.” “Get ready for ‘round-the-room introductions.” These are phrases we hear over and over again regarding professional networking events. But what is this networking stuff all about, anyway?
It does not mean launching into a full-fledged sales pitch with everyone you meet, the experts say. Here are three tips to expand your list of contacts and establish your company’s brand or services without appearing desperate, or worse, annoying:
Who’s out there? Strategic communications consultant Kelly Ferrara says knowing your audience is a good first step in networking. In a BusinessNetworkingAdvice.com article, she suggests asking yourself who you are trying to influence. “Know what you want them to know. What are the three to five key messages that you wish they could recite if asked about your company?”
Don’t do a disappearing act. It’s important to keep in touch with business contacts once you’ve made them. This does not mean weekly email sales pitches, however. Forward articles related to their industry. “Send your contacts referrals ... congratulate them for business achievements,” recommends an article at PlanetOfSuccess.com.
Follow through on referrals. The more quickly and efficiently, the better, says Stephanie Speisman at BusinessKnowHow.com. “When people give you referrals, your actions are a reflection on them,” she points out. The deal is not done until you ensure your customer service matches the hype you are working to create.
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