Networking for business is a chance to talk to people; nothing more, nothing less. What is most important is how you approach that conversation and the peripherals that go with it.
“Business Networking” is the formal term used for something we all do every day when we strike up a conversation with someone we meet for the first time or even if they are a person we trust and know well.
At every opportunity! When you first start networking it can be a real confidence booster to network in an environment where you feel relaxed and comfortable, but only networking in those scenarios means that you reduce your opportunities to make new contacts and generate business. Once you have some networking skills you need to step out of your comfort zone and broaden your networking experience until you can network in any environment.
There is a school of thought that up to 70% of business is done by word of mouth referral, i.e. someone asks the all important question “who do you know who” of someone they know and trust. There are other people who feel strongly that, with consistent networking, a higher percentage of revenue can be generated. Then, of course, there can be an element of luck by being in the right place at the right time.
The answer to that question is probably that it depends on the networking environment. Anyone who goes networking for business for the very first time, man or woman, without feeling some degree of apprehension and lack of confidence is a very rare human being. As with all things it depends on you, how you approach networking and how you communicate with people. In an all male environment the conversation and dynamics of a meeting are different to the culture and dynamics of an all female environment - and a mixed environment is different again.
Successful networking often boils down to four things:
Confidence comes from practice and gaining leads, tips and business by referral. If you are new to networking, or don’t feel confident about networking then try choosing a group that specifically offers networking in a relaxed and pressure-free style.
There are a variety of organisations which provide an array of different styles of networking for people in business. These groups provide everything from a social or purely supportive environment to structured networking. There is, more often than not, a willingness to share knowledge and experience, provide empathy and support through difficult times and always a lot of laughter. You will also have the opportunity to gain experience and knowledge from people you meet and build a relationship with through networking.
It is important that you can convey a clear message about what your business delivers. Practice what your message is and how you will deliver it, be aware that the intonation of your voice and your body language are part of the information you are delivering. Don’t forget to smile! Be prepared to vary your message, that way you won’t be bored with it and you will provide a larger picture of your company over time. Assess the personal style of the person you are speaking with and be prepared to be blunt or subtle
Be sincere when you ask others what they do and listen to what other people tell you about their business.
Think about referring people you know when the opportunity presents itself.
Follow-up every lead, tip or referral you are given.
If you promise to deliver something, make sure you do it; whether that is a follow-up contact after the networking event or anything else. Referrals are based on trust, remember that when someone refers you they do so using their reputation - if you don’t deliver to them then you cannot expect them to jeopardise their reputation for you.
When you meet someone in the same discipline as you with whom you can potentially forge a positive working relationship, or someone you feel it would be useful to develop a long-term relationship, arrange a one-to-one meeting away from the networking event you are attending. This will enable you to exchange information and start to develop a relationship and trust in one another.
Be generous and be prepared to give rather than receive, it’s surprising how much comes back when you do that. Network whenever and wherever you can. Find groups or events where you feel comfortable, you will be more relaxed there and more likely to establish positive relationships and contacts.
If you find yourself standing alone, look for a friendly face or a group of people you can join, but don’t interrupt two people who are obviously having a meaningful conversation. If you see someone standing alone bring them into your conversation, they will feel more comfortable and be grateful to you.
If someone ‘takes you under their wing’ don’t stick to them like glue for the remainder of the event!
Be prepared for human nature. Not everyone will like you and you won’t like everyone you meet.
Yes, as long as that includes anyone and everyone you come into contact with! It is important to take into consideration that you need to build a relationship and establish trust for good quality referrals. BUT the main thing to remember is that you are not trying to sell to the person you are talking with, rather you are giving them sufficient information to be able to pass on information to their sphere of contacts.
To be on the receiving end of a referral means that people have to understand the product or service you offer and, most importantly, feel that they know and trust you sufficiently to stake their own reputation on referring you to others.
Remember that the true networking ethos is that you should not be trying to ‘sell’ to the person you are talking to. What you are aiming to achieve is that that person will become a member of your unpaid sales force by referring business to you.
Sadly, not everyone makes the most of business networking opportunities and some examples of this would be:
What successful networking really comes down to is the relationships you build and how you approach networking, your ability to listen and to communicate effectively - and, of course, actually being there!
And Finally …..
Remember that networking is the journey, not the destination
Travel the road well to reap the rewards.
So, the next time you get an invitation to attend a networking event - seize the opportunity with both hands.
Happy networking !