Five Networking Mixer Mistakes that will cost you business

Take note of these FIVE networking mixer event mistakes that will likely cost you clients instead of building your business.

Before you head off to your next networking event, there are a few things you need to really grasp in order to make the most of your efforts. Remember that in order for networking to pay off, it must be effective, strategic and targeted. The five mistakes below are anything but...yet are unfortunately common occurrences at chamber events, industry gatherings and organization meetings. So, check out the list, commit it to memory and then you can network in confidence.

Mistake #1 - I'M HERE, SO I'M NETWORKING
Granted, you have to show up to network, but it takes more than walking in the door, finding the bar and standing in the corner. Okay, so maybe you're not THAT shy (I know some of you are), but chances are you attended your last networking event without any real plan of action. You need to have specific goals in mind for each and every mixer or you'll have no idea if you're accomplishing anything. Here are a few examples: How many people to do you want to meet? Is there someone specific attending that you want to be introduced to? How much time will you allow yourself to talk with people you already know? Determine your goals by who will be attending, the organization and the type of meeting (mixer, dinner w/ speaker, etc.) and set goals that support your growth plans. You'll make better use of your time and leave knowing you made real progress.

Mistake #2 - HANDING OUT AS MANY CARDS AS POSSIBLE
Isn't marketing, even word-of-moth marketing, a numbers game? Then wouldn't it make sense that the more cards you hand out, the better the odds of someone calling you for a future meeting? Not exactly. Sure, everyone you meet will not be a potential client, so you have to shake a lot of hands, remember a lot of names and hand out a lot of business cards. But, there is a more effective way to ensure the cards you hand out are kept in someones file - rather than dropped into the nearest recycling bin. READ THIS: GIVE BUSINESS CARD ONLY TO THOSE WHO ASK FOR IT!! One of the most offensive actions at a networking event is having strangers thrust their card upon you. It screams desperation..."Call me!" "Hire me!" "Work with me!" "Look at me!!" It's like a little puppy that keeps jumping up for attention. Instead focus your conversation on the other person, ask about their business and ASK for their card. They'll be so please someone wanted to hear about them, they'll not only hand you a card, but ask for yours in return. They will remember and your conversation (because it was all about them), and happily hang onto your card...the one they asked you to give them!

Mistake #3 - TELLING PEOPLE ABOUT YOUR BUSINESS
I know - it sounds crazy. Isn't that what networking is? Letting people know about who you are, what you do and how you can help them or someone they know? Yes and no - that's the ultimate desired result, but it ends there. It starts with you asking about them (see #2 above) and trying to discover ways to help them with a business goal. What if you asked, "Is there anyone here you'd like to meet tonight? Maybe I can help introduce you." That's so much more appealing than the "I, me, my" speech about your own business. That's only going to tune people out and paint you as self-absorbed (a bad move and waste of time). Instead, you first build a relationship with that person, then - once they like you - they'll ask for details about work. If they ask, they truly want to know. You now have permission to tell your story. But keep it brief...don't lose them with too much information, just whet their appetite so they'll be ready to learn more about what you do later (that's what follow up is for).

Mistake #4 - TRYING TO MAKE A SALE or SECURE A CLIENT
I can't stress this one enough...you're not at a trade show with a booth trying to sell products. You're at a networking event so you can meet and connect with new people. The networking event is NOT the time to try to sell someone or close a deal. So, take that pressure off your shoulders, right now! You just want to meet new faces and see who you can help. And, even when someone asks about what you do - don't make it a sales pitch. Give the big picture benefit - who you help and how. The "who you can help" should not be directed at them, but at some specific person or type of person who might be in the room. Trust me, people love to make connections and say, "Oh that sounds like Joe with the ABC Company, have you met him? Let me introduce you, he's right over here." If the person you're speaking to is an ideal client for you, they'll know. And if they're in the market for your product or service, they'll follow up with you - with lots of good feelings because you did not try to sell them.

Mistake #5 - WAITING FOR PEOPLE TO CONTACT YOU
While you DO wait for someone to ask for your card, you do NOT wait for them to give you a call or send you and email. Lack of follow up is the number one mistake most networkers make. You can attend and event, meet lots of people and only give cards to those who are interested - but without follow up you've wasted your efforts because nothing will happen. Again, follow up is NOT a sales pitch. It's an email, note or phone call (whatever works best for you) that thanks the person for chatting with you and touches on something they said or talked about. Something like, "I loved hearing about your sailing adventures. I found this article about an upcoming sail boat show and thought it might be of interest to you." You'll be building the basis for a strong reciprocal relationship that could lead to business down the road. Remember to take that stack of cards you collected and turn them into good relationships...follow up, follow up, follow up!

Networking events are vital to growing your small business. You can develop a sphere of people who truly want you to succeed - in any economy. That means they work hard to bring you business...all the time. Just remember to approach your next meeting with a plan of action that will build your business instead of committing the networking mistakes that can cost you clients.

If you'd like more information about small business networking or are interested in a training session to help your sales team to make more of their networking efforts, contact me at mavis@mamboproductions.com.