People who network come in two sizes. There are those who furiously work the room, moving from group to group, feigning interest in other people but really hoping to land the next big deal. Most of us try to avoid them. Then there are the people who confidently connect with others, are interested in what they say and aim for mutually rewarding relationships. The first type is motivated by self: the second by the common wealth.

Don Gabor’s book, ‘Turn Small Talk into Big Deals’, aims to put readers in the second category. It is a book about how to network for business and right now it is timely. In today’s digital age many of us spend our days doing business through screens, mobile phones and keyboards. Knowing how to deal with people face-to-face has become more important than ever.

Gabor believes there are boundless opportunities to connect with others, build rapport and gently but effectively move our conversations around to business ends. To succeed, we need to bring discipline into our networking. That means being familiar with the most common networking personalities, applying some straightforward rules, having a few good opening lines and looking for the positives in every meeting.

The book identifies four different networking types. It provides a simple test that allows you to discover if you have a competitive, outward going, amiable or analytical style. Once you find out your own networking style and quickly assess how others act, you can start to craft conservations that move social chit-chat to business discussions.
 
Gabor offers tips on how you can present yourself in the best possible light and at the same time avoid noxious networkers. These are the lone wolves, sharks, complainers, hitchhikers and chatterboxes who either dominate the conversation or waste your time. The best course is to stay cool and move on quickly when you meet these types.

‘Turn Small Talk into Big Deals’ looks at specific networking techniques in business, semi private and public situations. Gabor suggests you can network almost anywhere and beyond business environments; he urges readers to spread their charms at churches, museums, weddings, even while lifting weights in the gym. Apparently funerals are a no-no and possibly the only gatherings where your business card should remain in your purse or wallet. But these networking fundamentals are not so much about doing business in different settings as they are about increasing the chances that the Law of Serendipity will work for you. The next person you chat to – even in the most unusual place – might turn out to be your next big client.

This is an informative, fun and easy-to-read book. But a caution: Gabor is probably writing for an American audience. In my experience, Americans are far more energetic and enthusiastic networkers than Australians. So if at times the book seems a little cheesy and over-the-top, take Gabor’s tips and techniques and think about how to apply them in our more relaxed business environment.

My recommendation: grab a copy if you are new to marketing or a seasoned veteran seeking insights into moving your networking beyond the business breakfast.

Back to Marketing Update home page