Enterprise Nation

Business networking is a fantastic way of growing your business; it raises awareness of what you offer, you get to share ideas and advice with other people and you gain valuable information and new referrals. Lauretta Wright shows us how it’s done.

Speed Networking explained

Speed Networking allows you to meet as many people as possible in the shortest time and with minimum fuss. Events are structured and with only a few minutes with each contact you’ll be talking business only, meaning you waste no time in getting to the point.

There are a number of misconceptions around networking in general, the biggest being that people treat a networking event as an opportunity to sell, sell, sell. They couldn’t be more wrong. Of course you’ll want to promote your activities and tell people how great you are, but there are ways of going about this that will not only see a valuable return on investment but will catapult you to business success.

Getting Prepared

It is vital for you to prepare to speed network. Lack of preparation leads to poor presentation and the inability to act swiftly – attributes that are very important when networking at speed!

In the days prior to an event…

• Start thinking about what you want to tell people in a short and succinct way (often described as an ‘elevator pitch’). You should be able to tell them what you offer and why you are unique – all in about 30 seconds or less.
• Give some thought to the people you know. It is estimated that the average person knows approximately 250 contacts. At speed networking you’ll be meeting lots of people looking for an introduction to many different businesses – and you’ll want to be able to help. People will warm to you if you are intent on helping them. More importantly, you’ll be remembered and people buy from people they know, like and trust.
• Ensure that you have plenty of business cards ready for the event plus any promotional literature or flyers.

Getting Started…

There’s no reason to be shy or nervous – even if you are arriving alone because no-one attending a networking event will want to keep their head down and their mouth shut.  So relax, smile, be yourself and get ready to meet your first contact.

Asking the right questions

In speed networking you’ll have a series of one-to-one mini meetings which typically last between 3-4 minutes. When you meet someone for the first time make sure you ask interesting questions that will leave a lasting impression such as “Who is your best client?” “What are your future goals for your business?” and possibly the most important question of all “What type of people are you looking to meet?” Nothing builds trust and credibility with someone than referring business to them whenever possible.

Learning to listen

When you’ve asked your questions - listen. The key to successful networking is to listen, or better described by H Jackson Brown Jr: “Learn to listen; opportunity sometimes knocks very softly.” Good listening involves not just hearing what is being said, but understanding it and then translating this information into how you can relate to it. It’s about spotting an opportunity for you to help someone (either via your contacts or what you know) and to look for ways in which you can work together. You’ll be giving people something very positive to associate with you and your conversation, making them feel special and important, which is a great start to building that all-important rapport.

It’s all in the delivery

Now it’s your turn to deliver your “elevator pitch” and you’ll want to be telling people what you offer, why you are unique, who you are looking to meet and what your plans/goals are for the future. So rather “Hi, I’m Sue - I’m a clothes alterations specialist” try…“Hi, I’m Sue and I offer a clothes alterations service which ranges from taking up a pair of jeans through to bridal and special occasion wear. I set myself apart from other local businesses as I guarantee next-day delivery. I’d like to expand into offering a personal shopper experience, so I’m keen to meet fashion retail owners as well as beauty therapists to look at teaming up with them. Incidentally, I like your tie!” Explain any guarantees. Also let people know who you want to be referred to specifically i.e. don’t tell people you’re looking to meet “anyone” as you’ll usually get referred to nobody – it’s not specific enough.

Developing Contacts

Any successful networker will tell you that the golden rule in any business networking is ‘following up’. The great thing about speed networking is that you will have personally met and spoken with all the attendees, which makes it much easier to contact them following the event. Before you do this though it helps if you jot down your ideas on what you’d like to speak to the contact about and what result you want from the conversation (i.e. to arrange a face to face meeting to discuss ideas of helping each other, to ask for advice or information, to ask for a referral to someone they mentioned when you met or to pass on information that can help them) Don’t wait for people to contact you – Feel the fear and do it anyway! Remember that networking is a marketing tool and not just an event you turn up at. Sending people an email is fine, but a phone call is much friendlier and will ensure you are better remembered. The magic of speed networking happens in the weeks and months following the event – and if you avoid following up with people, you’ll only have wasted your time.

Lauretta Wright is Founder of www.cuttothechasenetworking.com