There is no doubt that you appreciate the power of networking. But networking is not something that happens only at professional events. You can successfully network at even at social gatherings. When I first went through sales training, my coach Chuck Steinke said, “All things being equal, you buy from a friend. All things not being equal, you still buy from a friend.” In other words, the more friends you have, the better off you will be. However, it is not easy to make friends and expand your network. It requires commitment, strategy, and patience.
I have found that it is more difficult to network at business gatherings, well, just because people are more business-like. In other words, if someone does not see immediate benefit of knowing you, they want to meet someone that can be a potential customer or supplier or partner. Howsoever frustrating it may seem at conferences, but if you are not somebody, people do not even bother to say hello.
Social settings, though, are quite different. People want to meet others who are like them and they make an effort to know you as a person rather than try to sell you something. Having said that, when you make a personal friend, you can always find a way to ask for help, when you need it.
Here are a few tips on how to network at social gatherings:
- Do your research prior to attending the event, even if it is just a party at a friend’s home. If you can find out who the other guests are, you can be better prepared to meet them. Let me give an example. If you are invited to a dinner by someone who is in the biotech industry, you are likely to meet others who are somewhat related to that sector. It is a great idea then to catch up on the latest news in the biotech world - enough to ask intelligent questions and learn more.
- Dress appropriately for the occasion. Just because you are going to someone’s home for dinner during the weekend, it does not mean that you show up in a T-shirt, jeans, and sneakers. You never know whom you might end up meeting.
- If you are uncomfortable meeting someone for the first time, she or he is likely to be in the same situation. Except for used-car salesmen, even the smartest networkers struggle with connecting with complete strangers. Use this knowledge to your advantage by making the other person feel comfortable. When you warmly approach such a person, you are bound to establish an immediate connection. Treat this as an opportunity to make the other person comfortable, and you will emerge as a winner.
- Always try to be a good listener. If the other person is shy and you realize that the conversation is not going any where, it is a good idea to add your thoughts and ideas, but the best strategy still is to let others do the talking. The easiest way to make friends is to listen. We all want to be listened to.
- Finally, always follow-up. Send a short note to someone you meet. If you liked them and want to take the contact to the next stage, you must try to include them in activities that may be of interest to them. For instance, if you are attending a dinner for business professionals, it is a good idea to invite people that you met at the party organized by your friend from the biotech community. And if nothing else works, remember that we all love to eat. So just host a party at your home. If you follow these tips, you can hope to make about a dozen friends in six months. And then you will see your network grow naturally.
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