Networking is such an invaluable tool for the small business owner...if the networker knows how to do it well. But learning this vital skill seems to be the most overlooked step in the process. Most people wouldn't consider starting a small business if they didn't know how to do the thing that their business offers...but they venture blithely forward with no idea how to sell the thing their business offers. Here are a few basic tips to help things run more smoothly.
1.) Be likeable. If you aren't likeable, fake it. If you can't fake it, hire someone who can...they'll be well-worth the money.
2.) Be knowledgeable. It goes without saying (I hope) that you keep abreast of current trends in your industry, but when networking it's incredibly useful to know a little about a lot. Sports, politics, local theater, celebrity gossip, cars...anything that the person you're talking to might find interesting is a networking opportunity. Provided, of course, you know enough to have a relatively informed conversation...and you're not too emotionally invested in the results. If you adamantly believe that Paris Hilton should have gotten off scott-free, and you'll cry over a dissenting viewpoint, veer away from celebrity gossip.
3.) Be flexible. Networking is not about 'closing' or 'hard-selling' - it's about creating relationships. When you're trying to build a relationship, you have to be flexible enough to do it on the other person's terms. If that means that they need to know you for six months before they even think about sending business your way, by all means prepare for that six-month slog. That is the way in which that person does business...and if you don't respect it, it's your loss.
