Networking, mistakes to avoid

Networking regularly but not getting the results you want? You are probably making one or more of the following common business networking mistakes. Most of us are nervous when faced with a room full of strangers. When you know these pitfalls you will find networking easier at your next event.

Forgetting your business cards

Only talking to people you know

This is a hard one. Yes it is good to catch up with old contacts and indeed sometimes useful but remember networking is about meeting new people. You cannot do that by sitting with colleagues or people you know. Be bold and approach people you do not know and ask them to tell you about themselves.

Being unprepared

Know what you want to achieve from the event, the type of people you want to meet are they customers, suppliers or recommenders?
Not sure of the format of the event, just ask the organiser.
If you expect to be involved in a set routine such as speed dating or table shuffling find out how long you will be able to talk for and prepare.
If you have not received the guest list before the event and you are given one on arrival spend a few minutes studying it.  Identify who you want to meet and then ask someone you know or the organiser to help you meet that person. Organisers please ensure the guest list is quick and easy to read.

Wrong event

There are so many events you must make sure you are the ones that your prospects are at. If your target is accountants, go to the events accountants are at. Many professional organisations allow non-members to attend their events.

Poor pitch

The second biggest sin after no business cards. You have a captive audience and they want to know what you and your business do. So prepare your pitch, practice it, test it, and improve it. A good pitch will make a good impression and should encourage the listener to say, “tell me more”. Your first seven words are critical to grab the listener’s attention
Start by making sure you know the audience. If you go to many different events you may need a number of different pitches adapted to the people who are attending.
Then try the following format:

• I help/work with/ to
• I do this by
• Which means that
• Which helps
• What I would like to do is or like you to do is

Use stories and examples to support and develop your pitch
Finally respect the time allocation if there is one.

Not knowing where to start

You walk into a room full of strangers, where do you start.
Firstly look for individuals speaking to one person is less daunting and because they are on their own they probably will appreciate it. “Hello I’m Gareth” works in these situations.
More likely people are in groups.  There are two types of groups closed and open. You can only join open groups. Closed groups are where two or more people are tightly engrossed with each other. The people in the group are giving each other their full attention. Look for the open groups and ask permission to join with a question like “ Do you mind if I join you/listen?”
Your conversation should go through these stages: getting into the conversation, asking about them (have some questions prepared) telling them about you (your elevator pitch) general chat and ending the conversation and moving on.

Trying to sell

This is NOT what a networking event is about. Your purpose for being there is to identify useful contacts that you arrange to meet after the event. I call this the coffee moment. The time when you have identified a useful contact and you finish the conversation by suggesting you meet for a coffee and agree the next steps.

Announcing what you are not what you do

No follow through

Remember the purpose of networking is to arrange a follow up meeting with useful contacts. Do what you said you are going to do. Track the results of your networking, contacts, appointments etc.

Monopolising someone’s time

Those attending networking events have come to meet more people. Don’t keep talking about you without giving them a chance to tell you about them. Recognise when the formal part of your discussion is over and move on to the informal and ending of the conversation. Work out how you will finish the conversation there are only really two ways, ask for a business card and permission to follow up, or say something like “ I have enjoyed meeting you if I meet any would you like me to introduce you.”

Need personal help?

Want help from Gareth to grow your business? Give him a call on 01226 290288 or email gareth@gapmanagement.co.uk

About GAP Management

GAP Management helps business owners and managers to find, win and keep customers to increase sales and profits and to focus their sales and marketing activities.
Clients tell us that our work really works. They find working with us motivating and inspiring because we are good at finding out what they really need. We listen to them and come up with fresh ideas, and give them momentum and inspiration that helps them to increase sales and find new customers.