Effective Networking: The Art of Using Substitutes
One of the foundations of effective networking is ensuring that your company (and you) are represented at every meeting. While you can usually plan your life to attend meetings, there are times when other commitments take precedence, and you must miss a meeting. So, what do you do?
The key word is planning.
With 30-40 other people in the room, if you are absent, people may note your absence initially, but you will soon be forgotten once the meeting begins. In networking meetings, 'absence makes the heart forget'. The people who volunteer as substitutes are interesting. They are keen and eager to help, but without proper preparation, their message can be ineffective.
Planning for Absence
- Advance Notice: If you know in advance that you will be absent, announce it the week before. Use this opportunity to inform people about your commitment to seeing a customer or taking a well-deserved break. Mention your substitute and ask the group to welcome them.
- Last-Minute Notice: If you only get a few hours’ notice of your absence, call a fellow member and ask them to look after your substitute. Remember, any visitor or substitute is a potential member or customer for the group.
- Notify the Group: Send a message to your Chapter via email, informing them of your absence and your substitute. A warm welcome can put a nervous substitute at ease.
Preparing Your Substitute
- Personal Touch: Rather than just sending a hastily written note, take the time to meet the person who will substitute for you. Explain the group dynamics and the one-minute presentation. If you can't meet in person, have a detailed phone conversation.
- Appreciation: Show your appreciation for their help. Everyone likes to feel appreciated, and this will make them more comfortable.
- Cover Meeting Fees: Ensure your meeting fees are paid in advance. It is unfair for your substitute to pay for their attendance while doing you a favour.
Choosing and Preparing Substitutes
- Reliability: Choose a reliable person who will definitely attend the meeting. Ensure they are well-prepared and understand the importance of their role.
- Staff Members: If possible, ask staff members to substitute. Treat them well and show appreciation by giving them time off in lieu or a small token of gratitude.
- Family Members: Spouses, partners, and extended family members can also be good substitutes.
- Customers and Suppliers: They have firsthand experience with your services and can provide excellent testimonials.
Creative Substitution
- Props and Pre-recordings: Use small props or pre-recorded messages to make the presentation engaging and reduce the substitute’s nervousness.
- Technology: Consider using technology like video messages or phone calls for a more dynamic presentation.
Avoiding ‘Rent-a-Subs’
Consistency: Ensure your substitute delivers a consistent and effective message. Avoid using substitutes who become too well-known for their own profession, as your message may get lost.
Final Thoughts
Using substitutes is sometimes unavoidable, but with proper planning, you can ensure they are ready, willing, and able to help. Treat your substitutes with respect and appreciation, and prepare them well in advance.
Module Actions
Identify a group of potential substitutes
Prepare them before you need them
By following these guidelines, you can maintain effective representation at your networking meetings, even when you cannot attend.