Weave Profitable Relationships With Effective Networking
Ever walk out of a networking event feeling that nothing came out of it for you?
That you didn’t meet anyone who could help your business?
That could be the problem: your attitude about what constitutes a successful event.
Effective networking is NOT about leaving a room with a handful of business cards from people who can help you. It’s about finding those connections you can craft on behalf of others you know or meet at the many business events hosted week after week. Effective networking is the face-to-face embodiment of your company’s marketing effort and your opportunity to convey the benefit others will enjoy if they choose to do business with you. It’s your opportunity to expand your network of resources on behalf of others you know and add value to those you’re meeting for the first time. As in all of marketing, successful networking is always about the ability to convey value and benefit to the other party. (And don’t you forget it: marketing, including networking, is always about the other person). It may sound strange yet by offering to assist others with our connections and expertise, we often end up assisting ourselves with the credibility and value conferred upon us by our benefits-driven attitude.
One of the first ways we can generate interest in the services we offer is with a well crafted elevator speech – that 30-second commercial that would so impress Bill Gates if he got on the elevator he’d say: ‘call my office for an appointment to talk tomorrow’! With just 30 seconds to get it right, it takes practice, simplicity and jargon-free speech to convey the punch that will cause the other party to say: ‘tell me more’!
And yet, even with a right-on the-money elevator pitch, you may miss the mark with the stranger standing in front of you. How do you avoid this? Always ask them to tell you about their business first! By hearing what the other party does in business, the challenges and opportunities confronting them right now, you’re in a far better position to ensure that what you say will have meaning for them; of course – this only works if you’re truly in a position to offer some value to them. That old phrase “Truth in Advertising” works here, as it will throughout your marketing efforts. Now, go stand in front of a mirror and learn how to apply the 3 and 1/2 step formula to your pitch: benefit + target audience + how you get it done + the hook (this is the 1/2 step for a gold star!). Want to learn more? Well, just shift your eyes to the bottom of this article and get in touch for a clear application of this never-fail technique.
Andrea Feinberg, M.B.A., Certified S.B.L. Coach is a small business marketing coach. Andrea helps small business owners make more money by day and sleep better at night. How? By maximizing the untapped potential they have in their business right now. For more information and a copy of her free report “The Number #1 Marketing Tip”, please visit http://www.coachinginsight.com/contact.asp
She welcomes your comments at 631.642.7434 or andrea@coachinginsight.com
