The Enji Team Approach: 4 Ways to Boost Your Team's Networking

Over the past year, the Enji team has traveled far and wide to exhibitions, conferences, and startup events to talk about Enji and learn about the other innovative products coming onto the market. In these cases, networking has occupied a central part of our marketing strategy.

In this article, Maria shares the Enji approach to networking and insights based on the extensive experience of our team members, Beshir Hamid, Mamed Nuriev, and Tony Fedorenko at international events.

After reading this article, you will learn:

• The power of planning
• How to be sincere
• Lifehacks to remember your network

The thought of networking may be a scary one for some. Talking with potential clients from around the world, especially those who work for "big name" companies, can be stressful. You have to make a good first impression and talk about your product in less than a minute, right? Not quite.

Then, there is the challenge of turning networking into prospecting and potential leads. First off, remember that these two are separate processes but interconnected. Second, they are not as challenging as they may seem.

Our experience has shown us that talking is not the key to effective networking but listening. Our approach harnesses that wisdom and emphasizes building relationships over selling. This strategy came from our mistakes and interactions with others at events where we discussed Enji.

Here it is.

If a product team is planning to attend events where they are likely to meet potential clients and partners, planning strategies ahead of time will lead to more fruitful connections. Here is what the Enji team does:

1. Announcement

Part of the planning process is announcing to the world that the team will be at an event. Use social media and a newsletter (if there is one) to mention the event and reach out to others who will attend with a call to action to meet up or stop by the product's booth.

If possible, create a post together with the event's organizers. At the very least, tag them in your post to increase recognition and help other attendees find you before the event.

2. Reaching out to other attendees

Likewise, contact other attendees with an individual invitation to meet and discuss your product or other topics. Do not rely on the chance of someone stopping by your booth or coming up and talking with the team. Take the time to ensure some connections ahead of time.

3. Agree on a strategy

The strategy your sales team employs at an event is important. Part of the approach will be explained in the next two points, but the team needs to discuss what they believe is important and agree on it to be on the same page.

This includes creating promotional materials that match the event's context and audience. What language will they use, and what product values will the team emphasize?

For example, the Enji team recently visited an event with companies that often use outsourcers to create software. Our materials reflected this point and drew attention to how Enji can help companies manage their relationships with outsourcing teams in different time zones and countries.

4. Study the event's program

Keep in mind that large events can include several smaller events, such as panel discussions and networking socials. Recognize when it is appropriate to discuss the product and when it is best to focus on building connections and rapport.

For example, a panel discussion may include time after to mingle. This could be a good opportunity to mention your product if you can connect it with the discussion topic.

Evening events are more informal, and attendees are not interested in talking a lot about products. Be relaxed and prepare a quick introduction that describes your product in a sentence if someone asks about it.

As they say, "Read the room" and prepare yourself for different situations. Know when networking is the priority and when to focus on prospecting.

5. Prepare questions

Create a list of questions your representatives will use when discussing the product with potential customers. Adapt the questions as your experience grows. The Enji team suggests to start with questions that allow potential clients to talk and share about their company and teams.

These include topics such as the number of employees, how many teams they have, and how they work (hybrid, remote, in-office). We like to learn as much as we can about them and their processes. It is great when the questions allow them to go into detail.

These questions allow Beshir to listen intently to what people have to say, a skill that is essential in networking. Let us examine it a bit closer.

What? Did that surprise you? Good. Most people do not like to be sold something explicitly. They want genuine interaction and not only for a sales representative to tell them why a product is great. How do you, the sales rep, know anything about what your lead wants?

Sales is like any conversation: you need to listen more than talk. A business owner or manager knows the problems their teams encounter, and they want you to show sincere interest in what they have to say. If you are meeting within an event or following a discussion, ensure that you are prepared to discuss the topic.

Listen while they talk about their company and describe their processes. Even if you have a prepared list of questions or talking points, they may mention an issue you had not considered earlier. Your product can bring value to potential clients beyond what you imagine.

The Enji team has noticed that many leaders accept roadblocks in their companies as unavoidable. However, our representatives cannot know what these challenges are until they listen to what our leads say.

Besides issues, you can also recognize what potential clients value through conversation. Perhaps they need a guarantee that data will be confidential, or they emphasize efficient communication. These are also opportunities to discuss your product and how it aligns with their values and needs.

Know your product inside and out. Use it to complete regular tasks in your workflow to understand it as a user and how it provides the value you sell to clients. Dogfooding will boost your confidence when you move to the prospecting phase.

Move beyond your comfort zone and immediate work needs to study new features as well. You need to know how versatile your product is or not. Otherwise, you could miss an opportunity to promote the product as a solution for a client's problem you may not know exists.

As an added bonus, "dogfooding" allows you to approach developers with first-hand experience using the product to discuss inconvenient features or technical issues. Fixing them creates a better product that will be easier to promote.

A clear theme in our approach is sincerity. Networking is not easy, especially when it involves conversations with individuals in different cultures and contexts. Perhaps, while reading this article, you have no desire to do it. Like with food, your hunger comes when you sit at the table.

Once you start talking with and listening to other people, the initial hesitation you feel will begin to disappear. Like with any skill, the more you network, the more confidence you will gain.

Then, you need to remember the people you talk with to maintain contact after the event. Tony suggest three lifehacks:

• Taking pictures with the person
• Recording a quick voice note on your phone
• Find them on LinkedIn right away

Stay in touch through social media, such as by reacting to their posts. Sincerity plays an important role here as well. Leave a comment with your authentic feelings or react as you feel and not in a way that you think the other person wants.

Also, keep in mind that networking is not about becoming friends with or being liked by the other person. It is about having contacts that will create value in the near or long-term future.

Follow the Enji team approach to reduce stress and make the process a bit more enjoyable while you promote your product:

1. Take time to plan
2. Do not sell
3. Eat your own dogfood

Listen more than you speak, and recycle the questions and problems of the client in your responses to show that you are paying attention and how your product can help them. Remember, your goal is to find a solution for their challenges. Making a sale or securing a demo is an added bonus.