Whether you have just started a business, have been established for a few years, or are clocking up yet another decade, it’s impossible to underestimate the benefits that networking can offer. Not only does it benefit both your personal, professional and business growth by boosting your confidence and skills, but it also offers scope for you to build relationships, form collaborative partnerships, generate leads and business opportunities, access advice and support, keep abreast of industry trends, whilst all the time increasing your visibility and establishing a trusted reputation.
Networking comes in many different types and formats. Of course there are face to face and online options, but within both of these broad categories, lie a myriad of other choices. These include seminars, conferences and exhibitions, trade shows, workshops, professional associations, speed networking, formal networking groups (chamber of commerce), breakfast, luncheon or supper meetings and referral-based groups like BNI. In addition there are social media platforms, industry-specific forums and virtual groups where you can connect with like-minded individuals.
Be memorable for the right reasons
As many of you know, I am a big advocate for business networking. Over the years I have tried many different formats and groups and even now I still relish the opportunity to meet new local business owners. Networking to me has always been and will always be transactional. You have to give in order to be able to take. It should never be one-sided and you should be open-minded and friendly to everyone you meet there. Because it’s worth pointing out that your ideal client might not be ii the room, but everyone you meet knows lots of other people, one of whom could be waiting to find someone like you.
Networking is all about helping others
Not everyone is good at networking, we’ve all met someone who likes to talk at you, a person who shoves a business card or other marketing collateral into your hand without you asking, or who stalks you relentlessly after an event desperate to sell to you, rather than taking the time to understand what you actually need.
So, if you are nervous about it, or just want to be a better networker, here are some top tips so you can always make the most of each and every networking opportunity:
- Make a plan and think about what you want to achieve. Is it new leads, referrals, raising awareness of your business or learning a new skill. Once you know which one you want, ensure that the event/group you attend fits with your strategy. And as a follow on from this, don’t forget to measure the results of what you do against time and investment costs.
- Create a 60 second elevator pitch which describes your business and your objectives clearly and concisely. Use testimonials and if you can demonstrate what you do, so much the better. Practice saying it so it becomes second nature and try to make it memorable so that you stand out from others in the room.
- Take risks. Don’t gravitate to people you already know, instead search out people you have never met before. And if you see someone alone and looking a bit lost, make sure to be friendly and include them in your conversations.
- Frequency. Like most marketing activities, you cannot rush networking. It takes time to build trust and loyalty. By attending groups/events regularly and offering to help others, will be beneficial.
- Listen more than you talk. By focusing on and taking a genuine interest in what people say, will allow you allows you to build rapport, understand their needs, and make more meaningful connections.
- Follow up. Be proactive and follow up with people after a meeting/event. There is nothing like a real phone call to increase levels of engagement, or use LinkedIn or other social media channels to keep in touch. And don’t forget the importance of having one to one catch-up outside of your normal networking activities.
- Make referrals or introductions. Find out if you can help anyone through your own connections and/or make introductions that might be of interest. And if you and your services are referred to others, don’t forget to thank them publicly (at the next meeting/event) and keep them updated on how things are progressing.
Also whenever you are networking, don’t forget to shake hands and or make eye contact with people. Smile and ensure that your body language is open and friendly, ask questions and build a database of people you have met where you can jot down things about them (likes, dislikes, hobbies etc.) plus what they are really looking for out of networking too.
Create a legacy for our local community!
And finally on the subject of networking, I’m on the hunt for 6 outstanding local business professionals in the Daventry area because I’m bringing BNI to Daventry and we’re not creating a coffee-and-a-chat club. We’re creating a business growth machine with the vision to generate a minimum of £3 million per year in business for our members. So if you’re ambitious, focussed, successful, energetic, well-connected and have a positive attitude and a formidable reputation, then please get in touch.
