Never eat alone!

10. Jun 2008

Diligence and good work alone are not enough to secure lasting business success. Your own marketing is at least as important for taking things to the next level. "Never eat alone" is the suggestion given in the career advice book of the same name by Keith Ferrazzi and Tahl Raz. And one of the best ways to do this is over dinner.

When inviting someone to dinner it is important to communicate your intention clearly. Ensure that you use formulations such as "I would like to invite you to dinner, would Tuesday at 6pm be convenient?" rather than less clear statements such as "We should meet for dinner some time, maybe Tuesday?". When selecting a restaurant you should avoid experimenting and only choose a location you know to avoid unpleasant surprises. At the table you should start off with some small talk and take care not to launch straight into business discussions. This verbal warm up demonstrates interest in your counterpart as a person and not just as a business contact. The aim of a business dinner appointment should primarily be to secure a follow-up appointment at your office where you can focus exclusively on business. The meal in itself is a good way to maintain contacts and interact socially. But a trip to a restaurant is not the only way to ensure that your business contacts are not allowed to lapse.

You should bear in mind these five tips for successful networking:
1) Identify common ground – that will ensure you are on the same level and open up avenues for intensifying your business relationship. This can involve anything from a passion for art, a particular type of sport, or discussing a topic which interests your opposite number.
2) After one meeting is before the next. Keep in touch with business associates and write a short note, thank you or similar after your event or business dinner. This will help you to stand out from the crowd.
3) Do your business partners favours. Give web tips, pass on contacts or supply information - ideally about subjects covered during your last meeting. According to Keith Ferrazzi and Tahl Raz generosity is the “the key to successful networking”.
4) Don't neglect secondary contacts. Colleagues and acquaintances often move in the same circles and come into contact with the same people. Opportunities multiply if you maintain contacts in different social and business circles.
5) Network across all levels of a business hierarchy- it is not just a matter of respect, it also shows that you value all of your business partners.