Just be yourself

After a talk I gave in Birmingham last week, one of the attendees, Angie Hart of Supreme Systems emailed me. Angie was struggling with her networking:

"I find it hard sometimes trying to make IT memorable so I find myself repeating the same old patter – Angela Hart, Client Services Manager, reliable IT partner, Microsoft Gold Partner, Local, Trustworthy – the usual....

"How can you make IT memorable? Should I forget about the IT and try to make “me” memorable thereby creating the memorable link?"

My response to Angie was to take her own advice and focus on building relationships with people she meets rather than worry about the business. Angie had approached me to chat after my presentation and I remembered her when I received her email. I did so because she has a very engaging personality, is enthusiastic and very likeable, an asset she should be confident in and make more of. 

When people first meet you they are not genuinely interested in your business, they want to meet people they like. As you build the relationships people will want to understand better how they can help you. That is the point to start focusing on your message about your business, because they will be more receptive. You can also tailor your message to their understanding, their network and ability to help.


I've talked before about selling 'through' people when you network, rather than to them. Building relationships because you like each other enables you to do just that.

 

You had me at....'Full Stack Systems Integration'!

Many companies spend a lot of time and effort putting together their 'elevator pitch'. The intention is to have a confident, concise response whenever anyone asks them 'what do you do?'

I have talked elsewhere at some length about why I think Elevator Pitches are wrong. Among the many common mistakes made by businesses putting together their short presentation is not putting themselves in the shoes of the person they are speaking to.

Of course, as soon as you put together a general statement for use whenever such a question is asked you will struggle to engage with individuals. A good response to any question about your business is tailored to the knowledge, expertise and relevance of the person asking. A standard response cannot achieve that.

Planned elevator pitches often come from the perspective of the business giving the pitch, rather than looking from outside. As a result they can contain a lot of jargon and assume knowledge others simply don't have.

Earlier this week one of my clients showed me the results of their Board's marketing brainstorm the evening before. They had decided to work on a single statement about what they do, their elevator pitch. After much discussion they came up with the following:

"What we do?


Full stack systems integration for the UK mid-market delivering rapid business change using advanced technology."

How would you react if you asked someone what they do at a networking event and this was their response? Interestingly, this only represents one part of their business, yet they came up with this summary of their activity as a whole. It is overloaded with jargon, with their own perspective and assumes a high level of understanding.

I have a problem with terms like 'mid-market', 'business-change' and even with 'networking'. They all assume a certain level of understanding. Yet if people aren't involved in your business they may have a different perspective on or understanding of those terms. It's so important to explain your business in simple language, so that a child can understand it, if you want others outside your business or your industry to help you.

International Networking Week 2010 - Let's see the networks start to network with each other

Next week, February 1-5, is International Networking Week. A BNI initiative, the aim of International Networking Week is to 'celebrate the key role that networking plays in the development and success of businesses across the world'. It's a noble initiative and one that deserves to gain some support and a greater profile in the UK.

I went along to the BNI Big Breakfast in London in 2007 to mark that year's International Networking Week. They are holding a similar event this year, with 400 people expected, and it certainly was a good event when I attended.

What is disappointing is that the concept doesn't seem to have taken off in the UK in the way it has elsewhere. There are three UK events listed on the official site, all of which are hosted by BNI.

The profile of networking, and its credibility as an important business strategy, have certainly grown over the years and I have been delighted to see more companies take networking seriously. However, there still seems to be more competitiveness than collaboration between the different networking organisations, a problem we often ran into (with a few notable exceptions) when I was involved in networking groups.

I'd love to see International Networking Week embraced by networking organisations across the UK, as well as by schools and in corporates, in the same way as Global Entrepreneurship Week. Let's see the networks do some networking of their own and use their combined resources and influence to really raise the bar next year.

Why some networking events may not be right for you

I've been to two networking events this week that have got me thinking. I constantly stress the importance of understanding why you are going to networking events if you want to make the most from them. That awareness can direct your planning, your behaviour at the event and your follow up and lead to much stronger results.

What I rarely talk about, however, is the understanding of why other people are there and respecting that. If your reason for attending doesn't match other people's it may well be the wrong event for you.

On Monday I was invited to attend an event at a major investment bank with a view to making some interesting new connections. Predominantly for clients of that bank, the prime purpose for most people attending was to listen to the bank's strategist talk about prospects for the year ahead and look for advice about their investments.

