If there is one topic virtually all building service contractors (BSCs) are interested in, it's how to get more customers. Of course, there are the traditional sales methods, such as cold calling, telemarketing, mailings and asking for referrals. But one that continues to be overlooked is the ability to comfortably network at professional meetings, conferences, lunches, and other events, says Michael Schaffer, a senior executive with Tacony's Commercial Floor Care division and president of Tornado Industries.
 
"Lots of profitable, long-term business relationships are formed by just talking to someone at a business gathering," says Schaffer. "But many of us are uncomfortable doing this, or simply do not know how to make the most of the situation."
 
For this reason, this month's Tornado Industries Business of the Business Advisory, a program designed to help BSCs operate their businesses more effectively, focuses on networking and how to win new customers by just saying a few words.
 
According to Schaffer, the worst thing to do at a business gathering is play hard to get. Here are some suggestions for turning small talk into a marketing tool:
• Greet people with a sincere, hearty smile.
• Have a firm but warm handshake; one way to do this is to touch the other person's elbow while shaking hands.
• Introduce yourself but don't hand out your card unless asked; your job now is to get to know someone, not sell someone.
• Ask the other person about himself or herself and make that person feel special.  

"And adapt to that persons way of talking," Schaffer adds. "If they are soft speaking, you speak softly; if they are fun and gregarious, you be fun and gregarious. In the end, these few minutes of conversation could mean money in the bank."