Be ready for your chance to network
Q: I know that networking can be a good way to promote my business and attract more customers, but how do I do it effectively? I want to make the right connections, but I don’t always feel comfortable making a sales pitch to people I’ve just met.
A: The first step to networking success is to carefully vet your options. Not every networking event or activity will lead to making the right connections, so try to determine beforehand which ones will be a good use of your time.
Research the sponsors, check out the featured speakers and guests, and talk to previous attendees if it’s a recurring event. Keep in mind that you don’t have to find a new customer or make a sale that very day. You may happen upon just the right person who has an immediate need for what you’re selling, but it’s more likely that the connections you make will only be the beginning, and the benefit will be realized down the road. Practice your pitch
Of course, you’re there because you want to promote your business, so don’t be shy about making that sales pitch. Work on an “elevator speech” — so called because it should be short enough to be delivered in the time it takes to ride a few floors with someone in an elevator. Andit’s not hokey to practice your speech. Write it down, then rewrite and rehearse until you’re sure it accurately expresses whoyou are, what you do and why your new acquaintance should do business with you — all in a clever and engaging way.
But don’t just engage in one-way conversations. To develop a real connection, you have to focus on the other people, too. Learn about them and what they do. Afterwards, even if you feel that some of the people you met will never become customers, follow up with all your new contacts. Who knows? Their needs may change, or they may lead you to someone else who’s in the market for your products or services. LinkedIn workshop
One networking activity you may not have considered is LinkedIn. You more than likely already have a LinkedIn profile, but may not be using it to full advantage. To learn howto promote your business and generate new customers by becoming a more active online networker, attend “Using LinkedIn to Grow Your Business,” a half-day workshop being offered by the UHBauer College SBDC at its midtown Houston facility.
The workshop will be held Wednesday, July 15, starting at 9 a.m. For the $39 pay-online price, you’ll learn howto improve your profile, search for contacts, use the “requesting an introduction” feature and more. Register at www. sbdc.uh.edu. Parking is free.