To assist you on your networking journey, we have compiled some top tips to ensure you get the best out of your time spent at networking.

Business Networking is an important part of your businesses marketing plan. 

 

This beginners guide offers an overview of the things to think about and consider when starting your journey into business networking. 

 

As a business we naturally put a lot of time, effort and money into our brand, website, and social media content. The opportunity within networking is often undervalued, but if given the similar time, effort, and money as your other marketing elements, it will give you a greater business and many more rewards. 

 

This guide is offered FREE and aimed at all newbies to networking, those returning to networking and even as a stock check for those seasoned attendees and members of networking groups. We do hope it helps. 

Why should I go networking?

 

For almost all SME and larger businesses, networking should be an important part of your marketing action plan. The importance and time spent on networking is largely dependent however on your type and size of business. 

 

But don’t just take our word for it, recent UK studies (in 2021) found that: 

• 61% of marketers said in person networking events are the most effective marketing channel 
• 95% of networkers felt face-to-face networking is essential for maintaining long term business connections 
• 84% of business professionals prefer face-to-face networking meetings than online 

 

The most important thing to remember in networking, which every owner or facilitator of networking groups will tell you is, you are networking to not only those in the room, but in turn, to their connections too! 

 

How does this work? So, for example, let’s suppose you are a tradesperson or offer financial services. You already have a database yourself, which for example may contain 100 businesses contacts. However, if you are in a networking group of just 30 people, with similar amounts of contacts, this means you’ll have a potential access to well over 3,000 contacts and then also their respective friends and family connections. 

 

So, if you consistently come along to a networking group of just 30, listen, learn, support, and promote your expertise and services to the group. They will in turn learn, like and trust you enough to recommend you to their connections. 

 

Networking takes work, effort, and consistency, but if you put in this work, effort, and consistency it will reward you. 

 

Equally valuable but often not publicised as much is the support you receive, when becoming part of a networking group or community. If you are a sole trader or small business owner, it can be tough being on your own. Regularly attending a networking group not only helps you to gain an expanded sales force promoting your services to their networks, but also provides you with your own business support team. That quick conversation or question at the coffee station or group discussion on issues you may have, when shared with friendly, like-minded business professional, wills often lead to better decision making and solutions to your problem. Within a typical networking group, you will benefit from an array of expertise, often including financial, legal, trade, marketing, technical and wellbeing. These people are part of your business support network, and most will be happy to offer friendly advice and support. 

 

Author’s note: As well as the usual benefits of networking, personally I’ve also found some great friends, business mentors and opportunities, as well as business within my ongoing networking. So, what are you waiting for? 

 

Read on to see which type of groups may benefit you and learn how to get the best out of them, when you go.
 

How do I choose which one(s) to go to?

 

Business networking groups come in a variety of shapes, sizes, and demographics. With most large towns having at least 30-40+ differing networking meetings in each of them. This choice can also cause confusion as to which ones are the best suited, for you to become a member of. This section will help you navigate through them all and assist in sourcing the right ones for you. 

 

We now know that business networking is an important part of your marketing plan. As a result, you need to allocate the appropriate amount of time to prepare, attend and follow up on conversations and opportunities that come from networking events. Therefore, the network you join must align with your working week and your existing business, family, and social commitments. Luckily there are so many networking groups out there, you will have a good range of options that suit will your requirements. 

 

Networking groups can take place either: 

 

• Weekly, fortnightly, monthly, bimonthly, and ad hoc, 
• At breakfast time, mid-morning, lunchtime, afternoon, and evenings
• We now also have many online types of networking too, which we cover more in the ‘preparing for your networking’   

 

So, looking at your business, along with your own personal commitments you need to work out what suits you best. Whatever you decide the key message you will keep hearing is consistency in attendance. Networking does not work when you dip in and out of it. People will only usually recommend you when they know more about you and your services. To do this, they need get to know you and build a trusted relationship, which only comes with regular attendance.

 

First thing to note is there probably is more than just one networking group that fits all your requirements and most seasoned business networkers, are regular members of 2-3 plus groups. 

 

Author’s note: I’m a member of several networking groups. One is a specialist industry focused one, this is monthly in an early evening and allows me to keep abreast of my industry, trends, and important contacts. Two are general business groups, one monthly at lunchtime and one fortnightly at breakfast, these are where I gain work, connections, and business support. The final one is more a business organisation which has ad hoc networking and lots of business support and training. This sounds a lot, and it is, but it suits my business needs and model. Also, over a month it averages out at around four hours a week, which is similar to the time spent on my social media marketing. Within this time, I meet 200+ different business owners regularly each month.   

