THE ART OF BUSINESS COCKTAILING

Lesson: Leaders, re-ignite the lost art of Business Cocktailing to energize your company. Don’t settle for digital marketing as an easy out!

This week, one of our longtime readers reached out because he was struggling to get his young employees to network and socialize, hopefully prompting new firm business. He asked us to re-post The Art of Business Cocktailing, which first came from my alter-ego Bob Vukovich in Just One More: The Wisdom of Bob Vukovich: Martinovich, Mr Jeffrey A: 9781790554850: Amazon.com: Books. Here is a quick list of the fundamentals.

First, volume is key, not for drinks but for events. Get your buns off the couch, turn off Candy Crush, and take advantage of the never-ending social opportunities. Business cocktailing is like cold calling; the more you dial, the more "luck" you receive. By attending more functions, you learn of many more invites, and very soon your charming self is on everyone's invitation list.

Second, ensure you convey your relevance by also hosting your own events, which could be a simple company happy hour, a small cocktail party at your place, a wine tasting to benefit your favorite charity, or a major holiday blowout party. You will quickly become known as "the one with the rolodex," and your influence and access will grow significantly.

Third, have a great time! People are drawn to people who exude positive energy and have fun just because they can. Laws of attraction are real, so pay attention. Compliment everyone on everything. Congratulate all your business alliances on a great year and especially congratulate your competitors. Class and grace at all times.

Fourth, deflect all discussions away from you and your business and focus totally on them and their business (a very rare talent). Consciously search for ways you may use their services and tactfully mention how your firm might help them with their challenges. Then, when you follow up to help them next week, your conversation is already warm.

Fifth, always forget your business cards. Since you don't have yours when they ask, you must get one from them and promise to send them your information. Now, you control the connection. If you just give your card to the lazy masses, the odds of a follow up are slim, because they have to get back to watching Love Island USA. The next morning you send Tom a quick email, "Tom, greatly enjoyed meeting you at the Children's Benefit. Attached is my contact information as I promised, including my personal cell. I'll follow up next week to see if we can help you with those training difficulties." Tom is now fully integrated into your CRM.

Sixth, look sharp, be sharp, and be on your A-game. View these parties as important interviews and important public-speaking events. As Steve Martin confirmed in the movie Leap of Faith, "Always look better than they do." If the invite says, "Black Tie Optional," Optional does not apply to you.

Seventh, always bring a small gift for the host, whether a bottle of wine or something unique. The host sincerely appreciates your thoughtfulness, and, without a doubt a check has been placed by your name on the list. Those who know, know.

Eighth, employ every Dale Carnegie chapter in the book. Remember names! Introduce your date to everyone whose name you cannot remember. Then introduce everyone to each other and create positive conversations. "Gloria, this is Susan who owns Fantastic Printing, and I thought she could possibly help you with that new brochure idea. Susan, Gloria's commercial real estate team is the best in the business and can probably help with the office relocation you were kicking around." When Gloria and Susan become fast friends and business associates, they will always remember you as the connector. Spend your time connecting and giving referrals, and you will never have to ask for one, yourself. These new relationships will build concentric circles and networks with you at the center.

Ninth, simply repeat what everyone says, and they will believe you are a genius. When George says, "I took my kid skiing, the powder was incredible." You say, "That's great you took your kid skiing. Wow, the powder was incredible." "Yes, he even moved up from the blue trails to a black double diamond." "Wow, from the blue trails to a black double diamond!" When George is pulled away by his wife, you can ensure he now thinks you are the smartest guest he has ever met. Studies repeatedly prove that George now labels you with extremely positive attributions from only repeating what he, himself, said to you.

Tenth, you must always depart the event a little early as you have another function you promised to attend, if not two. You, of course, graciously thank the host and solidify your connection. Once home, even though exhausted, you organize the business cards and cocktail napkins acquired, and you make a quick list of takeaways and follow-ups so tomorrow you will remember to document the new opportunities. It may sound robotic, and may seem like more work than required, but this is what separates the A's from the B's (the C's were not invited to the party!).

Good luck! Remember to ask yourself, “What would Bob Vukovich do?” Have a great week!

"All things being equal, people choose to do business with their friends. All things not being equal, people choose to do business with their friends." - Jeffrey Gitomer