Networking, daunting but essential

Networking can seem overwhelming, but as people buy from people, building genuine relationships is one of the best ways to grow your business. Still, it’s totally normal to feel a little trepidation when stepping into a networking event, even the most seasoned networkers feel that too (I will let you into a little secret, I still do every time). The questions that bounce around the head -  Will I know anyone there? What do I say? How do I find the right person to talk to?

There are ways to help mitigate these nerves and here are some of my top tips.

1. Go in with a “Learn First” mindset

When you attend a networking event, don’t set yourself a sales target, or a minimum number of contacts you ned to achieve. Instead, frame it as a chance to learn about others and their businesses. Focus on asking questions and getting to know what they do – the telling what you do will follow. People will remember you if you’re genuinely interested in them, which makes it more likely they’ll reach out when they need your services down the line.

2. Start small

Networking doesn’t have to mean diving into large, crowded or even formal events. If you’re new to it or feeling unsure, start with smaller, more relaxed events. It’s easier to engage and make real connections when the atmosphere is less intimidating. Look for events that have more informal settings or limited or no ‘pitching’ agendas.

3. Bring someone along for support

Consider bringing a colleague or even hiring someone who enjoys meeting new people. They can help break the ice, start conversations, and take some of the pressure off you, so you can join in without feeling too overwhelmed. While it would be great if they were intimate with your business, it is not essential, as long as they work to help introduce you and bring you into conversations. Another option is if you know someone going, even from another company, meeting up beforehand for a coffee can make it feel less daunting.

4. Share advice freely

Networking is about offering value, not just selling. You know your business and how you help clients, so share your insights, experiences, and give advice when it feels appropriate. Helping others with solutions or resources makes you memorable and positions you as a go-to person when they need additional support.

5. Ask more questions than you answer

Focus on asking more questions than you answer. People love talking about their business and challenges. The more you listen and learn, the stronger your connection will be so focus on the conversation. If you feel you don’t have a good ah-hoc chit chat, then create some questions beforehand that you can call on. 

6. Don’t expect immediate sales

Networking isn’t about closing a sale right away – it may happen, but that is the exception rather than the rule. It’s about building a network of new relationships, remember you will often get new clients from the people they know rather than themselves. Be patient, stay engaged, and don’t expect immediate returns as, in life, relationships take trust and trust takes time to build. 

7. Follow Up

After the event, don’t let all the work you did to make a connection go to waste. Follow up with a short message referencing something specific you talked about as a bit about how you might be able to help (but don’t go too selly here either). It shows you’re genuinely interested in keeping in touch and helps keep the conversation going. But don’t stop there, add them to your nurture campaigns, providing ongoing educational information and value. 

Networking is about building relationships

At the end of the day, networking is about creating connections, not selling. Approach each event with an open mind, focus on building relationships, and the business opportunities will come naturally. Keep it relaxed, be yourself and try to enjoy the process (once you start getting to know some of the people, it can be a really fun experience). People want to work with those they trust – and that starts with genuine face-to-face connections.