How to talk about your business at a

networking event

Another networking event: another example of how tricky people find it to talk about their business. For every person who was clear and confident about their introduction, there were others who were wary, nervous, and even embarrassed about speaking to the group. Here’s some tips about how to talk about your business at a networking event.

What’s your story?

I wonder what it is about the question, ‘What is it you do?’ or ‘Tell us about your business’ that poses such a dilemma?

This is something I come across a lot in the work that I do. While attending networking might be only a small part of the way you tell people about your products and services, the way that we need to think about clarity and confidence also applies to all those other ways we get our message out there – emails, website, social media, seminars, and events.

When we get our sixty-second introduction right, we can also get our core message right for every platform where we aim to reach out and make a connection with our ‘audience’.

I have been doing a lot of work just recently with companies in crafting their business and personal story online and face-to-face (one-to-one and groups).

We have been turning the typical informational approach of broadcasting a message on its head. Instead, we have been looking at the business as a story. Considering the value and impact of the personal story to demonstrate values and beliefs. Thinking about the client’s/customer’s story that might have brought them to the point of wanting to connect with you (and buy your services).

Apart from learning some amazing stories along the way, there are some key observations I would make:

There is always a story

Even people who start off saying, ‘there’s nothing interesting about me/my business’ usually uncover something that makes them stand out and sets them apart from others. Whether that is a decision they once made, something that happened to them or a light bulb moment they had. Think about pivotal moments you have had in the journey that got you to this point when you think about how to talk about your business at a networking event. Rather than thinking linearly about your story, think of key moments instead. It will uncover patterns and areas of interest that sometimes get lost in all the day-to-day bus-y-ness of life.

What’s the meaning?

Facts and statements without meaning or interpretation are…well, put frankly, boring. And that’s what people often focus on in their introductions, websites, and materials.

It is the meaning that I put to a situation or the interpretation I give a moment that gives its energy and life. And it is that energy and life that makes that all-important connection with the listener/reader/browser…

So if you’ve created a new product…what does that mean? About your approach, your customers, and the industry?
If you have taken on new staff, how can you interpret this? Is it a sign of growth and a realisation of business goals? Is it supporting clients even better than before?

Take those key pivotal moments and ask yourself, ‘What does this mean? What’s the implication/impact? This bit will resonate with your audience and stay with them longer than the facts by themselves. This will help you to know how to talk about your business at a networking event.