Personal marketing for the shy

It’s called 'network reluctance' and, like call reluctance, is a challenge to be overcome because we all know that networking is one of the most effective ways to build relationships and get those valuable referrals and alliances. The impact of the brief chat we have with the single person we connect with at a networking function can be just as fruitful as thousands of written marketing communications costing just as many dollars.

There are two main causes of network reluctance - fear and burnout. Most of us, unless we are one of those super social self-promoters, experience them at some time or other.

For people new to the world of formal networking, the sheer terror of having to walk into a room full of people you don’t know is enough to send you scurrying back home, business cards still in hand. This can also happen to experienced networkers when they contemplate venturing into a new networking environment.

For seasoned business people, networking reluctance is often due to networking burnout. You’ve overstuffed your schedule with too many and differing networking functions and now have severe networking indigestion.

Let’s look at the first group - the scaredy cats (and we’ve all been there, so don’t take offence). You can overcome your network reluctance by doing a little homework and taking control of the occasion.

Implementing these five tips will take away much of the fear and uncertainty and put you in the networking driver’s seat. You might also start to enjoy yourself!

1. Have a goal for your networking

You have big goals for your business. Now set some small goals for your networking that will lead to those big goals. For example: “My goal for networking is to establish three profitable alliances”. Or, “My goal for tonight’s function is to have a conversation with three people I haven’t met before.”

2. Go along to the networking function in a social “give” rather than “get” mood

It is a real buzz to be able to help someone find a product or service they need – and sooner or later what comes around, goes around. One great way to give is to always carry spare blank business cards for those few people who inevitably didn’t bring any.

3. Establish rapport with someone to start a conversation

Try paying a compliment or finding a point of common interest. Compliments need not be fawning or dishonest, but something you really like. “Great handbag”, “Love that tie”, or “Ah good, the foods coming out – it’s always good here”. And remember some of the best rapport can be struck up in the lift and rest rooms.

4. Practise describing briefly and concisely who you are and the benefit of what you do

If you’ve read Flying Solo, you know it’s called an elevator statement. For example, “I’m a virtual assistant and I make life easier and more cost efficient for my small business clients.” Practise saying it easily so it doesn’t sound forced. Get a friend to keep asking, “What do you do?” Keep going until it just flows. This sort of practice will also help you with the dreaded group share where everybody has to stand up and say who they are and what they do.

5. Find a networking “buddy” to attend events with (but not stick with the whole time!)

Once you’ve got yourselves in the door, grabbed a drink and are starting to relax and speak to people, split up and network separately. You can make a game of it by debriefing how you went the next day.

In a follow up article, we’ll look at how to get over business networking burnout and choosing where to network.