Marketing / Business networking

Making the most of small business networking events

Now is the time for sharpening and honing your networking skills. Here's how to take advantage of the heightened number of small business networking events.

4 December 2005 by

There is not a better time to start building long-term business relationships. Christmas offers a chance to meet new people in a relaxed a social atmosphere whilst maintaining a professional relationship level.

However it is important to uphold your professionalism to make optimum use of business networking events. Ten common mistakes people make when networking over the festive season include:

1. Not planning prior to the business networking event

Work out what you want to achieve from going to the festive event. Is it just to relax, have fun and unwind after a busy year? Is it to say thank you to your clients, meet new people or build long-term relationships? Your approach will differ in all these situations. Have a plan prior to attending the business networking event and try to reach set goals. An example might be to obtain three new key contacts or to reaffirm an existing relationship.

2. Running out of business cards

There is nothing more embarrassing or unprofessional than when someone asks you for a business card and you can’t produce one. Always carry too many rather than too few. Being prepared gives you more confidence and entrusts confidence when developing new relationships.

3. Making a beeline for people you know

Most people have a great fear of walking into a room full of people they don’t know. See this as a challenge rather than a handicap and avoid going for the easy option of meeting people you know well first. Certainly acknowledge these people but leave them until the end of the function to catch up with. This will maximise your chances of meeting new people.

"Avoid talking too much about yourself. This is probably the biggest turn-off for prospective clients or alliance partners."

4. Talking too much

Avoid talking too much about yourself. This is probably the biggest turn-off for prospective clients or alliance partners.

Want more articles like this? Check out the business networking section.

5. Not listening

Business is all about providing solutions to people’s problems. How can you understand their problems if you don’t ask questions and listen? Use active listening skills to build rapport and gain a true understanding of their issues and concerns.

6. Hard sell

Business networking events are your opportunity to develop relationships. Avoid the hard-sell and get to know the person you are speaking with. Once the relationship has been established the business will come. Initial hard selling may have the opposite effect and drive the person away.

7. Lack of clarity

Research shows that 95% of business people are often asked, particularly at business networking events “what do you do?”

Many have difficulty articulating what they do, particularly in conveying the benefits of their position to a prospective client. Having a ‘personal branding statement’ (PBS) really helps in this situation. It helps to clarify how you or your business can solve their problems and takes all the stress out of answering this question!

Here’s an article on  preparing your elevator statement which may help those struggling with the answer to ‘what do you do?’ – Ed

8. Over indulgence

As with all things in life, moderation is key. In this context it includes limiting consumption of alcohol to an acceptable level and being mindful when introducing yourself to people. Remember you are a professional regardless of the situation or time of year. Respect those around you and your personal and professional responsibilities.

9. Not following up

Many people simply fail to follow-up on the prospects or business leads they meet at festive business networking events. Put in place a system to follow-up, otherwise many of your networking efforts will be wasted. This can be as simple as an email or phone call to acknowledge your interaction and does not have to be business related. A relationship which might not seem to be initially good for your business may lead to you being referred on, one of the strongest marketing tools used to generate more business.

Happy networking!

Thomas Murrell

MBA CSP is an inspiring, engaging and authentic keynote speaker, author and business mentor with a passion for helping others harness their full potential.

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