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Business Networking is a vital sales tool for professionals and salespeople alike – yet it's one that many people struggle with it.

I've seen a lot of great advice given over the years – but very few people touch on what I have found to be the most important skill of all. Most networking advice focuses on what to say – how to position yourself, how to answer the “what do you do? ” question, how to get people interested in what you have to offer. While finding an interesting and client focused way of introducing yourself is important, by far a more important skill is learning how to ask them about themselves. When networking, most people rush far too quickly into talking about themselves or their business. Quite naturally, they're hugely enthusiastic about their products or services, and they so want the other person to understand. But as a result, the discussion can become far too much of a monologue.

They key thing to remember is that networking is a long term game.

The initial meeting with someone is simply the first innings.

It's highly unlikely indeed that someone will buy from you or refer business to you just after talking for a few minutes at an event. So you shouldn't feel pressure to tell the whole story of your business. What you need to do is make a good impression so that people want to keep talking to you, and will continue to do so at future events. And what will make someone want to talk to you? If you actually listen, and let them talk about themselves. Not if you dominate the conversation and put the focus on yourself. But more importantly, by focusing on the other person, you als gain 6 key benefits:* By listening to the other person you can understand whether they could be a future client or referrer. And that allows you to adjust what you say to them accordingly. *

You can also figure out what their real hot buttons are – and position your services to focus on them. * If you have multiple products or services to offer, you can identify which would be the best one to focus on, and so you messages will be much tighter and specific. * By listening to the way they speak, you can identify how best to communicate to them. *

You may also be able to identify some immediate areas where you can help them and add value straight away. * And by the simple fact that you're listening – you're showing them you're interested in them. An extra bonus of allowing them to speak first is that it takes the pressure off you.

It's far easier to ask a few questions and listen than it is to have a word-perfect elevator pitch yourself. And by the time it's your turn to speak you'll have build a good relationship with them so they'll listen more attentively.
Recognised as one of the leading experts Professional Services Marketing , Ian Brodie writes articles and tips at Get Clients .

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