Some business owners go to every networking event in town. Even if you only attend one, things can soon get a bit samey. When you’re just another provider of services and products loads of other people also offer, you lose. You want to stand out, which means it makes a lot of sense to dare to be different. You want as many people as possible to remember you and your business, which means developing and refining the things you say and the information you put across very carefully, strongly differentiating yourself from the herd.
It’s a unique selling proposition thing, something you should have figured out way before getting to the business networking stage, in the very early days of setting up. What is different or special about you or your business? If there is no difference, it’s unlikely you’ll have got to the networking stage in the first place. Even if it’s just that you’re cheaper than everyone else, it’s an important difference.
Your USP is not a feature of your business, it’s something that benefits your customers. Frame your message that way, leading with the customer benefit, and you’ve cracked it. Once you’ve cracked it you need to place it at the beating heart of your brand, in every circumstance. Networking included.