Networking checklist

1. Recognise that networking is marketing for your business.

It is important to consider networking as a channel or route to market for your business. Don’t think of it as something separate to work or somewhere from where you have to rush away to ‘get back to work’. People buy people. They do business with, and refer business to, those people they like and trust.

Business Networking is therefore about finding other business people where there is common ground and with whom you can build relationships. Do not expect immediate payback. Networking takes time and effort. Consider how much time you can devote and focus that time. Be realistic. Don’t expect to turn up at an event or stick your profile on a social networking site and come away with business. Net-work-ing has ‘work’ at its heart and you need to consider it as work.

2. Plan your approach

It is often said that if you fail to plan, you are planning to fail. This is also true for networking.

Consider what you want from networking. Are you looking for suppliers as well as customers? How much time do you want to devote to networking? How much business would warrant your attendance every week or month? What would represent success?

Who do you want to network with? What kind of businesses would be most likely to pass referrals or business to you? Consider where these people might go to network and go to visit these types of groups, events and activities.

Don’t forget that it isn’t just formal groups. You have lots of options not least including:

• The IOD
• Chamber of Commerce
• BNI, 4Networking
• Other local groups
• Events, exhibitions, conferences and the like
• Industry forums and conferences
• Social and sports clubs and home activities
• Online forums like eCademy and Linkedin that have spin-off groups

Consider what your target market is. What are the problems you solve for them? What’s new in your sector? How can you be a provider of information and knowledge for contacts?

At each event, have a look at the attendee list, if available, and plan who you’d like to speak to. If you don’t know them, ask the organisers on the day or other people you know who might know them. 

It goes without saying that you should bring with you sufficient cards to cater for the type of event. Some ask you to pass your cards around the attendees. Some do speed networking sessions. Others are more reserved and you won’t need so many.

Bring a small notebook if you want to jot down important things or if your memory isn’t as good as it was. Use the back of people’s cards if you want to note specific points relating to them 

3. Who do you know already in your sphere of influence?

Ask their advice. Where do they go?  Who do they know? Network with them on and offline. Provide useful information for them. This could be colleagues, friends, customers and suppliers. Invest time to foster these relationships. Meet them and identify what you can do to help them. Ask them who they can introduce you to.  

4. Participate

If you are serious about networking, elevate your profile by participating. Become involved in the network. Take a role on a committee to increase your visibility. Give talks or presentations on a subject you feel comfortable with. Volunteer for things. The chances are that the more visible and supportive you are, the more your peers will come to you and find ways to support and refer you to others. Be a giver not a taker.

5. Talk less and listen more — Don’t judge

Use your ears more than your mouth. By all means give input and advice and impart knowledge. But know when to do so. Listen to others and they will trust you and refer you more.

Whilst there must be a limit, people love talking about themselves so try to listen to them. That way you can find out their needs. If you’re stuck with a bore that doesn’t ask you any questions, consider a time limit and then nicely say that you both need to do some more networking and it would be unfair to hog each other’s time.  

I was recently given some good advice by a friend. I asked him what his best tip for networking was. He said “Don't judge a book by its cover - you never know who he or she might be or what influence they might have"

He went on to explain that recently he had the ‘misfortune’ to be standing next to a scruffy unpleasant guy who he didn’t particularly like the look of. Apparently, no-one else wanted to engage with him as they all left him quite quickly and my friend found himself alone with this chap. He told me that he stayed quiet and listened. After quite some time with the person talking about himself, my friend asked him what he did for a living. He was Head of Purchasing for a very large household name international food company.

6. Avoid the temptation to over-sell

Related to the point above but this is where you become the bore. We’ve all been to events where we’re stuck with someone who talks about ‘me me me’ and doesn’t ask any questions. Don’t become that person. Develop a healthy interest in others. Ask good open questions. When asked about your business, by all means answer but make it interesting for the other person. And don’t drone on and on. Practice what you want to say to describe your business and make it so that they want to hear more.

Personally, I don’t give my card out to everyone I meet. I like to give it some value. So I will wait until the conversation has developed and I can ideally identify someone or something of use for the other person. Once I’m able to do this I will ask for their card. I will only offer mine if they ask for mine. This makes sure that most cards I get are valid and that I don’t spray my cards about for them to end up in the bin.

7. Follow up

This is often the most overlooked factor in networking. How often have you looked in a drawer to find a mound of cards from past networking events? It is to some extent a numbers game and not all contacts will become lifeline friends or associates. However, networking is similar to sales in that you need to build your network and it is about numbers to a point.

So, take the cards and details of those you really enjoyed meeting. Jot down on the card the date and location where you met them. Make contact by phone or email within a few days and set up a time for coffee or another chat to solidify what you discussed at the event. Invite them on Linkedin, Facebook or eCademy.

Don’t let the work you put in at the event go to waste especially with those you found interesting.

8. Communicate with your network

This is often forgotten. Follow-up should be ongoing. Once again, you can’t do this for everyone. However, online channels now allow you to communicate more regularly with people you’ve met. Nothing substitutes for face to face or a call. However, that isn’t always practical. Therefore, use online networking tools to keep in touch. Groups such as 4N have online forums. If you’ve written something ‘genuinely’ useful and interesting, send people a note via an online group or direct by email. Point people at your blog. It is important to keep on the radar of your contacts without swamping spamming or stalking them. Networking is also a filtering process by which you develop strong relationships with some and periodic relationships with others. These are enhanced each time you meet again.

Use online networking tools to build your network and to maintain contact.

9. Work for your network

The philosophy of BNI is ‘givers gain’. You might change this to what goes around comes around. Ultimately, you want to be the person that people come to for advice and contacts. Therefore, consider who you can recommend. Who can you connect others to? Strong networkers are generally those that give a lot. They then receive in return. Re-tweet their tweets. Forward a link to their blogs. Make a recommendation / testimonial of their work. Refer them to people looking for their services. Call your personal contacts and suggest they meet your best networking contacts.

You don’t have to become a networking junkie or zealot to make networking work for you. But you do have to remember to be a gatherer not a hunter.

10. Go back for more

As I mentioned at the outset, networking is work. It isn’t a one hit thing. Find the networking opportunities that work best for you and fit your style. If you’re too tired in the morning, go to an evening event. If you’re tired after a long day, try a lunch. Consider location too. If you’re outside London and the event is in London, decide whether you can afford the time. However, set your goals and decide and commit to whatever you do. Networking is a discipline and something you have to continue with. Make it part of your sales and marketing strategy and it will work for you. 

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