Grow your business through better networking by Larry Galler

I’m a pretty shy guy. Always have been. But if you were to meet me at a convention, trade show, or networking event you’d never know it because I’ve learned to be comfortable in business situations since effective networking is a marketing tool I use to meet new prospects… and you can use it also.

I think shyness comes for being unprepared and those who come to a networking event unprepared are those who end up talking to the people they know rather than meeting new people and expanding their network.

Like most businesspeople, I attend a number of trade shows, expos, seminars, open houses, service club and Chamber of Commerce events every year. You probably go to them also. These are all an opportunity to learn, to socialize, and to meet new people while balancing a plate of cheese cubes, carrot sticks, meatballs, and a beverage.

While I have become coordinated enough to shake hands without spilling something, I have yet to overcome my amazement of the lame introductory comments of most people I meet. Most of them come unprepared and, because they have not prepared their message, they sound as if they (and the services or products they sell) are dull, generic commodities and therefore there is no reason why a prospect should select one over another.

This is what I hear: “I’m an accountant.” “I sell homes.” “I’m a mortgage broker.” “I’m a banker.” “I’m a financial planner.” “I’m a web designer.” Gosh, I even had a woman who owns a hair salon tell me, “I do hair!” Even though I’ve been bald for a long time, I wouldn’t go to her salon to have her “do” the little amount of hair I have left. Those dull, generic, answers announce their job titles, not the benefit of what they do, not what problems they solve, not why anyone should seek them out, not the differentiators that separate them from their competitors, not their passion for their work or for satisfying their customers.

Clearly every person I meet is unique. Each has reasons for working at the profession they have selected. They all have levels of expertise, specialties, and reasons for being at the event we have both attended, but they rarely, if ever, communicate their uniqueness.

Very few stand out. I don’t know about you, but I seek vendors who love their work, those are the people who take a craftsperson’s pride in their accomplishments and enjoy making their clients appreciate their efforts. And all that can come across in just a few words and a little “body language” upon meeting someone new… if you are prepared to engage the people you meet in conversation.

When you speak to someone new at these events, eventually the conversation gets around to talking about business and you have got to be prepared for that moment. Preparation consists of creating a very short answer to the opening question, “what do you do for a living?” Your answer should immediately engage the questioner in further, deeper conversation and, if you are well prepared, you will get that opportunity.

So, what is your response to the question: “What do you do for a living?” If it is, “I’m a carpet cleaner,” I’ll bet you can watch your new acquantence stifle a yawn while their eyes unconsciously roll up into their head! Compare that answer to this: “I help people enjoy their homes more by making them look fresh and sparkling clean.”

That’s more likely to get the question you want: “How do you do that?”

When the “How do you do that?” question comes out you have gotten your opportunity to show your passion, your excitement and pride in your work. You have just gotten permission to elaborate on your unique qualities, your certifications, the equipment and chemicals you use, the level of service you offer, the health benefits your customers receive, and all the other services you provide. You can leave a lasting good impression if you jokingly mention the pet stains you remove.

Now realize that this is something you are going to have to work at in order to sound natural. It is almost like being an actor in a movie. Actors look and sound like they are playing their roles as if it is natural, but it isn’t. They memorized a script. They practice saying the words. They practice their body motions and gestures and then they reherse with the other actors and the director coaches them to play their part so it is believed to be natural by you and me. I’ve learned to do that; you have to do exactly the same thing. In fact, I ask my clients to pretend that they are an actor playing the part of being… them. I know, it sounds stupid, but it really works.

So here’s how you can make the next function you attend a business-building function:1. Write down your answer to the question, “What do you do for a living.”2. Practice it out loud at least one-hundred times. Don’t give yourself the excuse that you don’t have time to practice because you can do it while driving to work, while in the shower, and while exercising so it won’t take any of your precious time.3. Once you have the words memorized and sounding natural, practice it at least twenty times while standing in front of a mirror so you look natural also.4. Go to your next business function with a goal of meeting at least two new people who you tell about your business so, when you arrive, please don’t run over to talk to the people who you know. Get into line for the veggie bits, cheese cubes, and meatballs behind someone who is new to you and start a conversation.

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