Written by: Vickie Sullivan | August 13, 2019
Why a Lot of Networking Doesn’t Work
Many marketing experts recommend their clients “find out where your buyers are and show up.“ The reasoning: If people experience who you are, the right folks will be attracted.
At 30,000 feet, that suggestion has a grain of truth. Like-minded folks are attracted to each other, and that connection can naturally occur. (It’s called fate.)
In crowded markets, though, this haphazard approach doesn’t work—even in networking situations. Here’s why: When you’re in a room with other competitors, you have to stand out. To do that, winging won’t cut it.
Usually, people are pretty clear about what they do. The real problem: Using the right words. They either go too far with clever word play (for the sake of all that is holy, quit calling yourself a ninja.) Or they stick with the “accurate but boring” route and hope enthusiasm will suffice.
Listen: Two Ways to Stand Out in Networking Events
If you can’t articulate how you stack up among others, people will assume you’re just like everybody else. This is the #1 reason why most networking efforts are wasted.
The days are gone when you can just show up and be the only person doing what you do. Assume your competition will be there. Get clear on your differentiation and have your magic words ready.
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