Attending networking events can be a very successful business building strategy for small business owners. 
Or it can be a very effective way to consume large amounts of time, and quite a bit of money, for no genuine business outcome. Going networking can make you feel that you are working on your business, but the harsh reality is that for many people, there is no long term business benefit at all. If you’re a solopreneur or micro business owner, it’s absolutely OK to use networking to help with social isolation, or to get some stimulation away from your home office. But you’re investing precious time and money, so shouldn’t you create some genuine results for your business at the same time? What’s the difference between networking success and failure? Ironically, successful networking is rarely about instant sales, and definitely not about collecting the most business cards. Success comes with careful listening. A good first conversation will leave you with a clear understanding of what the other person has to offer, and ensure they really understand what you do. So you do need a clear, punchy elevator pitch, which is compelling enough to make the listener want to find out more. Good networkers know that meeting a new person in a networking setting is only the first of many steps to building a relationship. It’s really no different to dating. First you need to work out if you have anything in common, and then find out if you’re both interested in getting to know each other better. Benefit can come in many forms:
- A great business idea, or some useful knowledge, is shared.
- You (or your clients) buy from them.
- You can refer business to them, and so help out clients, family and friends.
- They can refer to you.
- They sell to the same buyers you’d like to work with, so there is opportunity for a partnership.
- They buy from you
If you have all of these possible ends in mind before you start, you’re much more likely to spend your time at networking events productively. Successful networking takes preparation, practice and perseverance When you’re meeting new people, think laterally, and understand that you’re playing a long game. Make it easy for people to remember you, and if it looks like your businesses might be a good fit in some way, plan to connect again.
