By Jordyne Carmack, PhD
You’ve heard all of the clichés before.
“Your network is your net worth!”
“It’s not what you know, it’s who you know.”
“You never get a second chance to make a first impression.”
If the thought of attending a networking event (for the first or hundredth time) fills you with discomfort (or dread?!), congratulations, you’re in the majority.
As a communication skills coach, I hear two major objections to participating in networking events:
- For some, it seems inefficient. From this perspective, networking seems like a waste of time. You may meet people who aren’t your ideal customer or don’t know/care about what you do. In short, they just aren’t useful to you, so why spend your time there?
- For others, it feels too transactional. These are my relationship-oriented friends. Events where the purpose is to meet new people and talk about business (with lead-generation in mind) may feel like they distill complex relationships down to an uncomfortable dollar sign.
Both objections can prompt new entrepreneurs (or self-proclaimed introverts!) to dodge every invitation to anything that looks even remotely like a networking event. From Chamber of Commerce luncheons to after-hour cocktails at local restaurants, networking events can leave us feeling reluctant and uncertain at best and nauseous at worst.
But it doesn’t have to be this way. Networking doesn’t have to be about awkward small talk or desperate lead chasing. Instead, these events can be a tool in your belt for building genuine relationships and growing your business in a way that feels authentic and fulfilling.
Here’s the surprising truth:
Networking is a better investment for every entrepreneur or business owner in the first year than most traditional advertising spend.
Here’s why:
- Message Development: Networking events force you to polish and distill your message. If you’re not clear about what you do and why, your prospective customers aren’t either.
- Community and Mentorship: Other business owners may not need your product or service, but they certainly can give encouragement and guidance in your struggles.
- The Power of a Referral: A warm lead is always better than a cold one. If the business owners in your community know who you are and what you do, when they encounter your ideal client, they know where to send them.
As with everything in your business, it’s important to be strategic if you want this to work for you. Ready to get started? Start by researching an organization or group and their event calendar.
There are a ton of different types of groups, some members-only and some free. Some are broad (like state or local Chamber of Commerce events, which feature many businesses of different types and sizes), while others are industry specific (think: SHRM chapters for HR managers) or demographic (young professionals, faith-based, women in business groups or minority business groups). You could also look for service-based organizations like the Rotary Club or Kiwanis. Regardless of the type of group you choose, pick one that aligns with your values and goals.
Here are a few practical tips for making the most of your next event:
- Set an attainable, relational goal based on your comfort level. Try having one or two conversations with someone new, or contacting someone you haven’t talked to in a while. Say your elevator pitch three times. Practice an icebreaker with a stranger (hint: wear a conversation starter like a unique bracelet or tie – it’s a lot easier for people to start a conversation with you that way!) Whatever you do, give yourself an easy way to measure success that isn’t based on how much revenue is generated per event.
- Practice your elevator pitch. An elevator pitch is a brief, 1 – 2 sentence introduction that explains who you are and invites conversation. This is the equivalent of opening your front door to invite someone inside. It might not be your job title or business name – instead focus on something that sparks a conversation or explains why you do what you do.
- Dress appropriately. Make sure you look through previous event pictures to get an idea of the “vibe”. Some events expect business professional wear, while others are more casual. You’ll feel more at home at an event when you look the part.
- Pick a way to follow-up (and do it). Use a traditional business card, a hybrid card like .dot or popl, or a digital card like hiHello. More important than the actual card? Following up with the people you meet. Schedule time in your calendar the day after an event for thoughtful follow-up. Keep the power by collecting cards instead of just handing them out. If you’re concerned about using your time wisely, use the follow-ups as your KPI.
It comes down to this. Instead of seeing networking as a necessary evil in your business, reframe it as an opportunity to learn and connect with members of your community. We can say “community over competition” and “shop local” until we’re blue in the face, but if you don’t know what businesses exist in your region and who runs them, it’s challenging to support each other (and be supported by them).
Entrepreneurship, contrary to popular opinion, is a team sport – and networking events are perfect opportunities for recruitment.
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