by Cesar Plata

Networking for Fun and Profit
Let's face it, giving speeches in public, writing articles, or doing anything else out of one's comfort zone, including networking, is not easy, comfortable and/or fun for many people. Just like anything else, knowledge is power, and practice makes perfect. Once you learn, practice and eventually master a few basic techniques, you will realize networking can be fun and even very profitable!

There is a certain 'art and science' to networking. If you are a business owner or a salesperson, it is imperative to learn how to network effectively; your financial success may depend on it! You don't have to be a natural-born extrovert or even an expert in your field to be able to approach a stranger and make a connection!

We could learn much from children. Some children tend to be fearless; they simply do not know any better. They usually do not have any inhibitions or insecurities that prevent them from doing or saying things. As we get older, experiences, assumptions, and fears creep in and prevent us from accomplishing our goals.

Let's get back to the basics (clean slate) for a moment, and simply forget all you have learned or thought you knew about networking. Humans are social creatures by nature. Let's learn and practice how to socialize and network not only to grow our businesses, but to also become better humans!

Consider the following quotes:
• Best business is personal business. Give and you shall receive.
• Perception is reality. You only have one chance to make a first impression.
• The key to success is not what you know, or who you know, it's who knows you!
• A little courtesy goes a long way. Golden Rule - Treat others like you would like to be treated.
• People are still people, they put on their pants one leg at a time, just like the rest of us, regardless of their financial or social position.
• The main purpose of any business is to grow. If your business or organization is not growing, it it NOT a business, it is a hobby!

Networking Tips - A summary
- Networking is not an event, it is a process in which you never know which contact will take you to your goal.
• Best business is personal business
Exchange business cards, ask for and offer referrals.
• Smile and think positively
People like to do business with others they like and feel comfortable with.
• Know your goal
Be clear about what you want from each event and interaction.
• Know your audience
Adjust your approach in different environments.
• Have a message strategy (elevator pitch)
When connecting with others, determine their interests and establish a rapport before delivering your branding statement.
• Be effective with your time and money
Acknowledge your friends and devote more time to meeting new people.
• Hold the sales pitch
Use brief 'elevator pitches.' Do not make long-winded sales presentations.
• Make it a team activity
Invite others and they may help you maximize coverage at an event.
• Get involved
Sponsor the event and/or volunteer to help - you will gain more visibility and new clients!

• Read other articles about networking, Click Here



Bottom line - Networking is simply the process of showing manners and common courtesy.

If you can approach a total stranger with a smile, and ask politely, 'How are you doing?', you will be half-ways to becoming a networking expert! Then you could show some more courtesy and genuine interest, and ask 'How may I help you?' Listen to the other person, then share with him or her who you are and what you do. Everything else is simply details! (continue reading to learn more)

Quite simply, networking is key to growing your business.
Background: Unlike so-called experts in networking who write books and present workshops, yet meet few people at a large networking event, I am a true expert in networking. Bragging aside, I currently send a weekly e-newsletter to over 15,500 business owners and professionals (rev 5/31/10), of whom most I have met personally. We also host bi-monthly business networking expos and mixers where hundreds of people congregate. Unlike many networking events hosted by organizations that draw the same 90-95% crowds, we draw 30-60% newcomers, always! Organizing networking events for us is relatively easy (we make a few phone calls and make things happen). Getting people to attend, especially strangers, is EXTREMELY difficult!

Please do not feel bad if you may have felt out of place, uncomfortable, or unsuccessful at a networking event you may have attended. I learned many years ago during my engineering days an important quote from manufacturing that is very applicable to many facets of life "Do not blame the people, blame the process". We have proven the way people are greeted at the door sets the tone, feng-shui, vibe, and ambiance, for ANY event, especially business networking mixers. The environment, to a large extent, will dictate how successful you may be at networking at a particular event. The rest is completely up to you!

