You're a small business owner with big dreams. But growing your business takes more than hopes and prayers - it requires strategy and effort.^^An essential part of that is networking, connecting with the right people who can help propel your company forward. Don't cringe, networking doesn't have to be painful or fake. Armed with the right tactics, you can build authentic relationships that provide value to everyone involved.
Get Clear on Your Goals First
When's the last time you took a step back to think about what you really want from networking? If the answer is "uhhh I don't know", it's time to get clear.^^Without defined goals, you'll waste time chatting up the wrong people about the wrong things. Give yourself a networking makeover by asking:
Who do I need to meet?
What resources can they provide?
What value can I offer in return?
With purposeful goals set, you can identify networking opportunities that will move the needle for your business.
Adopt an Abundance Mindset
Here's a networking myth to bust - there's not just one perfect contact out there who can make or break you. Abundance thinking is key. There are countless people who can help if you take the time to build win-win relationships.
Rather than viewing others as competition, think collaboratively. Avoid treating networking like a transactional means to an end. Genuinely connect with people while also furthering your business.
Ditch scarcity thinking - there's plenty of business to go around for everyone when you operate from abundance.
Choose Quality Over Quantity
Unless you're exceptionally extroverted, the idea of big networking events with endless small talk makes you want to run for the hills. Good news - that type of shotgun networking rarely moves the needle anyway.
Prioritize quality over quantity of connections by being selective about the groups you join. Here are three tips:
Vet networking groups - Does the membership consist of your ideal customers and contacts? If not, keep looking. Don't waste time in groups that don't further your goals.
Go niche - Consider industry-specific groups like local tech networking meetups or your city's young entrepreneurs club. The more tailored to your business, the better.
For established groups - Don't just sign up and hope for the best. Reach out to current members to understand what value they get from participating before you commit.
Getting involved with niche, vetted groups allows for more meaningful interactions and better odds you'll meet the right people.
Forget the Elevator Pitch, Have a Conversation
You attend a networking event, spot someone you'd love to connect with, bounce over, and launch into an overly rehearsed 30-second elevator pitch before they can even introduce themselves. Cringe.
Here's a better approach - ditch the elevator pitch in favor of an authentic conversation. By showing genuine interest in others, you establish trust and rapport organically.
Follow these tips for conversation success:
Ask open-ended questions - This shows you're interested in who they are, not just what they can do for you. Listen closely to their responses so you can ask thoughtful follow-up questions.
Watch body language - If they seem closed-off or distracted, respectfully wrap up the conversation. Don't try to force it.
Manage expectations - If there's interest in connecting further, great. But don't explicitly ask for something on the spot, like to pick their brain or send a business proposal. Just collect contact info for following up later.
Making a personal connection first builds the foundation for a mutually beneficial business relationship down the road.
Expand Your Circles
The most powerful connections often come from unexpected places. While you may network hoping to find your next investor or vendor, you never know who might introduce you to them.
Say yes to networking opportunities even if you're not sure how they'll benefit you. Keep an open mind about the value people from different backgrounds bring. Some ways to expand your circles:
Chat up fellow entrepreneurs outside your niche - they likely faced similar startup hurdles and can commiserate or share advice.
Talk to vendors about industries tangential to yours - the cross-pollination of ideas can spark innovation.
Grab coffee with old colleagues and classmates - you never know who they know now.
Meet people in your community who work with small business owners - like bankers, lawyers, and accountants. Ask if they'd be willing to make introductions.
You might be pleasantly surprised by unexpected connections if you broaden your horizons.
^^Time to tackle the nitty-gritty of networking events...
Before: Set Yourself Up for Success
Preparing for a networking event well in advance ensures you make the most of your time.
Do Your Homework
Will any VIP attendees be there who you'd specifically like to connect with? If yes, research them beforehand - read their LinkedIn profile, website, news articles, whatever you can find. That way, you can ask thoughtful questions that show your interest in their world.
Craft Your Introduction
Take time to tighten your personal intro. Include:
Your name
Your company name
A brief description of what you do
A unique company detail or accomplishment
Memorize this mini script so you can comfortably rattle it off to new contacts.
Set Smart Goals
Rather than showing up with no game plan hoping to collect business cards, set specific goals like:
Initiate 5 conversations with potential vendors
Connect 3 new people with recent contacts who could help them
With defined goals as a roadmap, you can stay focused and evaluate progress.
During: Work the Room Like a Pro
You've arrived, taken a deep breath, and walked into the networking event ready to mingle. Get that small talk flowing with these pro tips.
Warm Up First
Before approaching your dream contacts, chat up a few friendly-looking people first to get comfortable. Small talk about the venue, food, parking, weather - whatever is light.
Once you've warmed up, you can confidently initiate deeper conversations.
Balance Listening and Sharing
Don't let nerves make you ramble about yourself without letting others speak. Aim for equal air time by asking questions and listening intently.
Highlights things you have in common and share relevant experiences about yourself when it aligns.
Exchange Contact Info
If a conversation is going well and there's mutual interest in connecting later, exchange info. Share whatever contact details are comfortable for both parties - email, phone, LinkedIn, etc.
Then politely wrap up the conversation unless you want to continue chatting. Don't overstay your welcome.
Avoid Desperation
Remain cool, calm, and collected even if you meet someone you think could be pivotal for your business. You catch more flies with honey than vinegar.
Over-eagerness can be a turn-off, so play the long game in cultivating relationships.
After: Follow Up
Most people leave networking events, add their new contacts on LinkedIn, and call it a day. To stand out from the networking masses, take time to follow up.
Personalize Connection Requests
Rather than spam connecting with generic invite messages, personalize them. Reference something specific you discussed:
"It was great chatting with you about _______. I'd love to stay connected as we explore potential partnerships between our companies."
This reminds them who you are and why you want to connect.
Send Thank You Notes
Following up with a thank you note shows you value others and their time. This simple-yet-powerful gesture can boost your likeability and chances for future collaborations.
Provide Value
The best follow up? Offer something helpful. Is there an introduction you could make, article you could forward, or quick call you could have to brainstorm ideas?
When you give value freely with no strings attached, you build meaningful relationships and goodwill.
^^You're well on your way to becoming a networking master! But before you head out to your next event...
FAQs About Networking
How do I get over my fear of networking?
It's normal to find networking intimidating, especially when you're a small business owner wearing multiple hats. But reframing your mindset can help. Focus on connecting authentically over collecting business cards. Set small goals to ease into it, and attend niche events that excite you. The more you put yourself out there, the more comfortable it becomes.
What do I even say to high-level people?
It's natural to feel intimidated approaching more prominent business people. But remember - they're regular humans too. Ask about their career journey, biggest business challenges, or a project they're working on. Well-researched questions show you took time to understand what they do. Listen closely to their responses, and connections will happen organically.
How do I network while running my business?
With limited time, carefully choose a few quality networking groups aligned to your goals. Attend consistently so you become part of the community, but set limits on your involvement if needed. Block your calendar for events or meetups so you don't overbook yourself. And take baby steps getting started - like setting a goal to attend one monthly happy hour.
Why does networking feel fake? How can I be authentic?
In a room full of strangers trying to advance their agenda, networking can feel phony. Combat this by building relationships, not just contacts. Listen well. Find common ground. Offer help freely with no expectations. Follow up to continue conversations. With consistency, authentic connections develop. And that benefits everyone.