Holiday networking
Scrooge once said that Christmas has a way of keeping men from doing business, but really, what does he know? The truth is, the holiday season provides some really excellent opportunities for networking. Odds are that very soon you will be mingling with all manner of people at some holiday get-together. Some you’ll barely know, and others you’ll know very well – the important thing to remember is that networking this time of year is different than any other month.
Holiday networking is more laid back, less aggressive and more casual. You’re there having a nice time with other people who are also there to have a nice time, and if they happen to learn about a company relevant to them in the guise of friendly word-of-mouth conversation, all the better. The aim is much closer to friendly conversation than high-intensity deal closing.
With that in mind, here are a few pointers for making the most of your holiday networking opportunities:
Be friendly and approachable to EVERYONE. Don’t limit your attentions to the most powerful or influential people. You’ll enjoy yourself more, feel less stressed, and you may meet people with unexpected connections.
Rehearse a few casual conversation starters. “So how do you know (the host/hostess)?” is a non-threatening way to begin a conversation, with the added benefit of allowing you to look for connections.
Listen more than you speak. People (in general) love to talk about themselves – let them. They will feel more connected to you, and more relaxed as well. Besides, it’s very flattering. Ask them a lot of “who, what, where, when and why” questions. You want to gather information and make friends.
Keep a few business cards in your pocket at all times. These are not to be thrust at every person you encounter, but if your business comes up in the course of your casual conversation (and you can gently guide it that way), it’s a prime opportunity to send the person away with a little reminder they can refer to later.
Look the part. If you want to make friends and influence people, then hell, you’ve got to look good! It may sound a bit shallow or crass, but it’s true, and we all know it. Would you be interested talking to the guy who obviously didn’t shave that morning and is dressed like a slob? Probably not. Besides, many of us don’t have many opportunities to dress up – have fun with it. You may surprise yourself.
Your hair is styled and clothes are sharp? Excellent. What about your business cards? Are they boring, bland text on flimsy paper? Or are they a slick, gorgeous marketing tool? Never overlook your marketing collateral, including your business cards. People are more likely to keep cards that they find attractive, or to keep them in more visible places – keeping you closer to top-of-mind.
Be generous. Of course you don’t have to bring in a red velvet sack stuffed with toy, perhaps the most meaningful giving in this context is the sharing of information. Have you read a great book? Do you know what’s being built across the street? Did you discover a helpful new product or service? Have you eaten at a great restaurant lately? Share the news. Be interesting, and people will remember you.
And if/when talk does turn to business, keep it light and keep it brief. If you have helpful ideas to pass on, or discover a connection you’d like to strengthen, ask for a business card and use that as an opportunity to give them one of yours. Then steer the conversation back to more fun, personal topics.
Follow up. If you said you’d call a prospect, then make sure you do it. New connections are worthless if they don’t maintain a good impression of you.
The most important thing this time of year is to relax and have fun. It may be more productive than you think.
Sage Media is an international corporate design firm based in Ottawa, Ontario.
