The Art of Business Networking

No doubt you have heard me talk quite a bit about the value of business networking; however, I have failed to explain why I am so passionate about it. So here goes. 

Most people are familiar with the concept of business networking, but few really think about the very real benefits realized from a business networking. Business networking offers a platform where businesses can introduce themselves, their product or service and share their expertise with other business professionals.

Networkers exchange business cards, form business relationships, and provide business referrals. Ah, but business networking is so much more! Business networking is literally a network of people who quickly become friends, confidants, trusted allies and become a walking, talking, living, breathing billboard for YOU! Example: How many times have you, or someone you know, put out a social media post asking for recommendations? As a business networker, you have an entire arsenal of referrals to tap into. Did you know that by referring a qualified professional, using the old adage of "judged by the company you keep", you are also building your reputation as a professional in your field. 

• Networking is awkward at first, particularly when you don't know anyone and are not sure of what to do. This is especially true for people who believe themselves to be confident and do not want to risk dispelling their perceived illusion. 

• Some have tried networking a time or two and viewed it as a waste of time because they didn't "get any business from it." Networking isn't about getting the business or the sale. Networking is about learning about businesses, building relationships and becoming a referral conduit to help share their information and guess what? They will do the same!

• Crappy elevator speech. Too many people race through a 60 second elevator speech crammed with their entire work history about who they are or worse, simply just say their name, title and who they work for as if they were just captured by the enemy. An elevator speech is simply a 60 second introduction. Focus on the need you and your company meets, and tailor a variety of 60 second pitches for the service your company provides. Not the entire "What we do" listing.  

• Relax. Networking folks are nice, friendly and encouraging. We laugh, joke and have a great time.  

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It is important to note that all business networking groups are NOT all alike. Visit many groups before you make a permanent decision, and then carefully select a networking group that is a good fit for you, your business and your schedule. Do not over-extend yourself by spending too much time in several groups. Time is money and too many groups can be counterproductive. Some networking groups are free to attend and have few rules and restrictions. Other groups may charge membership fees, mandated attendance requirements, and more. Again, test the waters.

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Networking is an obvious fit for B2B companies but is often overlooked by B2C businesses and non-profit organizations. It's important to recognize that business owners are also consumers, volunteers and donors. 

Social media is not genuine networking. Meeting people in person reaps real results; yet, ironically, many businesses fail to take advantage of network opportunities. Reasons vary from thinking it is a waste of time to fear of speaking. I am hopeful this post can alleviate some of those fears and motivate you to give it a try. You have nothing to lose and everything to gain! 

Tammie Tuley is a Creative/Business Writing Consultant, Certified Grant Consultant, Author, and Professional Speaker