 

Hopefully this example above shows that dependant on your business model, type and requirements even joining four different groups it doesn’t need to take up too much time. With the obvious rewards of regularly connecting with 200+ businesses and as previously mentioned their expanded own networks and friendly business support they come with. 

 

So how do you choose? 

 

Time

 

As mentioned, groups meet for breakfast, mid-morning, lunchtime, afternoon, and evening, either weekly, fortnightly, monthly, biannual, or ad hoc. So, they’re a few things to ask yourself: 

 

• When could a networking meeting suit my business? For example, if your average ‘job’ role takes 4-5 hours, would a regular lunchtime work? Could you commit to a weekly meeting, or does fortnightly work better? If you just do a monthly group, can you also fit in another group?

 

• When could a networking meeting suit my personal circumstances? For example, if you do the school run in the morning could you make a regular breakfast? But if it’s monthly breakfast, could it work? If you need evenings at home, would a monthly Tuesday evening meeting work? 

 

While answering all these, remember networking properly will help your business grow and support that growth. So, it does need you to make time for this important marketing. It does take work and consistency to allow the fellow members of the networking to know, like and trust you before they recommend you. 

 

Once, you have an idea of the times you’ve made available you need to consider the type of group to visit and maybe join. 

 

Top Tip: 

Almost all networking groups offer the first one or two meetings without membership, as a taster. This is important to take advantage of, as it will give you a good overview of the group and see if it’s a match for you and your requirements. 

 

Structure 

 

As well as differing times of the day, frequency, the next key aspect to explore is the structure of the group. 

 

There are so many varied structures and not all will suit you. Some groups have a set rigid running order, with 60 second pitches, referral rounds, talks and member showcases. Other are less formal and some are simply informal conversations throughout. Dependant on you as a person, which type would suit you and make you feel most comfortable. They all have their own pros and cons: 

 

• You may prefer the structure of a fixed agenda to allow you to network. However, you may prefer to ‘work the room’ without the more rigid agenda. 
• The 60 seconds elevated pitch for many terrifies them, if so, go to a group that doesn’t do one. Others have none, some do a 10 second ‘Hello I’m X from X’ and that’s it. Do what you feel comfortable with, after all it’s what’s going to show you and your business in its best light.

 

Online, in person or both? 

 

Since the Pandemic we have seen a huge rise in online networking meetings and formats. With most ‘in person’ networking taking to this during the lockdowns and was incredibly valuable source of support for businesses. Many of those groups have now reverted back to ‘in person’ meetings, but some now do a mixture of both and other migrated to stating online. 

 

Despite being online, the meetings and general concepts of the groups are similar to the ‘in person’ groups, other than the fact there are more structured with less informal networking, simply due to technological limitations of the platforms. 

 

Competition

 

Dependant on the group, some encourage same industry access, to allow collaborations, other only allow one from each sector into their group. Do check the terms of membership before you visit.

Most groups and the mindset generally now are that were possible collaboration is key, even within your own business sector. However, this is a personal choice, so move to what suits you best. 

Do take a sensible approach, if you’re a web designer for instance and there are two other web designers in a group already, maybe you can arrange a 1 to 1 with them both and explore collaborate ideas. But if not, maybe after a visit you can move to another group with fewer or more collaborative similar businesses. 

Important to remember that collaboration is key and a good link up with similar or complimentary businesses can generate a huge number of leads and business, so it well worth a look. 

 

Author’s note: In groups I’m a member of I’ve heard of great collaborations with IFA’s, mortgage, and lifestyle businesses, and between, printers, graphic designers, and publications. Equally heard of hog roast caterers working now with several other caterers, doing their hog roast options for them. Even charities businesses sharing fundraising events to share costs and manpower for fundraising. So, for me, a good collaboration is incredible valuable in so many ways and worth exploring if you can. But equally, there’s really little point going to a small networking group with 2-3 long established IFA’s in the group if you are indeed an IFA and maybe more useful going to a meeting with fewer or none in. 

 

Finally, what are you after or need? 

 

The final key element in choosing the right business networking groups for you are your personal requirements. So, ask yourself these questions that may help when deciding: 

• If you’re new to business in general, maybe a business organisation that offers lots of business support and mentoring may be key at this stage, along with some general networking groups as well. 
• If you’re in the tech industry, is their a more tech focused group or one with people who have links to your target sector within them, try these as one of your networking groups. 
• Trades may want to target a particular geographical location group, rather than one that meets countywide. 

