Strategic Networking

When the business cards on my desk begin to pile up, I know it’s time to do something with them, and to be more careful as I collect them. I have always treated these cards as business leads, but it’s scary that at times they seem to multiply right before your eyes.

It’s all about networking, and that is a real art form.

I want to share with you my experiences as a “conference voyeur.” For years I’ve watched sales representatives at meetings and conferences. Some do the networking scene well, while others aren’t sure how to play the room.

Here is a simple suggestion on how to make the most of every business interaction: When you first receive those business cards, make a note on them about who the person is. Add something that will help you remember the person and why you wanted the card. Sometimes I even write reminders on the back of the card about what the person was wearing or what we talked about.

These cards can become the lifeblood of your business and could be the most valuable result of your attendance at any meeting.

Once the card situation is handled, there’s much more about networking to discuss. Many of the pointers I am going to share include a few tricks for meeting new referral sources.

Consider my top 10 networking strategies:

1. Don’t hesitate to go to a meeting by yourself Often when you attend a meeting with a colleague, you find yourself attached to them at the hip. Spend time looking for others to talk to — and remember, you are in sales. Many people are in the same situation as you. They left work to drive by themselves to the meeting, not sure whether they would know anyone there. Professionals are usually very friendly, willing to make new friends and understand what it is like to be alone at a meeting.
2. Look for dinner partners you may not know People are looking for others to join them for dinner. Unfortunately, some may be shy about asking you to join them, so you might have to take the first step. Ask others what plans they have for dinner. Do they have room for one more? The more people in the group, the more the interaction, the greater the opportunities to learn from each other.
3. At lunch, sit at a table where you do not know anyone Often I see people pick up their food from a buffet table and then search the dining area for someone they know. Salespeople should not be sitting with other salespeople. Lunch should be a time for networking. Take your seat at a table full of people you do not know. Make sure your badge is in place and your glasses are on so you can see the name tags of those sitting around you. Introduce yourself to those on both sides of you.
4. Take time to attend educational sessions, and avoid sitting by yourself Take time from your schedule to attend educational programs. Listen to what others are learning about, but make sure you are not sitting by yourself. It may even be valuable to get to know the speaker. Introduce yourself following the program. If you attend these sessions, you will have more to talk about when you’re mingling with other meeting attendees and guests.
5. Invite people standing by themselves to join you in conversation Standing alone in a room can often be uncomfortable. You may understand the feeling if this has happened to you. Take some risks and start up a conversation. Put your hand out and introduce yourself.
6. Make every meal count by scheduling breakfast and lunch meetings The best time for networking is during meals. There is a more relaxed atmosphere, and people are usually not as busy trying to “sell” themselves. Plan an early morning breakfast, a lunch or even a short coffee break with a new friend or colleague. Plan the time and a convenient location. Some of these meetings could be scheduled even before you arrive at the conference.
7. Work the room at the conference social event This is a strategy that takes some special concentration. Too often I see sales reps standing in one place for the entire event. I see them talking to the same people for the whole time, following them around (especially if they came with the boss) and never taking time to walk around by themselves. Sometimes walking around the room alone allows you to notice a person you didn’t know was there who could possibly be someone you wanted to contact.
8. Show interest in what other people are doing You cannot network successfully if you do all the talking. I know you have the most interesting job in the whole world, or you are experiencing the worst case of stress from your job, but take time to listen to others who may have some interesting stories to share as well.
9. Do some pre-meeting planning for next time Networking can be done most successfully if you do some planning. Look at the program schedule and see when the social events take place. Determine whether there is a networking breakfast, the hours the exhibit hall is open and when and where people be gathering. Mark these events on your meeting calendar, and treat them as importantly as any educational session.
10. Move some cards aside When those cards on your desk begin to pile up, do something with them. Here’s the card from the social worker who told me she had no interest in our services. Well, she may not have been interested in my services but she sure was interested in my candy. I will move her card to another pile and hope that one day she will talk to me.

Some business cards simply need to be set aside for another day, or another sales representative.

Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. He can be reached at www.DynamicSeminars.com or by phone at 954/435-8182.