Networking to Grow Business – Part 3 of 3

We’ve previously written about the differences between online and offline networking groups, and the differences within each of those groups. The focus below is to talk about how to make the most at the offline networking groups on the very first day.

Too often, new attendees to local marketing groups achieve the opposite effect than what they wanted simply because they did not properly prepare.  A few foresights and a little mental preparation can make a world of difference.  No matter how different the groups are, there are a few universal tips that apply to all networking groups.

Tips for Attending Local Networking Events

1. Before you even think of attending, have your elevator pitch nailed down and perfect (15, 30, 45 and 60 second). The term “elevator pitch” was coined for those entrepreneurs looking for an opportunity to catch a venture capitalist in an elevator.  Depending on the height of the building, they needed to have their elevator pitch such that they could sell their idea quickly.
2. Don’t forget your business cards.  EVERY local marketing group will ask you for at least one business card.  Some will make copies of all business cards and pass it out to the general audience of attendees.  When people hear your elevator pitch, they will often refer to this list of business cards to find out more about you, write down your number, etc.  You should have enough business cards to give to everyone in the room.
3. Show up early.  A lot of networking occurs prior to the event start time.
   1. Work the room.  People do business with (and refer business to) those who make them feel comfortable.  You don’t have to be a salesman, just genuine.
   2. No matter if you’re normally an introvert, during this time you must force yourself to be eager to “grip and grin.”  It may feel awkward for some, but you really have to force yourself to stand next to two people already in a conversation, waiting for the appropriate time to cut in and introduce yourself.  (Promotional items make this a little easier – see #5 below.)
4. Have a “giveaway” or door prize available (value $10-$20).  Chambers have networking groups that are especially interested in keeping the atmosphere fun and involved for the participants (who often pay $5-$15 to attend).  If you offer a door prize, you receive twice the recognition because you or your business will be announced as they give it away.  At the very least, they will announce your company name.  Some even give you an opportunity to address the crowd a second time.
5. Bring promotional items (value $.50 – $1.50 each for all attendees).  Most Local Networking groups gratefully accept promotional items because it adds to the general goodwill feel of the environment.  Some will even provide a table for these promo items.  Don’t make the mistake of thinking you can utilize this table to place your brochures or pamphlets on it.  People are interested in taking useful items.
   1. Any item you give away should include three basic items – company name, tag line, phone number
   2. Small boxes of mints, magnets, bottles of water, etc. have a shorter shelf life, but are more likely to be used, so maximize the opportunity
   3. Pens are most common and may have the longest shelf life
   1. 1. Bring a container filled with pebbles so that they will stand out and be more easily grabbed by attendees
      2. Place them in front of each chair at the event
6. In your elevator pitch, consider referring to these items (e.g. “become a magnet for your potential customers” or (holding bottle of water) “replenish, revitalize, and re-energize your business”
   1. Holding the items in your hand at the time of your elevator pitch is a great way for people to remember who you are later.
   2. Bring a visual aid for your elevator pitch (e.g. a sign, an product example, your company name written on a large promo item, etc.)
7. Psychological studies have demonstrated that there is a statistically significant difference in recall from subjects who hear a name, vs. those who hear AND see a name.  Figure out how to show your company name at the same time your speaking.
8. Recruiting the person (whom you previously didn’t know) sitting next to you to stand up and hold a sign with your name on it is a great way to enable people to remember who you are.

Above all, remember that you’re in it for the long haul.  Just as bloggers must realize that they need to provide daily attention to their blogs, so must local networkers understand the need to attend as frequently as the networking events are offered.  Attending a weekly event once a month is a lot like a weight lifter who works out once a month – he’s just going to make himself sore.  Remember, you’re not attending the events just to sell your products or services to the other attendees (although that occurs occasionally); rather you’re there to influence them – to make them feel comfortable enough to pass on your information to their customer bases and circles of influence.  And once you start attending you’ll find that the relationships, and even friendships, you’ve established will make you think of these people first when your customers have a need for someone in their fields.