Revolve Networking Photo courtesy of Alister Firth Photography
Business networking is an effective low-cost marketing method for developing sales opportunities and contacts, based on referrals and introductions – either face-to-face at meetings and gatherings, or by other contact methods such as phone, email, and increasingly social and business networking websites.
A business network of contacts is both a route to market for you and a marketing method. Business networking offers a way to reach decision-makers which might otherwise be very difficult to engage with using conventional advertising methods.
In addition, business networking brings with it the added advantage of recommendation and personal introduction, which are always very helpful for developing business opportunities.
Attracting and building a network that will stand out and make you remembered depends on whether you include the following tips in your interactions.
1. Decide Who You Want to Meet and Target Your Audience
There are a large number of networking events out there. To decide what is best for you, you can speak to other business owners to get their suggestions of what works for them. Alternatively, you can search the web for events in your area, such as Eventbrite, Meetup and Find Networking Events.
A number of event organisers provide details of those attending prior to the event, which allows you to familiarise yourself with the audience before you go. By understanding the audience you know who you wish to meet and engage in conversation.
A word on etiquette here – please do not abuse this privilege by bombarding them with emails before the event unless it is to introduce yourself and invite them to make themselves known to you as you would like to have a conversation with them.
Equally, this also applies to after the event and would caution you against simply adding everyone to your email distribution, without having even spoken to them or gained their permission.
My biggest bug bear is when people I have never met, start to send me sales emails without ever having spoken to me and in some cases they haven’t even attended the event, hence I simply hit the delete button!
It is also good practice to arrive at a networking event early, that way you can speak to more people on an informal basis before the event starts.
2. Set Goals of What You Want From The Event
Clearly, it is helpful to have goals for what you want to accomplish from your networking experience, perhaps this is new leads, new connections or someone you can refer business to.
The purpose of any business networking however, should not be to make a sale but to create a relationship with people first. I have lost count of the number of times I have gone to a networking event and individuals have thought it okay to start to bombard me with the latest special deal they have just released, without even asking my name or showing any interest in who I am or what I do. It certainly does not create a great impression and will potentially turn people off.
3. Engage the Audience and Encourage Mutual Conversations
Life is all about understanding, and networking is no exception. A clear understanding of your audience will allow you to deliver ideas that are relevant and accurate. For some this is a stretch outside the comfort zone, however with a little practice this becomes easier the more you mix and engage with people whilst encouraging mutual conversation.
Asking question’s of another or asking for their point of view on an issue can be helpful to enhancing the conversation and building rapport.
4. Share an Authentic Story – The New Elevator Pitch!
As said earlier, just because you’ve met someone at a networking event doesn’t mean you should immediately bombard them with your sales pitch.
Consider what message you want to get across to people, who do you want to attract? It is important therefore you give some thought and practice to your networking introduction. Winging it is not the way to do it.
To remain front of mind with the people you meet, the ultimate goal is to tell a story that will relate and connect with them. It is said that telling an authentic story is the new elevator speech. If you opt otherwise, then you may face a possibility of losing or boring the audience. Make it simple, yet compelling!
5. Ask How Can I Help You?
This is the new benchmark for networking – Not what can I sell you, but how can I serve you.
Serving is the new Selling. When people know you are in it for the right reasons and motives, the relationship naturally grows. Make sure your one to one conversations focus on their needs and how you might be able to assist or resolve an issue for them.
Being genuinely interested in the other person, actively listening to the conversation and freely sharing information and knowledge will build trust and bring value to the relationship and will set you apart from others.
6. Follow Up
The most important part of networking tends to happen outside/after the event, therefore the follow-up becomes the most important part of the networking process.
It is good practice to always follow up directly and as quickly as possible with the connections that you make. This will ensure that you remain relevant in their eyes.
It is suggested you do this by a phone call initially, not just a generalised email. Show them that you valued the conversation with them, by bringing up the topic you spoke to them about.
Be clear about what you want to get from the follow-up conversation, ie is it to set up a further meeting to potentially do business together or see how you might collaborate in the future or it might even be to discuss the possibility of them doing a guest blog on your website?
Not everyone follows up after event’s so this will set you apart from the others. After all. Which are you more likely to remember – a generalised email or a phone call?
In summary
It is important to understand that networking is an ongoing process which takes effort, time, and commitment. Sometimes it takes several meetings/conversations before someone is even remotely interested in what you have to offer, never mind ready to buy… Most people fail at this point as they give up after the first follow up and then wonder why networking doesn’t work.
Some may go while others will grow, but the only way to find out which, is to keep in touch and take action.
Happy Networking!