 

In summary

 

In choosing a networking group here is much to consider. There is also the matter of cost which can vary from free to thousands of pounds a year. Equally key is for you to enjoy your networking too, so make sure you find a group of mostly (after all in a room of people, you’ll not gel with everyone, that’s just life) people and businesses that you like and have the same values as you. Another useful tip to remember is that most groups have a visitor session or two for free before you commit, so you get the opportunity to find more about a group before committing to join. 

 

So, armed with the target list of networking groups you wish to check out follow the next section for how to prepare and get the most out of them. 

 

 

Preparing for your networking event

 

So, you’ve signed up to a networking group free first visit, how do make sure you get it right and working for you: 

 

The basics: Do your homework, read up on the groups structure and rules: 

 

• Making sure your aware of any costs and the listed etiquette to the meeting
• Understand the format of the networking session, if not listed, ask the host
• Is there a pitch you’ll need to prepare for? 

 

Check out the members or guest list: 

 

• Most membership groups list their members on their website or produce an attendees list 
• Have a look through, is there anyone you may want to ‘target’ for a conversation? 
• Look for any similar or complimentary business types that may be there for potential link ups. 

 

When close to the event, make sure you are prepared for the meeting: 

 

• Check the start time. Is the time your given the start time of the meeting or the ‘arrive from’ time? 
• Google the venue, how will you get there? If driving is there parking? If a breakfast meeting or late afternoon it often takes longer to travel, make sure you’ve enough time, as you don’t want to be late on your first visit. 
• Any dietary requirement needed on the refreshments? 
• Have you got enough business cards? 

 

Author’s note: Are physical business cards still valid? Yes! There is a change to virtual cards now, but I use both. The virtual card to ensure my connection is placed in their phone. With the physical one used a physical reminder, for when they get back to their workplace, maybe placed at their workstation to remind them to arrange a meeting or follow up, rather than only a lost virtual connection within the phone. 

 

Top Tip:

If after looking at the guest list for the event and seen one or two people you’re keen to chat to. Maybe send them a LinkedIn message, saying you’re coming along for the first time and would really like to connect with them there. This would indeed make you seen as well prepared, focused and a serious professional. 

 

So, your all now prepared. You know where it is, how long it will take to get there, had a look who may be there, checked them out online or on LinkedIn, got your business cards and ready to go, now the fun bit. 

‘Working the room’ and other top networking tips

 

You’ve prepared for the meeting, you’ve just arrived, what follows is a collection of advice, etiquette, and ideas to enable your visit to be a successful one. 

 

To start most ‘good’ networking groups have a leadership or ambassador team, which is there to guide you through the meeting and support new attendees. Other less formal groups may not, so be prepared for both. However, as a newbie, you’ll often create a welcome interest and regular members will make you feel welcome (& want to know what you do). However, if the group isn’t as organised, here are some ideas: 

 

• Start with a drink, there will always be an area with drinks, there will always be someone there to say hello to 
• Look for friendly faces, if people are talking in small group, but look over, its not a closed conversation, so go over and say hello, I’m new! You will soon be engaged in conversations
• Sometimes avoid groups of two people talking if the conversation looks more closed. 

 

Top Tip: 

Some networking events will require people to take seats or sit at a table during the meeting. If there is no seating plan, then sometimes it’s a good idea to stake your seat early, with a jacket or bag on a chair. Ideally speak to some of those friendly faces and ask where they are sitting or see if one of your target attendees is sitting at a particular table. 

 

The first thing to prepare for is that question, ‘so what line of work are you in?’ or ‘what do you do?’. So how best do you prepare for this question: 

 

• This is your first impression to this new group, so you’ll at the very least need to prepare an answer. 
• There are a few ‘don’ts’, don’t take too long, don’t be too technical be general so we all understand, don’t be too vague, don’t go into a long sales pitch of all your services / products and don’t be underprepared for this. 
• Here are some examples that maybe useful: 
• If you work as an IFA, you could say ‘Hi I’m X, I help individuals and business owners make sense of their finances in plain English to help gain more financial freedom, I’m an IFA based near X’ 
• If you work as a photographer, you could say ‘Hi I’m X, I’m a photographer, specialising in headshots and workplace pictures, I’m here to promote my new offers to local businesses, how your headshot!?’ 
• If you work as a web designer, you could say ‘Hi I’m X, I help businesses with refresh their website, SEO, and content creation, I also help with branding if needed. I’m happy to chat informal about any of this’   
• You know your business better than anyone. Hopefully these sample give you the ideas for generalised response, not long or too technical. This will also normally lead to a reciprocal ‘so what do you do?’. 

 

Top Tip: 

If you want to leave a conversation and move on, this is completely ok, it’s a networking group and you’re allowed to ‘work the room’ and move on. Just end up politely by saying things like, ‘well lovely to meet you, lets connect up later’ then exchange cards, or ‘nice to meet you, now I must grab another coffee, does anyone else want one?’ no one will and it’s a nice get away, or, if feeling more confident, ‘well nice to meet you, let connect later and I’ll leave you now to work the room!’.   

