How to Network Effectively

‘It’s not what you know, it’s who you know.’ Or more accurately, it’s who knows you. The age old aphorism underscores the value that a well-established network can have on your success.

Networking events are a commonplace and many would say, essential part of business life. Successfully networking has many benefits. It gives you access to the knowledge and expertise of other, often more experienced entrepreneurs. It opens doors to opportunities that you might otherwise have missed out on.

Networking events also help you build up your profile. As more people know who you are, your name is likelier to pop up in people’s heads when they require your skillset and expertise.

But how does one network successfully?

The first step is obvious but requires noting. Go to networking events. Find out when and where they are and book yourself in. Do a bit of research before the event. Look up some of the attendees on LinkedIn, have an idea of a few people you especially want to talk to, read a newsletter if there is one; anything to give you an edge.

Also, arrive early. It’s a good habit and will help calm your nerves too.

Networking events sometimes have a bad reputation. Some of them can be lacklustre, stiff affairs, where the interactions feel transactional and disingenuous. It’s less like networking and more like a barrage of enduring unsolicited pitches and indiscriminate name card dropping.

It doesn’t have to be that way. Think of networking as relationship building. You’re building quality relationships, not ‘contacts’.

Be switched on. Make a point to actively listen to what others are saying. When it’s your turn to speak, offer something valuable. Make it less about you and more about what you can offer, how you can help.

Don’t pitch, but ask how you can help. Take a genuine interest in the person(s) you interact with. This will help you build a strong relationship with the other person. Offering value will help you become valuable in their eyes. And don’t worry, the law of reciprocity is powerful. You will reap the returns when the time comes.

Shyness and introversion are one of the most common obstacles to successful networking. Here are a few things to keep in mind that will help you overcome your shyness.

Most of it is in your mind. As human beings we have a tendency to feel constantly scrutinized by an imaginary audience. At networking events, this feeling can escalate immensely. Be assured that, unless you’re the keynote speaker, you are not on stage. No one is scrutinizing you, so relax. In fact, most people are too caught up in their own social interactions to notice you. If you’re the more reclusive type, look for people standing alone and strike up a conversation with them. They’re probably just as shy and waiting for someone to make the first move.

Another good tip for the introvert at networking events is to set a goal of introducing yourself to say, four people. Once that’s done, you can leave. You’ll probably end up staying longer, but even if you go, you’ve accomplished your mission. Now that you know you can introduce yourself to strangers, it will give you more confidence at the next networking event.

Something else to keep in mind is to focus on interacting with the person in front of you and not their rank or their job title. This will help you avoid being intimidated. You can be more natural and put your true self forward, making you a more effective communicator.

Also, go beyond your friends. While it’s comfortable to hang back and chit chat with people you already know, it’s not going to increase your network size. Reach out beyond the safety of your group.

When the networking event is over, remember to always follow up. This is where most networking fails. A handy tip is when someone hands you their business card, write a brief note on the back about an issue they need help with, or something specific they said that you’d like to follow up on.

Then, make sure you follow up. Think about what people said, come up with solutions or contacts that may help them. Send them an email, or a message on LinkedIn. A good old-fashioned thank you note is always a nice touch. Don’t let the connection die.

Lastly, keep in mind that networking doesn’t just happen within the confines of networking events. We network all the time.

That person in your airport lounge, the one you always seem to bump into at the cafe, your new neighbour… all you need to do is say hello. At the very least, you’ll enjoy a little harmless small talk. At most, this could be the next great meaningful relationship to propel you or that stranger’s business to the next level.

Written by Garry Johal