Although there was a 30 minute 'networking' period before the speaker began, many people simply took a seat, others waited for colleagues, while other attendees sought out their contacts from the bank. Approaching individuals wasn't a comfortable experience and in some cases was met with a less than warm front.

Yesterday I spoke at a breakfast meeting for businesses in the East London area. Organised by Bernie Mitchell, a local character well-known for his love of networking and enthusiasm in encouraging others to connect, people came primarily to network. Yes, there were also speakers at this event but it was the connections that were the main driver for many of those attending. Even those who came to hear the speakers were also aware of the networking opportunity, and open to approaches.

I'm not criticising attendees at the event on Monday. The fact is they had a different agenda to people on Thursday. Attending Monday's event with a view to building new contacts could only lead in the main to disappointment, or a lot of very hard work and rejection.

Once you have established your focus for an event, look to see if it is the right match. If your goal from attending a networking event is to meet new people, ask yourself why other people are attending. If their agenda is different to yours and they just want to hear the speaker or catch up with existing contacts, it may be worth adjusting your goals (as I did on Monday) or choosing to attend a different event.

A game of cards?

Who wins the business card game?

In the early days of BRE we would start launch meetings of new groups with an ice breaker. Everyone present would have a few minutes to meet, and exchange business cards with, as many other people as possible. The people who had collected the most cards would be considered to be the winners and we presented them with a nice branded business card holder.

I soon stopped the practice when I realised that it sent out all of the wrong messages. After all, is there anything worse in networking events than people who run around like crazy trying to pass out and collect as many cards as they possibly can, never stopping to engage in conversation or find out something about anyone else in the room?

A reader of this blog was telling me this week about an event she recently attended where the same ice breaker was employed. Unimpressed, she decided to remain in her seat rather than join in with the game. The person who had been sitting next to her handed her his card before leaving to distribute his cards more widely. A couple of minutes later he came up to her and tried to pass his card across again. He had completely forgotten that they had already spoken and exchanged cards!

To me, an exchange of business cards should put the seal on a conversation, as a signal of the intent to build on the initial interaction. The example above shows the flipside, collecting cards without any meaningful interaction has the same benefits as picking names from the phone book.

The winner at networking events is the person pursuing conversations, not cards.

A breakfast meeting too far....

Last week I spent a couple of hours coaching a seasoned networker on his strategy. A member of several networking groups, my client attends up to five breakfast meetings a week, a couple of lunch meetings and also occasionally an evening event.

Despite this effort, he has been employing someone to make sales appointments through cold-calling and was explaining how he needs a sales person because of the time pressures he faces.

My client could point to business from his networking activity, and he knows that it works for him, but for me something was wrong. Surely someone with that amount of networking activity should not be relying on cold calling. Of course, there is nothing wrong with telesales as an alternative lead-generation strategy if it provides a return on investment, but it wasn't.

I asked my client whether he could use his time more effectively. I suggested that on two or three mornings a week instead of attending a networking breakfast, he should arrange to have breakfast with a key contact from his network. Or with a small group of them.

As I mentioned in this article, networking groups do not produce referrals, they feed your network with people who may then do so. An approach that relies on numbers of meetings cannot create a constant stream of new business, there is no depth to it.

The alternative approach is a strategy where you attend meetings to grow your network, but focus at least an equal amount of time on nurturing that network and deepening your relationships.

If you are attending a lot of networking events and not seeing much as a result, pull back and look at the contacts you have made from those events. Are you spending enough time assimilating those new contacts into your network and enabling them to understand how to help you?

It takes more than a handshake to build a network

In his weekly Media Coach Radio Show last week, Alan Stevens interviewed US networking expert Thom Singer.

Thom's key advice resonated with my beliefs that simply shaking hands or exchanging cards at an event does not mean you are building a strong network.

Thom told Alan, "The biggest mistake people make when they're at an event like this and they meet people, is to think, 'Wow! Alan's now part of my network, we're buddies. We're going to refer business.'

"They go back and Link In to you and connect to you on Twitter and they think 'Wow! You're my friend'. The truth is when you meet someone one time, they're not part of your network They're someone you've met one time.

"The trick is you have to own the follow-up; to grow the relationship along to the point where you are actually business friends, or real friends."

How many times have you met people at events and instantly expected business, or referrals, to be exchanged? Or felt that they expect this from you? And how often has that actually happened?

Thom is right, simply meeting at an event and connecting online is not sufficient to establish a strong, long-lasting and productive relationship. It is so important to develop that initial contact into a conversation and use social networks or personal meetings to stay in touch and build understanding, rapport and trust.

