What's the first rule of business cards?
Don't hand them out.
Why? Because people aren't interested in you, your story, or your business. They're interested in theirs. The way to achieve success in networking (thus generating referrals and new client relationships) is to go with that flow.
You've probably heard the joke phrase, "So, enough about me. What do YOU think of me?"
It's funny because it rings true. Nearly everyone you meet, whether at a social or business event, is mostly interested in him- or herself.
Pay close attention to your next few conversations. Notice how often the other person asks you a question vs how many times he or she tells you something.
A few years back, I brought a friend to the home of one of my relatives for cocktails. As it happened, my friend was politically conservative and my relative quite liberal, so I was a bit nervous that sparks might fly if the conversation turned in the wrong direction. My fears were almost realized when my relative began passionately arguing a point of view on a touchy issue with which I knew my friend didn't agree.
But my friend is a polite and wise woman. She just listened quietly and sipped her drink—she barely said a word. My relative went on and on for a good ten minutes, but my friend never argued, never contradicted... never stated her own very different ideas. She just listened and nodded—for nearly the entire visit, as it turned out.
A few days later, word got back to me that my relative thought that my friend was simply lovely—and a wonderful conversationalist.
People really are much more fascinated by their own ideas, problems, opinions, activities, businesses, careers, and ultimate success than they are in yours. And while it may seem counterintuitive, this fact of social life is actually a blessing, if you know how to harness it.
If you are intent on getting others to listen to YOUR story, you may run through your supply of business cards very quickly—but you're going to have a tough time building your business by networking.
On the other hand, if you go with the flow and take advantage of people's natural self-interest, you can create results very quickly. That applies to conversations—focus on asking questions (Horsesmouth, free registration required) in networking situations, rather than talking about yourself—and to business cards. Focus your efforts on getting other people's cards, not on handing yours out. If someone asks for your card, you may offer it—but only as a way to get theirs.
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