The concept of “networking” to extend your influence is as old as time. There’re even a few Biblical examples: remember Jesus urging his Disciples to “become fishers of men”? The fact that there are now around 2.18 billion Christians (a third of the estimated global population) in the world, shows how successful they were.
Networking is thus by no means just another business buzzword being bandied about. It’s a crucial concept that needs to be taken a lot more seriously than just having a profile on Linked In, or attending a few conferences.
Networking – whether on a personal or professional level, in formal or casual circumstances, face-to-face or virtual – is an essential, powerful and cost-effective marketing tool for business and entrepreneurs.
Putting yourself and your brand “out there” can net you not only more business/clients/sales, but also credibility, investment, resources, advice, and expand your professional knowledge base.
There are dozens of ways to network, and if you’re on the ball you’ll take advantage of as many as possible, casting your net wide.
Social media, is, of course the obvious way of spreading your message and recruiting fans and followers nowadays. It’s the first step to success, so if you aren’t tweeting and posting, get going!
Next, become a “joiner”. Use your interests and hobbies to the benefit of your business by volunteering, sponsoring and networking with organisations in your local area, from sports clubs to charities and community groups. As you become respected and known on a personal level, your business will also profit. You can network, too, in your leisure time – a round of golf or doing a cookery course, for example, could lead to an advantageous business connection.
Formal opportunities for business networking abound. Your local chamber of commerce, trade or professional associations, or any of hundreds of business support organisations will have a full calendar of networking events, from workshops and seminars to business breakfasts and award dinners. Expos and trade shows where you can showcase your product or service “in the flesh” and meet the public and other exhibitors face-to-face are also fertile “fishing” grounds for networking.
Pick and choose carefully, and attend as many of these events as you can, making an impression as an enthusiastic, confident, friendly and genuine person seeking to build useful business relationships with like-minded souls. Don’t forget to take a plentiful supply of business cards!
Overcoming shyness
If you are not gregarious by nature, it can be difficult to embark on a networking campaign. Start with people you already know, and let them introduce you to others, gradually expanding your circle.
Google the term “how to network” and you’ll be amazed how many useful hints and tips you can pick up to make turning strangers into friends less daunting.
Some useful strategies, for example, include encouraging people to talk about themselves, and using a person’s name often when engaged in conversation. To butt in to a group chat it’s best to first get the gist of the conversation and then ask a question, rather than offer an opinion.
Like most marketing maneuvers, networking is a skill which can be learned and honed with practice. It will work well if you approach it with sincerity and honesty.
Dentons is a business built on the core concept of networking. We started out by publishing a directory of businesses and services for Bath back in 1967, with the idea that not only would our handy little book be useful for residents, but also a way to gather together in visible print form categories of trades and enterprises being conducted in the town. To be noticed, you needed to be in the Dentons Directory – and that still holds true today, especially now that we have expanded our reach to cover more than 50 areas of the south west with print directories, and the whole nation with dentons.net.