Today’s business is all about relationships. Social Media is here to stay; you have to be seen on Facebook, you must tweet and retweet on Twitter, and your LinkedIn profile has to be top-notch, however the more we connect in the virtual world to more we have to remember our roots on Terra Firma. Routinely overlooked, the original social networking – face-to-face, is a crucial hi-touch strategy to build critical local business relationships that are crucial to your success.
In my observation of business owners, executives and sales people at numerous networking events over the years, I have recognized consistent networking mistakes that can kill your chances of acquiring any new business contacts. Avoid these seven deadly mistakes and you should quickly build your referral business in any economic conditions.
Mistake #1 – No plan, no goals… no results
Without a networking plan, you waste valuable resources; time, energy and money. You should know, before you enter an event, what you want to accomplish. Practice three questions that align with your services (the answers will reveal if there is a pain or problem). Set time limits on what you discuss. Picture positive results in your mind before you even enter the room.
Mistake #2 – Bad (or worse, no) elevator pitch
The first seven words that you speak when meeting a potential client, a.k.a. a prospect, may be the only chance you have with that person. An elevator pitch or 30-second commercial is meant to cause the prospect to say “tell me more”. Many networking novices try to cram as much company information as possible into their pitch. Keep it simple and you’ll strike more interest.
Mistake #3 – TMI or Too busy telling
As an old mentor said “If you’re too busy telling, you ain’t selling.” The primary goal of the networking event is to make a connection, not make a sale. Ask powerful questions to find out if there is a pain or need. If you make a friend you can present your solution later.
Mistake #4 – Talking to “Knowns”
Networking events present an opportunity to cold-call in a slightly warmer environment. Since many sales people hate cold calling, they end up talking to “known” friends instead of seeking “unknown” prospects. Make it a point to limit polite conversation with current referral partners to less than a minute.
Mistake #5 – Poor etiquette
Understanding how or when to join a group of individuals talking with each other is very important. Probably the biggest networking faux pas is barging in on a conversation. An introduction from a well respected business person is always the surest way. Always shake hands firmly, look directly into the eyes when speaking, and practice your table manners. If you are polite, respectful, up-beat, and ask appropriate questions you’ll be one of the most remembered persons at the event.
Mistake #6 – Not being present
Be interested instead of trying to be interesting. Many times networking attendees believe the goal is to hand out as many business cards as possible. In their haste to meet that next prospect, they are not present with the current prospect. Instead try to collect as many business cards with answers to your three core questions as possible. Practice asking your three questions and practice listening. The timing of your next question will always come from listing to the answer to the first (and it will make you look like a Pro).
Mistake #7 – Lack of (correct) follow-up
Attending networking event after event without correctly following up with your new contacts is literally worthless. And follow up, just like networking, is not a one-time event. The point of following up is to stand out in the prospect’s memory forever. Again, it’s not a moment of selling but of reminding them that you’re interested in them. If you want to stand head and shoulders above your competition don’t resort to the ubiquitous email. Cement your place in your newfound business contact by sending them a sincere handwritten “Nice to meet you” or “Thank you” greeting card telling them how much you appreciate them for taking the time to talk about their business.. Then keep in regular personal touch with them by sending them cards on a consistent basis. Turn the most missed opportunity in networking into a way to differentiate you from your competition.
Practice appreciation. Avoid these seven deadly business networking mistakes like the plague. Enhance your networking activities and reap even greater rewards in the upcoming New Year.
Todd Pillars is a Work from Home (new) Dad living in N.W. Ohio. After spending 16 years as a consultant to the I.T. Industry he now helps businesses owners and sales professionals get more prospects by implementing an “Appreciation and Referral Strategy”.
Bonus Mistake #8 Don’t wait to start your Appreciation Strategy. Start today and increase your referrals tomorrow.
Discover this simple business building system by watching “The Referral Movie”
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