Networking at a Move Ahead 1 event is a fantastic way of getting your name, product or service out in front of potential customers. In fact, we’re delighted at the number of relationships that have been forged at our events that have led to more sales and sustained growth for our loyal attendees and sponsors. In this article, we’ll take a look at a few things you can do to take advantage of the great opportunities MA1 events present.
While there are a number of ways to “work a room,” that offer varying degrees of success, for those that want to make networking events more fruitful and less threatening, there are some good, fundamental strategies to keep in mind the next time you find yourself in the position of having to sell yourself in a matter of moments. By applying these techniques, you’ll give yourself the best chance of establishing sustained relationships that lead to more sales!
Do a “Recon” on the room
Identify groups of two or three people that are engaged in “closed” and “open” conversations. In the former, the people will be facing each other, likely indicating a closed conversation. Your interruption would not be welcome and would only go to identify you as an inconsiderate person. In the latter, people will stand at an angle to each other and therefore give out a “silent signal” (that sure seems to be the topic of the month, doesn’t it?) that others are welcome to join the conversation.
Your opening or greeting
Walk up to an “open” conversation and spend about 10 seconds introducing yourself. If the group obviously welcomes you into the conversation, ask a few questions about them (The five “W’s” are a good place to start… “Who,” “What,” “When,” “Where,” and “Why.”). Ask about their businesses and who their target market is. Be prepared to do more listening than talking!
It’s all in the cards
Exchange business cards only with a prospect you really want. MA1 team member and Business Coach, Chris Ruisi, says in his Exhibitor Training Sessions that customers (or in this case, potential customers) can be classified as: Type A (awesome), Type B (basic), Type C (cannot deal with), and Type D (dead!). While types A and B, respectively, predominantly frequent MA1 events, if you do happen to identify a type C or D, don’t waste your time and efforts—or a perfectly good business card! For those that you do exchange cards with, follow up with a phone call or an e-mail. The real networking begins on the second meeting!
Have a pen pal
Make sure you have a pen to jot down notes on the back of someone’s business card. There’s nothing worse than getting home or back to the office, taking out a stack of business cards you accumulated, and realizing you haven’t a clue regarding the key points you talked about in your conversations with each person. Write down important points as soon as you break away from the person so that you can easily recall them in your next conversation with them. Also, bring a dark marker to the event to write a special or personalized message on your name tag. For example, if you’re a mortgage broker, you might write, “Refinance Specialist” or “Jumbo Loan Specialist.” Financial planners might put a dollar sign under their name. Entice people to ask you more about what you do!
Be a clock watcher
Be conscious of the amount of time you spend with any one person at a networking event. Spending inordinate amounts of time with someone not only reduces the number of people you’ll have time to “schmooze” with, but also reduces that person’s ability to make additional contacts. If you find the conversation is getting a little too detailed or drawn out, or if your contact is sending out “silent signals” that he or she would like to break it off (eyes scanning the room, feet shuffling back and forth…), be gracious enough to request a meeting so you can pick up the conversation at a later date. Your contact will appreciate it and you’ll both have more time to meet more people!
Some other things to keep in mind while you’re working the room are that most experienced networkers are looking to establish relationships rather than make a sale right there and then. Consequently, take off your “sales hat” and put on your “networking hat.” Building a relationship first sells yourself to the prospect (a must for long-term success) and can open countless doors down the line.
Another thing to avoid is immediately shoving your business card in someone’s face upon meeting that person. Instead, engage him or her in good, earnest conversation, and only then request his or her card after you’ve determined that they are a good prospect to do business with (i.e. Type “A” or Type “B”). In all likelihood, they will request yours as well. Also, while talking to your prospect, be confident in yourself and your product or service, but also be humble. Don’t come off as a “know-it-all.” If there’s one thing that everyone knows, it’s that no one knows it all!
The last thing to be prepared for is close-quarter conversations. If those pepperoni and cheese slices were just too tempting at the refreshment table, you’ll probably want to have some mints or breath spray in your pocket for when you get back in the trenches! Even the most “open” conversation will quickly “close” if you’re knocking people over with your breath rather than your product knowledge.
Apply these principles and you’ll give yourself the best chance of success at our next networking event. Good luck, and we’ll see you there! | 
