By Bob Paff

When you hear the word networking, most people cringe at the thought of speed dating for business. This is a justified response, for unfortunately the majority of those small business owners and sales people who attend events are simply not aware of the right mindset, tactics, or communication fundamentals to make attending any event a worthwhile investment of their time.

Even if you avoid networking events like the plague, the proper execution of communication remains the same for all interactions whether at a business event or a cocktail party.

The first and most common mistake is looking at people solely as prospects. This is absolutely incongruent with the natural sales process and often results in actually repelling the opportunity for future business.

It is relationships that drive commerce. The number one reason people choose a provider of goods or services when all else (price, quality and service) remains equal is that they “like” the person that is offering them.  Often the relationship will even trump higher pricing. There is a reason for the expression “It’s not what you know, it’s who you know”.

It is nearly impossible, however, to build the trust that leads to a sale prior to that person getting to know, like, and eventually entrust you with their business. Experienced sales professionals know that the priority communication order is to sell yourself first, then your product, and ultimately your company last.

The second common mistake where people often fail is in believing that selling themselves is about proving  how wonderful or competent they are at that moment. Absolutely the opposite is true. Selling yourself is about building credibility by asking intelligent questions, listening to the answers, and showing a genuine interest in the potential customer and their needs. This is your time to gather enough information to efficiently and effectively qualify whether this person is a decision maker, in need of your services, or -- most importantly -- a connector.

A connector is someone that does not necessarily need your services, but has access to a significant enough group of people that may. The ultimate goal should be to build and leverage relationships with connectors. The endorsement of a trusted member of the community you wish to engage in business will far outweigh the best of marketing. It is also less expensive and time consuming.

Once you have established someone as a prospect or a connector, your job is to move on and not monopolize their time or yours since people are notorious for soliciting free advice.  A great strategy to protect your value when asked a question that crosses into that realm of “free consultation” is to see if you can follow up with them at another time to address their question in detail and then exchange business cards.  This will also help in gauging their level of interest as well as setting an appointment.

The third mistake, and the area where people most often leave opportunity on the table, can be found in the expression “there is fortune in the follow up.” Following up with everyone with whom you speak is critical.

Following up establishes credibility as an action taker, an effective communicator, and someone who gets things done. Following up is the only way to move the relationship forward.  Following up expands the base of people that know what you do. The more people that know you and what you provide the significantly greater opportunities that will come your way.

Avoiding these three mistakes will have you connecting to profits by building relationships first and leveraging them into lifelong opportunities.  Now that you are armed with the right mindset, tactics and communication fundamentals you will quickly see how attending any event can be quite profitable.

Bob Paff is a featured speaker at The Small Business Survival Summit, being held September 7-9 in Baltimore.