Understanding Business Networking

If you have attended a networking event in Sussex over the last 15 years, then there is a strong chance we may already have met. I have attended literally thousands of events, sometimes a breakfast, a lunch and a dinner all in the same day!

As a consequence, I have met a lot of people and come across a lot of businesses. Some of these businesses became clients and some of these people have become some of my closest friends.

The significance of business networking cannot be overstated; it has become a key driver of career advancement in today's interconnected world. Professionals who actively network are more likely to achieve higher levels of success, as they gain insights from others in their field and beyond. Testimonials from industry leaders frequently highlight the transformative impact of networking on their careers, with many attributing crucial opportunities to the relationships formed at networking events.

Business networking remains a key component of many firms’ business development activity, but I have seen some awful networkers of the years. I put these people into a few broad categories:

The Card Collector – this is the person who thinks that networking is about how many business cards you can collect and how many you can hand out. Sometimes this isn’t even accompanied by a conversation and a card is thrust into your hand.

The Rabbit – this is the one that looks like they are caught in the headlights, frozen in fear of having to talk to someone new. They are often found in corners away from others or on their phones checking emails.

The Self-Centred – these people like the sound of their own voice. They are keen to tell you just how great they are, how successful they are, and how great their product or service is regardless of whether it is of interest to you. They rarely ask questions and when they do they often don’t listen to the answers.

The Limpet – these are the people you just can’t shake off. You’ve had a chat and are keen to speak to others in the room but this one sticks to you like glue. You are likely to be the only person that has spoken to them, and they are not going to let you go.

These people are not networking, they are just attending the networking event. Their effectiveness is zero and they are not making any meaningful business connections. Often this is because the business they work for has sent them along (unwillingly) and sometimes it can be down to a social awkwardness and the fear of being in a rom full of strangers.

If you want your business represented at networking events but the thought of having to attend one sends you into a mild panic, then there a couple of things you can do.

Hire a professional networker – I know few of these, and can definitely recommend some professional connectors who will happily attend networking events to promote your business, product or service.

Networking training – we offer both 1-to-1 and group networking training that will put your mind at ease. We cover off the benefits, the dos & don’ts, icebreakers and follow ups. We can help identify the best events to go to and how to get the most out of attending. We even offer a ‘hand-holding’ service where we will attend an event with you.

Effective business networking requires authenticity, planning, and consistent effort. It’s not just about growing a contact list, it’s about fostering meaningful, reciprocal relationships. And these relationships can add immense value to your business.