While the majority of humans are sociable by nature, the art of networking is one that requires a lot of practice! As the saying goes “it’s not what you, it’s who you know”, and networking can open many doors that would otherwise be closed off to the average business owner. Whether you are looking to woo industry influencers on a local scale or socialise in bigger national circles, getting networking right can take any business to new heights.

Here I share the networking secrets that have helped me ‘work the circuit’ so you can exercise your skills and get the very best for your business…

Don’t sell hard

A sales pitch may work wonders on customers, but unbeknown to many, networking is no time to sell your brand and its products or services heavily. Networking is about building relationships with fellow professionals and influencers in your sector; whilst you may be inadvertently aiming to boost your bottom line, it is important to put your sales patter to one side. I’m not saying don’t mention your business at all, but make getting the conversation started your main priority.

The key to networking in a sincere and approachable way is to focus on what you can do for them, rather than what you can get out of the exchange. On the other hand, if they do ask about the products or services that your company sells, be prepared!

Do take a targeted approach

Networking isn’t about how many business cards you can ‘get rid of’, these events are an important step in getting yourself out there as a business owner and establishing relationships with professionals that are relevant to you and your industry. Make networking worthwhile by focusing on developing relationships with just a small selection of people, rather than having brief encounters with everyone at the event.

Don’t dismiss every contact

Whilst it is important to spend your time getting to know the right people, dismissing individuals, especially those not in your target industry, that don’t answer your business needs on paper is also a no-go. Establishing relationships with people not in your immediate industry may seem like a pointless exercise now, but in a few years’ time who knows where your business will be and who you will need to reach out to to progress further.

Do keep in touch

It’s all well and good hitting it off with someone at a networking event, but keeping in touch on a regular basis will ensure those doors of opportunity stay open. Whether it’s a quick email every two to three months, a phone catch-up or a tweet here and there, stay in touch any way you can.

About the Author

The author of this post is Tony Earnshaw, an entrepreneur who established UK Commercial Cleaning in 2007. Since then the company has evolved from a small cleaning firm into a national organisation and is now the UK’s foremost commercial cleaning contractor.