How to Network Effectively

By now, you’ve probably gotten the idea that having the right contacts in place can really help your small business take off. Getting those contacts is easier said than done, however. It takes time, finesse and more than a little skill to successfully turn a casual meeting into an in-depth conversation and ultimately into a business opportunity. There’s a difference between effective networking and trying awkwardly to make small talk with important people while hoping they don’t notice that mustard stain you picked up during lunch.

If you’re going to do networking, you might as well do it right. With that in mind, here are some ways to make your networking efforts count.

Make sure to return the favor. Networking isn’t a one-sided affair. Sure, you’re networking because you want to meet people you believe can help you, but nobody likes to be taken advantage of. If someone helps you out, make sure to thank them and do something nice for them in return. Relationships are a two-way street, and sometimes it’s better to give than to receive.

Do your homework. Like anything else, networking works better when you have a plan of attack. Imagine you’re attending a business conference and there are several dozen people in the room. Chances are you don’t want to have a detailed conversation with all of them, and even if you did, you simply don’t have the time. Some will be more important than others. Do your homework. Find out as much as you can about the people you want to talk to. Look for things you might have in common and for ways to break the ice.

Don’t neglect your body language. You’ve probably carefully rehearsed what to say when you’re networking, but that’s only half the battle. Actually, it’s not even half, because various research has shown that over 90 percent of the cues we take in when we talk to someone are non-verbal. Your body language plays a critical role in whether a conversation will be successful. That means among other things, you’ll want to dress appropriately, stand up straight, smile and make eye contact.

Practice your elevator pitch. You’ll have a limited amount of time to create a positive impression on the people you want to meet, so you need to use that time wisely. Be prepared with a good elevator pitch that nicely sums up who you are and what you’re about.

Bring plenty of business cards. It would be nice to think that we make such an impression on people that they’ll remember everything about us. The truth is somewhat less glamorous, so make sure you have plenty of business cards handy. If you’re going to be exchanging a lot of cards at an event, you’ll want to come up with a system to avoid having to dig for them. A good rule of thumb is to keep all of your cards in one pocket and all the ones you receive in another.

Be human. We’ve mentioned this before in other articles in our networking series, but it bears repeating. People want to interact with other people, not a walking pitch machine. Be yourself. Be relaxed and friendly and let the best part of you shine through.

Networking is as much an art as a science. But you don’t have to be Vincent Van Gogh or Salvador Dali to pull it off. Remember to come in with a plan, to act like a person and to follow up and you’ll soon find it’s a pretty easy art to master.