You do have one don’t you?

It’s likely you have a marketing and business development plan or strategy in place which will include titles such as corporate events and entertainment,  work, direct mail, cold calling, advertising, PR, sponsorship, seminars, pens with the company’s name embossed plus further headings which don’t spring readily to mind.
Do the words ‘networking activities’ feature? You will quite rightly argue that corporate events and entertainment and seminars could be included in this heading. That’s fine but do you know what return you get from these costly investments? Not just the expense of cash but the valuable time expended in terms of lost chargeable hours.

When we attend events we do so in one of two capacities, either as host or guest.

1 Hosting events
Whether it’s a cocktail reception, entertaining at the executive box or hosting seminars how effective are the team playing the perfect host? How much time do the hosts spend talking to each other leaving the guests to network amongst themselves?
As a general guideline you treat business guests in precisely the same way you’d look after your guests at home. You greet them warmly, make them feel comfortable, introduce one guest to another and NEVER leave any guest alone from start to finish. Does this always happen…I don’t think so?
There will always be great preparation over choosing the appropriate venue, the menu and the wine list. However how many times at the last minute do senior personnel cry off or turn up late leaving it to the less experienced or even trainee members of the team ‘holding the fort’?    
How quickly after an event do the team meet to review what was learnt, who met who, who is following up which guest? It’s after the event that really matters if you want to get a return on your investment. If that meeting can be held within 48 hours then the information will be fresh in everyone’s minds.

2 Outside networking
Consider in your strategy
•    Who?
•    Where?
•    When?
•    Why?
•    How?

Who?

I have heard it said on a number of occasions ‘you’re a born networker; you can either do it or you can’t’. As someone who spends all his time showing people how simple and effective it can be I believe the statement to be inaccurate. As long as people wish to learn the techniques and then practice, it takes little time for people to move from a novice to an experienced networker. However people who’s attitude is ‘I just want to get on with the work referred or introduced to me, do it to the best of my ability, and then go home’ probably should be left to produce lots of chargeable hours. Simply play to peoples’ strengths.
Senior people receive more invitations than the junior ones. What tends to happen is because of the number the former group receive they decline far more than they accept. Consider appointing someone to redistribute these ’wasted opportunities’ to ensure more representation. Unless it is a £100 per head corporate event or glittering dinner ask your hosts if you can bring a colleague. Not only does it make it a little more comforting for both it also ensures there are two people representing your company. There’s no harm ‘hunting in pairs’ but don’t stand holding hands in the corner all evening!    

Where?  

The simple answer is anywhere there are people. The personal attitude and skills you need are to
•    believe networking can work for you so  accept more invitations to business-related events
•    be polite, courteous and respectful when working the room
•    ask pertinent questions
•    listen carefully for an opportunity
•    follow up professionally  after spotting that opportunity

However, when people specialise in industry sectors it makes sense to attend events where those people congregate. It could be social events, conferences, seminars and exhibitions. Belonging to their associations as an associate member, must have major advantages, to keep up to date with current news, trends and gossip. Read their industry magazines too.

When?

There are events morning, noon and night. It can be useful to know who prefers what time of the day to attend events and aim to direct spare invitations to the relevant people.
I’m a morning person so attending breakfast clubs works for me. By 8.30 a.m. I’ve already done lots of business development, a great start to the day


Why?

As in anything in life, people tend to be more effective and enthusiastic when they understand why they are doing things.
I believe the fundamental reason we give up our precious time to attend business-related events is to spot the ‘ahaa moment’.
It’s that moment when someone says something and you think…

“Ahaa, there’s an opportunity here to……

•    help others with their business challenges
•    introduce Jack to Jill for their mutual benefit
•    raise my own and the company’s profile
•    meet key people and decision makers
•    start the building of a business relationship
•    spot potential new business by listening carefully
•    see if an existing client needs other services
•    correct matters when an existing client isn’t 100% happy with our service
•    gain useful information about……
•    increase my knowledge of……
•    find out what the competition is doing
•    make new friends ,both social and business
•    see if I can spot a potential….:
1.    new employee for our team
2.    new job (!)
3.    person who supplies…
•    And finally to just relax and have fun.


From my experience networking is often left to personal choice and not quite as well organised as other business development activities. Why is it? After all, one of the definitions of networking is ‘word-of-mouth marketing’ so why doesn’t it take an important place in firms marketing strategy?
People buy people before they buy the service or the company name. When people go networking effectively and represent the firm in a professional and proficient manner it can be the most successful method of creating new business opportunities.
So, maybe it’s time for senior people involved with business development to consider placing networking strategy more prominently on the agenda.

We run tailor-made inhouse workshops.  If you believe you can get lots more business with a networking strategy which includes building everyone's confidence to actually do it, then why not give Ann Davies a ring to explore ideas?