 

Top Tip: 

‘In What Way’, three words that will help with most networking standard conversation and keep them going and lead you to discover more. For example, a common reply to ‘How’s business going?’ Is ‘busy’ or ‘good’ or ‘slow’, all of these can be followed by ‘in what way?’ which will open up the conversation. ‘In what way?’ shows you are interested, care and can also led to a way you can support them or their business. 

 

While at the meeting remember your predetermined goals, aims and any target attendees you wish to connect with. Networking should be and is a fun way of marketing your business. You are your business, so know all the answers and can talk about the love of your business to like-minded business professionals. 

 

There are some other points to remember when networking at a meeting: 

 

• Follow the 70/30 rule: 70% of networking conversation should be about work with 30% more personal. 
• Talking personally is important too, while remembering the 70/30 rule, as people invest in people first. There are probably many people that do what you do, so what makes you different is you and the way you operate. 
• Be smart, polite, and punctual, people will judge you and your business on how you look, behave and what you say. 
• You’ve two ears and one mouth for a good reason, you should listen twice as much as you talk. There are many benefits to this, like hearing issues others may have in business you may be able to help with and it shows you care. 

 

The dreaded 60 seconds! 

 

Some networking groups will have an elevated pitch, or 60 second round (give or take a few seconds!). This is an opportunity for everyone in the room to stand up and within an allotted time do their pitch, which normally goes along the lines of: 

 

• The name check: ‘Hello I’m X from X 
• The intro: X is a X business which offers XX 
• The pitch: I’m looking for introduction to, or people who be interested in XX
• The close: Thanks for listening and again I’m X from X 

 

For many the thought of standing up in front of a room full of strangers or indeed people they know, is terrifying. But remember practise makes perfect, so write it down, practise on the drive in or at home beforehand and practise again. Make sure you keep to under the allotted time, there is nothing that annoys people more than someone going on too long and remember no hard sell or industry jargon, make it easy to understand. 

 

It genuinely is a very useful part of a meeting, as you get to hear what everyone does, what they are after and puts a name to a face. It also makes the informal networking after the pitches easier as you can then speak to ones that interested you. 

 

Alternately, if the thought of a public speaking pitch is too much and you feel more comfortable without, simply choose a group that does not do that. We would say that around 40% of the groups don’t have them, so try those first. 

 

Some important don’t:

 

• Don’t be too techy! If you’re a web designer, we don’t need to know what packages you use, or the importance of metatags, just that you make slick, easy to follow website that make the customer journey easy on your site
• Don’t use your industry acronyms or jargon! You are trying to sell yourself as an accessible business to all, you want to be clear to people in the room about what you do and how you can help them. 
• Don’t be too pushy! Remember literally no one likes to be hard sold to or pushed into decision, networking is all about relationship building, mutual support and understanding how we can all help each other, not selling hard.
• Don’t make it all about you! Listen to others, in the group, don’t command the conversation, you don’t want to come across at arrogance and not interested in anyone else other than yourself. You’ll learn more and gain more business. 

 

Authors note: Also, be honest at the meetings, be honest about your offerings and how you’re doing. In the past I’ve had new attendees ‘stretch the truth’ on their business, not knowing my and other attendees inside knowledge also of their field which of course didn’t serve them well. Equally after a while be honest in how you’re doing. I remember a photographer tell me they had struggled recently and wanted to get into more venues for weddings but wasn’t having any joy. As I’d grown to know, like and trust their work, I used a few of my contact to introduce them to some venues, three of which they are now preferred supplier, so be honest. Now would I have made that effort, if you’d not been honest and just said work was fine.       

 

Finally, it’s good to remember, you are marketing yourself and your business as a brand, so what do you want your brand to say to those who you meet at the networking: 

 

• If your polite, punctual, and smart: This says to those you meet, this person has made the effort and professional
• If you regularly come along: This show you’re committed and that your care enough about the other people in the room to keep coming along, which in turn also shows you want to learn more about others there 
• If you listen, offer advice and support to others: This shows as a person and business you’ve time to care
• If you show professionalism, knowledge and that you care about others that’s not a bad brand identity. 

 

Hopefully, you’ve now had a productive and enjoyable networking meeting. Remember to thank the hosts, venue staff and people you’ve met for their support and time. Next is that follow up.   

