BETWEEN THE LINES
How to Make Meetings Make Deposits
By Susan Solomon, Marketing Writer, SKS Creative

Most creative types would sooner undergo root canal sans Novocain than “network.” As many of us delight in the solo world of our imaginations, the idea of walking into a room filled with predominantly left-brained strangers, is not our preferred course on the freelance menu. However, just like spinach, it’s good for you. I recently attended a networking event featuring one of the power networkers in town -- Wendy Kinney. Kineey is the Power Generator for a highly successful business leads referral group called PowerCore. At this meeting, she offered her holy commandants regarding making meetings make deposits – in your checkbook, that is.

Here are some recommendations she compiled from various sources:

1. Arrive early. That way you can finish nibbling, set all that clumsy stuff down and be ready to shake hands. No more worrying about wearing the barbequed chicken vs. eating it.
2. Mind your breath. Chew a mint. Seems obvious. Enough said.
3. Have a system for receiving cards. The ones you hand out in your left pocket; the ones you receive in your right. This saves you the embarrassment of giving away the wrong card.
4. Only hand out a card when asked. Cardinal sin, according to Kinney, is handing out your card before you are asked. “It will become a coaster. Is that how you want to present your company?” If people want your card, they’ll ask. If you simply hand it out, you just lost points.
5. Say “hello” then move on. As warm and fuzzy as it is to hang out with people you know. That’s not why you just spent $30 dollars. Say hello and move on to folks you don’t know. Kinney suggests an hour meeting should generate 6-10 qualified leads. A two-hour meeting – 10-20. If you have less, you were not working hard enough.
6. Say your name AS you’re shaking hands. Studies show people will remember you that way. Another way to help folks retain your name is through word association. “I’m Jen Koger, like Kroger without the ‘R’.”
7. Find out what you have in common FIRST. People like to do business with people who are similar. Going straight to shop talks make people think you don’t care about them. Establish rapport first.
8. The first person who asks “What do you do?” wins. This is the case because you can now tailor your response to their needs.
9. Hero stories work. Bring as many “hero” stories to the meeting as possible. Instead of giving them a dry rendition of what you do, offer in a brief 3-sentence story:
   We are really good at…
   This week I did that for…
   The result was …
   
   I used it at a meeting later that evening and it really works!
10. Look at their card. When they hand it out, don’t just stash it away in your pocket. Again, that looks like you don’t care. Stop. Study it. Then comment on something about the card. They will feel honored, and you’ll remember them.
11. Follow-through. If you don’t, you just flushed $30 and 2 plus hours. Write on the back of each card how and when you plan to follow through. Then do it.
12. Observe response method. When you do make that second contact, notice how your communication is returned. By phone. Fax, e-mail or cell phone? Consider that their preferred way to communicate and send all future info through that medium.

As Kinney said at the close of that meeting, “Ready. Set. Go make money!”