For some people, business networking sounds like a great opportunity. For others, the thought of walking into a room full of strangers and starting conversations is enough to make them look for an excuse not to go. Yet networking does not have to involve awkward small talk or delivering a rehearsed sales pitch.
Have A Simple Introduction Ready
You do not need an elaborate elevator pitch. A clear explanation of what you do is usually enough.
Think about how you would explain your business to someone you have just met socially. Keep it conversational and avoid filling your introduction with jargon. The aim is to give the other person an opening to ask questions, not to tell them everything about your business in 30 seconds.
It can also help to have a couple of questions ready for other people. Asking what brought them to the event or what sort of work they specialise in is an easy way to start a conversation.
Listen As Much As You Talk
One of the biggest mistakes in networking is treating every conversation as an opportunity to promote yourself. People remember someone who showed a genuine interest in what they do.
Listen carefully and ask follow-up questions. You may discover a shared connection, a potential collaboration or simply something you can help with. You also give yourself a much better chance of remembering the person afterwards.
And if the conversation does not lead to a business opportunity, that does not make it unsuccessful.
Don’t Try To Meet Everyone
There can be a temptation at networking events to collect as many contacts as possible. But a handful of meaningful conversations can be far more useful than dozens of rushed introductions.
If you find someone you have plenty to talk about, stay with the conversation. You can always meet more people at another event.
It is also worth looking beyond the obvious contacts. Someone who is not a potential customer may still become an excellent source of referrals, advice or introductions.
Follow Up Without Making It A Sales Pitch
A quick follow-up after an event can turn a brief introduction into an ongoing connection. Connect on LinkedIn, send an email or simply say that it was good to meet them.
If you discussed something specific, refer back to it. Sending a useful link or making an introduction you promised shows that you were listening and gives the relationship somewhere to go.
Most importantly, avoid immediately filling their inbox with sales messages. Networking works best when relationships have time to develop.
Find A Style That Suits You
There is no single right way to network. Some people thrive at large conferences, while others prefer smaller groups or one-to-one meetings. Some are comfortable speaking to a room full of people; others are better at building relationships through quieter conversations.
The important thing is to find environments where you feel comfortable being yourself. When networking stops feeling like a performance and starts feeling like a conversation, it becomes much easier — and much more useful.
Photo by Thriday.
