Networking Events For Business

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

Some are more introverted 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 a chance to get noticed. You present yourself to others in the hope that they will remember you and that 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 firsthand?  Talk to people, ask questions, and 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 advantage.  Whether it is information about changes in the industry 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 allows you to stay informed and get insights into important matters.

Networking is more than connections—it’s an opportunity to gain fresh insights, industry knowledge, and inspiration for innovative approaches.

Listen to people. If you don’t gain a new contact or a few business cards, you might come up with a new idea. Reflecting on who you’ve met and the conversations you’ve had could also reveal a different route to a client.

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, and 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 to talking about how things are at the office, all the while keeping some level of professional tone of course.

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 help your business. Be patient and avoid seeing it as just another work obligation. Instead, view it as an opportunity to enjoy a drink and a pleasant chat. Connect with people who understand your challenges and experiences. 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 event – we don’t remember those people who rarely show up.