Space Invaders

When you are speaking with someone at a networking event, always be aware and respectful of their 'personal space'. Edward T Hall defined 'Personal Space' as "the region surrounding a person that effects them psychologically in terms of it being their domain or territory, or about which they feel uncomfortable if entered by another."*

We all have different levels of personal space that we are comfortable with but you can be fairly sure that putting your face right next to the person you are speaking with could well be breaking that 'comfort zone'!

If someone is standing too close to you, just take a step back as you talk. Hopefully they will pick this up and the conversation will be easier.


*Hall, Edward T. (1966). The Hidden Dimension. Anchor Books. ISBN 0-385-08476-5.

What do you do with business cards you're given?

I have received the following question from 'Connecting is not Enough' reader Theresa Summers:

How do you deal with business cards you’re given? Currently I write on the back the date, location and maybe a couple of buzz words. Then technically I put them in a database, and then file the card. Although am not sure why I file the card really. Anyway, would be very interested to hear what you do, or what other people do.

The most important thing you can do is follow up as soon as possible. It does surprise me how many people will ask for your card and never follow up personally. It may be that they then add your details to a marketing database, but that's not the purpose of networking. Buying a list for such a purpose probably works out less expensive in terms of time and equally ineffective.

You're absolutely right to put some brief notes on the back of the cards you are given at events. Make sure that you ask people's permission to write on their cards at an event, or do so shortly afterwards while the information is still fresh in your mind. Also be aware of cultural differences. If you are exchanging cards with someone from South East Asia for example, writing notes on their card would often be seen as a sign of disrespect. This is a good article if you'd like to know more about business card etiquette.

Whatever you do, make sure you keep a good record of what you said you would do during your discussion. If you made a promise it is important to keep it, otherwise your reputation for reliability will suffer a hammer blow at an early stage.

Once you have followed up and established the relationship, the business card plays a much less important role. I'm often offered three or four cards by people who hope that I'll then hand them out to other people as a referral. First of all, that's not a referral, it's a recommendation (the subject of another blog perhaps). Secondly, I can't carry the cards of everyone I meet around with me! If you want me to recommend or refer you, you need to be foremost in my mind and that comes from developing a relationship.

I scan all of the cards I receive using cardscan software (available here). I then import the contacts into my Outlook and file the cards. It is worth keeping hold of them, if you are a visual person like me you might remember someone by their business card. However many cards I have, I often know exactly where to look and what the card looks like, but can't remember the name!

The card scanner I use allows us to record the notes saved as well, which helps update your CRM system quickly. You do need to keep a close check on each record as you input it though, as it's not foolproof.

Big Networking Mistakes: Cutting someone out of the conversation

It's really quite easy to fall into the trap I suppose. The nervousness of attending your first networking event. The pressure to produce some results from that event. And the excitement of realising that you are speaking to someone who might just buy your services.

I'm sure we've all done the wrong thing at some point or another.

Last night I was at an industry networking event, speaking to a meeting planner I had previously met a month before. We were approached by a man who asked if he could join us and we welcomed him into our conversation, bringing him up to date with what we were talking about.

While we were chatting, our companion looked at our badges and worked out that my colleague was someone who could possible book him for events. Pretty soon, I found myself in the position of a spectator to a conversation I had previously been a part of as he described in detail what he and his colleagues did and how they differed from their competition (neatly putting each competitor down in turn). As he finished he asked for the meeting planner's card and offered his to her.

He then said goodbye, before turning back to me, smiling and bidding farewell.

It was interesting to see what he did, although I am sure he was not aware of it. Seeing pound signs, he shifted his body position to exclude me from the conversation and directed his words, and eye contact, purely at the meeting planner. I could have walked away and he wouldn't have noticed.

He took no time to find out about me, what I do or who I know. He could easily have snubbed his biggest potential customer, or strongest potential Champion. And all because he saw a clear 'target' in front of him.

How did the meeting planner feel? The answer is very uncomfortable. We spoke about it after he walked away. She felt conscious of me being excluded from the conversation and she didn't like the shift from a relaxed conversation to being the subject of a sales pitch.

I relate this not to criticise the person who pitched last night, but to highlight how easy it is to make this mistake. I am sure we're all guilty of it at some time, changing gears when we meet someone who might book us.

We need to be aware of the dangers of doing this; the risk of excluding others from conversation and of making people feel uncomfortable about our approach.

It's an easy trap to fall into and one to stay very conscious of.

