A Focus on Networking
Is networking rewarding? Here seasoned networker Andy Gambles of internet consultancy AGUK Solutions Limited gives his candid views, ending with practical suggestions for networking novices.
It’s your first networking event. Your palms are clammy, you’re nervous and your heart is pounding. You walk into a room full of people. Conversation is buzzing. They all seem to know one another. You ask yourself “Why am I here? What do I do? Who do I talk to?”
This is my recollection of my first networking event three years ago. What a contrast to today. Now I genuinely enjoy networking and meeting people. I know why I get so much out of it, and how to make it a successful business driver. I’m happy to share what I have learned to benefit anyone new to networking.
I’ve read many articles and books on the subject. Often the focus is on the importance of business cards, personal appearance, and a prepared “elevator pitch”. The perception is that if you get these right, you will make sales. This may indeed be the ultimate aim but should not be the only objective.
In addition to my reading I have experimented with different networking groups. There are lots to choose from and they operate in different ways. At some you are expected to turn up with referrals to pass on. There is an expectancy to “perform” and that pressure diminishes my enjoyment. At others you can distribute leaflets and have banner displays. I much prefer events providing relaxed networking opportunities both before and after a meeting, with freedom in attendance frequency, and how you go about making contacts.
Once you know the type of event that suits you, the first step to successful networking is building trust in you and your business. Trust is your brand’s ambassador and achieved through regular networking.
The second step is engineering a rewarding conversation. After the introductions are made and the hand shaking is over, move the conversation along through open questions. This is an important opportunity for you to harvest as much information as you can so that you can slip into the conversation where you can help. Ask your fellow networker about how their business works, their ideal client, recently completed projects or achievements, and current challenges or trading difficulties. Their replies will highlight any opportunities for your specific skills but, remember, your motivation should be offering to solve problems, not push sales. If you cannot be of direct assistance you may help indirectly by acting as a channel.
Connecting the person you have just met to others you know, whether immediately or in the future, makes you a useful intermediary. By becoming a constant connector of people you will be putting something into networking as well as, hopefully, getting something out of it. You will also strengthen your position of trust within the group, and become a person others want to meet because of your willingness to impart knowledge, share problems and find solutions.
In time your network will grow beyond those members you meet yourself, resulting in referrals from outside it. The chain of who you know extends its links to “who knows who you know”. Consequently you may find, as I have done, that a networker whom you know on a social, not business, basis has mentioned your expertise to others, thus bringing you new clients. I can honestly say that, despite the economic climate, work continues to find me and I attribute that to my constant networking.
The way networking operates, extends and succeeds is down to what you put into it and not what you expect from it. Everyone you meet could potentially be a link in a chain that ultimately brings you business, but it is by wanting to be a link yourself in that chain that will give you satisfaction and enjoyment.
Finally, I would say that maintaining a regular presence within a networking group is important. Attending the same event each month may seem too much of a routine, particularly when you know everyone within the group, but it still presents you with an opportunity to learn, share and help. It also marks you as someone who is consistent, can be relied upon and trusted. And trust, as mentioned earlier, is gained through regular networking.
THE PRACTICALITIES OF NETWORKING
- Arrive early so you will be approached by others
- Take plenty of business cards. Make notes of fellow networkers on the reverse of their cards, or in a notepad
- Even if food is provided eat beforehand, leaving you free to network and talk
- Hold your drink in your left hand so you can shake hands readily, and without extending a cold right hand
- Wear your name badge on the right where it will be easily seen when making introductions
- Explain what you do in less than a minute to avoid confusion or boredom
- Give a job description rather than title for your name badge. My badge says “Internet consultant” rather than “Director”
- Schedule enough time at the end of the event to continue conversations, not rush off to another engagement
- Ensure you have your diary with you to make any appointment
- Linger where badges are returned in case someone wants to approach you, or vice versa
