Use Networking to Open Doors, Not Close Deals

This might sound strange to you, but the goal of networking is not to “land a referral” within minutes of shaking hands with someone.  The primary goal is to meet people with whom you have the best chance of success in building a referral relationship.  It takes time to build a friendly, trusting and symbiotic relationship with a new referral source.  So to achieve the most satisfaction and success when networking, follow these tips:

• Arrive early. If possible, be one of the first attendees at the networking function.  This gives you “seniority” in the room and allows you to spot new faces as they come in.
• Have your 10-second "commercial" ready. Otherwise known as an “elevator script,” your commercial should be able to introduce yourself and say what you do – in an interesting way – in less than 10 seconds.
• Be approachable. Let your body language communicate that you’re friendly and interested in striking up a conversation.
• Don't be a wallflower. It's important to walk around, mingle and "work the room." Look for opportunities to introduce yourself. There are usually many.
• Ask questions. Focus on the other person.  You can’t go wrong by asking, “How can I help you build your business?”
• Act as matchmaker. Try to bring together people who might benefit one another - for example, a financial planner and a CPA. This gives you a great lead-in.
• Say the "magic" word. Make an effort to remember people's names and to use them frequently in conversation.
• Ask for the card first. Ask people for their business cards, and they will almost always ask for yours.  When you hand your card over, handwrite something  - like a “special” email address – to be memorable.
• Follow up. The day after a networking event, send a card or letter to the most promising prospects and suggest lunch.

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