I would have never had the courage to launch a PR business in 2007 without my network. It was in fact a neighbour at the office I was (unhappily) working at that said to me “Why don’t you go out on your own. I will be your first client”. And so Bespoke Communications began a month later.
Networking is paramount for starting up or growing a business. Like many small business owners and sole traders, many say most of their business comes from their own network or contacts they have made through an event, former workplaces or a warm-lead introduction.
A recent UK survey showed that over 50 percent of people describe feeling uncomfortable while networking – so it is not our natural comfort zone, which is probably obvious to you. Yet it is the money-making tool we all need to master as entrepreneurs.
The same survey revealed four out of five folks who have networked have reported benefits, from making useful contacts and receiving relevant advice to increasing sales. It is really the best way to get clients and enhance your profile.
How can you make that networking leap easier and more effective? My six top tips are here:
- Do some preparation. A room full of strangers is always a big turn off but have a strategy to help you focus. Devise a short, simple way to describe your business, and think about who will be there so you can spark up a conversation. Have a list of the types of contacts, connections, support and suppliers that you need, and check if anyone will be there who can help you.
- Find the human connection. The days of cold, hard business card swapping is behind us. We always respond best to others who are engaged in the other person. Keep the initial chat informal and interesting and not launch into a sales pitch. The best networking enables a quick rapport but do leave people wanting to know more. If you do come across a potential customer or someone you think you could work with, shoot them a simple email to them a day or two after meeting up or connect via LinkedIn.
- Expect to feel a little awkward. In my experience, the most successful way to get over the nerves and isolation in a new networking environment is to bite the bullet and get talking… Meeting new people from within your industry and beyond is essential for business development and growth. Remember that.
- Exit stage left. A common issue many of us feel is how to move on from a conversation especially if we are getting stuck in a corner with a person we are not finding common ground with. It is OK to be polite and make a move. Simply say: “It’s been good to meet you. Hope you enjoy the event.” And move on.
- Introduce others. You can have a powerful role in introducing new contacts to others in the room– opportunities will often follow from warm leads. Lots of my clients value the fact I can put them in touch with someone else they can connect with, and if and when the time arises they will happily do the same for you. A mutual exchange is key!
- Post event follow up. Follow up promptly after the event with anyone you found interesting, or risk losing all of your hard work. The phrase is “consolidating the contact,” and it’s a key way to make sure your networking makes a difference in galvanising your networks.
