Business networking: good first impressions, fast

20 Feb 2015

It's no secret to seasoned salespeople that networking is one of the most valuable uses of their time in terms of return - and not just in monetary terms.

Business networking: good first impressions, fast

Business networking is an effective low-cost marketing method for developing sales opportunities and contacts, and may take the form of referrals and introductions, either face to face at meetings and conferences, or by other contact methods such as phone or email. Increasingly, social and business networking websites are being used for marketing, generating interest in brands, products and services.

Networking is free, most of the time. If you go to the right event, it's full of people that you can work with or learn from in some way. A business network of contacts is both a route to market for you, and a marketing method. Business networking offers a way to reach decision makers that might otherwise be very difficult to engage with using conventional advertising methods.

In addition, business networking brings with it the added advantages of recommendation and personal introduction, which are essential for developing business opportunities.

What's better is that networking, especially face to face, creates lasting impressions in the minds of people you meet. It is a way for you to make the maxim: "It's not what you know, it's who you know" work for you.

Describe yourself concisely and impressively

If you were to meet a potentially important contact for the first time and he asks you: "What do you do?" You have no more than 20 seconds, or perhaps just 10 to 15 seconds, to explain, and to make such an impression that the person asks for your contact details.

This is where a quick, practised speech comes in handy. Just imagine you have the time it takes for a lift to go between floors to get your point across. Essentially, you need a short sound bite that succinctly and memorably introduces you. It spotlights your uniqueness. It focuses on the benefits you provide. And it must be delivered effortlessly.

Here are the main points for creating a memorable speech:

Your name: "My name is ... " Look the other person in the eye and speak with confidence. Sincerity and passion are critical if you want to make a strong early impression;

Your business name: "I work for ... " or "My business is ... " Loud and proud. Do not ask "Have you heard of us?" or wait for recognition;

Based and/or covering where: "I am based ... " and "I cover ... " This should be adapted for the situation. There is little value in mentioning a small town if you are at an international gathering, or your global coverage if you are at a local town gathering;

Your personal speciality and/or offering, and your aims: Now is the time to demonstrate how you are different, special and in some way better than your competitors, yet without ever speaking badly about them. Express what you offer in terms of the positive outcomes for those you help or supply; and

End with a question: This enables more to happen than simply letting the discussion trail off. "What's your interest here/at this event?" Or obviously, if you've not already asked, "What do you do?"

Once you think you have perfected your speech, practice it in front of the mirror and with friends. Record it and listen to it. Does it roll off your tongue? Do you sound confident and sincere? Is your speech engaging? If not, amend accordingly, then get going!