Why you should try business networking

Would you consider business networking to promote your business?

Is the thought of it simply too scary?

Maybe you write it off as a waste of time.

IT support industry expert Richard Tubb recently got in touch:

I’m currently putting the finishing touches to my latest book, entitled “Business Networking for Geeks”. 

When it comes to networking, I know you’re a bit of a wizard, so I wondered if you’d do me the honour of writing a few paragraphs about how your network and what benefits networking brings to your business?

You can read the resulting blog here – hopefully, you will find some thoughts here that can apply to all businesses, not just IT-related. Thanks for the opportunity, Richard.  Here’s the blog in full:

Business networking is not the natural habitat for techs who much prefer to stay in the backroom and communicate via email.  I have bravely ventured out into the world of networking; here are my thoughts on why you should give it a go and suggestions for making it a success.

Firstly – now more than ever since Lockdown – it is vital to show that you are still trading by being visible.  Indeed, meeting businesspeople face-to-face contributes to the *16 touches* required by prospective customers before they make their buying decision.

How should you approach networking to get the best results for your business?

In a nutshell, think about how you would like other people to approach you.  Networking is about making connections, not about selling.  No one likes to be sold to or lectured, and you will soon get a reputation as a *hunter* if you persist in this behaviour.

You may be feeling shy or nervous as you enter a room full of strangers but remember that the majority of the attendees probably feel the same way.  Be brave and go over to talk to someone you don’t know – they are likely to be very grateful that you made the first move.  Also, there’s nothing worse than being confronted with a roomful of *cliques* where you feel you are excluded from the conversation.  Don’t be that person who only chats with their friends – be open and welcoming to new contacts.

Attendees are there to network, so you have permission to talk to them about your business and to approach people you don’t know as long as they are not clearly involved in a private conversation.  Connect, engage with them and ask interesting questions (you can prepare some conversation openers in advance).  Only once you have established a connection should you mention your company and the type of professions you would like to link up with – your *niche*.

There are different levels of formality in business networking.

Computer Troubleshooters was a member of BNI for several years.  This network focuses on referral marketing; there are strict rules for attendance and making contributions (referrals/visitors/testimonials) but you get the weekly opportunity to talk about your business and the referrals you are looking for and enjoy the benefit of having no competitors allowed in the room.  To be successful you need to invest a lot of time and effort preparing for the meetings.  It provides excellent training in presenting your business and provides a local support network of experienced professionals on tap – invaluable for novice companies.

At the other end of the spectrum are the gatherings which bring together local businesspeople for informal networking without the opportunity to do a presentation yourself.  Computer Troubleshooters enjoys being a member of Sevenoaks Chamber of Commerce.  Sevenoaks Chamber is more about making connections with the local business community but each member can choose how much they wish to put in or take out of it – no three-line whips, no referrals, no 60-second presentations.  The serendipity of who you may meet all adds to the fun, with First Wednesday regularly attracting more than 60 attendees.

If you get the chance to give a talk – embrace it!  Just remember to focus on the benefits of your service or inform about a business aspect of your industry, and don’t blind them with science.

You will encounter competitors in the informal networking groups.  Don’t shy away from them.  They could have interesting insights about the local market and could end up being useful strategic partners.  We met a residential IT specialist this way to whom we have been able to pass all our former residential customers and new enquiries rather than leaving them in the lurch.  Hopefully, he will eventually feel obliged to reciprocate with an opportunity which does not fit his business model, although there’s no guarantee of this.

What has Computer Troubleshooters got out of networking?

• The main reason for going to networking is to gain customers, and we have a good number of loyal, long-standing customers, mainly via BNI.
• Establish connections in the local business community. Always good to be able to help customers with recommendations of handy professionals too.
• As well as being seen at meetings, organisations often post on their websites and social media and are generally happy to share your blogs – it is visibility for them, too, after all.
• Professional development. You learn how to speak in public, what to look out for when conducting a one-to-one meeting and how to make your presentations entertaining and memorable.
• Simply an enjoyable way of marketing. It definitely beats cold calling!

Is there such a thing as *too much* networking?

You are bombarded with opportunities to meet up, and you could spend your whole day progressing from one meeting to the next.  You clearly have to allow time to work on your business, too, although networking is not just a *jolly chat* but is actually a marketing activity.

My preference is to be selective.  My main focus currently is on Sevenoaks Chamber, but I am open to occasional events hosted by local companies.  I also attend Sevenoaks Voluntary Forum as this brings together representatives from our *niche* – charities.

My advice:

Be brave.  Get involved, listen more than you talk, show interest and be ready to offer your business card if requested.  Remember that business networking is not just an hour-long meeting; to be effective, you must follow up with connections and develop the relationship further.

Have fun out there.  Good luck.