Make Business Networking Effective
Preparation & Tips to Build Contacts and Professional Relationships
Aug 10, 2009
Business networking can be an effective form of marketing, with the potential to generate large returns for low investment when compared to other marketing activity such as advertising. However, to be effective, good preparation before the event is essential.
Reasons to Attend a Business Networking Event
One element of preparation is to know the primary reason for attending each specific business networking meeting and then base further preparation around that. Clarity is essential; having a vague reason for attendance will result in a vague focus. There are many reasons to attend networking meetings. Three are:
- To learn something. Many events invite a speaker or trainer to present something of interest to the attendees. This is an opportunity to learn something, perhaps about business in general or about a specific business, sometimes about legislation or how to achieve something. Of course the speaker will be attending in order to impart information and possibly to entertain.
- For support. Many small business owners work alone and can find support for their ideas as well as an opportunity for social contact at networking events.
- To seek new business opportunities. This could be in many ways, two of the most common are to build a contact list and to build professional relationships.
Work out the main reason for attending a specific event and be prepared to share that with other attendees. Also be aware that others may be attending for one of these reasons and always try to help them achieve their aims.
Tips to Build Professional Relationships
For many businesses, sales are made when a buyer has a relationship with the seller, particularly business to business sales. Networking events are an opportunity to build relationships and a meeting at an event counts as a marketing touch.
Preparation should include listing possible contacts who will attend and planning how to build on the relationship. With good organization, many contacts can be touched at one meeting, which is effective use of time and money.
One easy step to build a relationship is to give something away. Remember that simple tips and obvious solutions are not always simple to the recipient and they may be very grateful for the right advice at the right time, leading to a lasting relationship.Preparation could involve reviewing an area of expertise and focusing on giving away one tip to five people.
Asking open questions and being a good listener apply to business networking just as much as anywhere else. Showing interest in the other attendee builds a relationship.
Invite people for a more detailed chat after meeting at an event, perhaps for coffee or afternoon tea, etc.
Have an answer ready for the ’how may I help you?’ question. People like to help each other and allowing others to help builds the relationship.
Follow up promptly after any network meeting, fulfilling any promises made such as sending further information or introducing a contact.
Tips to Build Business Contacts
Attending business networking events can help to build contact lists. Four ways to build contacts include:
- Attending the same events regularly as different people will be there every time
- Look for and take business literature set out by attendees
- Ask for help finding the contacts needed
- Ask for an attendee list (not all networking groups provide them, but many do)
The value of this activity (and the ensuing list) really depends on the business group and the underlying purpose of building the list.
Although there are many different events, they are usually based on the same elements of business networking so good preparation can help make any event an effective marketing activity.
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