The marketing part of the business may be assigned to a department, a group of employees or contracted out to another organization, but the networking aspect is one of the major responsibilities of an entrepreneur.

What is networking?

Networking is a business activity through which a business minded entrepreneur meets and creates relationships with other entrepreneurs for business opportunities. Sometimes, networking can be an opportunity to meet clients, collaborators—potential partners—and investors.

Although some people are naturally extroverts and know how to network with others, business networking is a learnable skill. It is an act of developing contacts and using such for business purposes. It is an important skill that no entrepreneur must ignore.

Networking Myth

There is a myth to networking, which include attending events, collecting business cards and engaging whoever you meet at such event in a (boring) sales pitch. Except you are an orator like Marcus Cicero combined with the look of George Clooney and you are talking to ladies who are nearing menopause, your listeners will walk away. Networking is an artistic skill. Here are the steps to skillful networking.

Steps to Networking

Step one: Whether you are networking online—on LinkedIn or Facebook—or in an event, there is nothing wrong with introducing yourself. But don’t introduce your product or service. Instead ask to formally meet your new contact. Keep introducing yourself very simple, but impressive enough for your new contact to remember you. Leave a positive impression in your brief introduction.

Step two: Engage in a short discussion that is relating to the event you are both attending. Or find a general discussion that will help your new contact relax and comfortable around you. In so doing, both of you will gradually build a common ground that will lead to familiarization. Even if you are networking on social media, find a common ground for discussion.

Step three: Systematically move the subject of discussion back to your new contact business, asking the major challenges the business is going through. For no reason should you start giving what you think is the solution even if you are a business guru. Such will make your new contact become defensive. Just listen to the challenges. Don’t be quick to make any suggestion.  

 Step 4: Talk about the challenges in your business and how you are working hard to overcome them. That way, you are creating a deeper common ground with your new contact. Then go for it; ask a very important question. Ask if your new contact won’t mind if you can send customers, informative materials or contact of anyone who can help with the challenges. At this point, ask for the business card and promise to keep in touch.

Note this: you don’t have to exchange and meet three hundred people in an event in the name of networking. Also, you don’t have to engage your new contacts unnecessarily for too long. 5 to 7 minutes is appropriate for each new contact. If on social media, keep your mail short, focusing on what is relevant with a sense of humor.

Step 5: Keep your promise. Keep in touch. Recommend and send customers to your contacts. Send help as regarding the challenges. Then seat back and watch what will happen in return. It is a ripple effect; it will come back to you. At that point, your new contact will be interested in what you and will gladly patronize you effortlessly.