The Disappearing Card Trick

In a recent meeting with a client I was told that a number of companies are dispensing with business cards to be 'environmentally friendly'. I'm not sure this is such a good idea.

My views on business cards are fairly well known. I think they are given away too freely at networking events and in a meaningless way by many people. All too often cards are exchanged at the beginning of a conversation, hastily pocketed and then binned because there was no reason for the exchange.

That doesn't mean I would dispense with them completely.

Perhaps it's the case that the companies who have made this decision haven't clearly thought through why they give people business cards. I remember the first job where I was given a business card, it was almost like a right of passage. I had no need for them whatsoever, but it made me feel important.

That's not what cards are for, I'd have no problem with those cards being dropped for environmental reasons.

Similarly, cards are often exchanged at the beginning of a meeting where the participants have been exchanging phone calls and emails for weeks beforehand. They have each others' full contact details and have no need for any further information on a business card.

I'd have no problem with those cards being dropped for environmental reasons.

Cards do have a use though, particularly when networking. They serve as an aide to enable people who have just met to follow up with each other and as a tool to remind us what we promised. They can also be passed to third parties as a form of referral.

Scrapping business cards altogether is simply short sighted and an overreaction. The companies involved should have simply looked at what cards are used for, who needs them and educated their staff how to use them effectively.

That would be good for the environment, and for their business.

Memory Like an Elephant? Tips on Remembering People

I was asked recently to write an article on remembering people's names for the 'Get Networking' newsletter produced by the author of 'Brilliant Networking', Steven D'Souza. I thought I would reproduce the article for you here.

If you'd like to receive a copy of the full newsletter, including articles about using NLP and networking, story telling skills and a free e-book for all readers, please send me an email to andy@lopata.co.uk and I will forward it to you.


For many years I impressed people with a special talent. It was a talent I didn’t know I had, wasn’t aware was special and, if I’m to be honest with you, shared a lot with the great magic tricks in that it was really an illusion, although not one I consciously adopted.

The talent in question was that of remembering people’s names and recalling previous conversations we’d had, irrespective of how long had passed since that conversation.

At the time I was Managing Director of a business network with groups across the UK. I spent a lot of my time travelling to the different groups, meeting members, finding out how well the groups were operating and giving presentations. This would naturally put me at a disadvantage, everyone knew who I was and that I was coming. I would be the ‘stranger’ in their midst, they were seeing everyone else there week in and week out.

I, on the other hand, was walking into a room full of virtual strangers. Some people I had never met before, others only once or twice, perhaps as long as a year or more previously. Yet I could still recall people’s faces, their names and what we had spoken about before.

Dale Carnegie famously said someone’s own name is “the sweetest and most important sound in any language”. Remembering people’s names or something about them that shows you respect them as an individual can make a tremendous difference in the impression you leave and the impact you make.

The ‘talent’ I had was, therefore, so important in creating customer loyalty and developing my reputation as a strong networker and MD.

After a while, and a number of compliments for my memory, I decided to look at how I could remember names and what worked for me. I have read and heard others’ advice on recalling names, but some of it doesn’t feel natural. Here’s what I think made a difference:


1. Context

I was seeing people in a specific context, often in the same surrounds to our previous conversation. It would be highly likely that I could walk into a room and recognise someone immediately, because I expect to see them there, yet if I passed the same person in the street we would both walk by without a second take.

If you are going to attend a meeting where you know there will be people you have met before, take a few minutes to scan the attendee list, if available, or think back to whom you met and spoke to on the last occasion.


2. Association

It is much easier to remember someone if you can associate them with a particular event or conversation. I gave a talk last week and was approached by one of the attendees afterwards. She mentioned that she had recommended me to a company after seeing me speak two years previously, and had noticed that I had given a talk for that company a fortnight ago.

When she approached me I didn’t recognise her, nor did I recognise her name when she passed me her card. As soon as she mentioned the event where she had previously heard me speak, however, and her recommendation afterwards, I could recall our entire conversation.

If you are at an event and you recognise someone’s face but can’t remember who they are, ask them where you met before.


3. Shared Passions

You can fast track rapport with people by finding interests in common. As someone who has a strong interest in football, for example, I will remember people better if I have had a fun conversation about our respective teams and the matches we recall, than a dry, formal chat.

I am a great believer that there is a strong role for non-business conversation in a business environment. Shared passions bring people together and make them more memorable. They help to build relationships which can develop into stronger business ties over time.


4. A Furtive Glance

If you meet someone at a networking event, there are some simple tools available to you to help you remember someone’s name. The most obvious of these are name badges and business cards.

