Want to Network? Don't go to Networking Events
We all know the best way to meet new people is actually face-to-face and so networking events and clubs are a necessity, right? Wrong.
Many networking events are on the small side, with attending business owners ready to pounce and sell their products and services, thrust a business card into your hand and move on to the next person. Heck we even have speed networking events to do this in the quickest possible time. But where is the value in that situation? Unsurprisingly, the answer is there really isn’t any.
Networking is still a crucial part of growing your connection base, don’t get me wrong, but there are better ways to go about it. There are places you may not even realize are opportunities to meet other folk who are in business.
Last year, I was involved in The Young Enterprise Scheme’s ‘Dragon’s Den’, which runs along the same lines as Shark Tank, but for kids in their latter years of school. As judges, we don’t buy into their businesses but we are there to watch their presentations, give constructive feedback and pick a winner to go through to the next round, all coordinated around the city with regional heats and finals. It’s really a very cool initiative giving the kids some business experience with many carrying on their businesses after they leave school. As one of the judges, I get to meet a whole lot of the other business people there who have also given their time to be involved as a coach or as a judge and I have put my hand up again this year.
Now networking here is not my or anyone else’s priority, the kids and their businesses are, but you can’t help but chat with the other coaches over a coffee and learn more about each other, it’s just being friendly, polite and interested. That is what networking is really about. Chance meetings, chance conversations and chance connections, no agendas and no expectations.
Think of the other places where you just chat and meet other business folk:
- Your table at business awards
- Conference coffee queues
- The loos at events (yes)
- Your table at trainings
I am not against networking events and you will find me at my fair share, but I favour the more natural approach to making new acquaintances - just chatting to whomever, wherever I am.
Maybe if networking events were renamed ‘chat-working’, then more folk might go - for a chat.
Which scenario would you prefer?
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Some other articles of mine you might like:
How to start a conversation with someone you don't know
10 marketing thoughts and musings
How to make email newsletters awesome
Why walking should be your new habit
I am the author of three books (Wiley) on social media marketing and building relationships and you can find them all here. You might like to subscribe to me for more useful updates and if you are looking for a speaker or trainer for your next event, do get in touch.
Director, Regional Sales & National Account Manager
8 年'Networking' has been overused as a term so we think it means more than just meeting people. Be friendly and genuine with your relationships.
Economics Ph.D. Student | CPA | Educator | International Development Consultant | Marine Protection Advocate | Philippine Army Reservist
9 年Following your suggestions in this article allowed me to increase my set of networks over time. Thanks a lot. :)
Senior Account Sales Manager ? WESCO Distribution ? The industry leader for helping industrial clients achieve dependable, justifiable, and safe electrical systems
9 年Excellent article Linda Coles. I wrote an article about how to get more out of tradeshows and networking events. It's article number seven under my LinkedIn profile. I'd love to hear your thoughts on my strategy.
Lead Sales Success Advisor assisting consultants and coaches to scale their business and systemise their sales process.
9 年I have been to a few networking events and experience just that. People trying to sell their product. As my business is about building relationships I find that getting to know and learn about people you meet in everyday life is much more successful. Great post
Senior Business Account Manager at WRAP. Helping businesses create a circular economy.
9 年I agree Linda. I was at a networking event at the weekend and finding the right contact (the decision maker for an opportunity you want to discuss), is near impossible. And even if you do, then the attempt at 'chat' appears contrived, if you are chatting because you have a business agenda you are driven by, to achieve in a short time, which the person whom you are chatting to, may not share!. A much better approach is to start a business relationship without the 'sale' at the forefront of conversation, as you say, this may be in a coffee queue or as part of a community event or initiative. Some of the best business contacts I have made have been when out in the community, or when involved in supporting charities or causes. When both business people are involved in something genuine that they believe in and you have a common interest and value, then a real and often long term connection is made, even a friendship. A personal connection based upon like passions in life is strong and emotive. Mutually beneficial business opportunities can then come up naturally from this, over a period of time. I have experienced this where the contact you were looking to make is asking for your card and offering to help you first. It is very like the approach we see advised to take on social media, not leading with sales and self promotion, but taking an interest in others. Face to face is just the same, we don't warm to someone who is pushing their business. The most effective method of socialising has to be through someone showing a 'genuine' and primary interest in other people.