The Need For Successful Business Networking
Business networking is an age-old business ‘mantra’. It's just that the Internet age offers new networking tools.
In fact, people have been networking as long as they've been communicating with one another. Business networking simply refers to building and cultivating relationships with people of similar interests in ways that can benefit all parties. When early tribes swapped information about great hunting spots or freshwater sources, they were networking.
A few decades ago, when people started out and were told, "It's not what you know that counts; it's whom you know," that was a nod to the importance of business networking. Whenever people gather for Chamber of Commerce socials, join professional associations, go to conventions, or ask friends for introductions or recommendations, they're networking.
Many people network to get leads for new business, but networking can also help you find a job, change careers, hire good employees, sell products, improve your business practices or accomplish any number of professional goals.
Today's professionals use traditional forms, but they also have other choices for business networking. They might join groups, attend networking events, or network in online forums.
The 21st-century business networking is only as good as you make it. Whether it's schmoozing over wine and cheese or keeping up with contacts on a Web site, networking can be a waste of time if done incorrectly.
Trading business cards with dozens of people, sending out mass e-mail blasts to everyone you know, telling everyone at a gathering about yourself, or racking up hundreds of friends on Facebook may not accomplish much.
Here are some updated points on networking:
1. Attend Business Networking Events
The first step in successful networking is knowing where you should go to make connections. While almost any activity or event can serve as a networking opportunity, small business owners and professionals with local businesses should attend local business events. For example, your city’s chamber of commerce might host gatherings for people in your industry. Additionally, it’s worth hitting up meetings for professional associations and societies related to your field.
2. Choose a Goal
It’s hard to get what you want out of your networking endeavors if you don’t start with a clear agenda. Before attending meetings or events, take the time to determine what your goals are for the experience. For example, you might want to make new connections, donate your time to the community, or simply learn about the latest developments in your business or industry.
3. Get Social in Your Off Hours
Just because you’re off the clock doesn’t mean it’s time to stop networking. If you want to expand your reach, make an effort to chat with attendees at your health club or Pilates class. You can even make business connections at your child’s school activities and sports events. After all, parents are typically looking for something to chat about besides what’s happening on the soccer field!
4. Know Your Worth
It’s not enough to provide your clients with a great product or service. If you can’t articulate what it is you do, then you can’t hope to convey that information at networking events. Whether your goal is to generate referrals or simply build your virtual Rolodex for the future, you should take time to generate an elevator pitch that conveys what you do, for whom you do it, and why customers should choose you over your competition.
5. Identify Conversational Icebreakers
If you want to overcome initial awkwardness and make a good first impression, consider opening with a compliment. For example, you might tell the person sitting next to you at a seminar that you like their shoes or tie. Similarly, asking a question gives contacts the chance to talk about themselves. Ask how they got into the field or what they think of a recent development affecting your industry.
6. Bring a Buddy
Sometimes starting conversations with strangers is easier if you have a familiar face by your side. If you have a friend or co-worker who’s also looking to expand their network, consider attending professional events as a twosome. Just be sure you make an effort to connect with other attendees rather than sitting in the corner chatting the whole time.
7. Overcome Introversion
If you’re naturally shy, having success in networking can be a challenge. Fortunately, there are some strategies for overcoming introversion and making connections. First, consider brainstorming icebreakers before a networking event, so you don’t have to come up with ideas on the spot. Second, feel free to take a breather if you get overwhelmed. Go to the restroom, take a walk, or grab a coffee. You can return to the room refreshed and ready to meet new people.
8. Find a Reason to Follow Up
Making connections is only half the battle; you also have to take steps to keep the relationship going. Even if you aren’t currently job hunting, strive to reach out to your contacts a few times a year to follow up. You could forward a relevant article, invite them to a seminar or conference, or even just send a friendly note during the holidays.
Of course, being successful in networking is about more than what you do. It’s also about what not to do. Here are some tactics to avoid if you want to boost your business connections.
9. Don’t Be Negative
When searching for conversation starters, avoid speaking negatively about former companies or co-workers. After all, you don’t want potential contacts thinking you’d say bad things about them given the opportunity.
10. Don’t Be Selfish
Whether you’re chatting at a chamber of commerce event or attending an informational meeting, it’s important to remember that networking is about to give and take. If you’re always the person asking for favors, the relationship is unlikely to last. For best results, look for opportunities to help your networking contacts prosper in their own careers.
11. Don’t Be Afraid to Ask for What You Want
We all need help now and again. If you want your networking efforts to be a success, you have to be bold enough to ask for assistance. Before attending that next meetup or seminar, make sure you can articulate what it is that you’re seeking. Then, when someone asks how they can help you, tell them the truth.
Online social networking sites have taken business networking to a new level. Often, people find that using social networking sites makes it easy to stay in touch with business contacts. These sites make it simple to reconnect with people you've lost track of. And they provide a natural way to expand your circle of contacts by establishing relationships with friends of friends.
Many business people put the popular, general social networking sites such as Facebook and Twitter to good use. Other sites, such as LinkedIn, offer social networking targeted more to business connections. Ryze, Ning, Meetup, and other Web sites provide business-oriented social networking and help professionals develop their own networks online.
Social networking sites can be valuable. They help you reach out to people at your convenience, without having to attend events or meetings. Communicating on Facebook or LinkedIn is a lot less stressful than trying to strike up a conversation with someone you barely know. These sites make it easy to connect with people no matter where they are. They can be a good way to get the word out about developments in your business.
But good business networking shouldn't begin and end with online social networking. Those who study such things say that social networking sites enhance but don't replace face-to-face networking. Follow-up is important. Relationships must be nurtured.
If all you do is tweet about yourself or your business on Twitter, or post about yourself or your products on Facebook, you're not going to accomplish much. People may think you're self-centered and ignore you. Having hundreds of online "friends" doesn't mean much, either. A network isn't worth much if it isn't built on a genuine relationship and mutual trust.
To be worth the time and effort, business networking must produce results. Networking should help you reach your business goals.
