Today we will be discussing the opportunities that may pass you by while you are not technically working. Many professionals attend various social functions (e.g. church barbeques, weddings, house parties, children’s sporting events, volunteer projects, etc.) every weekend but don’t take the time to learn with whom they are socializing. Stop for a minute now and consider those who may also be frequenting your typical weekend haunts. Over the course of any given weekend, you are likely to encounter at least a few openings to connect with decision makers outside of work hours. The process for maximizing these opportunities is a bit different than those outlined over the past few weeks, so read closely.
Before you leave for your next series of social functions, put a pen in your pocket and a few business cards in your wallet, jacket, and car (this way, you will be prepared regardless of where you end up closing your conversations). Also, before you walk into any social function, consider the types of people you may meet and what topics they may find interesting. Read (or at least skim) the newspaper sections or newsletters that are most relevant to those you expect to meet (for example, if you are attending a sporting event for one of your children, you could read their school newsletter, the sports section of the newspaper, and a magazine for parents). Remember, it will be easier to interact intelligently with those around you if you are informed on current affairs. Also, be sure to keep up to date with the most recent news surrounding your business – any topic that can segue nicely from casual matters to your specific offerings is a great one to keep in mind.
These types of social situations, where those attending are making a conscious effort not to think about work, must be handled differently than planned networking sessions you participate in for business. In fact, you may wish to think about such potential encounters like this: any professional benefit you find is a bonus, to be appreciated above and beyond the relaxation, enjoyment, and personal benefits you experience. I definitely recommend that you take advantage of your weekend time to mix and mingle, but don’t forget how much better your Monday through Friday would be if you could start the week on the right foot, with an extra bonus.
Be an active listener.
During casual conversations, pay attention to the person or people with whom you are speaking. Listen for cues that tell you:
If you listen closely, you will notice that many of these items will come up naturally and, from what you’ve observed, you will be able to more easily determine what type of self-introduction is most appropriate.
Don’t push.
Engage those around you in a friendly way by mirroring their tone and energy level. Then, introduce yourself as a person, not just as a business person (for example, you could mention your passion for the activity in which you are participating). When you do have an opportunity to mention your company’s offerings, keep it light and conversational. Don’t use technical terms or carry on about your specific solutions; instead, remember the cues you observed and say just enough to leave them wanting more. If you feel yourself getting caught up and saying too much, turn the discussion back to your new friend by asking a question about his situation.
Close the conversation.
Just as in the past few weeks, as your time together is ending, this is when you would trade business cards and set up another meeting to continue your conversation. However, remember this is still not the situation to push. Provide your card and ask politely if there is a good way to keep in touch (offering to connect on LinkedIn or to set up another gathering with family or friends is typically perceived as non-threatening). Also, by the end of the conversation, you should have acquired at least one non-work related excuse to follow up (e.g. sharing the specifics of your favorite local restaurant/service provider/other resource or forwarding a copy of an article you discussed). If nothing else, you can always ask the host of the event (or PTA President, Volunteer Committee Chair, etc) to connect you after the event (as long as you remember the personal details you had discussed, it shouldn’t be difficult to obtain an introduction).
Finally, follow up.
In your follow up communications (whether by e-mail, phone, or LinkedIn, etc), you can transition the focus of your interaction from a new friendship to a work opportunity and request a specific appointment time to discuss your applicable offerings. The comfortable sales cycle for these encounters may be slightly longer than those of other “warm” leads, but the wait will be worth it because most professionals would much rather do business with someone they have come to like as a friend than a random salesperson who walked in off the street (this means, if there is a fit, your new friend would be more likely to become a loyal, long term client for you).
In following these simple steps, you will be less likely to miss connections while you are off the clock and maximize your weekend encounters. I hope you will take advantage of these opportunities this weekend and then come back on Monday morning to let me know how everything went. Good luck and see you next week!
Robyn Davis - Owner, When I Need Help (WINH)
Robyn helps exhibitors improve their results at conventions and trade shows by providing on-site sales and marketing support, pre-/post-event consulting services, and convenient products. Contact Robyn to discuss your situation today!
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