Networking Success Through Reciprocity

Networking events are increasingly becoming a forum of reciprocity. Sales people that enter a networking event looking to introduce themselves to as many people as possible and gather a fist full of business cards tend to stick out. They also find it difficult to generate business because they aren’t making any true connections to the people in the group.

At Neuberger & Co. all of our consultants engage with local networking groups and associations. Of course, it’s a valuable business resource but also serves as a platform to engage with other local professionals to gain direct insight into the people and businesses that make up the Baltimore and D.C. region. To get the most out of networking events, sales professionals need to select a group that can get value from what they offer and enter networking events striving to give as much or more than they receive.

In reading about an event that the Baltimore Metro Business Development (BMBD) group was hosting, I was struck by a quote from BMBD Founder Chris Stoner “There are numerous local networking groups and events. If you are going to ask people to take the time from their schedule to join you, it’s important to provide value.”

I couldn’t agree with Chris more and would add that attendees should strive for reciprocity by returning value to the group.

Of course, every sales professional needs to have an elevator speech but it doesn’t need to be self-serving. Rather than reciting all the things you do, tell people about the problems you solve and ask if they or someone they know would benefit.

The fact of the matter is that your product or solution will not be a fit for many of the people at that moment. It’s easy to fall into the belief that you must rush through your interactions with others at a networking event hoping to find the minority of people that might buy now. However, this approach will inhibit your ability to achieve the results you want.

Rather than moving on to the next person at a rapid fire pace, look for ways to connect others to business opportunities without gain for yourself. It’s still important to act with haste, but make sure your energy is directed the correct way. When you start a conversation, quickly uncover what your audience’s desires are. If you can find a way to help, or make a promise of helping them, you’ll open a path to your own success as well.

Emerson’s law of compensation states, “If you want more, give more.” Giving is the best way to get attention at a networking event.