Business networking is an important skill to achieve success in almost any industry. But many people view it in a negative light, and most never become proficient in it. But all you need to do is apply some business networking basics.
Misconceptions About Networking
Many people have a negative attitude towards business networking. They see it as an ineffective and unproductive way of generating business. Networking makes people fee awkward and even sleazy. But this view often stems from a lack of knowledge about how to use networking events effectively.
Whilst it is true that only a minority of people you meet at networking events will end up as business connections of yours. But if you don’t participate in networking events even that minority will elude you, and you would have missed the opportunity to build a potentially fruitful and profitable relationship.
You may think of business networking as something brazen or even salacious. That is a misunderstanding of what networking is about. Effective networking is not done by intruding on other people’s lives or business, but by the help you can offer them in developing their networks, and in their businesses.
Business networking is a skill that even socially awkward people can learn to do effectively, by simply adopting a positive attitude and applying the techniques that successful networkers use in building their network of business connections.
Focusing On Others
Be considerate when meeting others. You need to understand that they are human, with their own preferences and emotions. Treating people well will make them more inclined to become a part of your business network. For instance, listen to what they have to say and respond appropriately. By remember their names and what they do, you’re making them feel important.
If you approach networking activity simply as an activity to promote your business, you will tend to do the talking. In fact, it always pays to listen more than you talk. This is the only way you will discover whether it makes sense to include the other party in your network. And it will put them at ease and engender trust.
Focusing on the other person as much as on you own contribution, even after you consider them part of your business network, will reassure them that you have a genuine interest in their activities. It will also encourage them to introduce others to you who may become valuable members of your network.
Expanding Your Sphere of Influence
Successful networkers always aim to expand their sphere of influence, that is they are continuously increasing the number of people they network with. That means they don’t immediately write off people they meet as unsuitable candidates to include in their business network. They know that even a connection that seems inappropriate initially, may lead to an introduction to someone that is ideally suited to their network.
In a sense, networking is a numbers game. Since you can expect only a small percentage of the people you meet to become part of your network, it stands to reason that the more people you communicate with, the better the chances of finding future business connections. This makes hosting or presenting at seminars and workshops an effective way to talk to dozens, or even hundreds, of people a particularly effective way to build a network.
Even when you’re only attending networking events, you need to move around and attempt to talk to as many people as possible. There is a popular rule, called the “three feet rule”, that says you should talk to anyone who comes within three feet of you. People in your immediate proximity will always listen to what you have to say.
Give More Than You Take
In business networking you should aim to give more than you take. Think in the first instance how you can help the person you meet, rather than what they could do for you. For instance, you could offer to introduce them to someone you know or have met, that could be a potential business connection to them.
Giving extends to handing out physical gifts, for instance if you’re arranging or presenting at a seminar or workshop. Small gifts such a branded key chain or a bookmark are not expensive, and gives the recipient to remember you by, even when they don’t end up using it. Marketers often invite potential clients to small events, perhaps with an interesting presentation, and with free food and drinks served up for the guests.
People equate a business with the people they meet from that business. This is especially important to keep in mind, when doing business networking. If your efforts are appreciated and respected, this will also give them a positive perception of your business.
Always Get Back
Successful networkers know always to get back, and to make good on promises. For instance, if you promised to introduce them to someone or to supply them with some information, do so at the earliest opportunity. In fact, these days you can put it into action on your mobile phone there and then.
Research has shown that the first meeting with a prospect is almost never the meeting that clinches a business deal, but that the second meeting often is. The same goes for networking. That is why it is important to follow up your first introduction, by getting back to the other person, and if appropriate, to call them or even to set up another meeting.
Finding the Right People
If you wish to expand your network on a continuous basis, you would be wise to ensure that it includes people with a large number of existing connections. For instance, these could be people with a lot of friends, who have senior positions in large organizations, or who are members of popular clubs. People who are extrovert by nature, host parties or events, or who are enterprising, are also more likely to be instrumental in growing your network.
In addition to the prospect of being able to tap into their networks, people who already have large networks will have the personalities that are amenable to networking. In other words, they will be more responsive and easier to deal with than introverted individuals. You will probably also gain more in terms of sage advice and business expertise from such a relationship.
Networking Online
Business networking is best done on a person-to-person basis in the physical world. That is not to say that you should not use online networking media to reach and interact with potential business connections. One advantage is that it provides you with the opportunity to strike up business relationships internationally. Another is that business has moved online, and your online networking efforts are bound to bear fruit.
The main avenues for online networking include social networking sites, where you could join groups and forums, and blogging, to seek reactions from visitors to your blog. Social networking and freelancing sites also provide you with a means to find people with who share your interests or goals. You could see the Internet as a huge source of information which could also assist you in expanding your business network.
Staying a Networker
Business networking is not a one-time activity. Firstly, if you don’t stay keep your existing business connections alive and well, your network will flounder and connections will find more active relationships. Secondly, in order to maintain and grow your business, you will always be looking to add promising participants to your network.
Therefore, you need to constantly networking, on a day to day basis. You need to keep mingling with people, by attending industry events, seminars and workshops. Spending all your time working can easily become counter-productive, in that it will lead to you neglecting your business connections. Above all, you need to have regular contact with your existing business contacts.
You have to keep learning. For instance, you have to keep abreast of new methods of networking brought about by the migration of networkers to the online world. Communication technologies keep evolving, and you need to adjust your networking methods to make full use of online sites and mobile apps to stay in contact with and grow your network.
Keep working on your personality and your networking skills. There are a multitude of personal development resources freely available online, that will also help you in improving your networking expertise. You should attend networking events, not just to build your networking, but also to learn and take tips from successful networkers.
Once a networker, always a networker. I takes time and effort to build a business network, and you should not allow it to dwindle. You have to keep yourself updated of what’s happening in your network, and continue to look for new business connections. The success of your business depends on it.
