7 ways to make the most from networking events

Networking events are a great way to market yourself and your business. Thanks to online video call tools, such as Zoom or GoogleMeets we were still able to network by attending these events virtually during the pandemic. 

For many business owners, networking at events is one of the best ways of generating leads for their business, especially those offering services. A well known and true saying among business owners is that ‘people buy from people’, hence why attending networking events, virtual or physical ones, can result in a lot of business. 

Nevertheless, nothing happens on its own and it’s important to treat networking events seriously and prepare yourself as best as you can.

Here are a few ways to get the most out of your time at networking events:

1. Network genuinely 

It may take a while at first to feel relaxed and comfortable at networking events - it comes with practice. Try to be yourself at all times so that you can build real relationships with people as those often result in the best business. People can usually tell when you’re ‘putting on an act’ and will automatically choose not to trust you, which will stop them from buying from you. If you’re a new business owner and only recently started attending business networking events, remember that all those business owners at the event were once in your shoes. The more you practice something the better you get at it. 

2. Set clear goals

Be sure to come to the event with a clear goal in mind. If you like setting up business coffees with people you meet, how many will you set up at the next event? If you like to connect with people over LinkedIn, what’s your goal in terms of LI connections? Have a number in mind when you begin the event and do your best to hit the target. In this way, you’ll avoid situations where the entire event goes by and in the end, you realise you haven’t exchanged any cards, LI names or phone numbers. 

3. Visit multiple groups 

The pandemic was a great opportunity for business owners to attend networking events online and connect with business owners located in other parts of the country or the world, business owners they wouldn’t otherwise network with if it was an in-person event. Attending events organised by different groups exposes you to different settings, dynamics and characters and helps you learn something new each time. You may choose to attend one group on a weekly basis, allowing you to create relationships and friendships where other members will act as your sales team, referring your business to other people. Similarly, you can go on Eventbrite and look for a networking group you haven’t attended in the past and see what people you can meet there. Variety broadens your horizons.

4. Ask open-ended questions 

Questions that begin with ‘what’, ‘how’, ‘why’ or ‘when’ will get people talking. This not only allows you to find out more about them and their business but it also gives you an opportunity to practice active listening. Listening to what they have to say attentively and repeating back to them what they said will show them that you are focused solely on what they’re saying. This shows them that you are interested and that you respect them, which ultimately will result in trust. Active listening should be something we all practice every day but it is particularly important at a setting, such as a business networking event. 

5. Avoid distractions

This one relates to the point made above. If you allow yourself to be disturbed during the networking event, whether online or in-person, you are less likely to listen to people actively. Utilising the features of your phone, such as the ‘Do Not Disturb’ mode will help you to stay focused. This is especially important during virtual events as it is a lot easier to start doing something completely different on your computer without other people realising. If you’re attending an online networking event, make sure all the other applications on your laptop are switched off and your attention is directed towards the conversation or the speaker. 

6. Define your business

Before you attend networking events, spend some time defining your tagline. What is it that you do in one sentence? What is the end result that people are left with after they purchase your product or service? If you’re an accountant, your tagline at networking events could say something like “I help people to pay less tax.” 

7. Follow up

This point relates to the second point. Once you’ve successfully identified the goal for the event, and then worked hard to achieve it, make sure you follow up with all the people you’ve connected with. Connecting with them on LI, exchanging business cards or suggesting a business coffee are all a great start but are unlikely to lead to anything unless you stay persistent. 

Two bonus tips for Virtual Networking Events

Online events challenge us in a couple of other ways as we need to make sure we have a professional setting for the call.

The two important things, apart from removing distractions are: 

1. Have a professional background

This doesn’t mean you need a green screen or a device that works with a virtual background feature on Zoom. It can just mean a tidy office or a blank wall behind you. Make sure that a member of your family doesn’t suddenly appear in the background or your dog starts barking uncontrollably when the postman walks by your window. 

2. Adjust the height of the camera to your eye-level

Raising your laptop or using an external camera helps to bring the people you are seeing on the other side of the screen to your eye-level. When your computer is on your desk, it appears as though you are looking down at the person on the call, which can make them feel uncomfortable. A simple adjustment to the height of your laptop can make a huge difference to the way you are perceived at an online event. 

In a nutshell

As mentioned before, networking can be a great source of business and referrals and it pays off to be prepared. All seven of those tips above can be adjusted and utilised in the virtual setting, just like the bonus ones. We may not be allowed to come to in-person business networking events for a little while longer so learning how to prepare your space and set your goals to fit an online connection will help to generate some leads for your business without you having to leave your office or home.