Rather than following the herd in pinning a name badge to your left lapel when you attend an event, wear it on the right hand side. You will find that it then lies in the natural line of sight when you shake hands with someone and makes it easy for them to look at naturally.

If you can look at someone’s name badge or their business card when you first meet them again, this gives your memory a trigger to recall more details about your previous conversations.


5. Concentrate

Very often we get embarrassed because we can’t remember someone’s name. That’s understandable if you don’t see people often, but less so if it’s a minute or so after they’ve introduced themselves! Yet it happens so often.

There’s a simple reason for this. We can’t remember their name because we didn’t hear it in the first place. When we exchange pleasantries upon meeting people, we are not always fully engaged in the conversation. People also often say their names quickly.

Listen carefully when someone introduces themselves, or a colleague, to you. If you didn’t catch their name, ask them to repeat it. Even repeat it yourself to ensure you remember it.


6. Follow Up

The people I am most likely to remember when I meet them a second or third time are the people I have stayed in touch with. Follow up with people after an event, build a conversation.

Even if you haven’t met between events but have exchanged the occasional email, you will find it much easier to remember both their name and the context of your previous meeting.

If, like me, you receive a large number of e-newsletters, don’t just delete them. Look at each one and ask yourself who it’s from and where you met them. If they send you the newsletter regularly they will remain high on your consciousness, making it much more likely that you will remember them when you next meet.


7. Be Honest

I always think it’s such a missed opportunity when people avoid others at networking events because they can’t remember that person’s name or where they met. If you can get past that first challenge you may be able to pick up where you left off previously.

The funny thing is that most of us struggle to remember names….and get embarrassed by that. If that wasn’t the case you wouldn’t have read this far!

If you are aware of that, just be honest.

International Networking Week 2009

February 2-6th sees the third annual International Networking Week. Sponsored by BNI, the last two years have seen the majority of events in the UK taking place in BNI Chapters.

With concerns of businesses focusing on a year of economic gloom and doom, events like this which promote networking as the way forward provide us with the shot in the arm many of us need.

In this video, Ivan Misner, founder of BNI, talks about how businesses approaching the recession positively can achieve so much more.



"If you want to do well in business, you must understand that it does absolutely no good to complain to people about tough times. While you cannot control the economy or your competition, you can control your response", says Dr. Misner, talking about the role of networking in fighting a recession.

It would be great to see International Networking Week expand to other organisations in the UK and become more widespread. If you have an event, feel free to post it as a comment on this blog.

Ten Reasons Businesses Fail to Make Business Networking Work for Them

With the New Year fast approaching, I thought it would be a good time to reflect on what you might be doing to stop yourself making the most of your business networking. Have a look through this list and ask yourself where you are falling down.

Perhaps that will give you some food for thought as you consider your new year's resolutions on January 1st.

So here are ten reasons I believe businesses fail to make networking work for them. What would you add to this list?

1 - They don't have a clear message.

We all think that we communicate clearly what we do, but few of us do this successfully.
RESOLUTION TIP - Ask people in your network for their perception of what you do, who for and when people need your help.

2 - They don't know what success will look like

We join networks with a vague idea that they will help our business but without planning out exactly how.
RESOLUTION TIP - Work out the REAL cost of your networking to you, and then set yourself a challenging, yet realistic return which will justify your investment. How will you reach that return?

3 - They fail to commit

It's not enough just to join a network or plan a strategy, you have to see it through. It's an old cliche, but you really do get out what you are prepared to put in.
RESOLUTION TIP - Look at your networking memberships and goals and ask yourself what YOU have to do to get the results you are looking for. Then ask yourself how achievable it is. If it's too much, adjust your activity to make it more realistic. If it's easy, perhaps you could be doing more.

4 - They don't do their homework

"Fail to plan and you plan to fail". Before you attend a meeting, prepare for it. If you have to give a presentation, know exactly what you want to achieve from it and what you are going to say before you go.
RESOLUTION TIP - Put time in your diary each week or each month to look at forthcoming events and why you are going. Work out who you can catch up with or meet there and, if appropriate, contact people in advance to arrange to hook up. And plan any presentations you may have to give.

5 - They don't follow up their referrals

If you get a reputation for being unreliable, you won't get referrals. Whether you value the referral or not, FOLLOW IT UP. Even more importantly, make sure you feedback to the person who referred you and keep them in the loop.
RESOLUTION TIP - Keep a list to track all referrals received and latest action. If you are not responsible for following it up, make sure you know who is and get feedback from them to pass on. Most importantly, say thank you.

