To kick this blog off, I posted a question on LinkedIn “Is networking easy or your biggest nightmare?” and got some great response. Many respondents love networking and had some great tips to offer, which I will include in future posts.
For today, I am going to focus on the reluctance to self-promote. Nicole Rivera, Product Marketing Manager at Devon Intl Group said “I don’t mind networking and meeting new people. When it comes to the point in the conversation where I’m supposed to ‘sell’ my company – so to speak – that’s where I freeze. I enjoy talking to people, the idle chit-chat, but when it comes to the real reason we’re here, that’s what I find hard. I don’t like the ulterior motive portion of it.”
I think many people feel the way Nicole does. Many people feel uncomfortable talking about themselves or that it is inappropriate or bragging. It can be, if handled badly, however for those of use whose job it is to generate business, every occasion is an opportunity, so we need to find a balance. Weddings, parties, neighborhood gatherings – events of a purely social nature – are especially delicate, but no less an opportunity. I have gotten clients out of all those occasions.
For many people “so, what do you do?” is an easy opening conversational question, even at a party. I recommend having a social version of your 30-second intro. Don’t waste the opportunity with a non-answer like “I’m in marketing.” Think of a 5 or 10 word version of what you do that will allow for a probing question if someone is intrigued – and leave room for an “oh that’s nice” from everyone else. I have a friend who is a PhD and works in robotics. I asked him if he could do it and he said “I make computers less dumb.” Brilliant. What would you say about what you do in 5 or 10 words?
When it comes to official business networking events like a chamber of commerce social, business breakfasts, awards dinners, business card exchanges it is another thing. If you are uncomfortable bringing up business in a situation designed for meeting new prospects, that’s a whole other issue. Absolutely there are people that hand out cards like candy and ask for coffee meetings only to probe your contact list. You don’t want to be aggressive, however learning someone’s kid plays little league and not why they came isn’t the best use of the money you just spent for breakfast. Try transitioning with “what do you like best about this group?” or “how have you grown your business” to find out about the kind of referrals that might be good – chances are they’ll ask the same question back to you.
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