The five takeaways are part two of this two part series.
Editor's note: This is part two of a two part article covering the benefits, importance and technique of networking for small business owners. Please read Part 1 entitled: Small Business Owners- Make the Most of Networking Opportunities
In part two we'll cover the elevator pitch, creative business cards, listening and learning and a next steps takeaway.
Here are the five networking best practices:
1. Perfect An Elevator Pitch
Prepare an elevator pitch, a ten second version and a thirty second version to be used when attending a meeting with new contact opportunities. (You can also prepare an extended 5 minute elevator pitch for use at a sales meeting.)
You do not have to be a stand-up comedian or a rap singer, but you must be able to communicate with assurance and passion. A consistent message will become your branding image.
Always include your name and position and try to find a “hook” for the audience. What distinguishes your company from its competition -longevity - pricing – services – products?
You should customize the pitch for each audiences depending on the age of the group and their familiarity with the market and the product. And, it is always helpful if you can find some humorous comment in your pitch.
You may need to write it out and practice it, but the presentation should sound spontaneous and sincere.
2. Create a Distinctive Business Card
Always carry a business card with your contact information for follow up.
You should respectfully ask for a business card from your audience and file it in your customer relations management file. There are ways you can customize your business card to make it distinctive.
Keep in mind that the print should be legible and readily copied by a telephone camera. You may decide to have a two sided card.
You website should be on your business card. All businesses need to have a website presence.
You may need time and funds to prepare a website with a meaningful message, but you can with little expense have a website that provides the basics about your business.
Next- Small Business Neworking Best Practices #3 through #5
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3. Listening is learning
A conversation has to have two participants. Make certain you provide time to receive information from your audience.
That is the moment when the most meaningful connections are made. Try to find what you have in common and how you can assist each other.
The contact may not result in a sale but it may result in a referral. Make an attempt to follow up with another meeting or a phone conversation in order to further develop the relationship.
4. Can You offer a Little More?
Perhaps you can offer a sample product, a discounted price, a video. You may want to save this for a follow up meeting, but plan for it.
5. It Doesn’t have to be One or the Other
Online marketing will undoubtedly expand awareness of your company’s products and services, but it will not replace the value of a face to face meeting with a potential customer/client.
The body language, the eye contact, the conversation will NEVER be replaced by contacts made through an internet connection.
Face to face meetings are more likely to develop into long term relationships rather than transactional sales.
Do not overlook the importance of networking, but use your valuable time wisely.
And always keep in mind that sales and marketing are vital for success, but you need adequate time to address many other aspects of building a company.
Related articles:
Part 1: Small Business Owners- Make the Most of Networking Opportunities
How Connected Employees Can Boost Your Bottom Line
Dressing for Networking Happy Hour – The Smart and Agile You!