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VEGAS INC C OV E R STO RY What counts in networking is what you do after handing out your business card NETWORKING, From page 1 Las Vegas is home to some of the best networkers around. In a transient town, savvy businesspeople have learned that their success depends on their ability to meet new people. What's their secret? Here are 10 tips for how to become a better mingler: Know who you're trying to reach Identifying a target audience can make networking more successful and efficient. A startup entrepreneur, for example, might want to focus on angel investors. A tax attorney, on accountants. For Reza Arshadi, owner of Presto Café, a juice bar and health food restaurant in southwest Las Vegas, his target audience is health-conscious consumers, so Arshadi visits local nightclubs to market his eatery to staff. "We target large functions such as food charity events and nightclubs," Arshadi said. "People in the entertainment and nightlife industry have to be in shape and alert." Arshadi's background also gives him a leg up, which he uses to his advantage. "I have 10 years of nightlife experience in Las Vegas, which makes the networking a lot easier since I know many of the staff at most nightclubs," he said. "We work from 8 a.m. to 8 p.m. at our café, then we head out to nightclubs to market our café till about 2 a.m." Network everywhere Business connections can be made practically anywhere, whether at a business gathering like a chamber of commerce mixer or association meeting, or at church, your child's school or the gym. "There's really not a bad place to be networking," said Jeff Brown, CEO of Cobalt Data Management. "Some of my best connections were made unexpectedly on airplanes and out on mountain biking trails." The key is being open to conversation, Brown said. "I find that listening with enthusiasm opens a lot of doors," he said. Don't give up Don't be discouraged if you leave a conference or mixer without landing new deals. Successful networking requires persistence. That may mean going to an annual conference several years in a row or attending an organization meeting week after week. The goal is to build enduring, trusting relationships that will survive over time. Tori Abajian, director of business development for IT Strategies, said she attended the Gaming and Leisure Roundtable for three years before netting tangible dividends. 14 20131028_VI01_F.indd 14 STEVE MARCUS DINING WITH PURPOSE: Businesspeople attend a networking luncheon sponsored by the Technology Business Alliance of Nevada at Fogo de Chao. Many expert networkers say they enjoy meeting over meals because of the intimacy a dining table creates. Others, however, say such a setting is confining. "Networking requires consistency to be effective," Abajian said. "It takes more than one contact with a person to develop the trust and credibility that leads to a business relationship." Ron Sukenick, author of "21 Days to Success Through Networking," said it takes at least a half a dozen interactions with a person to form a business relationship. "If you can get up to six interactions with anybody, it's likely you have a good beginning for a relationship that will never end," Sukenick said. "Increased interaction gives increased cooperation. Repetition will build people's reputation." work for different agencies at the local, state and federal level." Network with people who do what you do While selling yourself is key in networking, be sure you don't dominate a conversation. "Always remember the person you are networking with also wants to talk about their business," Reyes said. "Do not monopolize the allotted time just for yourself." "You need to take an interest in others," Sukenick said. "I just love the whole giver's game philosophy. The way I get ahead is I help others get ahead, and if we help one another, we all do better as a result." New ideas tend to flow among people with similar job responsibilities. Work to connect with people in your industry or who hold similar jobs in a different field. "As director of public relations and media relations for the Valley Health System, I network internally by visiting our five hospitals on a regular basis," said Gretchen Papez. "I've also networked ... for health-related organizations, such as Las Vegas HEALS and HealthInsight. Another recent networking opportunity was a professional education course for PIOs (public information officers). It was nice to put faces with names and meet PIOs who Practice what you plan to say Write and rehearse a short introduction that describes you, your business and what you can deliver. Keep it focused and concise. "It is critical that business owners work on developing a 30-second elevator speech so they can convey the essence of their business quickly and effectively," said Mya Lake Reyes, president of Maximum Meetings and the Gay Visitors Bureau. But keep quiet sometimes, too Consider the setting Setting isn't the most important part of networking, | 28 October 2013 | 10/23/13 2:50:35 PM