Networking is a necessity not a dirty word

 

Networking is a critical skill. Smart business owners network to find investors, suppliers, partners and customers. This is the skill that can create a successful, thriving business – without it, businesses are more likely to struggle.

 

But not everyone is a natural networker. Some are introverted while others simply don’t know where to start. Nonetheless, it is a skill they need to try to get on top of.

It is important to know what networking isn’t. Networking is not just about business cards, cold-calling strangers and making presentations. It’s about building connections and contacts. Nor is it about making connections on social networking sites, although they do help and can serve as backup. While there are trends, nothing beats face-to-face contact. Traditional, face-to-face networking is still the most common and powerful way to establish and maintain relationships.

This means getting out and connecting with associations, such as the PIAA, GASAA or LIA. These associations have regular meetings and conferences. If you are looking for investors, you need to have a business plan ready. Similarly, it is important to get the word out that you
are expanding into new markets.

How does one connect with people at these events? You can begin with walking up to someone standing on their own and introducing yourself, then doing it again, introducing that person to someone else. Volunteer to help out at an event. You make better connections and it helps you navigate the event. But most importantly, learn how to listen. Don’t bombard the other person with too many details about yourself and pleas for help. Another good tip from the experts is to keep a database on everyone you meet.

Some set up an inner circle of advisors, almost like a personal board of directors. These are people you are particularly close with and who go to for advice.

It is also important to expand beyond your industry. Consider sponsoring an event that would attract customers, and their associates. It could deliver new potential customers without any other businesses looking in.

The internet is being used more frequently for networking. While sites like Twitter are more about numbers of followers, LinkedIn can provide real connections. LinkedIn is about engagement and it’s important to put together a good profile. The more information on your profile, the more potential clients, suppliers, investors and partners can learn about you. Your LinkedIn profile works like a search engine. The more information about your background, the more recommendations you’ve received, and the more quality contacts will come your way.

Effective networking today is about developing real relationships but it has to be a two-way street: you need to give something back to make it thrive. And where connections are made, follow it up afterwards with a personal letter or phone call, where you broach the idea of doing business together or at least keeping in touch.  

Leon Gettler is a senior business journalist who writes for a range of leading newspapers and journals

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