It happened to me. I was standing in a small group at a networking event when suddenly,
there was a business card being placed in my hand, and into the hands of those I was
talking to by someone none of us knew. In a flash, this person appeared, placed his
business card in stranger’s hands, and disappeared. I was the victim of a “Drive-By”. I’m
sure you’re familiar with the action. No notice, no introduction, just a business card flung
into your hand by a speeding networker.
When I attended my first networking event, I had no clue how to conduct myself or what
the protocol was for meeting the 50+ unfamiliar faces in the room. Where do I start? How
do I connect with them all? After attending several events, I’ve discovered that I’m not
there to meet everybody. I discovered that there is a right way and a wrong way to
distribute my business card, introduce myself, and connect with the people I’ve met.
<h4>The Nametag</h4>
Here’s what I’ve learned about introducing myself. Often, people use my nametag as a
“pre” introduction. As they approach me, rather than look me in the eye, extend their
hand and introduce their name, they avert their eyes to my nametag. They attempt to
pronounce my business name and then ask me what I do. Hmm. Shouldn’t we be
introduced first?
The role of the nametag is to be a reminder to you if you’ve forgotten my name. But you
must first learn my name. An introduction at a networking event is no different than at
any other social gathering. The nametag is just a helpful reminder for you during the
conversation. Do not start staring at my nametag until we’ve been formally introduced.
<h4>The Business Card</h4>
I love that everyone has an automated customer management database. It’s a great way to
stay connected with our customers, friends, and associates. However, it seems like some
people are just in the business of collecting or passing out as many cards as they can. The
point of exchanging business cards is to stay connected with someone you’ve just met.
When there is a “mutual” benefit in continuing the conversation, then exchanging
business cards makes sense. When you are actually interested in their services or you
want to refer them to someone else, you can exchange contact information.
If I give you my business card, I am not inviting you to add me to your automated
newsletter. Always, always, ask permission to add someone to your newsletter. It is just
rude to expect them to “opt-out” of something they never opted into in the first place. If
you aren’t comfortable asking their permission, then you need to spend more time
establishing the relationship. Courtesy and customer service go together.
<h4>The Referral</h4>
A room full of people at a networking event does not represent a room full of potential
customers to whom you can sell your wares. It does represent a room full of
ambassadors. We are all ambassadors for each other. If you take the time to have a real
conversation you can develop a group of people that will brag about you to others. You
can learn about someone else and brag about them. When we talk about ourselves,
nobody really listens. If we can get others talking about us, it is more interesting and
therefore, more valuable. You are one person representing your company at an event.
When you establish connections with others, they will represent you, often times, even
better than you can represent yourself. The point of coming together is to learn about
other businesses and share that information. Don’t talk about yourself, instead, brag on
someone. Make introductions. Spread the news about others. When you make people
your business, people will make your business.
My friends and I all recovered quickly from our “drive-by” attack. We collected the cards
and left them on the table for the one in the crowd interested in collecting as many cards
as he could. For those of you with a stack of unwanted business cards, I know a child that
is trying to earn his way into the Guinness Book of World Records for the
