Comfortable Enough To Ask For Business
Networking should be much more than small talk
Special to the Worcester Business Journal
How many times have you been reluctant to go to a business gathering because you never seem to get any business out of attending these gatherings?
Have you ever walked into a business gathering where it looks like everyone else knows each other? All these people appear to be happily chatting away and no one comes up to you. You think, "Why am I here?"
There is a process to this networking thing - a 'VCP' model that's explained later in this article. But first, it's okay to address your feelings. It's natural to be hesitant, to feel like you don't want to go, to be nervous when you get there, and to feel irritated because you don't know how to move away from a long-winded salesperson. You are not alone in your feelings!
Some people think networking is the same as selling; others believe that networking is showing up at business gatherings and chit-chatting about how busy they are, about sports or about the kids. Not! Networking is a learned skill, and while you are learning, you get to meet all kinds of people you hardly know, but want to get to know. Simply put, networking is relationship building.
Think about when you first met your partner. Did you meet, have instant trust and know everything about them? Or did it take time to build that trust and time to understand what they could bring to the relationship? Networking in the business arena follows a similar path.
The reason it looks like everyone else knows each other is because all those people are in a comfort zone. Don't be swayed, they are there for the same reason as you - they want to meet new people and they are there looking to grow their business. Don't be afraid to go outside of your comfort zone. Don't be shy. Go up to that group, introduce yourself and inquire about each person and their business. People love to talk about themselves!
When they are talking, be sure to listen carefully, as you'll want to position your little "commercial" so it fits the listener. I say "little" commercial because if you don't grab their attention within the first 30-60 seconds, you will have lost them. So spend time fine-tuning your commercial and don't be afraid to create several versions so you can address the listener appropriately.
How do you move on to a more meaningful conversation than just "Hi, how are you?" "Good, how are you?" "Busy, busy, how about you?" The goal here is to listen and ask questions to find some kind of an alignment - common denominator - with that person. An alignment with another provides the start to a deeper relationship and helps to make you more memorable in that person's mind at the same time.
The process to networking and building those relationships moves along following the 'VCP' path. First you are Visible. Then, you need to show that you are Credible and from there you get to Profitable. Credibility shows up in ways that you may not realize and there are a few things that will influence your credibility (in other words, if you will do a good job if hired) such as your appearance, promptness, listening skills, goodwill and doing what you say.
In closing, I want to say that it's hard to build a relationship when you just go to a once-a-month meeting. If you meet someone with whom you connect, follow-up with them after the meeting! Invite them for coffee to learn more about their business and learn how you can both benefit from knowing each other. Networking is a learned skill that takes time and effort, has a process with steps, is about building relationships and it's also one of the ways we market ourselves and our business. So remember this: Marketing sets the stage for sales. It's your job to ask for the business in the end.
Carole Donovan is the owner of Image Boosters in North Grafton, www.ImageBoosters.com.
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