Pay attention how you are greeted at the next event you attend. Were you welcomed courteously and warmly, or were you treated like cattle (sign here, pay there...)? When you host a private party at your home, are you a courteous host or do you treat people like strangers? Do you think people will tend to be more approachable when they are treated with respect and the ambiance is friendly and warm? It amazes me how people forget basic manners and courtesy at 'business' events. A little courtesy goes a long way, and this could result in larger attendances, more clients, and eventually larger profits! Following are some networking tips. Enjoy!

Best Business is Personal Business...
Just be yourself, unless you have an ugly personality... People like to do business with others they like and feel comfortable with. Regardless of how great your product or service is, if others don't like YOU, your chances of eventually making a sale are slim. Remember the Golden Rule - Treat others like you would like to be treated. Give and you shall receive. A little courtesy goes a long way...

Smile and think positively
Attitude is everything! At any type of event, especially networking mixers, wear a smile, think positive, and the Law of Attraction will work for you. A special networking tip - act as if you are hosting the event, even if you are not. When you meet someone, say 'Welcome, how are you doing?' Then follow up with 'How may I help you?' People will remember you as an approachable, helpful, and hospitable person. Let them speak, and then share with them, briefly, what you do and how you could possibly help them.

Know your goal
Be clear about what you want from each event and interaction. Some may suggest to set metrics (if that works for you) such as meeting a certain number of people and collecting so many business cards. I suggest just doing your best and you just may exceed your expectations, without the stress. Focus on quality, not quantity. You are much better connecting with one potential client than meeting many people who may never do business with you.

Most networking events may last two to four hours. Do the math - you might not have enough time to approach everyone, much less connect with them. Set a goal to be brief with your elevator pitch, and treat the event as you would treat your own business. You are there to make initial connections to help grow your business, NOT to make the sale! Acknowledge people you already know (you could always connect with them afterwards) and focus on meeting new people! You may not get a chance to meet that special person or potential client again.

Know your audience
Adjust your approach in different environments. Some event are more casual than others. Some events draw a different class or echelon of people. People will tend to act, dress, and speak differently in different situations. Dress appropriately for the occasion. Keep the language appropriate too (swearing and foul language, regardless of how comfortable you may be) is simply inappropriate. Follow your intuition - you would be surprised how often you will meet the 'right' persons when you 'open' yourself to meeting new people.

Remember - Perception is reality. You only have one chance to make a (good) first impression. Treat everyone with courtesy and respect, regardless of their social position. You never know who they may represent or who they may be connected with.

For example, often I have met people at events who only want to speak with C-level executives and will 'blow-off' a receptionist, who happens to be the gatekeeper for a powerful and influential CEO. NEVER upset the gatekeepers and the connectors!! Connectors are the true networkers, those who know everyone and everyone knows them. You would be surprised how few degrees of separation some of us are from the most influential and wealthy people in the world!

Different events draw different crowds such as: network marketers, entrepreneurs, salespeople, technical, industry-specific, management, investor / VC, C-level, political, philanthropic, etc. The solo entrepreneur or college kid you meet today could be the founder of a company like Facebook or Google tomorrow. Remember: Networking is not an event, it is a process in which you never know which contact will take you to your goal.

Obviously, you want to address and show a different type of respect to influential persons such as government officials and C-level executives. Their time is usually very limited and they tend to deal with big picture concepts and relationships, not details. They are very careful who they associate with and how they interact with others. They tend to have much more to lose. The typical sales pitch will most probably turn them off. Sometimes it may take years and lots of networking before they give you the time of day. Patience is a virtue, and it will pay off eventually, always!

Have a message strategy (elevator pitch)
When connecting with others, determine their interests and establish a rapport before delivering your branding statement. What is an elevator pitch? Imagine you are entering an elevator and the president of your company, or the potential client you have been trying to reach for months walks in. You basically have about 30 seconds until you reach the third floor and the other person walks away. Within these thirty seconds you will want to introduce yourself politely, share VERY briefly who you are and what you do, and give the other person your business card. Remember - people want to know 'what's in it for them'. You simply want to make an impression, hopefully a good and memorable one, NOT a sale! Be patient - it may take bumping into that person a few times over the next couple of years before they feel comfortable to refer someone to you or even do business with you.

