Summary: Building networking skills is essential for small business success. This guide covers strategies for creating genuine connections, communicating effectively, and following up. Effective networking promotes long-term business growth by establishing trust, providing mutual support, and building brand awareness.
Imagine you’re in the market for some delicious, distinctive chocolate mint cookies.
Are you more likely to buy them from your beloved niece or a stranger in the supermarket parking lot?
When it comes to business and purchasing decisions, relationships matter. You might not be a prospective customer’s precocious young relative. That doesn’t mean you can’t build a meaningful connection that influences their decision-making.
To accomplish that feat, you need to actively build effective networking skills.
In this guide, we’ll share the keys to developing networking skills. These are the tools you need to convert leads, build collaborations, and boost small business success. Learn why networking matters and how to leverage opportunities like business expos to grow your business.
Why Business Networking Skills Matter
Networking involves an investment of time, and time is a precious resource. If you arrive at a networking event unprepared, you aren’t using that resource effectively.
The truth is that small businesses rely on the services provided by other small businesses. The more skilled individuals you have in your network, the easier it is to fill in gaps in your own expertise. For example, if you have a legal issue and know a lawyer, that’s one problem solved. You will likely encounter many more as you grow.
Likewise, networking allows you to prove your own value to others. If someone asks for a recommendation for a service you offer, you want your brand to be at the top of their mind. Through networking, others will learn what problems your product or service solves. That way, when that problem arises, they’ll know precisely who to call or recommend to others.
Through effective networking, you, too, can assist someone in growing their small business. However, you can only do that if you know the difference between meaningful networking and socializing. Networking is a long game and puts people at the center of your growth story.
Before you begin, set networking goals, build a strong personal brand, and hone your elevator pitch. Then, build your networking skills using the strategies below.
Develop Effective Communication Skills
As a new small business owner, you’re a nobody. Everybody starts that way. Via networking, your job is to prove that you’re a somebody. You can only accomplish that if you can engage in meaningful conversations without dominating the discussion.
We recommend improving networking skills through organizations like Toastmasters or the Dale Carnegie Human Relations Course. You’ll gain the support you need to actively grow your communications skills.
Participants learn storytelling, empathy-driven communication techniques, and active listening skills. Ultimately, you’ll reduce anxiety, build confidence, and make all your communication more effective and precise.
Attend Strategic Events
Nobody wants to feel ambushed. If you really want to build your business network, go where others are aiming to do the same thing.
Some organizations, such as local chambers of commerce, have weekly or monthly networking events. That’s a great way to form hyper-local connections within your community.
However, those looking to expand might seek to attend larger small business networking events. Look into small business expos in your nearest metropolitan city. Not only will you have opportunities to network, but they also offer other events for business owners. Connections happen at events but also right on the trade show floor.
Leverage Social Media Channels
Social media networking is still networking. Ensure your social media presence is professional, presentable, and approachable.
Once established, be sure you’re using your channels of choice to add value to the broader conversation. Share your expertise and insights and present yourself as a knowledgeable resource in your niche. Likewise, take the outreach of others as an opportunity to start or contribute to a conversation.
Furthermore, be sure you’re following relevant influencers in your industry. They can be an excellent resource for outreach and marketing opportunities. Even just sharing their content can put you on their radar. More significantly, it presents you as an individual who is on top of industry trends.
Follow-up Effectively
The conversation shouldn’t end after a single interaction on the trade show floor. Part of developing network skills is learning how to maintain a new business relationship.
The key is to either create a plan of action on the spot or learn to follow up after a meeting effectively. If possible, suggest getting lunch or going out for coffee to continue the conversation. Make it clear that you’re interested in building a relationship beyond the event.
Furthermore, ensure you’re maintaining a contact list. Keep notes about where you met, what you’ve discussed, and how they can help you. You may want to set reminders for yourself to reach out periodically.
Your goal should be to keep a relationship warm without coming off as pushy or overeager. Make sure your contact remembers who you are without needing to be reminded. This is a balancing act and requires some practice.
Ultimately, aim to cultivate your network like you cultivate friendships. Reach out on birthdays, celebrate and share successes, and be involved in their story.
Understand the Etiquette
There are some unspoken, unwritten rules of business networking etiquette. As a newcomer, you may be unaware of these rules. The truth is, they often come down to respect and common decency. You’ll need to hone your ability to read social cues and adopt an empathy-first approach to connections.
Here are a few general rules to follow as you grow your network skills:
- Begin with a genuine introduction, not a sales pitch
- Respect personal space and boundaries
- Try not to insert yourself into an ongoing conversation
- Prioritize listening over speaking
- Demonstrate active listening
- Be mindful of time and respect set meeting times
- Avoid overly personal questions
- Show appreciation and gratitude
- Don’t push too hard when following up
These rules, and others, help build a foundation of trust and respect. The result is often a long-term, mutually beneficial business relationship.
Interested in learning more about growing your networking skills? Browse the offerings in our Small Business University. We’re regularly adding new courses about building a business network, optimizing communication, and more.