The Business Exchange Bath & Somerset Issue 7: Spring 2018 | Page 32

HOW TO BECOME A NETWORKING PRO

Networking in business: a valid marketing tool or a waste of time?

By Fiona Scott
Networking is for many business owners, an essential part of their marketing mix and there are many local, regional and national organisations which offer a staggering range of opportunities for business owners, directors and staff to meet, engage and perhaps pass business to each other.
Although not for everyone, networking is central to the development and growth of many businesses, particularly in the SME and B2B sectors. This might be for purely lead generation but also for support and friendship among likeminded individuals. Running your own business – even if you employ staff- can be a very lonely experience.
Networking can also be an area of marketing which can easily be a waste of valuable time. So if networking is for you – what are some key hints and tips from those who are recognised across the South West for being experts?
John Raine, owner of office and business products company Tarka, was recently named Networker of the Year at the South West Business & Community Awards. He’ s also launched a programme of professional support for those who want to network effectively and fear they are not making the most of the opportunity.
John, 76, was one of the first members of the national organisation 4Networking – which as its HQ in Taunton, Somerset and now has 5,000 active groups around the
UK. The organisation has thousands of members from sole traders running an enterprise from home through to corporates who want to engage with other businesses in their communities, large and small.
John joined 4Networking in 2006 and is well known throughout the network. He is now a senior regional leader supporting other leaders across the UK to effectively manage their groups and local membership.
JOHN RAINE’ S TOP 10 NETWORKING TIPS
1. Mindset – make sure you look happy and friendly, be positive and ready to engage immediately with everybody in the room.
2. Friendly but business-like – make smart decisions about who you want to talk to in the room. If possible, find out who’ s going to be attending beforehand and make a plan of who to make contact with.
3. Business cards- some people say they’ re old hat now, but that’ s not true – they are a necessary tool.
4. Be present- look into people’ s eyes directly and have a firm and friendly handshake.
5. Summarise – give a concise summary of your business, not a lecture and let them know how networking has worked for you.
6. Listen – be interested and ask open questions such as‘ how’ s business been lately?’, or‘ what are your successes?’, or‘ what have your challenges been?.’
7. Plan – if you exchange business cards, do it with a purpose. For example, ask if it’ s okay to follow each other on social media or can I call you tomorrow( and make the call).
8. Email- only email if that’ s been mutually agreed between you. Make a judgement about if they’ re serious about receiving your email or they’ re just trying to get rid of you.
9. Relationship – remember it’ s always relationship first, business second. The 4Networking mantra is‘ meet, like, know, trust’ and it works.
10. Connect – look for business opportunities between other businesses outside your own which you see as obvious. People will thank – and remember you – for it.
ANGELA MACAUSLAND’ S TOP TIPS
Angela MacAusland is the managing director of AM PM PA, which provides PAs, business, marketing support and event organisers to businesses in and around the South West. She is also a member of the Bath branch of the Federation of Small Businesses. Angela says people do business with people – and that’ s why networking is important in a marketing strategy. Her tips are:
1. Prepare. Make sure you know where the event is, how to get
there and where to park so you arrive feeling calm. You may have received a delegates’ list beforehand – pick out three or four people you might like to speak to and take business cards.
2. When you arrive, start with small talk. Ask them how they got there, whether they found the place okay, how their day has been – just make conversation.
3. Be interested in the person you’ re talking to. Rather than going
straight in with‘ where do you work? Can I have your business card?’ and secretly thinking‘ are they going to give me business?’ Actually find out about the person, what it is they do and be genuinely interested rather than what they can offer you as a contact.
4. Use networking as a relationship building tool rather than a one-off. If you go to an event with business cards with the aim of coming back with 20 different cards, that’ s
not networking, that’ s business card harvesting. You might go to multiple networking events and it might take meeting that person three or four times or more for them to trust you.
5. Enjoy the event. It’ s a chance to have a bit of fun and be a bit more relaxed. Think of it as an opportunity to be with business friends – it shouldn’ t be a chore!
For more info: www. ampmpa. co. uk
TIM FUSSELL
Tim Fussell, of Fussels Fine Foods in Frome, which makes cold pressed extra virgin rapeseed oil, vinaigrettes and sauces, says networking changed the direction of his business. Something which some may find unusual for a company which sells food products.
“ In business I believe you can’ t afford not to network- the only problem is finding the right platform that suits you! BNI, 4N, FSB … there are loads of organisations out there. I feel it is the bedrock of any business where
people are involved and let’ s face it we are all involved with people.
“ We create products or services and we need to get other people to buy / use them and the best way to do that, especially in the first instance, is to work hard to get people to know, like and trust you.
“ Many years ago in my former life, one’ s whole existence was achieved through your network, only we didn’ t call it that then.
“ You had to be the‘ go to’ person,
the fixer if you will. Remember James Garner in The Great Escape? He was a great networker, he had all the prison guards eating out of his hand- never was‘ know, like, trust’ more important.
“ During one of my regular networking meetings, I met Steven Daniels from Just Right Products UK, who alerted me to the possibilities of supplying multiple retailers and what mechanisms were available.
“ If I had not had that 10-minute chat with him, I would never have
sat in front of the national buyers at Sainsbury’ s and Morrison’ s. Once there, the rest was up to me. We now supply over 800 stores with our Smoked Oil up and down the country.”
For more info: www. fusselsfinefoods. co. uk
32 THE BUSINESS EXCHANGE 2018