6 - They focus on the sale, not the relationship

Few people go to networking events to buy. So you have to ask yourself what the point is of trying to sell to people who aren't in buying mode. Think beyond the short-term gain and develop relationships. After all, wouldn't you prefer to get ten referrals from a long-term relationship than one sale from a passing contact?
RESOLUTION TIP - Go through your contact management system or business card file and pick ten people to whom you haven't spoken for a while. Re-establish contact and then stay in touch.

7 - They are '9 to 5 Networkers'

Many people believe that joining a network and either turning up to a meeting or logging in is enough. It isn't. The most successful networkers meet with their fellow members regularly OUTSIDE of meetings; whether socially or in 1-2-1 and small group meetings.
RESOLUTION TIP - Set time aside in your diary every week to meet people from your network, and make sure you fill that time. Attend your networking group's social events and get to know your fellow members even better.

8 - They are 'destructive' rather than 'constructive'

A network thrives on positive energy. If you are in a group that is struggling, use the meeting time to focus on making what you have work, keep concerns outside the meeting. If you want to contribute to blogs and discussions online, keep your comments positive and constructive, don't destroy other people's hard work with nasty or negative comments.
RESOLUTION TIP - Focus on being positive whenever you engage in your networking. People don't want to buy from or refer to negative people. If there are problems, keep your comments positive and constructive, focusing on the solution.

9 - They are collectors
Whether it's business cards at networking events or connections online, there are people who believe that he who has the most wins the game. Networking doesn't work like that.
RESOLUTION TIP - Collect and hand out cards if your conversation dictates it. Connect online with people with whom you have something in common, and talk about them when you connect, not yourself.

10 - They like their comfort zone
Many people attend events and find it a waste of time, because they've spent the whole time talking to their work colleagues and best friends.
RESOLUTION TIP - Don't let your nerves get in the way, break out of your comfort zone and meet new people. If you are going to talk to people you already know, make sure it fits with your strategy, not just because it's safe.

Do you hand out more than one business card to a new contact at a networking event?

Someone has just commented on one of my videos on a social network with the comment that they always hand out two or three business cards whenever they meet someone. This is my reply:

I never, ever hand out more than one business card. In fact, I don't even do that unless they have asked for it or there is a specific reason why I want them to have it.

Why hand out more? In the hope or expectation that they will pass the spares out to others? That may happen occasionally, but in most cases your spare business cards go in the bin and you are your printer's favourite client!

I must have collected thousands of business cards over the years, some of which I actually wanted! There is no way I could carry them all around with me, and duplicates, to hand out when I see the opportunity.

If you want people to refer or recommend you, they need to see your face in their mind, not your business card in their wallet. If they then connect you by email, you are in far more control of the connection than if they had just given your business card to the other person.

Will Kintish's Top Ten Fears and Concerns of Working the Room at business networking events

Last week I joined a networking skills webinar presented by my good friend Will Kintish. Will is an expert at helping people understand how to work a room at business networking events and has spent many years training companies how to do so.

At the beginning of the webinar, Will shared the results of research his company have conducted into people's top ten fears when working the room. I thought they were very interesting and I would share them with you here.

It would be interesting to hear from you whether you share the same concerns, how do you address them and what other concerns you have.

Will's top ten are:



1 Where do I start in this room full of strangers?

2 How do I break the ice?

3 How do I create a good first impression?

4 How can I make myself interesting and exciting?

5 How do I keep the conversation going?

6 When do I move from the small talk to business?

7 How do I move on after a conversation?

8 How do I approach groups?

9 How can I ensure it won’t be a waste of time?

10 How will I manage rejection?


Watch this space for more on Will's webinar, where I'll be sharing his 20 warm up mental exercises before you go into a networking event. I'll also be presenting a webinar on networking strategy for Will in November, more information to follow.

The Scene is Set

This article originally appeared in The National Networker

There are so many opportunities to network in the UK now that many business people are more than spoilt for choice; they are becoming increasingly confused by the range of choices available to them. Once they have decided whether it is more convenient to network locally or regionally, they then have a range of events to choose from at all times of the day, with the opportunity to network over breakfast, lunch and dinner.

Part of the problem has been actually getting enough information about what is available to make an informed choice. There are a few local websites that list different events, and local newspapers sometimes have a section with that week’s networking events, but there have been few, if any, national resources bringing all of the networks together and offering businesses the chance to get the information they need to make a decision about which network is right for them.

