Top tips for networking

Before you start attending networking events, work out what you want to get out of it and how you can achieve this.

Determine how networking can help your business

This could include getting new leads or referrals, raising your profile, developing a support network, finding collaboration opportunities, etc. This will inform the types of events you attend and who you want to network with.

Create your ‘elevator pitch’

Pull together a 60 second (or less) explanation of your business. Make this as compelling as you can and focus on what your business achieves, not just what it does. Include:

• a ‘hook’ to detail the problem you help people overcome, with one or two statistics to evidence the issue

• the benefit you provide as people want to know ‘WIIFM’ (What’s In It For Me).

• a ‘reason to believe’ providing evidence that substantiates your claimed benefit.

Prepare some marketing materials

Make sure you have a LinkedIn page set up and populated, and have some business cards or other marketing materials that you can give to people who you connect with to help them remember you and understand your business.

Make a list of any people you want to speak to

Before attending an event, have a look at attendees and if there are individuals you would particularly like to speak to, and make sure that you get round them all at the event. You may be able to ask the event host to introduce you.

No matter where you are, there will be events or webinars that you can attend that give you the opportunity to meet new people.

Consider looking into:

• Business Gateway events

• business membership organisations like the Federation of Small Businesses

• sector specific membership groups

• event websites like Eventbrite

• asking on your social platforms like LinkedIn

For membership organisations, if you can, go to events on a ‘one off’ basis to see whether that event or group is a good fit for you and will help you achieve your objective, before you commit to any longer-term memberships.

Going out and making new connections can feel daunting, but it is a skill that gets easier the more you do it.

Fake it till you make it

When starting out it is important to put yourself out there and be confident in talking to people and chatting about your business. If you don’t feel confident at first, fake it till you make it. Smile at people and be open to connect. Make eye contact and shake hands firmly.

Widen your net

At events, don’t just speak to people you know, or people you met early on at the event - it's important to cast your net wide and make as many connections as you can. Remember everyone is there to do the same thing.

Confidently wait

One difficulty at networking events can be trying to join groups of people who are already talking. A good technique is to wait confidently and patiently just at the side of the group (imagine you are wearing a hula-hoop, so you are near but not intruding). At a break in conversation, someone from the group will most likely turn to you and start chatting. This can feel very awkward at first but it's important not to give up.

Remember to be mindful of others' connections - don’t intrude on a duo or very small group if they are in deep and involved conversation.

Present yourself well

Always be presentable when you’re networking, remember you are representing your business.

Remember everyone at a networking event is attending for the same reason - to make connections and achieve their goal. Make sure that you follow good etiquette and act like someone you would like to network with.

Look out for others

As you attend more events and settle in, keep an eye out for new attendees and introduce yourself. Make sure that you facilitate the opportunity for people to join in group conversations and invite others in. Ask questions and start conversations, giving people the chance to talk about themselves.

Take an interest

Networking isn’t just about what you can get out of it, it's about building mutually beneficial relationships. Go in with an open mind and take an interest in other people - what do they hope to achieve, could you help them? Ask questions and don’t just focus on what you want to say, really listen to what they say.

Provide help

The cardinal rule of networking is to always offer up help before you need or expect anything in return. Think about how you can help the people you are connecting with - you could make introductions to people in your own network, make referrals, or offer advice or the benefit of your experience. Providing help is the essence of networking and is a great way to build relationships and add value, which builds trust in you.

Follow the etiquette

Keep your focus on building relationships and gaining opportunities, rather than aiming for instant success. You are there to network, not sell. Don’t force business cards on people and never barge into conversations.

Networking isn’t a quick-win for your business, it's an activity that you will need to commit to for the medium to long term to get the most out of it.

Attend events regularly

Once you have found a group or events that work for your business and help you achieve your goals, commit some time to them and try to attend regularly. This is the best way to build meaningful relationships and achieve your goals.

Follow up with contacts

Make sure that you follow up with people you have met by reaching out and connecting with them on LinkedIn. Remember social media etiquette - it’s fine to follow their business on Twitter and Facebook if they have a business page, but do not connect with them on their personal Facebook or Instagram, unless they invite you to.

For people that you are keen to work with or are making a connection with, invite them to meet up outside the event. If you are suggesting a meeting, keep it light and don’t expect someone to commit to a 4hr meeting at first. Maybe for the first meeting/chat, suggest one for 15-20 mins to keep it informal and set the scene.

Also join any groups associated with the event on social media (for example a Facebook group for event attendees) and participate in discussion.

Check-in with your business

Periodically ‘check-in’ with your own business to make sure that you are getting all that you can out of networking, and to assess whether you are achieving what you need to or whether you need to alter your approach.

If you stick with it you'll become more accustomed to it and will start to see the value to your business.

Search Business Gateway events to find relevant events near you or online.