Stephanie Shapiro
Networking. The word conjures up so many visuals, doesn’t it? If the thought of walking into a large room full of strangers and attempting to make small talk invokes feelings of dread and impending doom, you’re not alone. In an increasingly digital world, we are both more and less connected than ever. We are technically reachable 24/7, and have a difficult time finding the “off” switch, afraid we will miss out on something that requires urgent attention. Constant connectivity comes at a price though. Families suffer when we are physically present but mentally elsewhere. Employees may feel pressured to be “on” all the time. And our businesses are impacted in many ways as well, such as losing the art of interpersonal communication.
Successful retailers know the power of building business relationships. You can absolutely do this online (and should). But there is still much to be made for the case of face-to-face networking, for everyone. Networking is a free or low cost method of marketing, and oftentimes we are marketing ourselves just as much, if not more than, what we or our companies do. While we can reach more people more quickly online, better relationships will be built more quickly when they start in person.
There’s a saying that people do business with people they know, like, and trust. That is the three-pronged approach to aim for when networking. You must be known, you must be desired, and you must be genuine. We accomplish this goal when our focus is on helping others. You may think, “but today I need help from others; I want to drive traffic to my site, and make X in sales!” or something along those lines. That will all come in time, and you’re in it for the long haul anyway. Hear me out on this.
Whether your business is solely online or you have physical locations as well, every business needs boots on the ground ambassadors. This can be your sales team, your marketing team, your owner(s), or even your loyal customers. The key is to keep your business in conversation and people interested. Windsor, Journey’s, Tory Burch, Barney’s New York, and other big-name brands didn’t wake up as overnight successes. Though I don’t have the ability to share insights into their businesses with you, every entrepreneurial journey starts with an idea, a passion, and someone to believe in them, such as investors. Networking is the way to build your tribe.
I mentioned earlier that your focus should be on helping others, not on your own transactional needs. When we share our knowledge and resources or offer connections to others, we are cementing a positive association and garnering favor. Not everyone we meet along the way will be willing or able to do the same for us, and that’s ok. Giving without expectation of reciprocity will always benefit you down the road. Examples could be when you’re ready to expand your business and are looking for talent, when you need to open a new round of investing, when you are looking for peer advice, or even if you simply need help moving the permit process along. Who we know is everything in business. So, how do we successfully network in 2024?
Since I’m a fan of face-to-face networking, let’s start there. This could include attending or exhibiting at industry events, conferences, and tradeshows; it could include joining local business associations such as your local or regional chambers of commerce; it could include hosting your own events and inviting others directly to you; the potential only stops where your imagination does.
I have partook in many networking events and observed a myriad of business owners and salespeople introduce themselves at the start of a conversation, and there is definitely a right and a wrong way to do it. This may seem like elementary fodder, but it is an art that does not come naturally to everyone. Just like we eat with our eyes first, so go first impressions. How you present yourself tells a story to the person you are speaking to. It’s up to you to decide what you want your story to be.
The first thing out of your mouth should not be, “What do you do?” Think of networking like a date. You don’t open with the weather. It’s mundane and superficial. Make it a point to enter the room with something interesting to say. You don’t need to have something different planned for every person you come across; they won’t be comparing notes at the end of the event. Having a succinct elevator “pitch” may help. A great one tells people what you do by telling them the problems you solve. This is more important than your job title. And for the love of all that is holy, do not shove your business card in anyone’s face, ever. Never offer your card. If someone wants your contact information, they will ask for it. This is KEY! Being aggressive with that tiny little cardboard rectangle is a great way to ensure it ends up in the trash as soon as you turn away. Instead, ask questions and show genuine interest in your counterpart. If you feel a connection and are inclined to do so, offer assistance in some way.
At the end of an event, if you’ve made three solid contacts, you should consider it a success. It’s important to be consistent in getting out of your office or storefront to build and maintain a presence in your community. Be intentional, and follow up when you say you will. You may become someone’s mentor. Someone may become yours. Those who have already attained a higher level of success still need peers to sharpen and maintain their business acumen.
You also do not need to be at an event to make important business connections. The more comfortable you become with starting conversations in public, the easier it will be to naturally share what you do. I have seen this done so expertly over the years, most notably by my father and an old boss of mine. It truly is magic when you see it in real life, because it is genuine and effortless.
If you are a business savant who really just does not thrive in those situations, fear not. Although face-to-face connections are important, so are the conversations happening online. Through the usage of social media and online forums or groups, you can meet and build relationships with business professionals and your client or fan base, sometimes simultaneously. It may take some research to discover where your targeted audience hangs out. If you’re wondering where to start making these connections online, you first need to determine what your goal is. If it is to make business-to-business (B2B) contacts, LinkedIn is a great place to start. There are professional associations you can find online, and many Facebook groups are dedicated to making industry connections. If your goal is to connect with your customers, it really depends on your demographics and what you’re selling. No matter which social media platforms work for you, all of them offer the ability to speak right to your audience with video. By allowing your customers to feel like they know you and/or your team, you build trust and loyalty. Authenticity is more important in today’s world than ever before.
Networking truly is a gateway for opportunities. You can discover new markets, gain insight into industry trends, form future partnerships, identify potential suppliers, and uncover solutions to business challenges. The possibilities and probabilities of your business’s growth are worth the time spent cultivating these valuable relationships. The best approach is a balanced one. Over time, you will find what works best for you and your business. Feel free to connect with our associates on LinkedIn, or send us a message to open a conversation. We’d love to be a part of your networking journey.