Networking events are typically the dreaded means to an end for most business professionals. How often have you asked yourself if you really need to go?
Most of my clients have the “I hate networking mindset”. They despise the whole “salesy marketing” impersonal feeling they get when they go to a function. In fact, I have met with countless lawyers, accountants and other professionals who have talked themselves out of going to events they paid good money for. I completely understand the struggle when you feel like you have to “sell or pitch yourself” every time you leave your office in order to get new business, it can get uncomfortable. Most professionals studied for years to become experts at what they do, and sales is typically never part of that training. However, in today’s competitive landscape, it has become an expectation for originations and growth.
What networking isn’t:
Networking is not selling. Most professionals think that they have to pitch every person they meet at an event so that they can get new business and leads. The fact is, and I make this clear with my clients that the last thing you should be thinking about when attending a networking event is hard SELLING.
What networking is:
Networking is an opportunity to build new relationships and deepen existing connections. It’s never about hard selling yourself or your company. It’s about having the right types of conversations with other professionals and deciding if you’d like to further those conversations following the event. STOP thinking about networking as a selling opportunity. I have rarely seen it happen that someone walks out of an event with a new client or contract in hand.
Get in the right mindset. If you set your intention when attending an event to build relationships with interesting people, then you will likely walk away with good information and possibly opportunities to further a business connection.
Coaching Tip*Before walking into a networking event, sit in your car for five minutes and shift your head space from the crazy busy day you had and thinking “this is the last place that I want to be” to “I’m curious to know who I will meet today?” This will help you prime your brain and set an intention for a different more positive experience.
Pick the right networking event:
In my sales career that spans over 25 years, I have attended thousands of networking events and have found that the most successful events I attend are within an industry I am actually interested in, as well as with continuous visits to the same event. This helps to build connections and learn to speak the language of your prospect. It’s very helpful to pick the same networking event every week, month or quarter to attend so that you have continuity in who you are meeting and begin to build relationships that are built on truly knowing the person verses constantly visiting multiple events and not knowing anyone.
Remember, the sole purpose of networking is about creating relationships with new people or strengthening relationships with those you’ve connected with in the past.
When we take off that extra bit of pressure we usually put on ourselves to sell, get a win or walk away with the perfect lead; we shift our bodies from tense to open and this has a positive effect on the energy you give off. Neuroscientists have identified a new type of neuron called mirror neurons located in our brains that activate both when we are observing a behavior and when we are performing an action. What this means is that if others are observing you as stressed out and unhappy, then they will begin to feel the same way when they get close to you. The research also suggests that these mirror neurons are picked up when we are within 10 feet of one another.
That’s why having the right mindset is so important to your networking and business building success. With the right frame of mind and energy you will give off much more positive energy. Remember networking is not selling, so make the most out of every event and enjoy building new relationships.
-By: Stephanie Wachman, Executive & Productivity Coach, author and Speaker
stephanie@coachinglib.com, 720-232-3693, stephaniewachman.com