Ask yourself and your friends "How many celebrities, millionaires, C-level executives, gatekeepers, and influential politicians, do you know? How many of these individuals know you by name? Remember - The key to success is not what you know, or who you know, it's who knows you! It's not that these type of people are better than others, but they tend to be CENTERS OF INFLUENCE! People usually listen to whatever they have to say, and attend events they appear at. They can make a phone call and make things happen, without having to explain themselves much, simply because their reputation, position, etc, allows them to.

Example - we all know who the president of the United States is. The question is - does he know who YOU are? A recommendation, or even an acknowledgement of your presence, may make that slight difference to 'get your foot in the door' for your next opportunity! When you meet such individuals, take advantage of the opportunity to make that first good impression.

The best sound people like to hear is their own name. It's flattering when strangers recognize you, by name. It can also be very frustrating and embarrassing when you don't remember someone else's name. A simple tip to remember another's name is to repeat it in your mind, and out loud when acknowledging the person you are meeting. It is also very important you make an effort to pronounce the person's name correctly. People will appreciate it and better yet, they may remember you too. Please DO NOT try to shorten or mispronounce someone else's name - it is very disrespectful and annoying. Ethnic names could be difficult to pronounce, but not impossible. Make a decent effort, and others will appreciate you for it.

Personal example - often people have a difficult time pronouncing my name, Cesar (Ceh - sar). It's not Cecil or Ceyzar, or Ceaser! Some people do not care to show any courtesy or make the slightest effort to pronounce my name correctly. I will then politely correct them and most people are ok with that. Occasionally I have politely mispronounced their name awfully (example: Larraay vs Larry) just to show them how it feels. Some people understand, others will never 'get it'... Do you think I will care to refer them to someone else or even do business with them? I think not!

You body language is very important - how you present and receive business cards could make or break the initial impression. Treat the business card as a very valuable and fragile document. It represents YOU on a small piece of paper. Present your business card to another with respect and dignity - hold it with both hands, and the text on the card should face the person you are speaking with. Your body language can often say much more than your words. Try tossing your business card to another and see how they react? Likewise, when you receive a business card, you should receive it as if it were very valuable, in both hands, read it, and then acknowledge and thank the person giving it to you. In Asian cultures, you would bow (even lower for higher-ranking individuals) when you receive a business card. To not do so would be viewed as extremely disrespectful.

Be effective with your time and money
Time is money, and your time is valuable. Too many times we miss out on excellent opportunities to grow our business, meet our next employer, client, or that special person in our lives, simply because we are NOT effective with our time and resources. Likewise, many networking events unfortunately seem more like friend reunions than business mixers.

Before you attend ANY event, ask yourself what your goal is. Do you want to meet new people and grow your personal and professional network OR do you want to visit with your friends and acquaintances?

Networking is mostly about making the initial contact. Developing relationships and growing your business happens when you follow up with the persons you meet! We highly suggest you acknowledge your friends and devote more time to meeting new people. You could always meet up with your friends before or after the mixer. You may not always have that second chance to meet you next best client.

Approach as many people as possible at an event, especially the individuals who are standing by themselves. It is usually easier to approach an individual than a group already engaged in a conversation. As mentioned before, welcome them, say 'how are you doing?' The rest is easy.

How to approach a group already engaged in a conversation - just stand there and when you get eye contact with someone, simply introduce yourself. If the group is 'cliquey' and 'closed in' and not approachable, show some dignity, and walk away! Why would you want to connect with people who are closed off at a networking event? Whatever you do, please do not interrupt them - this could backfire badly for you.

