Networking for Survival - Nine Dot Sales and Training

A thought occurred to me that positioning myself in front of HR professionals would give me an entrée into several businesses for both marketing and sales consulting opportunities. So just like everything I do, I thought about the relationships I have, and of these people, who would have good advice on reaching the decision makers for organizations in this area of business.

So, what is networking? It’s a chance to connect with others, and to show interest in their goals. It is being open-minded, respecting differences and not judging a book by its cover. So many potential relationships are lost because someone looks at another person and makes a decision on face value that they are not someone with whom they want to interact. On the contrary, you should note the personal details, both physically and what the person says, for it is these unique bits of information which will endure forever in a person’s mind, and start the building of a solid relationship.

Once you have established rapport, you can then be a resource to this person, providing assistance in helping them with their immediate, mid-range and long-term goals. In an in-person setting, initiate introductions and offer referrals for your networking partner. And go the extra mile and give back. For instance, if you meet someone and you discover they are into golf. Possibly you stop by a gift store on the way to a meeting with this person and pick up a book about golf. Even though this may have nothing to do with the business at hand, it has everything to do with establishing a relationship with this person.

So if this is what networking is, than what isn’t networking? Well, it’s not all about you; it’s about the other person. This is one of the biggest mistakes people make when networking, in-person or online. And for sure, it is not about selling. It’s about listening to the other person and really being present, hearing how you can help increase their value by promoting them through your network.

Networking is made up of three parts; pre-planning, the etiquette at an event, and the follow up at the conclusion of an event. One of the most important parts of the process is having an effective thirty second pitch, or form of introduction. In fact you may want to have two or three versions. The most common question asked when networking is, “So, what do you do?” Whether it’s this question or a more formal request for a thirty second pitch, you’ve got to be ready. Your name, what you do, a unique success story, current specific goals and repeat your name. Remember; practice, practice, practice.

A few small, but vitally important tips for your experience include; having a purpose for the event; be early and stay late, to take full advantage of the opportunity; be sure and wear your name badge on the right side, to make it comfortable for the other person to read your name; and have a mid-range firmness in your palm-in-palm handshake. The same handshake goes for men to men, women to women and women to men. If you are attending an event which will be sponsored by a particular ethnic group of people, it is advisable to check the customs of that group of people before you attend.

In every metropolitan area there are hundreds of organizations that have regular meetings every month. For effective networking, select three to four groups that fit your individual needs. That’s a personal decision, with groups based on geography, discipline, industry and ethnicity.

Etiquette at events is a deal breaker! Attitude is everything. If you woke up on the wrong side of the bed or just plain had a bad day, the best thing for you to do would be to not attend the event that night. It’s completely inappropriate for you to take your negativity into the group and cast it on the other attendees.

I suggest that being prepared for networking is similar to being prepared for the sales process. After all, networking is a form of prospecting and prospecting is a sales technique. Every top salesperson has business cards in their possession, yet at just about every event I have attended there is someone who says they left their cards in the office, in the car, in their briefcase, etc. This is absolutely a sin if your goals entertain meeting and sustaining relationships.

When you do have cards with you, know where your cards are located on your person. In other words, be prepared to hand someone your card, in a flash. And have another place on your body where you store the cards you receive. Never mix the two. When you hand someone your card, face the card toward the person you are handing it to, and hand it to that person with either your right hand or both hands. When receiving a card from another networker, receive it the same way, looking at the card and making a positive comment about their card. Nice logo, great name, good colors. Something along these lines.

When the event is finished, follow up is essential. To keep your follow up in order, you’ll need to enter the information you received into a database. Again, this is a personal preference, but make sure you do something to organize your networking information.
Whatever you do, make sure you are consistent in your process, you are persistent in your follow up and you stay in touch with those you determine are potential networking partners.

The internet has expedited networking tremendously, but it will never replace in-person networking. The human touch, body language and eye contact cannot be captured through the internet. A good practice is to Google yourself to know what others might be reading about you. Go back to Google and search for HR organizations online which may enhance your experience. These may be local, regional or national in scope. You’ll be surprised what you find.

At the end of the day, the reality of networking is that is a continuous process, which can be learned, and it happens all the time. It starts when you wake up and continues until you go to sleep. I’m not saying it is easy; after all, the word is networking. Net-working!

Most of all, have fun with it, smile, have an open mind and enjoy!

Mitch Seigel is the Founder of Nine Dot Marketing, a marketing and sales consulting firm, specializing in strategic planning, media buying and sales training. He has more than 30 years in sales and marketing positions with various radio, television, cable and newspaper companies. Mitch is Past President of the Orange County chapter of the American Marketing Association, and current member and V.P. of Membership. He is also a member of the Orange County Hispanic Chamber of Commerce, the Asian Business Association of Orange County, the Santa Ana Chamber of Commerce and the Travel and Tourism Marketing Association. Mr. Seigel participates in numerous chambers and organizations throughout Southern California.

Mitch Seigel is available to speak to your chapter in your market and can be reached at:
Nine Dot Sales and Training
2967 Michelson Drive, Suite G296
Irvine, CA 92612
Phone (949) 336-7939
Fax (949) 336-7938
mitch@ninedotmarketing.com
www.ninedotsalesandtraining.com