"Does networking need a rebrand?"
Why do so many people shudder when they hear the word ‘networking’? Is there something fundamentally uncomfortable about growing your network or do we need to shift our approach to change what networking looks and feels like?
We speak to Second Voice, The Joyful, and Louise On Death to explore the importance of networking and how some small mindset shifts can change the game for you and your business.
When you’ve returned from or are thinking about attending a business networking event, do you find you feel uncomfortable or inauthentic? It might surprise you, but you’re not alone. It’s actually so common that research has been conducted to explore why business owners and teams feel this way.
Now, would you rather experience excitement and satisfaction when you come back from a networking event? Of course you do, who wouldn’t?
Here are some mindset shifts that can change your whole experience for the better:
Seek to offer value to others
“Look at networking as fun, not a chore. People are fascinating, and so are you. Don’t forget that.”
Ben Bennett, Second Voice
The simplest and yet most powerful shift you can have, is going into networking events to offer value rather than for personal gain. And this is actually incredibly powerful for your business as well.
Here’s what Ben Bennett, Second Voice says about his experiences offering to others at networking events:
“In my early career, you wouldn't have seen me at a networking event for love nor money. As a sales person, I used to worry that I would be entering an environment where no-one would want to buy from me, and my time at the event would be wasted.
I was half right!
Instinctively I knew that selling in these environments would be fruitless, and that remains true today.
That’s not to say that you can’t win business from networking, but I would never advise networking with the intention of finding clients or revenue on the day. Instead, attend these events with the objective to learn as much as possible. Lead with curiosity, and that will set you up for a successful networking session.
Taking this approach has multiple benefits:
Being interested in other people instead of talking about yourself, will alleviate any anxiety about delivering good pitches to the right people
By following the advice in point one, you will find that people are more likely to be open with you and then reciprocate with questions of their own. This allows you to talk about your knowledge and experience without trying to work towards your own agenda.
When you know more about other people, you will know how best to help them. This might be through introductions, book recommendations, collaboration etc. Alway pay it forward and add value. This is why people will remember you and refer to you in the future.
In my early career I was always looking for the sale. That was my job. But as a business owner, I am now looking for insight and new working relationships (not sales!). If it means that I can help others and share my experience with them on the way, then fantastic.
Porter Gale, author of “Your Network Is Your Net Worth”, says: “I believe that your social capital, or your ability to build a network of authentic personal and professional relationships, not your financial capital, is the most important asset in your portfolio.
Look at networking as fun, not a chore. People are fascinating, and so are you. Don’t forget that.”
So rather than going into your next event looking to sell, ask others how you can support them, and see what difference that makes.
Play the long game
“Networking is about building REAL relationships, being kind and generous, and engaging with people who share your values and ethos.”
Alice Reeves, The Joyful Web
If you’re going into networking events or joining networking groups looking to see value immediately, you’re playing a losing game. Building trust and meaningful connections takes time.
Alice Reeves, The Joyful is no stranger to networking events:
“One of my first jobs out of university was working as Events Coordinator for the Brighton & Hove Chamber of Commerce, so the value of networking was something I learned very early on in my career. Not only was I immersed in the city’s networking scene, I also got to observe who the most successful networkers were.
They weren’t the ones who came in with an agenda, they didn’t try to sell to people, they weren’t aggressive or intrusive. They were the ones who genuinely wanted to help other people, build relationships, and be a contribution to the community. They listened, they proactively helped people out, they were generous with their knowledge and attention – and as a result, they were hugely respected and admired. And they were the community’s first choice when it came to businesses in their sector.
Now, over a decade down the line, I still get business, referrals and introductions from the connections I made all those years ago. And when I started my own business five years ago I had a community of people waiting to help me in the same way I’d helped them over the years.
Networking is about building REAL relationships, being kind and generous, and engaging with people who share your values and ethos. Solid business relationships take time to build, but when you allow for that time and approach them in the same way as you would any other relationship, they’ll take care of you for many years to come.”
So shift your game plan. Be patient and consistently turn up to serve, and see what happens in the long run.
Realise that being asked for help is flattering
“People are not only happy to help but touched you seeked them out as a confidant.”
Louise Harman, Louise On Death
As well as serving others, why not go into networking situations and ask for support? This may seem more daunting than selling but the key difference is that being asked to contribute to another business is one of the most flattering compliments to give someone.
Here’s what Louise Harman, Louise On Death says about asking for help:
“Since founding my social impact venture, Louise on Death, I have had to push myself significantly out of several comfort zones, my approach to networking being one of them. I have an arts background, which at times, has meant that I have gotten very used to working alone and having only myself to rely on and motivate me - the freelancer lifestyle, I'm sure many relate. When that’s what you have always known you might think I don’t need anyone else but opening up to networking and having a different mindset has really transformed the last year of my life.
I’ve always thought of networking as people coming together to ruthlessly sell to one another and I think this still is the case in some circles but I’ve realised that good networking is much more, it’s about sharing stories and being vulnerable.
Imagine going to a networking event and meeting a room full of strangers and then having to say you put your name next to death. I’ve felt pretty exposed at times but nothing bad has happened! Quite the opposite, I’ve made some great friends and cultivated many supportive relationships that have pushed me forward and also allowed me to give back too.
Asking for help means putting yourself out there, it’s daunting because you wonder what people will think of your mission but I’ve asked for help and advice several times on my journey now and it’s incredible to see the support that shows up. People are not only happy to help but touched you seeked them out as a confidant.”
So make a list of what you could really use some support with and reach out to the first person you can think of who could help you with it. You’ll be making their day.
Networking is a necessary part of growing your business, not just your sales. You have the opportunity to tap into the experience and expertise of others further ahead than you so you can grow a business without decades of experience and find champions of what you do who are out there singing your praises to their network. It doesn’t have to be something that makes you feel dirty.
So get out there and take on even one of the above mindset shifts, and see what happens. This could be the article that changed the trajectory of your business.
Networking, Good Business Club-style
Want to experience a different approach to network with likeminded business owners? Join the Good Business Club on 27 January in London for networking with a difference.