As a result, most people tend to select the events they attend by the invitations they receive, from associates, suppliers and customers. If they like the atmosphere at that meeting they may join. Perhaps it’s appropriate that the networks that create the best word of mouth buzz are the most successful; my concern is that this process does not necessarily lead to people making fully informed decisions. If the choice isn’t the appropriate one for them, they don’t commit to the network and they don’t benefit from their participation. Nor do their fellow members.

Business-Scene.com is trying to change this. By bringing local networks together across the UK, giving them the opportunity to advertise their meetings online and arranging events where business people can meet a range of networking groups, their focus is on raising the awareness of all of the choices available and allowing networkers to select the group to suit their needs.

Business-Scene was originally founded in the South West of England as Networking Swindon in early 2006 by a local events company run by Warren Cass and Simon West. Warren and Simon were aware that they wanted to generate more local business. By profiling the range of events in the local area, they felt that they would get the reputation as the ‘go-to’ people for events.

They immediately started listing all events put on by local networking groups and within three months they had a quarter of the local business population as subscribers to their newsletter. Within the first month the ailing Swindon Chamber of Commerce had approached Warren and Simon to run their events, and attendance at Chamber events had quadrupled within the first quarter.

“From 2005 businesses were suddenly becoming aware of networking and the need to include it as a key part of their marketing strategy”, said Warren. “The main reason people join Chambers of Commerce is for the networking opportunities but now businesses in Swindon were looking to see what else was available.

“There were a couple of referral-focused groups in Swindon but not much else. I started a local group for Ecademy, the online network, and a couple of other networks soon opened in the area. There was a hunger for networking and people needed, and wanted, the information about what was out there.

“The networks liked us because we weren’t trying to be a network and they could see that we would be a valuable part of their own marketing strategy.”

Warren and Simon looked at why they had achieved such quick success with the Networking Swindon concept. They found that 99.3% of businesses in the UK have fewer than 50 employees and that the vast majority of small businesses deal primarily within a thirty mile radius. They realised that their new concept had flourished because people were looking for more local opportunities.

Understanding what they had with Swindon, they decided that there was scope for a nationwide brand but with a local identity. This meant a name change. Their original name of ‘Glued In’; “because we would be the glue that would hold the networks together” was too vague, so they opted for ‘Business-Scene’.

As Business-Scene spread its wings across the UK, they brought Regional Leaders on board, people who had a desire for increased visibility and brought with them knowledge of, and contacts in, their local areas.

One of the first Regional Leaders, Simon Phillips in Dorset, took up Warren’s suggestion that he run an event to bring local businesses and local networks together. The event, in early 2007, attracted over 140 registrations and a number of local networks participated. The model was attractive, put Business-Scene on the map locally, and the decision was made to replicate it elsewhere across the country.

“In putting these events on, we publicise them through a number of routes”, said Warren. “These include the local media, the networks themselves, business support agencies and word of mouth from a range of contacts. As we are promoting all of the local networks, rather than competing with them, it means that people are more enthusiastic about spreading the word.

“As a result, the more successful events achieve a high profile, putting networking on the map for people who may not have ventured down that route before.”

A recent event in London really showed the potential for Business-Scene’s events. Over 1,200 businesses registered, far beyond the numbers achieved by similar networks. The success of such events has seen Business-Scene achieve something that, so far, individual networks have failed to do; widespread corporate recognition.

The recent addition of Microsoft as a National Sponsor has seen an already impressive portfolio grow. Microsoft have joined 02, Blackberry, The Daily Telegraph, Oracle, Royal Bank of Scotland, Lloyds TSB, Yell.com and HSBC as household names to have worked with Business-Scene.

O2 and Blackberry in particular have worked closely together as National Sponsors of Business-Scene and the reach into a very fragmented market place is potentially very valuable to them. While it is a lot easier for these companies to sell in bulk to fellow corporates, the value of individual sales to small businesses makes it a very expensive market to target.

However, as the vast majority of the British workforce work within small and medium sized businesses, the exposure and personal contact gained through Business-Scene can be invaluable and the Partnership is a very efficient route to market for them.

The involvement of the Sponsors means that events are free for members to attend and can be organized to a higher standard. Warren explained the importance they have to Business-Scene.

“Effectively, it means that we can provide more opportunities to members than we could if they weren’t there. Aside from the special offers and competitions that engage members more in the Community, we have been able to reach far more people than we could have done otherwise and our credibility has increased.”

