Of the myriad goals people have for their Chamber memberships, networking is shared by almost everyone. The Chamber offers many avenues for creating leads and building new relationships. In fact, virtually every Chamber activity has networking potential.
Human nature, particularly in the business world, often tempts us to self-promote when networking, but this may not be the most effective approach. Sure, it’s important for others to know what we do and what makes us unique, but to truly stand out in a sea of businesspeople, it may be better to strive to be another person’s enthusiastic advocate.
Being another businessperson’s advocate means being sincerely curious about him or her while thinking of ways to help their business. Ask questions. Explore interesting aspects of their business or themselves personally. Ask who or what types of prospects they want to meet. Then use this knowledge to introduce them to others at the event.
This approach to networking bears fruit in many ways. Showing respect and sincere interest in the other person invites him or her to do what people love to do: talk about themselves. But in this context, they aren’t promoting themselves in an off-putting way. Who wouldn’t appreciate your desire to learn about them and their work?
Next, put this knowledge to work by actively introducing him or her to other people at the event. Work the room with your new acquaintance, inviting others to learn about this person’s interesting business.
Events with exhibitors are even more potent opportunities. Where do people usually congregate at these events? Near the food station or bar, or amongst existing friends … often avoiding the exhibitors so they don’t have to hear a sales pitch.
Want to make these events more fun and more successful for networking? Seek out a new acquaintance, learn about them and their work, then invite him or her to visit exhibitors with you. Introduce yourself and your new acquaintance to the exhibitors and ask about their businesses. Exhibitors are tremendously interested in creating awareness of their businesses, and you will be helping them succeed in doing just that.
At the conclusion of the event, what will you have accomplished? You’ll have begun new friendships, you’ll have learned about interesting businesses, and you will have differentiated yourself. You will be remembered. And won’t everyone you’ve met be open to further discussions of how to help one another?
Successful networking is about more than scoring a quick sale. It’s about creating relationships of mutual consideration and benefit. It’s about earning respect and building a foundation for lasting friendships. It’s about being remembered with appreciation and admiration. The business you will earn by being this kind of networker will be bountiful and enduring.
Don Richards is president of the Richards Financial Group and a longtime member of the Denver Metro Chamber of Commerce, leading the Chamber’s new member orientation and its every other month roundtable discussion, Your Conversation With.