Another networking event?

I’m sure you’ve heard a million times how important networking is for business. It is part of every business course, they always tell you, you should put yourself out there in order to find business. And even though we realise how true this is, people tend to ignore networking for various reasons.

Some are more introvert and find it difficult to go and talk to people they meet for the first time or hardly know. Others just don’t know where to start, they don’t know where to find the right networking group. And for small businesses and entrepreneurs it is often that they feel too busy with more pressing issues and tasks and they don’t want to ‘waste time just talking to people’.  But they underestimate the power of talking to people.

Thinking of the time you invest in networking as time wasted is one of the biggest mistakes one can make. Human interaction is one of the most valuable activities not only in business but in life too. As a friend of mine says ‘it is all about information’ and I find this statement quite true. Communicating with people is a two way street.

One side of things is that networking is obviously a chance to get noticed. You present yourself to others in the hope that they will remember you and business will come out of this. That being said, I’m sure you’ve heard that the most powerful marketing tool is word of mouth. And what better way to get that working to your advantage than showing what you can do for someone first hand.  Talk to people, ask questions, find out what they are struggling with. See how you can bring business to the people you meet or help them solve a problem.

By helping someone else, perhaps with an idea, a solution or an introduction, you’re demonstrating your value. This in turn will mean other people will remember you or want to get to know more about what you do.

Then of course, you could also learn something that you could use to your own advantage.  Whether it is information about changes in the industry or insights on a current topic or even just something that inspires you to come up with new ways of approaching clients or new products and services. These pieces of information are always valuable. Thus, when at your next networking event, don’t forget that finding out what the other person does and who they are is just one side of the coin. Networking gives you the opportunity to stay informed and get insights into important matters.

Listen to people. And if you don’t come away with a new contact or a few business cards, then you might come up with a new idea or a different route to a client by reflecting on who you’ve met and the conversations you’ve had.

Another point where networking comes into play is that business is a trust game. In other words, somebody will only give you business only if they trust you. And not just that – they need to like you too. People are not just hired for their professional qualities. On a subconscious level people tend to do business with people they identify themselves with and they like. Networking events are an outlet for building face-to-face relationships with people. With that in mind, these events don’t need to be strictly about business all the time. Talk to people, see if you can find out what their hobbies are, where they go for holidays, what they like doing. Maybe you could find common ground that will help you even create friendships.

And now that you have the business cards of the people you’ve met, follow up with them. Keep them updated with any changes in your business so they can be a resource when appropriate.

Finally, networking events are your chance to put a face to your business, to make it more personal. For people out there, just as for yourself, a business name often calls up nothing more than a logo or what the company sells. Even more so if your business is in the B2B sector. By showing up at these networking events you represent your business and what it stands for in terms of corporate culture. That’s why it’s best to show your personality, from sharing personal details, from talking about how things are at the office, all the while keeping some level of professional tone of course.

While it is true that it is much easier for people who have a sense of humour and could tell the odd joke or for those who have natural charisma and thus tend to be more memorable, it doesn’t mean you couldn’t make a positive impression too. Just be honest in whatever you decide to share, people can sense that. Alternatively, you could always draw on personal experience telling an interesting or a funny story about an office situation, a job you did, etc.

We all have a few of these and it would be good to think about it in advance so you are prepared to share it when an opportunity arises. People tend to remember those that made them laugh or said something memorable.

I suppose one of the main reasons why many people don’t like networking is because they rarely see the results straight away, unlike say from a meeting with a client. It takes time before you can see how networking can actually help your business. So be patient, try to not look at it as another work obligation but rather an opportunity to have a drink and a nice chat with people who can relate to the situations and difficulties you encounter. Have fun while keeping in mind that this will result in business eventually. Also, be present. Once you’ve picked the right format, whether a Chamber of Commerce, a trade association or a professional networking set-up such as a breakfast network, do attend as often as possible. It is just like with any other social events – we don’t remember those people who rarely show up.