Most people have heard of the term 'networking' and for many, the term is synonymous with increasing sales revenue. Wikipedia defines business networking as “a socioeconomic activity by which groups of like-minded business people recognize, create, or act upon business opportunities. A business network is a type of social network whose reason for existing is business activity.”

For many, networking is a necessary evil, and I have known a number of people break out into a nervous sweat as their turn comes for their 'elevator pitch' (what your company does/sells in 60 seconds). However, there are many business networks out there and networking does not have to be the uncomfortable experience many people perceive it to be. The key to getting it right is understanding why you are going to a particular networking event and what you want to achieve by going – that is you need to have a strategy.

"The key to getting it right is understanding why you are going to a particular networking event and what you want to achieve by going."

Here are our top tips for getting the most out of networking:

Accept that you are not going purely to sell your business but to make new contacts in order “to create or act upon business opportunities”. Events often also provide access to expertise in the form of presentations by other members – use these

Are you comfortable with the format of the event? For instance some networking meetings are run on a strict agenda while others have a more free-flowing approach, putting the onus on you to circulate effectively. There are also a whole range of events at differing times of the day. Choose an approach you like because that will provide you with confidence which in turn will help you present yourself better. Many networking groups allow you to attend a couple of times before needing you to sign up as a member. Try out several to find out which ones are right for you.

Do you have a true perception of how people view you and your business? Understand how you/ and your business come across – don’t be afraid to ask for feedback as everyone will have been a first-timer too. Think through the material you provide to your new contacts – do your business cards look professional (do they have the right contact numbers and website address – are there any spelling mistakes?). Do you have a web presence – many people will research and review a website before picking up the phone to talk to you or referring work your way.

Prepare your elevator pitch and answers to questions you think you may be asked and be ready to answer when someone asks you the relevant question. Be positive and professional and try to build rapport with people by asking open ended questions (i.e. not ones that have yes or no answers). If people buy from people, you need to know as much about the person you’re speaking to in order to understand whether you can (i) work with them, (ii) refer work to them or (iii) note them down as a prospective client

Start and be consistent in your approach. Building relationships with people takes time and practice but you will reap the benefits and make some good business contacts to boot.

Image: jscreationzs / FreeDigitalPhotos.net

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