Business Networking For Dummies

Stefan Thomas is Network Director for 4Networking and a marketing and networking expert. He spends his days roving the 4N network and helping members get the best from 4Networking.

• Foreword xvIntroduction 1About This Book 2Foolish Assumptions 2Icons Used in This Book 3Beyond the Book 3Where to Go from Here 3Part I: Getting Started with Business Networking 5Chapter 1: Getting to Grips with Networking Basics 7Understanding Business Networking 7Starting with ‘Why?’ 8Noting the ‘why’ of networking 9Figuring out your ‘why’ 10Talking to Strangers (Ignore Your Parents’ Advice) 11Knowing Who Uses Networking 12Realising It’s Not All Funny Handshakes and Old Boys Clubs 15Finding Networking Opportunities 15Following Networking Guidelines 16Networking in a Nutshell: Different Formats 17Understanding unstructured networking meetings 17Seeking out structured networking meetings 18Networking formats you’re likely to encounter 18Business networking and referral marketing – same difference? 19Chapter 2: Exploring Different Aspects of Networking 23Networking for the Employed 23Building your skillset using networking 25Meeting people in the same industry to swap ideas 27Keeping up to date with trends in your industry 28Meeting your next boss – career building and future proofing 28Networking for the Business Owner 29Promoting your business 29Finding trusted suppliers: Real-life Google 31Keeping up to date with trends in business 33Creating your virtual team: The future of business 33Networking as Marketing 34Clarifying your marketing aims 35Reaping the benefits of business networking 35Networking Meets Social Media 36Seeing the relevance 36Making the most of social media 37Chapter 3: Setting (Realistic) Expectations 39Recognising Why You Need to Set Expectations 39Thinking about what You Expect to Get Out of Networking 40Coping with your first networking event 41Knowing That Networking Isn’t Without Effort 42Keeping track of your schedule 43Being patient 44Chapter 4: Making Use of Networking Organisations 47Finding the Right Organisation for You 48Start locally 49Match your business to the prospect 49Finding Independent Networking Clubs 50Contacting your local chamber of commerce 51Finding local independent networking groups 51Joining Commercial Networking Organisations (in the UK) 524Networking 54BNI 54Business Scene 55FSB 55NRG 56Women-only networking organisations 56Coming across Co-working 56Co-working hubs 57KindredHQ 57Regus 58Specialist and Niche Networking Organisations and Groups 58Understanding the Politics of Networking Groups 59Running Your Own Networking Club 60Remembering Why You Got Involved 62Chapter 5: Networking at Trade Shows 65Knowing What to Expect from a Trade Show 65The Great British Business Show 66The Welsh Business Shows 66New Start Scotland 67Finding Local and National Trade Shows 67Making Your Trade Show Experience a Success 68Networking at trade shows, big or small 69Becoming part of the crowd 70Feeling the Need for Speed Networking 71Doing something different 71Following up 72Part II: Face-to-face Networking 73Chapter 6: Attending Networking Meetings 75Finding Time to Network 75Recognising that networking is real work 76Networking to suit you and your business 77Using your time twice 78Deciding What to Wear and What to Take with You 79Making sure that you understand the dress code 79Thinking about the impression you want to make 80Being prepared with business cards – and plenty of them 81Taking promotional material 81Knowing What Time to Arrive 82Checking the meeting timings 82Entering as an early bird or fashionably late? 82Calming Your Nerves 83Knowing why your nerves may be your biggest asset 85Keeping on top of first-time jitters 86Managing your nerves and appearing confident 87Knowing what time to go home 89Chapter 7: Making Connections in Open Networking 91Understanding Open Networking 91Introducing Yourself to People You Don’t Know 92Recognising that everyone’s in the same boat 92Choosing who to approach 93Making an Impression 95The handshake 96Starting a conversation 98Answering ‘So, what do you do?’ 100Chapter 8: Nailing the Introductions Round 103Getting the Scoop on the Introductions Round 103Remembering that you’re trying to get the interview, not the job 105Avoiding the elevator pitch error 105Standing Out from the Crowd 107Preparation, preparation, preparation 107Think about what they might be buying, not what you’re selling 108Using soundbites 109Using props 110Understanding body language 111Can you hear me? 114Injecting your introduction with passion and confidence 116Rules to Follow and Things to Avoid 116Introducing Sample Templates for Your Introduction 117The attention grabber 118The third-party endorsement 122Remembering What You Planned to Say 125Chapter 9: Handling One-to-Ones 127Getting the Scoop on One-to-Ones 127Having a one-to-one with everyone 128Getting the Most from One-to-Ones 129Where to have a one-to-one 129When to have a one-to-one 130Asking open questions 132Are you listening or waiting for your turn to speak? 