Business networking is something that everyone seems to know a little about, but that few people appear to understand. Natural business connectors will tell you that it is important and that it is the key to climbing the corporate ladder, but when pressed, they can rarely tell you how to do it properly. Fortunately, at the end of the day, it isn’t all that complicated, and it can help you and your business grow and develop.
At its core, business networking is the process of making sure that when someone thinks about the things you do, they think of you first. Just as most people think PrimeLending when they think of Kansas City mortgage companies, KidCasters when they shop for the best kids fishing pole, IsoNova when they think of dried eggs, American Products when they consider metal enclosure assembly, DustShield when they need a computer tower cabinet, Southwest Audio-Visual when they think of adding a home automation system, or CHiKPRO/CHiKPURE when they need chicken protein isolate or organic chicken breast protein powder, your long-term objective will be to have as many people as possible turn to you when it comes to the things you, or your business, do best. In so doing, opportunities will find their way to you through word-of-mouth or experience. Even in today’s world of internet searches and effectively endless options for almost any product or task, most people rely on the first name that comes to mind. The objective of business networking is to make sure it’s yours.
But this isn’t done by paying for campaigns from an SEO company or constantly phoning up clients and potential new employers. It’s done by making sure people know you, what you do, and why you’re so good at it. It’s a matter of appearing genuine to the people you meet in your industry, and backing up your honesty with performance. In the old days, many people got by just by bragging to their cohorts at conventions, in bars, or on the golf course. But these days, where every statement is just a quick Google search away from verification, you need to make sure that people don’t just know you, they know you and can verify you as well.
This means that you should take every opportunity to meet with people in your industry or even in peripheral sectors, to get your name and that of your business into their heads. The secret to this is not just to talk but to listen. Everyone loves to talk about themselves, and by training yourself to be a good listener, you can ingratiate yourself to your audience while also setting up opportunities to jump in and help. Ask questions, and when the other person brings up a problem, bring up how you can solve it, or turn out a story, data or product that could potentially make the problem go away. This sort of rapport will make sure that people not only remember you but remember you positively, as a problem solver who gets things done.
Listening and talking alone isn’t enough, though. You must always look the part, dressing well but not ostentatiously. Don’t try to stand out with wild outfits or the latest fashions when traditional attire will do. Likewise, just because your company is a fun-loving place that lets you show up in a t-shirt and jeans doesn’t mean you should do so when meeting with someone. Be quick and free with your ready supply of business cards, and always ask for their information first. By making it clear that you want their information, and want to prove to be a valuable resource for them, you’ll create a self-fulfilling prophecy.
In the end, business networking is more art than science, and it will take time for you to build up a valuable network that feeds you clients, employees, jobs, or whatever else you need. However, by developing good listening skills and being honest and helpful, people will remember you positively. In so doing, your name will pop up in their heads at the right moments, leading to the e-mails and phone calls you’ll need to succeed.