Even though we email each other numerous times a day, use WhatsApp for communicating with colleagues and can connect with anyone at the click of the button, relationship building in real life remains crucial in the business world. For most, networking is a dirty word – something you associate with a conference centre full of people selling themselves, the floor littered with business cards. But that’s far from the case if you pick the right event. Take a deep breath, turn up on time, and embrace the potential of professional networking. The benefits should not be underestimated.
Increase profits
Whether you own a business or manage a fleet, there’s a financial benefit in expanding your network. Past research has drawn a correlation between someone’s professional/social connections and their salary prospects. The same rule applies if you’re thinking about starting or currently run a small business and the lucrative opportunities that such a network can provide.
Boost confidence
Everyone, no matter how confident or self-assured they seem, has experienced nerves and self doubt. A room full of strangers is intimidating. The best way to get over any reservations you have is by being brave and attending an event alone. If you go with a colleague, you are likely to only speak to each other. It’s important that you embrace the opportunity to speak to and learn from others in the industry.
Increase your knowledge
As well as meeting new people, one of the main aims of most conferences and networking events is to share information. Before the event starts, do your homework. Make sure you know which talks and presentations are scheduled, and attend the ones most relevant to you. Take note of who is speaking and plan questions to ask if there is an opportunity to do so.
Keep track of the industry
New technology that will change fleet driving in 2016? Fresh government regulations that your team should know about? A new tool that will streamline cumbersome processes? Genuine tips and advice often come via word-of-mouth, so attending face-to-face events is the perfect opportunity to make sure you’re up-to-date and making the most of what’s newly available.
Use tech to your advantage
Collecting people’s details doesn’t have to be difficult. Apps such as Cam Card – which organises business card information automatically with a click of your camera – or LinkedIn, can really cut down on the time it takes to collect vital contact information so you can follow up later. Making use of technology also means you don’t waste time trying to remember lots of names, companies and products at a later date. Instead, you can look them up straight away.
Learn new skills
Reading a room correctly and being able to connect with new people immediately are two vital skills for all walks of life. Attending networking events will develop your ability to be able to do this, and online social skills, can be improved too. Get on Twitter and use the event hashtags to make connections that will continue, even after the day itself.
Make the right connections
Anthropologist and evolutionary psychologist Robin Dunbar has worked out the number of people we can actively maintain a relationship with – it’s 150. This means that it’s important to pick the people in your personal and professional network carefully. Reaching that magic 500+ number on LinkedIn means nothing if you don’t regularly connect with your circle.
More connections do not mean more meaningful relationships, so go to events with a plan. Identify the people you want to talk to by looking at the attendee list, and think specifically about what you want to say to them. Do they have a product you have been particularly impressed by? Have they written a blog you found interesting recently? Being strategic at conferences will make the event as productive as possible, and allow you to focus on something other than nerves. But get involved. There’s no point attending if you stand on the sidelines waiting to be approached.
Use the power of body language
Sometimes, the meaning of an email or a comment on a crackly conference call can get lost in translation. Social psychologist Amy Cuddy argues that your body language shapes who you are. Face-to-face opportunities are worth their weight in gold – you are able to read the reaction of the person you’re speaking to and present yourself in an amiable way. Don’t go with a script or be inauthentic, but do think in advance about how you want to be perceived.
Toughening up
Rejection is difficult, but is often overestimated. Don’t fear approaching people – a brush-off often reflects worse on the other person than it does on you. It’s a good idea to start small and initially approach people who are less high profile than the main speaker of the day. Alternatively, go to a speed networking event first. Having to constantly introduce yourself and immediately jump into short conversations with multiple people is great practice. The more confidence you have in your pitch, the less you’ll worry about the outcome.
Content on this page is paid for and provided by Kia Fleet sponsor of the Guardian Small Business Network Accessing Expertise hub.
