If you’re in business for yourself, and especially if your business calls for face-to-face interaction, you’ve undoubtedly heard that one of the most effective ways to find new clients is to “network.”
However, networking doesn’t come easily to everyone, and big networking events are hardly ever rewarding experiences. If you’ve been to a few, you know what I mean!
My client Eileen captures it exactly. “I hate going to networking events. They’re jam-packed, and so loud I can’t hear what people are saying. I wander around with a drink in my hand looking for someone to strike up a conversation with. It’s so awkward. I don’t ever recall making a worthwhile connection; instead I get stuck with some obnoxious guy who’s way too pushy or makes me feel like my business isn’t up to his standards. I just don’t go any more.”
You know what? I’ve been to events like that myself. And I don’t go any more either. But that doesn’t mean I don’t network. I’ve gotten more strategic about how I network. And that can make all the difference! If you hate networking, let me make some suggestions:
- Don’t go to those massive mega-networking events. Chances are they’ll be a waste of your time.
- Join a small category-exclusive networking group that meets regularly. Repeated interaction allows genuine relationships to develop. Before you join visit the group a couple of times as a guest to make sure there are a few members you are likely to exchange referrals with.
- Join a professional organization related to your line of work. It’s easier to meet people with whom you have a lot in common and who aren’t trying to sell you something. (And vice versa.) Often, members’ businesses will be similar but not identical, so they’re not directly competitive. You’ll be able to exchange ideas and discuss common problems. And you may get referrals when a potential client isn’t quite right for someone else, but IS right for you.
- Join an organization whose members serve the same kind of clients you do, but in a totally different way. These are usually a good source of referrals, and you’ll find people easy to talk with due to your common interest in the audience you serve.
- Once you get comfortable in these organizations, join a committee doing work you’re genuinely interested in. It’s much more natural to get to know others as a side effect of working together than to make “can you refer anyone to me” the sole purpose of a conversation.
- At some point, volunteer for a role in the organization that has some leadership or visibility to it. You’ll have plenty to talk about with those you meet. In fact, they’ll initiate conversations with you! Others are drawn to people who are active and purposeful.
- Whenever you attend a networking or business event, go with the intention to help others with their businesses. When you’re not trying to push your own agenda, and can genuinely listen to others, I guarantee they will find you charming and fascinating! If you can offer information, or resources, or an actual referral, they’ll go out of their way to return the favor. When you give with no expectation of getting, networking can actually be a pleasure instead of a chore.
What do you think about networking? What tips do you have? Share your perspective in the comments!
It’s so nice to know that I’m not the only one who feels this way. I started going to Chamber of Commerce (etc) events since the mid 90’s, back when there were of course no real online alternatives. I remember driving up to one, seeing the people inside (it was in a bank), and turning the car around to go home.
The irony was that I was part of the problem. I was attending them to find clients, and was put off to find that that was, in fact, why almost everyone else was there too! Once I realized what my true intentions were, I came to the conclusion that these types of events weren’t a good fit.
I found that I was much happier “live” networking by speaking at events. That way I felt that I was contributing something to the room, not just pretending to be interested in someone I’d never met.
Marcus, what a great solution to making meaningful connections: replacing the artificial environment of those dreadful “meet-markets” with something truly beneficial for both you AND the audience. Public speaking is THE single best way to get business. Congratulations!