I cannot think of a franchise that doesn’t require some element of networking at a local level. However, networking can be intimidating for the uninitiated, and daunting for the most experienced business people so it helps to have a plan and some support.
Franchisors should cover networking training and include information on this important skill within their operations manual. The best franchisors will support franchisees during their initial networking meetings, accompanying them at events or knocking on doors for the first time. Franchisees should seek out organisations that will help and teach them what works in their industry and how to become proficient at networking.
Local networking meetings like BNI can be a great source of business. However, it’s important to attend with no expectations. Be super curious and aim to learn as much as possible about the other visitors first. It was the acclaimed business author Stephen Covey who said: “Seek First to Understand, Then to Be Understood.” You will need to give to be able to receive.
This is because business recommendations will come from trusted relationships built over time. Therefore, attendance at a networking event won’t pay off immediately but after trust and relationships are built. After all, you wouldn’t recommend someone you don’t really know would you? So, in short, make the first move and think about how you can help others as a priority.
Entering a room full of people with the intention to network can be overwhelming. One way to tackle this is to make a beeline for someone stood on their own, ask them about their journey or where they are based. Be conscious about your energy, if you are too anxious or high energy this can be off putting, so remain calm and neutral. Focus on learning, being interested and listening to them. A smile goes a long way. It’s better to have two or three good conversations than 15 less productive chats where you learn little.
Practice your elevator pitch in advance, so when your turn does come to talk about your business you can describe your USPs in a concise, engaging way. Don’t ask a close friend or relative to review your performance as they will be too nice! Try an industry contact. For example, if you sell alloy wheels go to a car dealership and ask the manager if you can practice your pitch. Most people are glad to help. This ‘informational interviewing’ can be invaluable to help hone your skills and ensure you resonate with potential contacts. All the while, be sure not to discount your talent. Be confident in your abilities and check in on your frailties – often we don’t know we highlight these accidentally so if you do, be quick to address this.
Speed kills: one of the most compelling presentations I ever saw was one delivered by an ex-actor perched on the edge of a desk. He spoke slowly and eloquently, engaging his audience by simply talking rather than relying on gimmicks or power point slides. It was a powerful lesson.
Remember business cards: these days information about your services can be printed on the back. A postcard summary is better than an A4 folder. Take advantage of QR codes too.
In addition, consider how you dress, avoid comedy clothing (ties and socks), don’t go heavy on the garlic the night before and avoid telling jokes as they may cause offence.
Swearing is also out. A few years ago, I was the new ‘Simon’ at a large networking group in the Midlands. The previous Simon – also a business coach – had earned an historic and wide-spread reputation for literally effing and blinding during his presentations. A reputation that truly preceded him. Not many of the group had met the Simon of yesteryear but his story was so well known that initially, several fellow networkers thought we were one and the same. Let’s say my profanity-free presentation initially received a mixed response until everyone discovered we were two completely different people!
The follow-up after any networking meeting is as important as the event itself. Avoid lunch as it takes up too much time. Arrange a coffee with a couple of key contacts so you can spend more time with them to learn more details about their business and how you can help them. Choose a pleasant venue and ensure you cover the cost of refreshments.
The most important thing to remember is to make the first move to try and help others. This will be repaid ten fold in the future when they make the effort to see how they can help you earn more business.
