[vc_row][vc_column][vc_column_text]

I remember the first business networking event I went to in Toronto, it was around 2010.  I had been to several business networking events before in Calgary and so I was excited to meet new colleagues and prospects and collaborators and friends.

The preparation was as you would expect, I sampled a few outfits before I selected the right look for my optimistic mood.  I filled my cardholders with business cards and off we went.  Yes, this was an event my wife was taking me to as a treat.

And a treat it was, as the place was packed and there was a lot going on.  There must have been over 200 people there in this warehouse in Toronto’s west end (Not that far west. I call it west of centre as it was just west of downtown).

Since then, I have been to many networking events and have since worked with a partner to create This Great City Business Network.  And since then, I have made several observations about business networking.   It is almost a vital act, depending on your business.

Before I go into the observations, I must say that many of my observations came to me because of what others shared about their experiences.  Some have said that they tend to feel isolated at these events, and others feel they can break out of the first group they get stuck in after they arrive.  Some claim to be too shy or the pressure is too great.

For someone like me, I had to seriously consider that not all entrepreneurs are outgoing and sociable.   Shy entrepreneurs are actually a “thing”.  And the anxiety is real as it was explained to me.

Imagine walking into a room that is already packed with people that are already in groups and in full networking chatter.  Everyone glances over to see the new person that has arrived, then they all go back to their conversations.   So, you head to the waiter or the bar and order a drink and wait.

A business colleague explained that she attended an event with her husband and sat at a table at an event and no one came to introduce themselves, and when she made attempts to join in other conversations or approach other tables, she got the polite brush-off.

The pain is real.

So let’s understand what business networking is?

In a broad sense, business networking is the active process of connecting, cultivating and developing mutually beneficial relationships with business professionals and prospective customers.  This active process is ongoing for most entrepreneurs and many different strategies are used to accomplish the goal if mutually beneficial business relationship building.   Some strategies may include joining recreation groups or Meetups, or business networking events, or team sports.

Below are a few tips for making your business networking more successful especially as it relates to business networking events.

1. Be prepared: I went to an event in Burlington a few years ago and once there realized I brought no business cards.  And this was back in the day when people wanted cards.  So, I was the guy that wrote my info down on a napkin for those that asked like it was closing time at the neighborhood pub.  Therefore, create a checklist of things you must always take with you.  Business cards, hay fever tablets and even a change of shirt are musts for me.
2. It’s about them: So this is a strategy that I really like. I try my best not to push my information to those I meet. I have been successful with a longer strategy where I ask many questions and engage in serious conversation about other people’s businesses. I try not to go in for the close in that meeting. I am there to learn. In some cases, I help connect two businesses I met and saw how they could fit well. The outcome is excellent. First, I have an excellent idea of what those that I engage in conversations do.  Second, I stand out.  And lastly, inevitably, they ask me late in the event what I do.  And I find it much easier to arrange a one-on-one meeting within the week.
3. Set Networking goals: There are many different types of networking events.  In 2019, I attended several live events, workshops and seminars and a speed networking event.  Not every type of events is best suited for you and what you do.  And once you select you event, determine what would constitute success at that event.  How many contacts would you like to make?  How many appointments?  Or how many business cards?  If you do not set goals, then you can’t later evaluate your events from best to worse.
4. What is your pitch:  First, don’t be tired of your own pitch?  I was at an event and as we took turns around the table standing and giving our pitches, only two people sounded excited about what they were saying.  Everyone else sounded like it was roll-call, and they were forced to pitch.  Therefore, practice your pitch and practice making it authentic and interesting.
5. Ask, Listen, Discuss, repeat until interrupted:  Ask questions.  If you are not rushed, and the person you are speaking with does not seem rushed, ask, and listed.  The discuss their business.  It only takes a few minutes before their brain starts to build familiarity with you.   Be genuine and ask more.   Everything about this event is to earn the right to connect later in the week.  It is an amazing feeling to walk into a meeting where the prospect feels familiarity and rapport with you.
6. Follow-up:   Many businesspeople spend a lot of time and energy getting to a networking event.  Then they spend money on food or drinks and business cards.  They fill their pockets with collected business cards and then…  The never contact their prospects.  Have a follow-up strategy.  And plan several touchpoints in that strategy before rolling them into a prospect list for 6 months down the road.   I try to get my first contact email out when I get home that evening and then make my follow-up call within 24 hours of the event.  If I was unable to reach the prospect, I have a schedule for a few more attempts over the following months before surrendering them to my six-month prospect list.

This article wouldn’t be complete if I didn’t give a few tips on virtual business networking.  After-all, we have come through years of zoom calls and other video conferencing.  And we have learned a lot about maintaining a “safe zoom space”.  But virtual networking has its challenges and opportunities.  Our events at This Great City are more like an open discussion where many are more structured with designated presentation time and designated question and answer time.

Nevertheless, these tips should help when aiming to put your best foot forward on that virtual networking call.

1. Consider the background: although many of us use virtual backgrounds, many simply use the space around them, unblurred and unfiltered.  So it is important to minimize distractions.  This could be unusual clutter, strolling pets or children, or even relatives.
2. Don’t forget your personality:  Its hard in the moments you have to give your pitch to convey everything about your offering.  But what is unique to you is your personality.  So let it shine without overdoing it.
3. Be branded:  This may be self serving, but wear your branded shirt, or drink from your branded mug.  Or create a branded virtual background.
4. Get Involved:  Join the discussion.  Let your input be on-point, but don’t just jump on a call and stay silent.  let people hear your voice and learn about your through the points you make.
5. Make Connections:  Many business networking events online allow for direct messages between attendees.  Reach out to participants that you feel you may have a connection with and arrange a one-on-one.
6. Follow-Up Personally: Make an effort to make a personal follow-up connection.  Leave the email, or email marketing or text messages for later.  If you have their number, make the call.
7. Set Targets, Don’t Be Shy:  It is nice to set goals for the season.  Over the next three month I will gain 4 new clients through networking.  Then attend every available virtual networking event in that period until you hit your target.

[/vc_column_text][/vc_column][/vc_row]