How to network

These tips apply broadly to any sort of business networking – face-to-face, organized events, business social networking websites, etc:

Ten essential principles

1. Elevator speech.	Describe yourself concisely and impressively.
2. Be different.	Differentiate yourself. Aim high. Be best at something.
3. Help others.	Help others and you will be helped.
4. Personal integrity.	Integrity, trust and reputation are vital for networking.
5. Relevant targeting.	Groups and contacts relevant to your aims and capabilities.
6. Plans and aims.	Plan your networking – and know what you want.
7. Follow up.	Following up meetings and referrals makes things happen.
8. Be positive.	Be a positive influence on everyone and everything.
9. Sustained focused effort.	Be focused – and ever-ready.
10. Life balance.	Being balanced and grounded builds assurance.

1. Describe yourself – elevator speech

Use these principles also in text-based descriptions for the web and printed materials, etc.

This is commonly called an ‘elevator speech’ or ‘elevator pitch’ – as if you were to meet a potentially important contact for the first time in an elevator at a conference and he/she asks you: “What do you do?” You have no more than 20 seconds – perhaps just 10-15 seconds – between floors to explain, and to make such an impressive impact that the person asks for your contact details.

If you talk (or write) too much, the listener (or reader) will become bored, or think you are rude or too self-centred.

Be concise. You will demonstrate consideration and expertise by conveying your most relevant points in as short a time as possible.

Here are the main points for creating your elevator speech:

1. your name	“My name is…” Look the other person in the eye. Smile. Shoulders back. Speak with confidence. Sincerity and passion are crucial in making a strong early impression.
2. your business name	“I work for…” or “My business is …” Loud clear proud again. Do not ask “Have you heard of us..?” or wait for recognition.
3. based and covering where	“I am based…” and “I cover…” Adapt the town, city, geography for the situation. There is little value in mentioning a tiny village if you are at a global gathering, or your global coverage if you are at a local town gathering. Make this relevant to the situation.
4. your personal specialism and/or offering, and your aims	Be different and special and better in some way from your competitors. Be meaningful for the event or situation or group, and as far as you can guess, be meaningful for the contact. Express what you offer in terms of positive outcomes for those you help or supply, rather than focusing on technical details from your own viewpoint. Load your statements here with special benefits or qualities. Be positive, proud and ambitious in your thinking and expression of what you do. Include in this statement what your aims are, to show you have ambition and that you know what you are seeking from network contacts.