Last night, I attended Women on the Move‘s networking event, with Liz Weir as the speaker.  Liz delivered a fascinating talk entitled Storytelling – A Vital Business Communication Tool.  Liz is also speaking at our Storytelling, Business and Innovation event which you can read more about here.  The two concepts that captured my imagination during the talk were memory and emotions.

Memory

Liz explained how stories are incredible memory devices.  She reminded us that in our country, we have a disappearing oral tradition, where stories have been passed from generation to generation, and how yarn-spinners are great entertainers, often without knowing it.  And, we remember.  She challenged us to think of good and bad customer service experiences and how we always relate them to several friend and business contacts.  Now, that happens not only in person, but online.  It was a challenge to think what stories might competitors or customers might be telling about us.  And, encouraging, in that a good customer service story about the experience we offer to our customers could travel far.

Emotions

Liz also spoke about how stories, of all kinds, often evoke emotions.  She was adamant that if not, then either the story or the storyteller was at fault.  This set my thoughts in motion about previous sales seminars, where we are generally told that a sale is an emotional decision.  If that could be connected to a story, then perhaps people would remember and take action when they needed a certain product.  A story is connected to the emotion, and that is what is brought to the fore, when a story is told or recalled.  Fascinating stuff, when you think of the power of stories, as an essential business tool!

It was also great to catch up with other organisers and members of Women on the Move, who now have a new Facebook Page.

Following the set-up of our business we were encouraged to join business networks and gave up after a very short period of time when the only type of people we met were like us, all new and shiny but impoverished.  Certainly not the type to be needing our services.  Then, attracted by the 10 Tips for Sales Success free seminars, we felt we might be judging too harshly and attended a few more.  Things were different.  We’d simply had a couple of bad experiences.  The time was well-spent.  We received canny business advice from those who’d been doing it long enough to know how to succeed but not long enough to look jaded.  We met our logo designer.  We realised the NI business world is a very small one.

It takes practice and initially it can feel incredibly daunting, if now downright terrifying.  These people know what you’re trying to do, they see you coming with your proudly flourished business card and flyer.  The thing is, once you start talking, the old hands are entirely encourging.  Some may even mistake you for an old hand yourself, if you maintain your composure.  On the other hand, I’ve met some seriously nervous and frightened people at such events.  I’ve almost offered confidence coaching sessions for free on occasion!  If you’re a regular reader, you’ll know I’ve blogged this at least once before.  This is different.  Here’s what NOT to do:

1. The number one killer mistake.  Never leave immediately after the speaker stops talking. You are missing the most important part of the event.  How can you network if you’re already in your slippers and tucking into your cocoa?  If you have problems with speaking to strangers, you may find some of our QUB Open Learning events useful and inexpensive; they start at £23.
2. Never feel pressured to try to get speaking to everyone. In your haste, you may miss that one perfect project/customer/supplier or opportunity.  Start with the person sitting next to you.  Set yourself a target number of three people to try to speak to, even if it’s only “Hello, I’m…”.  Next time, you’ll recognise a few faces and be able to venture further than exchanging business cards.  By the way, you can find cool business card holders on StreetCards.
3. Never think you’re the only new entrepreneur in the room. Chances are more than 1/3 of those in the room are still in full-time or part-time employment, waiting on the right moment to make the jump.  It’s OK to admit that you’ve not made the jump yourself; you will get lots of encouragement and sage advice.
4. Remember people love to talk about themselves.  Never hog the conversation. This will make people avoid you in future and could hinder many sales.  Be careful to ask what the other person does.  If they can’t seem to stop telling you about the new equipment at the veterinary surgery, it’s time to excuse yourself; that’s perfectly OK, this is about talking to lots of people and they will expect it.
5. Follow-up is crucial.  Never forget to develop all interesting contacts. If you meet someone, follow up with an email.  If you get on extremely well and there may be potential for working together, suggest meeting for a coffee.

On Thursday 23/10/08, I will be speaking at Women on the Move’s October networking event.  To book your place, contact Joanne on 028 2565 8618 or info@womenonthemove.org.uk.  The topic?

Groundswell: Are You Ignoring the Elephant in the Room?

If you want to know more, email me.

• Business recommendations
• Personal recommendations
• Leads from the website/blog/email list
• Meeting people at networking meetings

So, before you go off to pay that magazine the price of an exotic animal for an advert the size of a microscopic amoeba, think again!

And, I’ll let you in on any marketing secrets I discover at the event.

I’m due to attend yet another networking event tomorrow evening (hosted by Women on the Move).

Yes, it’s that time of year again, when fun barbecues (where it’s often easier to mix) turn to enclosed spaces in upmarket conference suites in hotels, where you are expected to speak to other entrepreneurs, sell your business or promote your idea.

It’s terrifying, I’ll admit, the first time round. But here are some surefire ways to get those butterflies flying in formation (lovely imagery, unashamedly stolen from a friend)!

My strategies:

1. Familiarise yourself with the list of attendees. Most organisations that host networking events will have a list, if not by name at least by organisation. It’s worth scanning that before you go, to help you tailor your marketing materials, select an appropriate business card, or have a pre-prepared spiel ready.
2. Dress appropriately. At most networking events I attend, 80% of people appear to have just left the workshop or got up from a computer screen and arrive crumpled and untidy. Would you do business with someone who was not prepared to pay attention to their own image? Perhaps they will pay as little attention to your business image? It’s a fact (get over it) that our society pays lots of attention to appearance.
3. If you are trying to get a conversation going with another business person, try the following openers: Tell me about your business/business idea? What is the most positive thing you have gained from these events? Have you designed your marketing materials or website yet? Can you recommend….? I met our logo designer and several venue hosts at networking meetings.
4. Your elevator speech is the greatest tool you have to start off conversations (so-called because it should be entirely repeatable in a short elevator ride). It is what you say in response to, So, what is your business? Know what you stand for and how you stand out.
5. To help promote your business, take a business card, flyer or other promotional material with you. This helps to professionalise your business (along with that smart suit!). Ensure it is made by a quality company and packaged well.
6. Finally, smile! No apologies for the cliché. Nothing encourages contact like a friendly face. If you find other attendees unwelcoming, move on to the next person. And, remember, work that room!

We can help with your networking anxieties. Contact us for some Business Coaching, or attend our next Networking workshop.

This post appeared first on LInked Business Strategists, for which Sensei Learning and Performance writes a weekly column on Business Start-up Strategies.  You can join the forum and read other similar columns and blogs, by signing up as a user.

Update 25/10/07: I met some new people tonight and made contacts which will be useful for the future, as well as listening to a very interesting talk by Hammy Tappenden.