Business Planning
Make the Olympics a profitable business interruption
T
here are currently too many negative business stories about the Olympics. Business people are
worried about the interruption to business, logistical challenges, staff absences and sales slowdown. Yes, these may well happen, but rather than view this hugely important event as a blight in the business calendar, could it possibly be seen as a business networker’s treasure trove?
The profitable pub crawl
The authorities rarely encourage people to drink, but for the Olympics they’ve asked Londoners to hit the pub rather than commute at rush hour. Many pubs will screen Olympic events, either way, you and your future colleagues will all be there for the same reason. Having this major event presents the perfect opportunity as a subject matter to speak to people around you. No one will think it’s strange, off topic or out of the ordinary – so often the fear for people striking up conversations with strangers.
Work is the last thing I want to think about after work
Think again. This thought pattern is probably shared by many, but the principles of effective business networking teach us not to launch into ‘shop talk’ when networking – so this should help you relax. The most successful gurus in business networking, such as Dr Ivan Misner, would argue that people will only refer business to you if
they like you. This means building a rapport beforehand which is hard to do if you’re just talking about your company and its products or services. Don’t be shy to tell a personal story, it will only get you remembered and hopefully liked.
The maths of
business networking and the Olympics
If it is correct that 98 per cent of businesses rely on referrals to gain new business but that only three per cent have a strategy for getting referrals, surely we’ve all missed a trick. For Londoners, the Olympics will be the one time you’re probably more likely to meet other people, go to social gatherings, attend events, be stuck on public transport – be in proximity of others when you wouldn’t otherwise - this is networking in its purest form. Think more widely about all the social events you’re going to be engaged in around the time of the Games.
Also, be equipped. Keep plenty of business cards with you all the time. “I really enjoyed meeting you, let’s have another drink together sometime, here’s my card.”
This
is surely easier and more effective than a cold call. Forget your business card? It happens all too frequently. It’s an opportunity to quickly gain credibility in the eyes of your new acquaintance. Ask for their card and tell them you’ll send your details. Follow up the next day with an email – which is already a valid reason to make contact again.
Another scenario is giving to gain. You’ve met a few potential colleagues, but they don’t really
23 entrepreneurcountry
seem to be in a position to ever do business with you directly, or in the near future. Failure, or opportunity?
When it comes to
business networking – giving referrals to other colleagues is just about the most valuable thing you can do.
You’ve essentially
done two things. Increased your credibility by recommending someone / a company or service to genuinely help the person you’re talking to, thus fulfilling their need, and secondly the person you’re recommending will never forget the gesture of referral. This will not go unrecognised. It may not translate to a direct sale in the short term, but when the recipient is speaking to a colleague looking for your service, who do you think will naturally come to mind?
The biggest secret of networking is that most business owners run/work for companies which are just one of many in their sector. competitive advantage?
What’s your It’s called
likeability and trust - built through rapport. This is what will stand you in good stead of being thought of when your friends, colleagues or new contacts are faced with the opportunity to give you a business referral.
The London Olympics
presents a superb reason to build your network in a meaningful way. Can you see the potential in what will be one of the greatest events this country has seen in decades?
Charlie Lawson is the national director of BNI (Business Network International) – the UK and the world’s largest business networking
organisation.
www.bni.eu/uk/
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