Eight Paths to Effective Networking
Building relationships is at the heart of business networking. Whether you’re at a formal event or an informal meet-up, the connections you make can be invaluable for growing your business. But to truly benefit, networking needs more than just showing up and handing out business cards. Here are The Last Hurdle’s eight paths to effective networking, designed to help you make the most of every opportunity.
Positivity
The attitude you bring to a networking event will often reflect what you get back. If you approach it with a negative mindset, feeling like it’s a waste of time, others may pick up on that and reciprocate. On the other hand, if you come in with a positive outlook, viewing the event as an opportunity to connect and learn, you’re far more likely to build meaningful relationships.
Preparation
Preparation is key. Before attending a networking event, ask about the format—Is it formal or informal? Do you need to prepare a short introduction? Knowing the structure will help you feel more relaxed and confident.
Think about who you want to connect with and if there’s anything specific you’d like the group to help with. For example, highlighting a new service you offer can give people an idea of what to refer to you. If you’re giving a public introduction, make sure it’s clear and jargon-free. Include your name, your business name, a simple explanation of what you do and most importantly, who you’re looking to do business with.
Good preparation breeds confidence and confidence is always attractive in business.
Consistency
Go to the meetings! Networking is about building relationships and you can’t do that if you don’t show up regularly.
If you miss a meeting, you may miss out on potential referrals. When work gets in the way, send a colleague in your place. If that’s not possible, consider asking a client or networking contact to attend on your behalf. Providing them with your introduction allows them to represent you and often, they’ll add their personal endorsement, which can lend even more credibility to your business.
Personality
People buy from people, so be yourself. Networking isn’t just about what you offer, it’s about who you are. Relax and let your personality come through. Every other person in the room is there for the same reason: to build relationships.
You’re more likely to connect with others when you share a bit about yourself. You don’t need to tell your life story, but revealing a small personal detail can help people warm to you. When people know, like and trust you, they’re more likely to do business with you.
Listening
Don’t underestimate the power of listening. If you pay attention to what your fellow networkers are saying, you’ll find it much easier to refer and recommend them. This act of listening is crucial because when you make a recommendation, it often motivates the recipient to return the favour.
Networking is a two-way street. For the system to work effectively, recommendations need to flow in both directions. By listening carefully, you’ll discover opportunities to help others and they’ll be more inclined to help you in return.
Educate
It’s your job to ensure your network understands what you do. The best way to achieve this is through real-life examples—share stories about how you’ve helped clients recently or provide testimonials. When you paint a clear picture of your work, it becomes easier for people to recommend you because they understand your value.
When you give people specifics about what you do, you’re creating a memorable impression. This makes it more likely they’ll spot opportunities to refer you.
Specifics
When asking for referrals, be specific. The more precise you are, the easier it is for your network to help you.
For example, asking for “small to medium business owners” is too generic—it doesn’t make anyone in particular spring to mind. But if you say, “I’m looking to connect with small to medium-sized accountants who want to grow their business,” that paints a clearer picture. It not only helps your network focus, but it also increases the likelihood they’ll find a relevant contact.
You might worry that being specific will limit your opportunities, but that’s not the case. Being clear about your ideal referral helps focus the room’s attention. In many cases, people will still suggest leads from related industries.
Go Beyond the Meeting
What happens after the meeting is just as important as what happens during it. If all you do is collect business cards and have a nice chat over lunch, you’re missing out on the real value of networking.
Take a closer look at your fellow networkers. Who has the same target market as you but isn’t a competitor? Accountants, solicitors, web designers, marketing agencies—these businesses may have clients that match your ideal customer profile. Building relationships with these potential referral partners can be incredibly valuable.
Arrange informal 1:1 meetings to deepen the relationships. Make sure they understand your services and listen to what they need too. Connect with them on social media, support their posts and keep nurturing the relationship. When their client needs your services, they’ll think of you.
Without a targeted approach, networking can feel like throwing mud at a wall—something might stick, but it’s not the most efficient method!
Effective networking is about building long-term relationships that benefit everyone involved. By following these eight paths—positivity, preparation, consistency, personality, listening, educating, being specific and going beyond the meeting—you’ll be in a strong position to grow your network and your business.
Remember, networking isn’t just about showing up—it’s about showing up with a strategy, being authentic and fostering relationships that work for everyone.