Aside from the events, Business-Scene also provides a range of online tools to help their Members access more information. People mainly use the site for local event listings but can also access a range of knowledge, from business information and forms, such as Non-Disclosure Agreements and Employment Contracts, to blogs and a directory of members to help them source local suppliers.

The initial success of Business-Scene in the UK has now encouraged them to look further afield.

“Internationally, the US is the next key area of development for us, but we also aim to have the site available in several languages by the middle of next year”, said Warren. “We’re already attracting membership in the States. I’ve been over there to understand the cultural and geographic differences and to open conversations with some of the business networks there.

“Looking at the American market has already helped us refine what we’re doing in the UK. In a year’s time we want to be multi-language and multi-country; not just bringing national networks together, but international.”

Two Golden Rules for Business Networking

Regular readers of this blog may not be surprised at what is to follow!

I gave a brief talk last night at Business Scene's Herts Connections networking event. Some two hundred local businesses attended to meet representatives from a range of local business networks and to listen to a number of speakers, including Syed Ahmed, who originally found fame on The Apprentice.

My task was to get everyone networking, and to help them do so effectively. I frequently rage against people who treat business cards like confetti, but twice recently I have seen extreme behaviour by people whose sole reason for attending networking events seems to be to see how many business cards they can hand out. On one occasion recently, one person simply stood by the door giving every guest one of his cards as they came in!

I also wanted to help people have conversations they could enjoy, enabling them to get past stilted elevator pitches into genuine rapport-building.

So I made two rules for the rest of the evening and set people a task. I told the group that they should only exchange business cards once a genuine interaction had taken place and there were grounds for following-up on each other. And I banned the phrase 'what do you do?' as the ice-breaker for conversation.

As you may know, I call 'what do you do?' the networking equivalent of 'do you come here often?'! So, instead of 'what do you do?' I told the businesses present to ask each other 'do you come here often?' A few people seemed to like the idea!

An ice-breaker should be designed to stimulate conversation, not kill it. To do that, you need to find something in common. 'What do you do?' doesn't achieve that, there's no guarantee that the person you're speaking to is in the same line of business as you and, if they are, that they are the person you want to meet.

In a networking context, 'Do you come here often?' gets you talking about the group you're in, the people who invited you and your reasons for being there. You may not phrase it quite like that but the idea is key. Either way, it is much easier to find common ground.

As Business-Scene events offer the opportunity for local networks to showcase themselves, I suggested that people introduce themselves and discuss which local groups they attend and their merits or drawbacks.

Faced with this challenge, the room started buzzing again with more networking. This time people seemed more relaxed and conversation was flowing.

Just before the speeches were about to start again, one businessman came up to me, tapped me on the shoulder and said...

"It works!".

It does, I just wish that more people knew.

Business Networking with a spring in the step!

This was a Chamber of Commerce event as you haven't seen one before. Forget the stuffy suits, business card exchanges and networking huddles you might have in mind. Instead picture a team of Chamber staff performing a choreographed dance routine to 400 guests, include diplomats and business leaders.

Last night was less a networking evening and more a party at Studio Valbonne in London. Vodka cocktails flowed, everyone wore black or white with dinner suits and party frocks in abundance. A Rat Pack Tribute band played in the background and the evening ended to the sounds of Abba.

The occasion? Well, in case the inclusion of Abba didn't give it away, it was the 're-invention' of the Swedish Chamber of Commerce for the United Kingdom. After 102 years of existence, the Chamber felt the need for a rebranding exercise, and they celebrated with a bang!

I've been a member of the Chamber for a couple of years, having been invited to speak at their events twice. I have all of the time in the world for Christina Liljestrom, Elisabet Baldwin and their team. I know of few Chambers who put on such a variety of events for their members, work as hard, play as hard or are as inclusive and as welcoming.

I remember walking to the Chamber offices earlier this year, on a very rare sunny day, and hearing a lot of cheering, shouting and laughing from a nearby park. I thought I heard a couple of voices, so I looked over to see the whole Chamber team playing rounders. I later heard that this was compulsory!

Last night, during the entertainment, they announced a special act 'from us to you'. And out came the Chamber team, up to the Director, to perform their dance routine for the assembled crowd.

This is one network it's a pleasure to work with and be associated with.

Why Elevator Pitches Don't Work

- Do you have your 'elevator pitch' to hand every time you attend a networking event?
- Are you ready for people to ask 'what do you do?' and have a detailed response to hand?
- Do you ask someone you have just met what they do?

Watch this clip for my thoughts on this approach to networking.