I had noticed this phenomenon in the past, but only recently has
it become crystal clear to me: Entrepreneurs, even the most
seasoned, have a difficult time selling themselves and their
successes at networking events.
The trick to successful networking is to become the turtle, not
the hare. Instead of racing for one-time quick sales, slow down.
Take your time to get to know people, their businesses and their
needs. Your long-term success comes from building sincere alliances
with other entrepreneurs who will support your goals.
Stop trying to persuade other people. Instead, show them the
value your business offers. Energize your approach to networking by
addressing their real needs and concerns:
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1. Put heart behind your name tag. Create a memorable,
wearable greeting that reveals the uniqueness of your business.
Instead of "I am a landscaper," use "I create
outdoor spaces that connect people to nature." Use words and
graphic images to help people remember the benefit you provide. You
get more attention when the message is more about others than
yourself.
2. Attend events outside your industry. Stand out from
the competition by connecting with owners of businesses that
provide complementary services to your customers. If you are a
small-business accountant, attend conferences for lawyers and
consultants who serve entrepreneurs. You can provide value to them
as well as their clients.
3. Be interested in the people around you. Begin
conversations by listening to what the other person needs, then
communicate the benefit you provide. As you share answers to
questions, you create a path to understanding how you can work
together or refer business to each other.
4. Bring the best of yourself to each event. Success
attracts success. Show genuine enthusiasm every time you attend a
networking event. Even if you're having a bad day, speak
positively about your goals and accomplishments.
5. Give away valuable information. Cooperation leads to
even greater success. People go to networking events in the hope of
gaining useful information. After listening to an
entrepreneur's explanation of his or her business, simply share
an idea that might work for him or her, or suggest a potential
customer. Do not expect anything in return-help others achieve
success, and they will be inspired to help you.
To overcome any shyness, volunteer as a greeter at networking
events. With a specific mission, your fear of personal
communication subsides. During the event, you can easily start
conversations and network with people you met earlier.
Editor's note: Looking for our "Countdown to
Startup" series? We've compiled it into one easy-to-use
feature. Click here
to read it.
Speaker and consultant Romanus Wolter, aka "The Kick Start
Guy," is author of Kick Start Your Dream Business.