The secrets of successful business networking

Have you tried networking without much success? Or would you like to start networking, but don’t know where to start? 

Adrian Peck, Founder of Better Never Stops and Networking for Good and Sean Fergusson co-founder of Fore Business – a unique networking solution which combines golf with business networking- share their expertise on how to get real results from networking. 

The goal of networking 

A common mistake that can be made is thinking that the purpose of networking is to instantly gain new clients. Never go to a networking event with the intention of selling your products or services, instead go there to learn and meet new people. By freely sharing advice and your knowledge you will build up your likability and trust. This also means that you will be remembered positively, and rather than trying to convert each person you meet, instead you will be positively positioning yourself to the people in the room, as well as all the people they know i.e. their network who aren’t in the room. 

If you want to be successful in business and you want to be successful in networking, the first thing you need to do is to become the ‘Go-to person’. So when somebody in your network needs (or is asked to recommend) a solicitor, an accountant or a website designer and they don’t want to put it out there on Facebook because they don’t know who to trust, they will think “who do I know?”  

To be that person they think of, you simply need to help and inspire the people around you (in person and online), that includes your network, your friends and your family. 

So much business is done as a result of recommendation and referral, and by building up a good network around you which is based on giving rather than taking, it won’t take long to become the person that people think of when they need help or advice. 

How do I do networking? 

Firstly, find the right event. When you know the types of people you want to help, you need to think about where they would go. For example, Fore Business brings together business owners and directors who love golf.  Networking for Good targets business owners who place high value on ‘doing good’. 

If it’s an in-person networking event – an introvert’s nightmare – going into a room full of people you don’t know can be incredibly intimidating. You can either approach someone who is on their own – they are probably feeling a bit uncomfortable themselves or join an existing group of people.  

The secret to going into your sales mode is to ask lots of open questions to the other people. 
What do you do in business? Tell me about that. Do you enjoy it? What kind of challenges do you face?  People like to talk about themselves, and so if you listen and offer advice (if appropriate), they are more likely to warm to you and be more interested in you. 

What about online networking?  

Right now there is a lot of virtual networking going on and it is just as important to make the right first impression online too. Have your camera on, people want to see you.  However, ensure that you are dressed professionally (at least from the waist up!) and check that your background looks appropriate?  

It’s really important that you don’t try to hold video calls on the move, you need to give the meeting your full attention 

Make it easy for people to refer you 

When you tell people about what you do, make sure you explain what makes you different. What is your USP (unique selling point)? What is your elevator pitch? Can you sum up what you do and explain it in 30 seconds? 

And remember the fortune is in the follow-up. When someone does make an introduction, ensure that you make contact within a few hours, don’t leave it for two or three days. 

Finally, don’t forget to thank the person that introduced you. You could show your appreciation by email, or you could go one step further and send them a card or a gift. Think about what the value of a referral is to you. 

Be the person that gives 

Think about how you can help your network. What introductions could you make to bring people together to do business? Remember helping your network will help you stand out and be remembered. Do you have any particular contacts you would like to be closer to? The secret is to help them, by giving them something they need or want. 

Networking is a very valuable activity in business and will help you to grow your word-of-mouth referrals significantly if done right. There are many different networking groups out there, but we invite you to find out more about Fore Business and Networking for Good. 

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