The follow up and 1 to 1’s

 

The networking meetings are a great place to meet new businesses and people, however there’s usually a lot of people there, so meaningful and discovery conversations are hard to have. This is where you can ensure that the time and money you have invested in attending the networking meeting is put to good use and opportunities capitalised on. Importantly, to follow up on opportunities which is also where the outside of meeting 1 to 1’s come in. This is where you can really get to know a person and their business. 

 

Authors note: Try and give yourself 15-20 minutes on the day of your networking, to reflect on the meeting, the conversations that you`ve had and the potential opportunities discussed. This could range from the promise of a referred introduction, a link to a useful article or the suggestion of connecting on LinkedIn It`s so important to see through deeds and actions. Similarly- if you connect with one of your contacts on social-media -take a look at their shared connections and anybody they are connected to, that you think it would be useful to interact with now you have a mutual link..       

 

The etiquette and ‘usual’ 1 to 1’s goes something like this: 

 

• Allow 45 minutes to one and half hours max for the meeting, its always good to suggest a period of time
• 1 to 1’s can drift into general chit chat, so often good to instigate a rough agenda, agree something like:
• A 10-15 overview of the other person and their business, include how they got there and services
• Then finish with five of so minutes on what they need, where their business wishes to go and ideal leads
• Then swap around you give a 10-15 overview and then five minutes on your business aims and ideas too
• If appropriate, you can drift into some personal sharing, family, where you live and interests
• Following this the conversation will evolve and hopefully some meaningful ideas and support will happen
• Again, try not to hard sell, remembering networking and 1 to 1’s are about relationship building, which of course then leads to support and recommendations. 

 

As for the settings, find out their location and try and meet in the middle of both of your locations. There are many venues that you can use; cafes and coffee shops, bars, hotels, coworking spaces and even one of your workspaces if easier.

 

Authors notes: I tend to try at least two 1 to 1’s a month, I’ll either tag them on the end of a networking meeting for ease or align with a trip to near their location. Often, you’ll get asked for a 1 to 1 with a person, you initially see little value in their business to you. However, be kind and always accept, as you never know to whom they are connected. One of my more lucrative 1 to 1’s came from a business I initially saw little value, however on explaining my next business aim, they knew just the right person to help make it happen, which it did, so you never know! Finally, I find value in the personal sharing, In fact choose my accountant on our joint interest of running, we often spoke about it, there service to similar as others, so it was the mutual interest that swung it. It also a great way to reconnect at a following meet, for example asking, ‘how’s that challenge going’ or ‘how are the kids?’   

 

In summary, the follow up’s and 1 to 1’s is often referred to as where the magic happens. The networking meeting is for making the connections, building your brand and support, with the key conversations to be had outside the meetings. 

Review your choices

 

After 4-6 meetings, it useful reviewing your networking progress: 

• Remember what your initial goals were, did you reach them? Now having networked, were they realistic goals? Had your goal changed? 
• Have you felt welcomed, comfortable, and supported within the group? You should do. 
• Was there any additional benefits or connections made that supported you and your business? 
• Did you generate any work from the meetings? Are there any leads in the pipeline? 

 

Following the review, you may want to ask honestly some other questions: 

• Did you follow up all lead? If not, why? 
• Did you have any outside of the meeting 1 to 1’s? Could you have done more? 
• Did you ‘work the room’ properly? Could you have engaged more at the meetings? 

 

Following these questions answered about your networking journey, what is plan going forward?

• Do you need to evolve, change, or practise your elevated pitch? 
• Are you in the right networking group? Is there someone already in group doing what you do and cleaning up? Can you collaborate with them? Or is worth looking at other groups? 
• Have you given back, are you offering support and referrals yourself? 

 

Once you have answered all these hopefully you can make even more out of your networking journey. This review process is often forgotten, but so important to do. 

 

Summary in 10

 

1. Business Networking, is an important part of your marketing plan and as a result requires time and effort
2. Networking only works through consistency of attendance, it shows commitment in every aspect
3. Networking is all about building relationships, not hard selling. Once you are known, liked, and trusted as a business, the people in the room will use you and more importantly recommend you to their vast networks 
4. There are many diverse types of networking, make sure you explore a few to discover which is right for you. Make sure if fits with your requirements, aims, objectives. values and target demographics.
5. To get the best for your business in networking, most seasoned networkers are members of several groups
6. Networking requires work, make sure you plan and prepare for those meetings to get the best from them
7. Make sure you give to the group in terms of advice, support, professionalism, and consistency
8. Always follow up, both the leads you are given in meetings and with the 1 to 1’s outside the meetings
9. Make sure you’re in a group with people you like, share your values and that you like sharing time with.
10. If you’re not in a good group that you enjoy, or not seeing any business benefit just move, but give it time.