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How to get more value from your networking

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30th Jul 2012
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This is the third article in a series and outlines what you can do during a networking event so as to build on your preparatory work and to make it easier to relax and talk to people, explains Mark Lee.

In part one I shared some ideas as to what face-to-face networking is really about. In part two I explained what you can do before you attend an event so as to make it more enjoyable and worthwhile.

And in the next and final part I will address the all-important and often overlooked aspect of how to follow up after you attend a networking event. Without this crucial element you may well conclude that your networking was a waste of time.

Networking is about people

As I have explained previously, networking is not about selling; networking is about people. You aim is to start building positive relationships so that the people you meet will, in time, feel comfortable referring work or contacts to you.

My friend, Andy Lopata is the UK’s leading networking strategist. In his book “…and death came third!” he explains that he goes to events “to learn – and to enjoy myself. Part of pursuing the relationship, not the sale, is looking to help others rather than yourself. It’s important that you are open to recognising those opportunities.”

It all starts with ‘Hello’

Whether or not you know anyone else in the room one thing is for certain. Everyone at a networking event is there to… network. And you can only do that if you talk to each other.

Some more structured networking events will attract a regular group who may know each other quite well. They will invariably be welcoming and happy to have you there. Occasionally you will encounter cliques but it’s relatively rare.

If no one approaches you, feel free to approach anyone in the room – without disturbing those engaged in deep conversation. I might start with a simple “Hi, I’m Mark.” Offer a handshake – make it firm but not too strong; look them in the eye and smile. You can practice this in the mirror as you want to avoid appearing to be creepy or flirty.

Ask them their name if they don’t volunteer it. And ask them to repeat it if you don’t catch it. If it sounds particularly unusual ask if they have a business card so that you can read their name. Never be afraid to focus on their name and get it right. It shows you care and helps form an initial bond. The acronym I use to help me to remember names is ‘A.L.P.H.A’ (with thanks to Rob Brown):

Ask

Listen (check)

Parrot (repeat the name in conversation e.g.: “Rob, great to meet you”)

Hook (see if you can relate their name or an element of it to their face)

Attitude (Stop asserting that you are bad with names; Make more of an effort and believe that you are getting better with names. If you try, you will succeed)

To help you identify a ‘hook’ and to remember the people you meet you can use this acronym to ensure you have a ‘S.C.H.E.M.E’ to note their distinguishing features:

Sex – that’s the easy one

Colour – light, dark, pale, tanned

Hair – long, short, style, dark, light

Eyes – colour, shape, glasses, make-up

Mouth – shape, lipstick, moustache, beard

Exaggerate – their best/worst features (in your head)

Keeping the conversation going

Think about why you are there. Remember it’s not all about promoting your services as a new firm of accountants. Take my advice and avoid focusing on how you are going to get that into the conversation. If it’s appropriate it will fit in naturally. Believe me – especially if you have prepared as I suggested in part two of this series of articles.

Instead of promoting your services, try to focus on the person you are with and ask simple ‘open’ questions. T.E.D is another acronym that may help you to keep the conversation going. It reminds us of three useful ‘open’ questions:

“Tell me more about….”

“Explain what you mean….”

“Describe what/how”

You may want to prefix them with something like: “That sounds interesting. Can you…”

Mistakes to A.V.O.I.D

These are five things that, if you want to get the best results when you are at a networking event, you will avoid doing:

Asking for work – this is not the time or place

Visually scanning the room – this evidences that you’re not really interested in the person you are with and reduces the prospect of them being interested in you afterwards

Outstaying your welcome – at networking events it is perfectly in order to move on after a while as long as you do so politely and after you have both talked a little about your mutual interests and/or business activities. “It’s been very nice meeting you. I should let you circulate”

Ignoring answers – If you try to stick to a script you will come across as fake and ruin any prospect of building the relationship further

Defeating the purpose – If neither of you ask for the others’ business card you cannot follow up afterwards

Business cards

It is one thing to be at a formal event where everyone is encouraged to pass their business cards around the table. But at drinks parties and other less formal events you will reveal your amateur status as a networker if you shove a business card into everyone’s hand. 

Be selective. No one refers work to a business card!

Wait until you are asked if you have a card. Such a request will often come after you ask the person you are talking with for their card. If they don’t ask for yours, should you give them one anyway? Well, you could ask if they want one. Or you could just give them out will-nilly, even though this is akin to throwing them in a bin – which would be shame if you spent good money on them. And if you got them cheap then beware that they won’t be creating a good impression – just revealing that you are ‘cheap’.

Resist the temptation to give free advice

The people you meet while networking will sometimes mention a problem or issue they have. You may feel the urge to offer help and advice. Especially as you are new into practice you may want to evidence your experience and ability.

In the first instance it is best to ask yourself how you might be able to help them by connecting them with other people in your network - I mentioned this as one of the things to think about before you go to networking events.

Thomas Power, the chief executive of online networking group Ecademy, says that “connectivity equals attractiveness”. By this he means that the more you are able to connect people and make useful introductions for them, the more attractive you will be to them – in a business-sense of course.

Networking events however are not the place to give away free accounting and tax advice. You do not want to give the impression that you give advice off the top of your head without ensuring that you first have all the facts. Newbie networkers who do this reveal their insecurity.

Be a conversation starter

I should also just stress an important point that my friend Richard White highlights in his ‘Networking Survival Guide’. This is a great book that addresses a wider range of issues than I have highlighted in this series.

In the final chapter Richard notes that: “You do not have to go to networking meetings to start making connections. People are everywhere…. If you take an interest in other people and want to expand your network then you do not need to go far. You just need to be prepared to smile and say ‘Hello”.’

Where is the strangest place you have started a networking conversation and what was the outcome?

As indicated above there is fourth and final part to come of this series on networking for the start-up practice. In the meantime do please share your experiences and views for other readers.

See also:

Mark Lee is consultant practice editor of AccountingWEB and writes the BookMarkLee blog to help accountants build more successful practices more enjoyably. He is also chairman of the Tax Advice Network of independent tax consultants.

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