How to Network Effectively

Whether you are returning to in-person meetings or attending online networking, I believe that networking is an art that you get better at with practice. The key to being a good networker is being prepared and listening more than speaking.?

If you’re meeting just one person, a whole room or even many hundreds at a conference, it is worth putting in some preparation time in advance, as every event has a different format.?

Formal networking?

Here are some tips for formal networking:?

• Read the networking event’s website to get the gist of how they run the meetings and to learn more about those who are in the driving seat. If the format is unclear, email the person running the group to ask for more details and what is expected of each attendee.?
• Look at the profiles of the members, and if you need more background information look up each individual on LinkedIn or check their website.?
• Ensure you have enough business cards and literature.?
• Write out your one-minute elevator pitch – about 110 words. It doesn’t have to be complex. Explain how you help your customers with a solution to a problem and why your product or service is different. For example:?

"Good morning everyone. Thank you for welcoming me to your group. My name is Amy Johnson from Flowers by Amy. I create beautiful flower arrangements for weddings and special occasions using British-grown wildflowers. We work closely with our clients so that the selected flowers are their favourites and match the event’s theme. Last week we provided wedding bouquets for a bride and her four bridesmaids, corsages for the wedding party, church flowers and individual table arrangements at the reception."

• Vary your introductory pitch each time you visit the same group – you can include case studies, testimonials, special offers for the members, new products and services, or interesting trends in your industry.?
• Be specific.?

Speaking to new people?

Unless you are very extroverted, meeting new people is a challenge, particularly when walking into a room of networkers who know each other very well. If you can go along with a friend this can help you overcome your nerves. Approach others who are standing on their own and ask the organiser of the event to introduce you to specific people you’d like to meet.?

Unless someone asks you a question it’s easier to listen intently first, looking for common ground. It may be something as simple as asking about the experience they have had with the group or a question about their particular business. Always be authentic in your responses; focus on the other person and try not to dominate the conversation. The aim is for you to understand how you might help them find new customers or strategic alliances.?

Making notes?

Once everyone has sat down, you can relax. The usual procedure is for everyone to pass their business cards around the table. This is not a green light for you to enter their data onto your email marketing system. In fact, if you’re in the European Union or Canada you’ll have to be very careful to follow their data protection legislation. I would recommend that you enter their contact details onto your phone and then follow up after the meeting to arrange a one-to-one meeting where you can learn in more detail about their business, and vice versa. Making notes during the meeting will help you remember the people in the room and how you can help them.?

Following up?

Depending on the type of networking event you have attended, the best way to follow up is by sending a short, personal email. I would also invite everyone to connect on LinkedIn. If you find you have a great deal in common then you could also send a Facebook friend request with their permission. Ideally, the next contact should be in person either before the next meeting or over a cup of coffee. This helps to build a real connection between you and the other person. Remember that you’re not pitching, unless of course you are asked to. As the relationship deepens so you will find referrals for your new contact.

However, it’s important that you establish that recommending that person is warranted. When referring someone to your clients or contacts make the introduction by email and then let the two parties get on with it. The last thing you want is to recommend someone who turns out to be incapable of delivering a great product or service; be circumspect in what you say when introducing someone whose product you haven’t used to a client.?

When you meet for a one-to-one, establish the length of the meeting in advance and share the time equally. I would suggest an hour in total is enough. The aim is for you to understand more about their business and the types of introductions they’re looking for. It may be that they need a new accountant or an assistant. Your recommendations will help them find someone reliable who comes recommended, so be confident in the quality of your contact.?

10 Tips for Growing your network?

1. Go to plenty of events?
2. Ask the right questions?
3. Be sociable?
4. Actively take notes during the meeting?
5. Follow up with everyone you connect with?
6. Share your contacts with others?
7. Start your own groups and events?
8. Do not add negative contacts to your list?
9. Only share contacts when all parties win?
10. Do not make connections just for your own benefit?

Informal networking?

I love a good conference – a chance to kick back and let others do the hard work. I also enjoy learning something new and being inspired by experts. The other great thing about larger events is the diversity of the people you meet and the opportunity to learn from people who may have trodden the same path as you.?

While it may seem logical to go to conferences and trade shows which are allied to your specialist field – an education show for a tutor, a landscaping show for a garden designer, or a social media conference for digital marketers – in fact, I would highly recommend going to a show where your potential clients, not your peers, are exhibiting.?

If your niche is in outdoor photography, attending The Outdoor Trade Show will give you a way of talking to a raft of sports clothing suppliers, camping equipment companies, climbing and hiking manufacturers, and so on. All these exhibitors are important people to network with.?

Many of the skills required for formal networking carry over to informal networking:?

• meet with an open mind?
• learn about the person from their online presence?
• follow up by being helpful.?

The richest people in the world look for and build networks, everyone else looks for work. Marinate on that for a minute.?—Robert T Kiyosaki?

In conclusion, the opportunities for finding people who will become your marketing team through networking are numerous. My final piece of advice is to be consistent; turn up at every meeting and contribute a useful piece of advice in the form of a story. Paint a vibrant picture of how your business made a difference to a customer and remember: marketing is what other people say about your business when you’re not in the room.?

This is an extract from my book, Homepreneur: How to Overcome the Challenges of Running a Home-Based Business