Should You Join a Networking Group or Organization?
Note - many networking organizations and business referral networking groups charge membership fees, and meet regularly with the same 90-95% of the same attendance. People in some of these groups repeat their elevator pitches each time they meet (with the same people) - very boring and annoying! They claim they are developing relationships with each other, over a long period of time. How much time do you need to get to know someone? It makes little to no common sense to keep meeting with the same people (unless it is a group of friends) regularly! Although you may get a substantial number of leads from a handful of people, imagine how many more leads and income you will generate by meeting MORE people!! Common sense is not always so common...

Remember - The main purpose of any business is to grow. If your business or organization is not growing, it it NOT a business, it is a hobby! Are you running a business/organization or are you spending your time and resources on your hobby? Common sense and statistics dictate your business will grow much more by meeting new people regularly than by talking with the same small group. Do you want to network and grow your business OR do you want to socialize with the same people?

We highly encourage others to network everywhere and as often as possible. We do not discourage others from joining organizations, BUT we do suggest you ask the following questions next time you consider joining a networking organization, chamber of commerce, or leads group:
• How old is the organization?
• How large is the group / organization? How many members? How many chapters? Where?
• How often do they organize networking events?
• How many newcomers (%) attend their events? (is it the typical 90-95% of the same people?)
• Is it truly a networking organization OR is it a venue for business owners to socialize?
• How popular, well-known, respected is the organization?
• What kind of ranking on major search engines does the organization's website get?
• What's in it for me? How will the organization help my business grow?
• How will the organization's website help my business? What resources does it provide?
• Does the organization's website have a business directory? (300 categories and a 4-line ad does not count)
• Will paying membership dues, or even attending their events be worth your time and money?
• What will be your Return on Investment (ROI)?

Hold the sales pitch
No one likes to be sold to. Use a brief 'elevator pitch.' Do not make long-winded sales presentations. Better yet - do not give a sales pitch. Ask people how you may help them. If they are polite, they in turn, will ask you how they could help you. You then briefly share what you do and what you want (it's not a sales pitch when they ask you). You could also offer to help them or be of help by giving them your business card and/or invitation.

Many business owners distribute flyers. We distribute invitations; same piece of paper, different approach. People generally like to receive invitations - to attend or participate in an event, or to change another's life (awesome approach for non-profits in need of volunteers and funding). We will give someon a flyer and walk away. If they show some interest, they will usually ask, what is this about? You then have an opening to introduce yourself and share your elevator pitch (after you ask them 'how may I help you?'). If they do not show any interest, just walk away and approach the next person. It simply is not worth your time and effort to talk to people who show no interest. There are many more fish in the sea...

The best salespeople are the best connectors. You can catch more flies with honey than vinegar. Offer to help others, and in time (sooner than you could imagine), others will refer new clients to you, simply because they like YOU, regardless how great your product or service may be!

Make it a team activity
Invite others and they may help you maximize coverage at an event. Let's do some basic math:
• How much would it cost you to hire and train a salesforce for your business?
• How much money do you spend on advertising each month?
• How much do you invest in attending networking events each month?
• How much will it cost you to ask someone else 'How may I help you?' (nothing)
• How much will it cost you when someone offers to help you? (again, nothing).
Following is how you could have a HUGE salesforce, for free! Next time you attend a networking event, after the basic introductions, ask others how you may help them. You hear them out, make some mental notes, or write notes on the back of their business cards, and then share with them what you do. Ask them what kind of people are they targeting or looking forward to meet. Offer to introduce them to such people when you meet them during the event. Likewise, ask them politely 'would you do the same for me?' They would have to be very rude not to do so! Follow this approach with the next ten people you meet. Now you have grown your salesforce, for free! You could sweeten 'the deal' by offering to pay a referral fee for any business generated from introductions. Note - a referral is always much more valuable than a cold call!

Get involved
Remember - Give and you shall receive. What goes around, comes around. Helping others is fun too! You could act as a host at the next event you attend. Sponsor the event and/or volunteer to help - you will gain more visibility and new clients! Volunteer to greet people at the door - this is one of the best ways to get noticed. Lead by example. Just do it!