Here is an example of how NOT to work a room when networking for new business.
A friend of mine is expecting his first baby in a few weeks. Naturally, someone decided to throw his wife a baby shower. A few dozen people showed up and during the course of the shower, one of the invited guests started passing around her business cards and logoed pens to promote her real estate business.
If that wasn’t bad enough, here’s the kicker…
My friend is a realtor!
And virtually everyone in the room—except for this agent—knew that.
Needless to say, when the party was over most of the agent’s business cards were left on the dining room table.
Obviously—at least in my opinion as well as my friend’s—this real estate agent made at least three major mistakes.
1. She passed out cards randomly and to everyone in attendance
This is not networking.
True networking means you learn someone about the people you meet and try to find ways to help them. You don’t move from person to person with the intent of getting rid of as many business cards as you can.
2. She didn’t consider the function
A baby shower is not a networking event.
A baby shower is a personal celebration and should be treated as such.
It is perfectly acceptable to tell people what you do, providing the other person asks. However, giving one of your business cards to everyone who happens to be standing near you is unprofessional and it smack of desperation.
There is a right time and place to network and this agent failed to identify that.
3. She failed to consider the audience
Several of my friend’s clients were attending this shower and it was obvious by the number of business cards left behind that they were not compelled to consider using this agent.
In fact, because of her approach, the agent actually offended people.
Networking is still one of the most effective ways to generate new sales leads and opportunities.
However, there is a right way and a wrong way to network. And the real estate agent who attended this baby shower definitely got it wrong.
What about you?
Have you ever seen a sales person do a poor job at networking? Please feel free to add your comment; I’m sure other people would enjoy reading your perspective.
