The Fizz! Blog

Networking with Fizz #2 - Turn up!

A short networking tip this week - by and large, networking only works when you're committed to turning up to a group or event month in and month out (or week in and week out) regardless of whether you see instant results or not.  People need to get to know, like and trust you, and that won't happen if you meet them once every six months.

Clearly, this means that it's going to help if you actually enjoy the process.  If you're not actually interested in the people you're talking to and you're just there because you think it may be financially rewarding then you're probably not going to keep going for long.  If, on the other hand, you like going, and you like the people, and you're really interested in what they do and their experiences, and in fact you'd carry on going even if there was no prospect of getting any business from it, then you'll probably do well.  In other words, if you're genuinely not too worried whether or not you'll get any business from the process, you'll probably do fine, but if you're desperate to get some business out of it then you probably won't.

The idea that consistent attendance is a good idea might seem obvious, but I know quite a few people who attend the events I go to, but very irregularly. I imagine that they know they're "supposed" to do some networking, but they're not really that enthusiastic and committed, so they just do enough that they feel they can tick it off their list.  Unfortunately - though it's always possible they meet someone by chance who's perfect for them and wants to do business right away - I suspect that they're probably going to get very little out of it.

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Networking with Fizz #1 - Do you know why you're there?

I go to quite a few networking events, and they work very well for me.  Although I wouldn't have the hubris to claim to be a networking guru, I've developed some theories over the years of what works and what doesn't.  So, here is the first in what will be an infrequent series of tips on how to make the most of your networking efforts.

The first thing you need to consider with any networking event is - why are you going?  This might seem really obvious, but I'm not sure how many people consider it.  I don't go to every event for the same reason; I get different things from different events, and I adjust my approach accordingly.

With some events (for example, my BNI group), proceedings are very structured and there's a strong push towards finding new business for your fellow members.  So, for those events, it's really important to get to a) make sure you meet everyone in the group, and check in with them on a regular basis, b) ask questions so that you find out exactly what your fellow members do and c) work hard to make sure that everyone knows exactly what you do.  Events like that are good for a couple of reasons.  Firstly, the obvious one - they're great for generating business.  But, secondly, the fact that you'll probably have to regularly stand up and explain to people just what you do, within a defined time slot, means that you're forced to become very clear about exactly what your business is, and you should very quickly become good at explaining that with clarity and efficiency.

With others (for example, some regular lunches I organise for professionals in and around Thame) it's a more relaxed, social event, with no pressure to seek or give referrals.  The aim, if there's any beyond just enjoying yourself, is to build long-term relationships and friendships, much more slowly.  That type of event can be great as well.  But it means that there's less of a need to "circulate" or to talk business.    It's very noticeable when someone comes along to one of these groups for the first time and adopts the approach you'd expect at the first type of event - the "harder sell" that they're trying to do isn't really appropriate out of its usual context and can make people feel uncomfortable. 

There's a place for both types of events.  In fact, they can feed off one another - when you do come across someone at a more relaxed event who could be a great business connection for you, the practice you've had at the formal events at explaining yourself and your business will come in really useful.  But make sure you're clear in your own mind why you're there before deciding who to talk to and what to talk to them about.

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