Learning how to improve networking skills

Somewhere between the playground and the conference room, Dave Sherman says, we forgot how to network.

"Go back to elementary school. You would walk up to people that you'd meet and you'd go, 'Hi! My name's Dave. Do you want to go play?' 'Oh, sure, let's go play,' and you go run across the playground," he said.

"Somehow, somewhere, we've lost that ability to walk up to people and say, 'Hi . . . nice to meet you,' " Sherman said.

Of course, there's more at stake now, particularly for small-business owners whose goal is to get more business. And getting back in touch with your fearless networking side can bring side benefits such as building friendships, finding sources of information, and creating your business' own panel of experts.

Some 70 members of the Associated Professionals Resources Organization, formerly the Air Park Resources Organization, came out last week to hear networking consultant Sherman and APRO co-founder Mark Lynch talk about improving their networking skills.

One good thing about networking, Lynch said, is that you can choose who you want to network with and how you want to build your network. He attends two networking events a week and tries to meet three new people each time. That gives him 288 new contacts a year.

If you leverage your contacts' networks, yours grows exponentially, he said. But you have to take the time to cultivate your network.

"Bottom line is, you have to make friends and build relationships. This is the key," Lynch said. "You can't have a what's-in-it-for-me mentality."

Dave Sherman's 'do's'

What to do when networking:

• Wear a name tag.

Putting it on your right side makes it easier for people to read when you shake hands. Keep the message short and catchy.


• Introduce yourself properly.

Give your first and last name. It separates you from the crowd, and helps the other person remember you.


• Create a connection.

Finding something in common, such as children, hometowns or sports, creates likeability. Taking time to know a person helps develop credibility.


• Follow through, and do it professionally.

Give the impression of a serious company, whether it is with your voicemail message or answering your cell phone.


• Choose breakfast events.

People at these events tend to be most serious about networking. Lunch events can be iffy, and alcohol changes the dynamics at evening events.


• Have a 30-second commercial or elevator speech.

It should grab listeners' attention, and engage them in conversation about your product or service. Build credibility by talking not about what you do but about what you can do for the listener. Consider creating different speeches for different groups.



Mark Lynch's 'don'ts'

His networking "no-no's" include:

• Not dressing professionally.

Dress appropriately for the function, if not professionally, then "professional casual." Lynch's pet peeve: businesswomen in flip-flops.


• Not bringing business cards.

No cards equals no business. Don't print them on your home printer, either. "It screams, 'I'm broke,' '' Lynch says.


• Not wearing a name tag.

Unless you know everyone at a function, wear one. Consider having one custom-made, and keep the message short but not cutesy.


• Not "matching and mirroring" the other person's handshake.

Match the web of your thumb with theirs, and mirror the type of handshake they give you. People buy from people they believe are like them.


• Not listening or paying attention.

Listen twice as much as you talk. Show attention by nodding, commenting or asking questions.


• Being a "personality to avoid."

These include "card sharks" who care more about passing out their cards than getting your name; the "invisible man (or woman)" who attends sporadically and only talks to people he or she knows; and people who don't follow through on a contact.

Send news about small businesses and Scottsdale Airpark businesses to jane.larson@arizonarepublic.com or call (602) 444-6868