Sue Tonks, international speaker and trainer on networking, knows exactly where people go wrong: “The biggest misconception about networking is that it’s about selling. It’s not. It’s about building relationships for the long term. They leave a networking event without selling anything and think they’ve failed. So they don’t come back.”
But as anyone who has used networking events – in person and, increasingly, virtually – will attest, a good networking strategy is one that prioritises carefully building relationships over time. And it will require patience, perseverance and the willingness to follow up. “By going in with the attitude of hoping to build relationships you’ll do much better, although that does take time,” says Ms Tonks.
Neil Lloyd runs Zokit, a growth advisory consultancy in Cardiff that offers networking events for local businesses. He says networking has become an increasingly important part of the mix for many growing businesses, but recognises that working a room doesn’t come naturally for some people. “I understand people who are particularly new to networking might feel it’s quite daunting going into a room full of strangers, but there are some practical tips that can help with that,” he says.
Mr Lloyd’s advice, especially to those new to networking, is to arrive early, given that it’s typically less daunting to go into a room that’s not yet full. Second, relax and be yourself. “If you’re looking to break the ice, just ask the person about their business, about what they’re looking to connect with – it’s a great way to take the pressure off,” he says.
But what about telling your story? Must a good networker have a perfect pitch? “Sometimes you’ll have a perfectly rehearsed pitch and you’ll forget half of it and that’s fine,” says Mr Lloyd. “I would say to new networkers especially, don’t sweat too much in terms of making the pitch perfect; just smile, stick with the basics, be yourself and use plain English so people will know exactly what it is that you do.”
Plan ahead
It’s also vital to ensure you’re at the right event. Kelly Dunn has built a thriving recruitment business in Yorkshire, in part thanks to the connections she’s made at events across the region. She will always check the profile of guests: do they work for a business or is it their own business and more than just them? “That’s one of the key things,” she says. “For instance, as a recruiter, I don’t particularly get any benefit from events where it tends to be sole traders, damp-proof specialists and mortgage advisers.”
It’s worth getting a sense of how the event will run. “I’m open to suggestions in terms of the structure,” says Ms Dunn. “I quite like it when there’s a purpose, so is there a speaker, for instance? I went to one recently that was all about biodiversity and they had three people speaking and it was really interesting.”
Even before Covid-19 hit, Jordan Richards, founder and CEO of digital creative agency RCCO, relied on networking to get the word out. But despite having a thriving business, he recognised he needed to work on his networking skills. “The first time I ever went to a big event, I remember sitting in front of a very senior person in the industry and they said, ‘What do you do?’,” he recalls. “I hadn’t rehearsed anything and that caught me out a little bit. Obviously networking should be fluid and fun and spontaneous but if you want to get something out of it, you do need to prepare a little bit.
“I find it’s better to just have three key points you need to land, and then say that in whatever way comes into your mind at that moment,” he adds. “That way it feels a bit more natural. And, of course, if you’re going to a specific event about a topic then do a bit of reading about it before. Almost treat it as if you’re going to have to present there; you’re presenting to people in these conversations essentially.”
After the event
Ms Dunn says she is meticulous about following up and staying in touch with contacts made at events, although she admits it can be a slow burn. She has been part of one group for around three years and says it’s only now that she sees referrals from her presence there. “After that investment of time, I can speak to anybody now and get a one-to-one meeting with them,” she says. “They’re more willing to do that because they’ve seen me at a number of events.”
Mr Richards agrees that that simply attending an event isn’t enough – good networkers see that as just one part of the process. For him, that means checking how things are going and congratulating them on their achievements, between events. “I think LinkedIn is pretty key,” he says. “I use that as a very powerful tool to connect with people straight off after meeting them and then staying engaged with their content.”
Mr Lloyd has a final word for those doubting the worth of time spent forging connections. “I see networking as perhaps one of the most effective ways of growing your business,” he says. “If you stripped everything out and looked at things individually, it’s clear: people do business with people. It’s like everything: it’s the actions that really count. You can’t just show up and be passive. You have to be engaged.”