Working the room: how to network effectively

Networking is essential for starting up or growing a business. When I speak to small business owners and sole traders, an overwhelming majority say most of their business comes from their own network or contacts they have made through an event or introduction.

However a ComRes poll for the British Library shows that 62% of British adults have never attended a networking event. And if we do try to network, we don’t enjoy it – half of those surveyed (51%) describe feeling uncomfortable while networking.

Despite these anxieties, the research demonstrates that networking works. About four in five of those who have networked have reported benefits, from making useful contacts and receiving relevant advice to increasing sales.

With input from some of our British Library ambassadors, here’s some advice to help you get over your fears and start networking effectively:

1. Entering a room full of strangers can be a difficult experience. Be prepared and have a strategy to help you focus. Devise a short, simple way to describe your business, and think about who will be there – only 23% of those surveyed said they research who will be at an event. Before you go, list the types of contacts, connections, support and suppliers that you need, and check if anyone will be there who can help you.

2. Networking is not about coldly going out, shoving business cards into people’s hands and selling. Keep it informal and interesting. Serial entrepreneur Shazia Awan says: “The worst thing you can do when networking is turn it into a sales pitch. Networking should be about building a quick rapport – it should be informal, brief, interesting and leave people wanting to know more. If you do come across a potential customer or someone you think you could work with, pop that in a simple email to them a day or two after meeting up.”

3. Of those surveyed, 51% felt anxious about not knowing anyone and 42% were worried about introducing themselves to new people. There are tried-and-tested tactics here, for example going through the list of attendees in advance and having a short elevator pitch of who they are and what they do – or having a tiny glass of wine for Dutch courage if you’re nervous – but the most effective way is to bite the bullet, and get talking. Emma Jones, founder of Enterprise Nation, says: “When I first started in business, I would attend anything to which I was invited, and I mean anything. I went to football matches, business lunches, evening talks and company reunions as you never knew who you might meet. Meeting new people from within your industry and beyond is essential for business development and growth.”

4. A popular anxiety about networking is how to move on from a conversation, with 51% listing this as a concern. So how do you move on? A polite way to address is this is to warmly and genuinely say: “It’s been good to meet you. I better pop around and meet a few more people before the end of the evening.”

5. Be a connector and an introducer and help others – opportunities will often follow. Awan says: “People will always remember who pointed them in the right direction, who put them in touch with someone useful and if and when the time arises they will happily do the same for you.”

6. Follow up, and follow up promptly, or risk losing all of your hard work. British Library entrepreneur-in-residence Stephen Fear calls it “consolidating the contact,” and it’s a key way to make sure your networking makes a difference in the long run.

Rasheed Ogunlaru is a business coach, speaker and author and runs events with the British Library on networking

This article was originally published in November 2014

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