Whether you find networking energising and beneficial or anxiety-inducing, there’s no doubt that making connections in the business world is difficult. But that doesn’t mean networking isn’t an essential tool for business growth and therefore further success.
Not only can networking lead to monetary leads, but connections can be the starting point for business-long supplier partnerships and greater online traction. Going to a networking event could be the difference between sourcing a new or better-matched supplier and not.
As the business world continues to expand with people and ways to network, here are five tips for building stronger connections.
Come Well Prepared
This is more of a point for in-person networking events, as nowadays it is easy for connections to be made online. Though more daunting, in-person networking is crucial for fostering the most meaningful business relationships, and this has been agreed upon by a wealth of professionals. In-person, you get to see people’s body language and facial expressions more so than online, and these can be the root cause of being able to match energies and expressions better.
For instance, you could be speaking to a professional online about a topic they actually have limited knowledge of. Thanks to many online artificial intelligence tools, it would be easy for someone to display a wealth of information and therefore create a false sense of their background. In person, this literally couldn’t happen so you can gain a far better and more accurate understanding of someone.
Networking in person is likely to be the most beneficial if you have prepared before attendance. For example, if you’re an organisation going to a supplier exhibition show with limited time and a stacked collection of presenters, going with a plan of a top selection of companies you wish to speak to, will save time scanning through all there. Most larger-scale events will pre-send an itinerary of the day which will also include a list of attendees. If this isn’t something you have access to beforehand, utilise social media to see who has been in attendance in previous years or at similar events.
Especially if you’re heading with a growth goal in mind, speaking to companies with a well-prepared bank of knowledge and potential question answers is an easy way to come across well and therefore create a greater likelihood of leads.
Identify the Goals of Potential Connections first
Like with any business decision, networking without a goal is pointless. Though the business world can be a space for friendships, networking is initially done to form professional bonds, and these are meaningless if they don’t provide anything to you or your organisation.
Maybe it’s to gain potential customers or even something simple like gaining more followers across social channels in preparation for a new product launch. The goal doesn’t have to be dramatically numerical and business-changing. It just has to be something, or else you run a far greater risk of becoming lost in conversation and struggling to understand why you’re having it in the first place. Attend with a reason and lead with confidence in getting to the point of this reason with connections.
Make Notes to Distinguish Different Connections
Especially at large events, a common struggle is that professionals may forget the details of connections. If you were to head to an event and network with 10 potential leads, that’s 10 potential people to follow up with after. If you don’t gain a tangible connection at the point of conversation, like an online following for instance, it is possible you could forget people’s distinct roles and therefore find it harder to find them online afterward.
Nobody in the business world is going to turn their noses up at the simple use of a pen and paper during a networking event. If anything, writing notes while in discussion shows you have the intention of doing something with the conversation and will be getting in touch. This can be a great way to network effectively so that the connections can have far more chance of growth post-event.
Utilise Digital Software
Of all the tips so far, utilising digital software can be an even easier way to make these happen. Perhaps it’s a first-time networking event, so it’s imperative to research the common best way to formulate a goal. If you’re attending an event where you don’t know anyone, LinkedIn is the best way to put organisations to faces beforehand.
If a networking event is proving to be overly costly, there are hundreds of events and ways to network through the use of online communication platforms like Zoom. Online networking via calls where guests have cameras on, still allows you to put faces to a brand and can be less daunting than the travel and preparation needed for a face-to-face meet. Many large events will provide both in-person and online ways to connect, so you could have various colleagues test out the different means to establish better ways of networking for your brand and equally diminish any struggles for next time.
Ensure to Follow Up
No matter whether you have actual social handles or emails to follow up with straight after the event, or it requires a bit more online ‘digging’, following up is essential. If you’ve succeeded in the initial preparation, you’re likely to already be connected online. At the very least, established businesses are going to have websites where you can find contact details.
Without following up, connections just become situational to that very moment. If a follow-up doesn’t happen, a connection just becomes a conversation that once happened as it didn’t have consecutive outcomes. Networking connections can develop from a potential lead to an actual lead or sale. Partnerships can be made official and strategy meetings and sessions can be put on the calendar. Without any of these, goals met on the day would be pointless.
Summary
B2B networking events don’t have to be challenging. Like any social setting, it’s just human interaction that shouldn’t be feared. As long as you head in prepared, any previous networking challenges should feel diminished and you’re likely to leave with strong business connections.