134Making notes to follow up with 134Taking notes like a pro 135Knowing What to Do After the Meeting 136Chapter 10: Breezing Through the Ten-Minute Speaker Slot 137Recognising the Opportunity 137Reaping the benefits 139Understanding stock value 140Planning and Preparing 140Looking at Different Networks, Different Opportunities, Different Approaches 141Using ten minutes to talk about your business 141Using ten minutes not to talk about your business 145Structuring Your Presentation 151Questions and answers 151Checking your timings 152Coping when the day comes 152Chapter 11: Following Up 155Following Up to Win 155Ouch! Dealing with Your Piles 156Making the most of business cards 157Using CRM systems 160Evaluating email marketing software 161Following Up Successfully 162Thinking about your follow up 163Being creative 164Reminding People about Your Business 166Asking for business 166Asking for referrals 168Part III: Networking Online and Using Social Media 171Chapter 12: Networking Online 173Introducing Online Networking 174Finding Business Networking Forums 175Joining an Online Community 175Becoming Part of Any Community 178Advertising is Okay (Sometimes) 179Calling First Means That You Often Get the Job 180Establishing Yourself as the ‘Go-To Guy’ in the Community 181Chapter 13: Using Social Media to Keep Relationships Alive 183Venturing into Social Media 183Realising that the times, they are a-changing 184Entering social media 185Winning Friends and Influencing People 185Finding common ground 186Forming meaningful relationships 186Going local, regional, national or international 187Joining in other people’s conversations 188Staying in Your Contacts’ Field of Vision 189Going beyond: Following up with social media 190Thinking business? Think personal as well 192Spotting easy referral opportunities 196Getting Maximum Value from Blogging by Hardly Writing a Word 196Curating information about your industry or profession 198Remembering it’s about conversation not content 199Chapter 14: Networking Using Different Social Media Platforms 203Choosing the Right Platform for Your Business 203Twitter 204Facebook 207LinkedIn 208Google+ 209Blogs 210Instagram 210Vine 211Foursquare 211Pinterest 212Taking the Next Steps in Social Media 212Chapter 15: Joining Up Your Online and Offline Networking 215Acknowledging that People are People – However You Connect 215Finding Your Strongest Connections 217Meeting People Before You Meet Them 219Researching your prospects 220Listening online, then speaking on the phone 221Part IV: Turbo-charging Your Networking 225Chapter 16: Using Networking to Build Your Business 227Standing Out in Networking 227Putting in the effort 228Remembering that networking isn’t easy 229Engaging your brain and engaging your network 230Finding better ways to advertise than shouting to strangers 231Boosting Your Business with Personal Branding 233Learning from Evian’s posh bottles 234Being a product of the product 236Using Networking as an Excuse 238Getting to your ideal prospects using networking 238Using networking for businesses that can’t cold call 240Chapter 17: Building Networking into Your Business Strategy 241Circles Within Circles: It Isn’t Just About Who You Know 241Staying in Touch When You Said You Would 243Finding people to talk to 243Growing your network as people come and go 244Thinking Outside the Limited Company 245Building Your Virtual Team 247Settling Into a Routine and Knowing What Works for You 248Part V: Measuring Your Success 249Chapter 18: Networking or Notworking? 251Measuring your Return on Investment 251Recognising and recording the value in every meeting 252Finding the hidden value in networking 253Adjusting Your Mindset to Spot the Benefits 254Listening to your intuition 255Keeping an open mind 256Acknowledging that networking is always working 257Chapter 19: Revisiting Your Approach 259Using Networking as a Sounding Board 259Nobody’s asking you for a one-to-one 260Business is dribbling in 261You’re getting one-to-ones but nobody’s buying 263You view knock backs negatively 263Using Your Networking Contacts to Advise You 264Launching new products to your networking crowd 265Trying new pitches 266Tailoring your approach to your environment 267Discovering the secret to turning around your networking experience 267Keeping Faith with Networking 268Part VI: The Part of Tens 271Chapter 20: Ten Ways to Improve Your Networking Results 273Do More Networking 273Become Part of Your Group’s Team 274Volunteer for the Ten-Minute Slot 274Take an Honest Look at Your 40-Second Introduction 274Attend Meetings of Other Networking Groups 275Phone People 275Run a Mini-Seminar after a Networking Event 275Use Social Media 276Make it Easy for People to Buy from You 276Understand that Networking is Working 277Chapter 21: Ten Networking Gaffes to Avoid 279Talking Only About Yourself 279Overrunning 280Being Late 280Whispering during Other People’s Introductions 280Ridiculing or Disrespecting Your Competitors 281Adding People to Your Mailing List without Permission 281Judging a Book by Its Cover 282Not Following Up 282Treating Networking as a One-Off Sale 282Forgetting to Smile 283Index 285