Being an introvert in a job that requires you to stretch out of your comfort zone every single day can be pretty unnerving. Personally, I don’t like to impose on people nor do I like selling—and the sheer thought of having to “network” or “schmooze” in order to grow my business makes me want to run for the hills!

As the Managing Partner at DNA, I’m responsible for all account direction, nurturing client relationships, and driving our business forward. This means making new connections.

In the last 14 years at DNA, I’ve learned a lot from colleagues, clients and associates, as well as through continuous research for a better way to improve, and make the process more interesting. Those who know me will tell you that I’m a self-help junkie. Just take a look at a snippet of my library!

Sometimes a change of perspective, and how you view the process of networking can make a huge difference. Here is what I’ve learned:

1) Be a good listener.
Have a genuine interest in people. The desire to feel important and appreciated is a basic human need. When you listen attentively to what another person has to say, you get to know them and begin to build a relationship. Listening informs you about how you can add to the conversation or be of value. More importantly, it helps you remember their name!

2) Stop calling it “networking.”
The word “networking” itself is scary, makes you feel like you’re on the prowl and puts too much pressure on you. Delete the word from your repertoire altogether. Think of it as being at a (hopefully fun) place with like-minded people who are all looking to explore the art of the possible with regards to opportunities or synergies for collaboration. Think of it as an open exchange of ideas, resources, and connection with people. Don’t give yourself a quota to fill (such as “I will leave with 10 business cards”); instead, think in terms of making a meaningful connection. If you connected with one or two people whose company you enjoyed, or if you can continued the conversation beyond the event, or took away one idea that will help you achieve your goal, then you’ve succeeded.

3) Think relationship, not sales.
Everyone has to sell something everyday, whether it’s themselves, their product, their company, or their ideas. But the word “salesperson” itself tends to create a negative response, so when you pick up the phone and there’s a sales person at the other end, or you walk into a car dealership and the salesperson makes a beeline for you, doesn’t your defense system go up immediately?

Don’t think of yourself as a salesperson. Think of yourself as a consultant. Ask lots of questions to figure out if you are the right person (or company) to even solve their business problem. The reality is, whatever you’re selling can be found somewhere else at a similar price, so focus on the relationship rather than the sale, as that is the only key differentiator from your competition. Along with your product or service, you’re selling yourself and your personal assurance that you’ll take care of that person once they enter into a business relationship with you.

4) Host your own event.
It doesn’t have to be big. Pick a place that would appreciate you bringing them customers and ask them to give you a good rate on cocktails and finger foods. Given that you’re exposing them to a whole new audience, it’s a win-win for both of you. Or collaborate with other complementary businesses/services so that you’re sharing the ideas, time, and cost. Invite prospects as well as clients. Remember that happy clients are your best advocates—it’s like having walking testimonials! Ask your clients to bring a guest that would be a good introduction for you.

Pick a theme for your event, and source some of your contacts with expertise in areas that will interest your guests so that it’s not only an opportunity to meet like-minded people, but also to learn a thing or two from these experts.

DNA recently partnered with Jones New York to host a ladies’ night at a department store. Our focus was “Personal Branding and Elevating Your Signature Style.” JNY shared thoughts on how to build a wardrobe with some key pieces, what “business casual” looks like in the workplace, and how to take your look from day to night. DNA’s digital strategist Stephanie discussed how your online properties such as your Twitter or LinkedIn pages are an extension of your personal brand, and offered tips on how to leverage that fact.

Make it an event that you would want to attend, and would be proud to blog about. You can read more about the event here.

5) Go where your customers are.
Don’t just seek “networking” events. Authentic relationships begin when you least expect it in the most unlikely places. Attend a conference, workshop, or seminar that’s targeting a sector you’re interested in. For instance, if you’re seeking clients in the foodservice sector, why not attend an industry trade show? I made some great connections at the CRFA show and even met celebrity chefs.

Did I mention I have an embarrassingly well-stocked self-help library?! These authors and blogs are some of my favourites: Dale Carnegie, Brian Tracy, Jim Rhone, Harvard Business Review, Huffington Post, Michael Hyatt.
I’d love to hear about your tips for building business relationships. Give me a call, and let’s talk.
Posted by: Maria