The chances are that you are already networking regularly without realising it. Or maybe you’re attending lots of promising events, but not making the contacts you’d hoped to. Either way, a strategic approach towards networking can give your chances of success in business a significant boost

Networking is “absolutely critical” to business success – although not everyone appreciates that. So says Karen Gill, co-founder of Everywoman, the women’s business support and networking organisation.

“Whether businesses realise the importance of networking often depends on the skills and backgrounds of the people they employ,” she explains. “Staff who have a history of sales and marketing probably realise its value, but others may not.”

What is networking?

Many people assume networking refers solely to attending events and “working a room”. But this is not necessarily the case; a process of gathering market intelligence, finding business opportunities, exchanging favours and building relationships, networking can take place anywhere, at any time.

Even if you are not naturally gregarious and find events and conferences daunting, you are probably networking without realising it. “Whenever you meet other people and tell them about your business, you are networking,” Gill stresses. “You never know who you are talking to and who they might know.”

Attending events

Although much networking has this almost accidental quality, you can increase your chances of benefiting from it by thinking ahead. Whatever you feel about events, they are very useful for making new contacts, and getting an invite is easy.

“Do some research into events in your area and industry, then just ring them up and ask to be sent some details,” Gill advises. In particular, find out who else will be attending and note the people you would like to talk to.

Once there, don’t be shy about approaching them. It is very rare for someone to be rude at an event if you go up and say ‘Hello’. In fact, they are more likely to be relieved that you have chosen to talk to them. And if you have worked out your objectives before attending the event, you stand a much better chance of holding their attention.

“You should be able to tell people in 30 seconds what your business does and what its goals are for the future, whether this is employing new staff, getting a product to market or raising capital,” Gill emphasises.

Developing relationships

After the event, file any business cards you have been given and email anyone you had a valuable conversation with, to say that you enjoyed meeting them. You should also ensure that you act on any promises you made.
 
“It’s essential to follow up on any networking you do and to capitalise on any contacts you’ve made,” advises networking strategist Heather White of The Magic of Networking. “Keep them informed of what you’re up to and build the relationship by speaking to them on a regular basis.”

Allow new relationships to develop at their own pace. While some might come to nothing, others could evolve into strong, beneficial associations. But don’t neglect your existing contacts.

“Networking is also about meeting up with previous contacts,” continues White. “You can’t build value when you are constantly meeting new people.”

Online networking

If you are particularly shy or pushed for time, you might prefer to network online. Dozens of sites have sprung up in recent years, from generic networking sites, such as Facebook, to specialised business networking sites, such as ecademy.

“The main advantage of online networking is that it is quicker and you can be a lot more direct,” White explains. “For example, you can post a message saying ‘I’m looking for “X”, can anyone help me?’ and people will normally respond.

“Face-to-face networks tend to be more time-consuming, because relationships have to be built before favours are traded,” she concludes.

Heather White’s seven golden rules of networking

Heather White acknowledges that “working a room” is an important skill, but advises against applying your talents wherever you happen to be. “You should behave differently at a conference as opposed to an event where everyone is there only to network,” she insists. “At a conference, I would only talk to two or three people a day, and I would discuss the subject matter rather than diving in with who I am and what I do.”

When at networking events, however, White suggests you follow her seven golden rules:

1. Get rid of handbags and briefcases – just carry your business cards.

2. Wear your badge at chest-height, so people can see it when you shake hands.

3. Get yourself a drink or some food – not both, otherwise you can’t shake hands. Strike up a light conversation at the buffet as a warm-up exercise.

4. Stand on your own for a bit, on the edge of the room. At some point you will probably be alone and you need to feel comfortable in this situation.

5. Look around for people who look interesting and friendly. Join a group when the conversation doesn’t look too serious. Causing a break in a deep conversation will be considered rude.

6. Say: “I’d like to carry on circulating, it’s been a pleasure talking to you”, or use a similar way to excuse yourself politely.

7. Look for a person you find daunting and make a point of chatting with them – it will help boost your confidence for future networking events.

© BHP Information Solutions 2007