How to Take the Worry Out of Networking

by Tony Shelton, Shelton & Caudle Communication Training & Crisis Counsel, a division of Vollmer Public Relations  Listen to the podcast

The business luncheon or cocktail party can give butterflies to all but the most extreme extroverts.  Still, diving in can lead to possible new business contacts and even new friends.

Networking in such situations works best and is a lot less painful when we keep in mind a simple definition:
Networking is developing and maintaining a network of relationships for mutual benefit.   (The chance to sell may or may not come later.)

So let’s relax and get started!

• DO talk to strangers – Now that you’re grown, even your mom would approve. Go ahead and introduce yourself.  Hint: Start with somebody who’s standing by himself. He’ll probably be grateful for the company.
• Your goal is to generate awareness – The goal is not to pass out – or collect -- the most business cards.  Ask for a business card when you’re winding down the conversation. Then you can offer one of yours. 
• Know when to stop talking about yourself -- No preaching or teaching and no hard sell.  Once you deliver your 20- to 30-second elevator speech about your company, wait to hear some version of those three little words:  “Tell me more.”  
• Small talk is big stuff – Many of the best conversations include what and how questions.  Also, think of five non-controversial topics you could be prepared to ask people about. Then be sure to listen to the responses.  Be genuinely interested in others, too.  
• Deliver value to your network, from the very beginning -- It’s not about you (not at first, at least, and not entirely.) What can you do for the members of your network, including the newest ones?  It can be as simple as introducing somebody you just met to someone else.
• Make sure all your networking, both in person and on social sites, is consistent -- Would you be okay with your new contacts reading what you put on Facebook last week?   
• Always follow up – Try to do it within 48 hours after you meet someone.  Everybody’s memory is short.  If you get a referral, follow up on it within 24 hours.  And don’t forget to send a thank-you to the person who gave you the referral.