I own and run the POWER LUNCH CLUB (PLC), a business networking organisation. One of the aspects about it that I am very proud of has been its name, or as it affectionately known, ‘The PLC’. How often do you see those initials about the place? Royal Bank of Scotland PLC, Abbey National PLC; I am sure you have seen and know of lots more. I was very excited when I saw those initials together and I had an overwhelming sensation at the time that I had got the brand/name right!!

Of course having a good brand/name is only one part of the way in which any business promotes itself and this got me thinking. Networking is about relationship building, and making sure that people and businesses appreciate and like you and your company enough to want to do business together. The first stage is of course your company name. But read on and hold that though inside your head for just now.

At the moment, we are living in uncertain economic times and businesses need to be more and more creative in their methods of marketing and networking to ensure that they stand out in the crowd. After all as someone once said, ‘If you do what everyone else is doing, you will get what everyone else gets’.

Being creative or different is of value if you ensure your clients receive the best possible service or products from you. If you fail to understand that concept, the brand will be damaged along with your reputation.

When you go to networking events, you always hope that people will respond to your carefully chosen business name and instantly want to do business with you, am I right? Well if only it does happen that way, it would be nice. What really happens is that most people go into a planned rehearsed speech; about their products and why they are different (as most business try to say this, they instantly aren’t any different from each other). But of course you need us to be a little more creative to stand out in the crowd and get people coming to you rather than putting up the barriers against your sales talk!!

People like to do business with people they know, and one of the best things you can do at a network event, is not talk about your business!! WHAT!! I mean it, if you can make yourself more of a real person, rather than someone who is there to promote their own products or services, you will find that people will respond better and start to ask you more about yourself and which then naturally leads on to asking about your business, because they genuinely want to know. And that is then the type of person someone likes to do business with; someone they know and warm too!!

So at networking events, talk about yourself, your hobbies, your family, tell a few funny, good clean jokes, be more of yourself, the person and develop an attractive personality, rather than getting your sales pitch out. Trust me, it works and it will do your brand the power of good.

Gordon Dow
Power Lunch Club