Networking is kind of like going to the dentist. You know you have to do it, everyone tells you that you have to do it … but you don’t want to do it. And you know you’re going to be white-knuckling it every step of the way as you imagine everything that could possibly go wrong. Why does this happen?

Some of us have a hard time approaching and talking to people we don’t know. Our confidence is put to the test, and we wonder whether we’re good enough, smart enough, talented enough, or whatever enough. If your goal is to be successful in a service business, networking has to be part of the equation. You’ll have to reach out to potential customers, give presentations and hand out business cards. The whole kit and caboodle.

It’s not enough that you’re a qualified pumping professional with the right skills and equipment to do the job. Your business relies on your ability to establish strong, meaningful relationships with the people who would hire you. And the best possible way to get out and begin building strong relationships? Not cold calling, not shooting emails or LinkedIn messages off to total strangers — the answer is networking.

So if you hate networking, what can you do to make it easier? Wouldn’t it be great if there was a simple formula you could mentally pull up the next time someone asks: “So, what do you do?”

Well, you’re in luck. I’ve got that formula for you. It’s only three steps long, and it’s effective at 1) telling people what you do, 2) telling people why you do it, and 3) prompting them to give you an introduction to anyone they know who might need your services.

Step One: Be Clear About What You Do

If we are unclear in explaining what we do, we make it really hard for people to give referrals. We may feel an unnecessary lack of confidence. This can happen whether you’re meeting someone while waiting in line for a cup of coffee or in a traditional business networking setting.

Let’s say you have an exhibit at a home show promoting septic system care, or at a wedding show displaying your portable sanitation equipment. You know what you do and how it will help people, but you simply don’t know how to explain what you do in a detailed way. So let’s solve this challenge.

Do you help homeowners get peace of mind when it comes to their wastewater systems? Do you help brides pull off a successful outdoor wedding with your fantastic restroom trailer? Share a success story involving one of your customers.
Instead of a conversation-stopper, you have a conversation-starter. Instead of building superficial relationships based on small talk, you open up meaningful conversations that will interest the people you meet. Most importantly, you’ll make it extremely easy for people to identify others who could use your services.

Step Two: Be Clear About Why You Do It

Share the positive impact you have on the world, and then people will be more likely to help you out with leads and referrals. This is because your motives are made clear — they know you’re not just trying to make a buck!
Pumping and septic service is a dirty job, but it’s a necessary one. The work you do allows people to live outside the city and closer to nature. It protects the environment — clean water in lakes and streams — and ensures everyone has safe sources for drinking water. It’s rewarding to help homeowners maintain their septic systems and commercial customers solve their wastewater issues.

Step Three: Provide Value

Networking is about making meaningful relationships, not surface-level connections. It’s not about getting into endless conversations with small talk and fluff or trying to close deals. So how do you build a connection with someone that is give-and-take and that considers what they want and need in addition to what you want and need?

You can do it by giving away value. Maybe you’re talking to a group at your local chamber of commerce and you can share simple advice about how restaurant owners can take care of their wastewater issues or homeowners can more effectively take care of their septic systems.

If you aren’t able to think of a way to help someone out, ask them. Let them know that they are meaningful to you. As Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

So make them feel good. And as long as you come from a place of providing value, you won’t sound contrived or fake. You will come across as genuine, sincere and real … because that is what you are.
And as an added bonus, anyone you’ve gone out of your way to help is far more likely to go out of their way to help you. So ask for referrals. They will know you’re a person worth introducing around.

MAKE IT HAPPEN

Use this formula when meeting new people to connect with them, build instant rapport, and make it easy and compelling for them to send potential clients your way. To review, Step One is to explain what you do. This opens up the conversation and takes it from small talk to meaningful and real.

Step Two is to talk about why you do what you do. Just one simple sentence on your “why” will take you from nervous and scared to confident and propelled. Talk about what motivates you to work in your industry. People will remember you for it.

Step Three is to provide value. Share some useful advice. Show people how you value their time and care about helping them. They will be grateful and far more likely to think of you as a person worth introducing to their friends.
Now, go forth and start getting those amazing leads.