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(How to Work a Room) by Robert C. Brenner, MSEE, MSSM ©1997-2005 Brenner Information Group Selecting the Group The first step is to carefully select the group that you will network with. We join professional organizations to meet and talk with others about issues that are specific to our field or to learn useful techniques others have found in their own business. We also join to find job opportunities, to measure our success and to enjoy the prestige that an organization may have among other professionals. Choose a group that is relevant to your business.
Networking groups have been around for years, although only select people
knew how to fully exploit this resource. We've had Rotary, Lions,
Soroptimist, and other organizations since I can remember. These groups are
dedicated to service to the local community. We also have groups specifically
organized for networking business--groups such as Le Tip and Women's Business
Network. These groups were formed with a specific goal in mind -- gaining
more business. They don't exist to provide service to the community. They
exist for their members to network with each other. Even the Chamber of
Commerce puts on social meetings so members can network. So let's prepare for
and attend a networking event.
Preparing for the Encounter Read books and on-line articles on group dynamics and networking. Then practice to become skillful at interacting with people. Learn how meetings work and how you can best participate. The goal is to make you and your business visible and to get jobs. The objective is to collect the business cards of at least three hot prospects by the end of the event. You'll work to collect as many cards as you can, but you want some promising business opportunities for your time and effort. And you want to make you and your business visible. You want people to remember you, so the next time they see you, they walk up and greet you warmly. Try to develop business relationships in which each participant can win. By helping them, you help yourself.
When the event is over, your prospects will have one important
representation of you -- your business card, so design one that is colorful
and professional. If you walk into a group meeting with both hands full of
brochures and cards, you'll look like a amateur. Keep the brochures at your
office. You'll use these later when you follow up. But bring about two-dozen
business cards with you. And have some more out in your car. Usually one will
be used as you sign in. Many groups have a raffle or drawing during the event
and people participate by dropping their business card into a jar at the
registration table. Keep your business cards in one pocket. Use another
pocket to hold the cards of others whom you meet. It's awkward to hand
someone what you think is your card, only to notice that it's someone else's.
Before you arrive, practice how you'll describe your business. Once the
networking event begins, you want to spend as much time getting contacts. So
be ready to describe what you do in a few important words. Know the kinds of
problems that your business can solve for others. Each moment is precious,
and you don't want to waste time rambling. So focus on benefits.
Dress for the event. If you're in doubt, err on the formal side. If the
dress code is unclear, dress up. This lets you project position, power and
wealth. It will also give you more confidence. Many people wear something
unusual such as a bright pin, scarf or tie--something that will help people
remember them.
Ready, Set, Network When you arrive, you'll typically have to sign in at a registration desk. Be friendly and act enthusiastic. You'll likely be asked to print your name on a tag that you'll pin or stick to your shirt, jacket or blouse. The best place to put this is on your right chest. As Americans, we shake hands with our right hand. It's easier to look up slightly following the hand shake and read that person's name tag as you look into their eyes. And make it easy for others to learn your name. Print it large and carefully.
Don't pick up anything at the registration desk (unless you need a program
schedule). The idea is to keep your hands free so you can shake hands and
still hold a drink or snack. You'll be able to pick up brochures and
announcements when you leave.
If you're shy, get there early. There's little pressure before most of the
people arrive so you can practice your networking with relatively few people.
Look for wallflowers who are also uncomfortable in groups. Actually,
statistics show that 95 percent of us are uncomfortable in a room with
strangers. We must learn how to be gregarious. Seek out and be friendly with
people standing on the periphery. They're probably scared to death or it's
their first time there. And they could be your best contact of the day.
A good technique is to attend a networking event with a friend who is in a
noncompeting business. This provides someone to talk with as you get started. And
you can cross-promote each other. As you act enthusiastic and friendly during
the event, you'll become enthusiastic and more confident. Practice
introducing each other before you arrive.
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©Copyright 2001-2005, Brenner Information Group, All rights reserved.
revised on January 14, 2005
