7 tips for better networking

Networking events provide you with golden opportunities to connect with new advertising prospects – and strengthen existing business relationships.

Here are some tips to make the best use of those opportunities:

1. Have a plan. If the event requires advance registration, ask the hosting organization if you can see a list of businesses that will be represented. That will help you develop a "target list" in advance. If a registration list is not available, simply scan the room to identify the key people you would like to meet before the event is over.

2. Your name tag is your logo. Always wear a name tag at networking events. You're not there to be an anonymous bystander. You're there to connect.

Events generally feature two types of name tags: (1) those provided by the host and (2) those provided by those attending. If you fill out a name tag at the registration table, print your name -- first and last -- and the name of your paper. An even better idea is to order a magnetized name tag from an office supply store. That will present a more professional image for you and your paper.

Place the name tag on your right lapel to make it easy for others to read when you’re shaking hands.

3. Success is in the cards. It should not take more than a few seconds to produce your business card. Leave the fancy, monogrammed card case at home, and forget about fishing around in your wallet or purse when someone asks for your card. The best strategy is to keep a good supply of your cards in the outside, right pocket of your jacket – and place the cards you receive in the left pocket. (That eliminates the possibility of handing another person's card to someone you've just met.)

Keep track of conversations by writing notes on the backs of cards you receive. That simple technique is especially helpful if you promise to call or send information.

4. Listen first. Express genuine interest in the people you meet, ask questions about their businesses – and tune in to their concerns. Broadcasting legend Larry King said, "I never learned anything while I was talking."

5. Deliver your elevator speech. That is a short commercial for your business that lasts no longer than a short elevator ride. After you've learned something about the other person, you can say, “I represent The Gazette and specialize in helping people generate more customers for their businesses. We do this by developing customized marketing plans.” If the other person expresses interest, you can tell a (brief) story of how you helped one of your clients increase sales.

6. Watch your timing. If you linger too long in conversation, you rob other people of their networking time. Make contact, learn how you can be of help to them – then move on.

7. Follow up. If you promise to send information or if you think of something your new acquaintance will find of interest, get back in touch right away. Don't give that person time to forget your conversation.

(c) Copyright 2011 by John Foust. All rights reserved.

E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com.

POSTED 2/4/11