If you find that networking can be awkward, this article is for you.
You can say goodbye to feeling uncomfortable or feeling like there is no value in networking when you embrace the ‘Business Networking Mindset’. The Business Networking Mindset is a term we’ve just coined; it describes the understanding of event networking as a unique social phenomenon where social integrations occur with ease and purpose. You can share this mindset by understanding the following rules:
1) This is not the train where everyone just wants to be left alone.
2) Handing out business cards is not an achievement.
3) Networking is not a team sport, and if it were, it’d be a relay.
This is not the train where everyone just wants to be left alone
Networking at an event becomes much easier if you remind yourself that people expect that they’re going to be approached, interrupted, and have conversations with strangers. The door to social interaction has been left open, and all you need to do is step through. Easier said than done, right?
Here are some step by step instructions to insert yourself into a conversation.
1) Pick your people and place
Networking clusters typically occur in groupings of 2-6 people. When joining a group conversation, look for people who are positioned to allow people to join. Avoid a closed circle of people. A U-shape invites others to join.
HINT: the easiest way to meet someone is using the natural “watering holes” at an event. When standing in a line for the bar, buffet, registration, or activity, you can easily strike up a conversation with the people in your immediate vicinity.
2) Join the conversation
Remember that no matter what, you’re likely going to be interrupting a conversation, so rather than stop the flow of discussion a group may be having, aim to “join” that conversation. There are two approaches:
A) Quick group introduction, and a quick retreat
Make it clear you do not intend to take over the conversation, introduce yourself, and go into silent mode until you have context enough to participate: “Hi I’m Earl Shindruk with Optimax Benefits; I don’t want to interrupt. Please, continue and I’ll just listen in.”
B) Single-person introduction
Stand nearby a member of the group until you make eye-contact and then politely and unobtrusively introduce yourself to that person: “Hi, Earl Shindruk with Optimax Benefits, how are you? I don’t want to interrupt but I just wanted to listen in to the conversation… I’d love an introduction to your colleagues at some point if you don’t mind.”
Handing out business cards is not an achievement.
Quality over quantity is a great rule to follow at networking events. While one of your goals might be to increase your social network and brand recognition, you’re likely to be forgettable if your conversations do not have depth, and if you’re looking over someone’s shoulder to identify the next person to talk to.
Rather than setting a goal to hand out as many business cards as possible, make it a goal to receive as many business cards as possible. This means that with every conversation, you have engaged a person enough that they have considered maintaining a relationship moving forward, and you then have the opportunity to follow up with them rather than leaving it in their hands to reach out to you.
If it is clear that there are no potential synergies, then politely remove yourself from the conversation.
Networking is not a team sport.
The purpose of networking is to meet new people, which is difficult to achieve when you are paired with a colleague at an event. When you’re with someone you’re comfortable with, you’re less likely to approach new people, and it is easy to slip into comfortable conversation.
That said, an event is not the time or place to discuss your marketing idea with the sales manager, or even get into project updates with a client. If you are there with someone you know, focus the conversation on things that are not already familiar so that others can join your conversation.
If it were a team sport, it would be a relay.
Networking with someone can, however, be an effective means of working the room. Keeping in mind each other’s networking goals, facilitating introductions and exist can be a seamless means of making the most out of conversations and ensuring you’re talking to the right people in the room. Consider this person to be your ‘Networking Wingman”, or “Wing Woman”. They steer the right people your way, and you send people their way. You can more easily insert yourself into conversations they are already in, and vice versa.
