For the vast majority of business owners, attending professional networking events is an integral aspect of business management. The benefits of business networking are well established and include increased opportunities to acquire new clients, enter new markets, make valuable business connections, and generate sales leads and referrals. But despite the clear advantages, many business owners have a love-hate relationship with networking. And believe it or not, it is not only introverts who have a hard time mingling and socialising at this type of event.

If this sounds familiar, you will find it useful to read the following five pieces of advice on how to get the most out of networking events.

1. Don’t Anticipate What May Happen

It is human nature to show uneasiness about uncertainty, and in all honesty, networking events are surrounded by a great deal of unpredictability. Trying to anticipate or predict what will happen is a common coping mechanism, but it is not always the best strategy. Worrying excessively about hypothetical situations only causes increased anxiety levels and can stop you from acting naturally and spontaneously when you need it the most. Instead of becoming stressed by assuming that you will make a faux pas, remember that other attendees will also feel nervous or uncomfortable at the event. Just be yourself and admit that you are not the best at networking – this can help you find common ground with other participants!.

2. Be Selective

Business networking is about quality, not quantity. Do some research in advance and if possible try to find out who else will be attending. Once you have a few names, think about who you’d really like to meet and why. The key is to avoid trawling the room, trying to approach everyone, or handing business cards indiscriminately, but rather to focus on making a meaningful connection with a few select people. This should ease your anxiety and help you make networking beneficial for your business.

3. The Art Of Conversation

Much to the dismay of introverts, successful networking involves making conversation with strangers. It is normal to worry about not having anything to talk about, but finding a subject of conversation is not as difficult as you may imagine. Most psychologists agree that the trick is to get other people to talk about themselves, so there is no need to come up with a long list of potential conversation topics. As you encourage other attendees to tell you more about themselves and their work and show appreciation for it, revealing more information about yourself will become second nature. If you’re still struggling to strike a conversation, have a look at this list of effective conversation starters.

4. Watch Out For Body Language

When it comes to human relationships, unspoken signals are just as important as the things we say. Always make sure you have a positive body language that encourages trust: don’t cross your arms or hold them behind your back, avoid holding plates, glasses or other objects as “barriers” between you and others, don’t stand with your back to the group, and make sure your feet point towards the people you are talking to.

5. Follow Up

Often, the success of a networking event cannot be determined until it is over. The event itself is only the starting point of a potential business relationship, which means you must work on cultivating any connections you made with a follow-up email, phone call, or LinkedIn invite. Ideally, you want to get in touch within a week of the event, and your follow-up message should always be personalised and specific.

A last piece of advice: few people are natural-born networkers, so remember that it takes time to feel comfortable at these events and to learn how to make the most out of them. By using the tips listed above, you will be on your way to reaping the full benefits of networking events and turning them into fruitful business opportunities.

Sources:

(1) https://hbr.org/2016/09/when-networking-being-yourself-really-does-work

(2) https://www.forbes.com/sites/glassheel/2012/07/24/4-ways-to-ace-your-next-networking-event/#5b1ddc1c6742

(3) https://www.theguardian.com/small-business-network/2017/jan/23/psychologists-guide-networking-events-advice

(4) https://www.forbes.com/sites/carolkinseygoman/2015/04/23/body-language-secrets-for-people-like-me-who-hate-networking/2/#165145fa1231

(5) http://www.verticalresponse.com/blog/8-dos-and-donts-of-networking-follow-up/