Effective Business Networking

"This networking business doesn't work!" That's what a fellow member said to me last week at a Long Island Association (LIA) Business Before Hours Meeting. He was there - like the rest of us - to meet contacts. When I asked him why it wasn't working for him he said that in the last six months he didn't get one sale. He wasn't the only one I've heard say this. Here's what typically takes place at these events:

Everyone exchanges business cards and then take turns giving an "elevator speech." Unfortunately it's often a boring three-minute, non-stop talk about their company.

• After hearing a presentation then the other person is supposed to listen to you - or at least act like it. Instead of listening however, the person is often looking around to see who he/she can talk to next.
• Although business cards are exchanged, most don't email the contacts they make. And worse, they don't respond to those who email them!

What to do? The following is a recommended process that can help you be more effective in all your business networking efforts:

1. Define your Brand. Before making any new networking contacts take the time to sum up in a minute or less who you are, what you do and the benefits you provide. By doing so you make it easy for your contacts to promote you.
2. Promote your brand in the social media (website, Twitter, LinkedIn, etc.) and with every in-person contact you make. This makes it easier for your contacts to direct people to you. The more visibility you gain the greater the name recognition you will have.
3. Consistently provide Value. Networking is not about exchanging business cards. It's exchanging value. When in face-to-face networking situations let the other person talk first, listen, take notes, ask questions to understand what they do, and what kind of customers they are looking for. The better you understand their business, the greater the likelihood you can be of service to them. And always follow-up with an email expressing your appreciation for meeting them.

Defining your Brand, Promoting it and consistently providing Value builds credibility, creates mutually-benefiting relationships and results in more business.