There’s an old saying in business: “It’s not what you know, it’s who you know.”

This, of course, is only partially true – the lifeblood of any successful business is a strong product with a measurable demand. But the quote is not complete hyperbole, either, as your brand will be stuck in neutral if you’re not constantly working to expand your reach.

That’s where networking comes into play. By making the right connections, there’s no limit to what your brand can accomplish.

The Importance of Networking
Whether it’s done formally via email outreach or at a professional trade show, or informally through organic contacts, “networking” is an overarching term that’s often hard to pin down. But if you’ve ever met someone new who could potentially help your business, you’ve engaged in a form of networking. Creating strong personal connections has countless benefits for business-building, social well-being, exchanging ideas, boosting your confidence and much more. It’s a mutually beneficial relationship that builds trust, expands your reach and grows your potential.

These principles also extend to the fastest-growing segment of networking – social networking. The exponential growth of social media platforms have allowed businesses to make new connections faster and farther-reaching than ever before. Social networking is a dynamic subject that deserves more in-depth analysis, so check out our past entries on social media tips, Instagram and building your online presence.

Best Places to Network
Putting yourself in front of the right people is half the battle when it comes to networking. The good news is that there are countless places to accomplish this:

• Local events – Check your local news source or conduct an online search to see what’s happening in your community. The conviviality of in-person gatherings (grand openings, fundraisers, street festivals, etc.) lend themselves to plenty of opportunities for making connections and thus are natural networking events. Plus, local businesses are always looking for promotional products.
• Volunteer opportunities – Charity work should already be an important pillar of your business plan, and while you’re conducting community outreach and volunteering your time to the causes that mean the most to you, you will naturally connect with like-minded people.
• Associations – Whether it’s your city or neighborhood association, a business association or something that focuses on niche markets, your membership organizations are built-in audiences.
• ASI Show Events – There’s no better place to connect with promo professionals than at our suite of in-person events. You can register for fASIlitate Salt Lake City (June 13-16) or ASI Show Chicago (July 19-21) to meet with suppliers who have the products you’re looking for.

Networking Strategies
What works best for your brand will vary based on your skill set and various other factors, but every networking strategy can be outlined with a three-pronged approach:

• Set expectations – Know your timeline and have realistic goals.
• Be consistent – Networking isn’t a one-and-done scenario. Plan ahead, follow up, repeat.
• Diversify – Attend many events with a broad range of audiences.

Once you understand your networking goals, you can hit the ground running with your approach. It’s important to strike the right balance between warm, inviting and casual, and professional and results oriented. Catering your approach to your genuine personality is usually a better idea than coming in too salesy. Make a good first impression and be courteous (listen first, talk second) and the more detailed networking discussions will flow from there.

It’s also necessary to keep your expectations in check by knowing that not every interaction will be a winner. Unproductive conversations waste precious time, so always have an exit strategy if something isn’t progressing (while remaining understanding and polite).

Networking to Drive Sales

Networking math makes sense in theory: More connections lead to more business leads to more money. But there are still some networking sales techniques to be aware of as you branch out:

• Know your audience – Make sure you have a hand in whatever platform or medium they’re using.
• Turn loyal customers into brand advocates – Use success stories as brand testimonials to promote on your site, social media or promotional materials.
• Encourage sharing – Spread the word organically and create brand awareness.
• Create content – Your audience is always looking for educational/informative materials. This will both build trust with your current audience as well as expand your reach to others.

What networking practices work best for your business? Are there certain events that have worked better than others? Let us know on our members-only Facebook page.

 

[source]
“What is networking and why is it so important?” Eatough, Erin. December 21, 2021. BetterUp.