NETWORKING FOR WOMEN - PAIN OR PLEASURE?

 

Some business people think of networking as a chore, attending either a breakfast, lunch, afternoon or evening meeting. But, instead of thinking of them as a chore consider them as avenues to finding your next client, the last available seats on a flight to Outer Mongolia or the best place for a conference in Paris . Add to that the fact that, when you find the right networking group for you, you have a group of people who become friends, are supportive through times of need and have a wealth of expertise that you can tap into when you are faced with something you know nothing about. Networking is something we all do in our everyday lives, without classifying it as such. Who do you ask when you need a tradesman, a good hotel or a new holiday destination? Someone you know and trust! As business people we are in a position to recommend those we trust to others who trust us - the results of business networking are as simple as that. In my opinion one of the most powerful phrases used in the business world is "who do you know who".

For women, business networking presents specific challenges with the result that some don't get the best results from it. Women often network for business in a male dominated environment and equally often can be faced with being patronised, dismissed or simply ignored! As a result there is a growing array of networking groups for women, each with a unique approach to meeting the needs of the ladies who attend - whether that is for business development, support or an opportunity to socialise. Inevitably, where the focus is business orientated the support and social elements fall into place anyway. The dynamics of Women's Networking Groups is completely different to that in a mixed environment because the ladies who attend feel relaxed and comfortable, and you are more likely to hear laughter for a larger percentage of the time spent there. Women's networking groups also often provide development and training opportunities geared towards the needs of women in business.

So how do women succeed in a business networking environment ? This comes down to the confidence and experience of the woman networking. Instead of seeing business networking as a mountain to climb, think of it as an opportunity to make new acquaintances and build new contacts with the aim of ultimately gaining new business.

It is easy to make the mistake of believing that, just because you are out there business networking, you will automatically gain new business. Indeed if lady luck is on your side that might just happen, but for a large percentage of the business community a certain amount of 'networking skill' comes into play.

The ALIQUANTUM top 8 tips for networking are:

1. Be prepared to listen to what others are telling you. If you see a glazed expression on the face of the person you are talking to, bring the conversation to a graceful conclusion and move on. Focus on the person speaking to you, don't use the time that they are speaking to see who else is in the room - how would you feel if they did that to you?

2. Have the ability to summarise what your business is about in 60 seconds. This will provide a 'hook' for the person you are speaking with to ask questions if they want to know more, but it also provides them with the opportunity to do the same and move on if that is what they want to do.

3. Be prepared to exchange business cards, but don't force your business card on someone who doesn't want it.

4. If you see someone standing on their own, draw them into your conversation. They will feel more comfortable and will be grateful to you.

5. If you promise to deliver something, make sure you do it; whether that is a follow-up contact after the networking event or anything else. Referrals are based on trust, remember that when someone refers you they do so using their reputation - if you don't deliver to them then you cannot expect them to jeopardise their reputation for you.

6. Maintain the relationship you have with people you know, but don't spend all your time in the comfort zone of talking to established contacts; you won't make any new contacts that way.

7. Don't hard sell to the people you meet. Networking is about the long-term and being introduced to the contacts of the people you meet. There is nothing worse than being cornered by a 'sales person' with a metaphorical pen in one hand and a contract in the other!

8. Remember that business networking events are like Oysters, you never know which one contains the Pearl !

Sadly, not everyone makes the most of business networking and some examples of this would be:

•  The 'Hooker' Determined to make a sale - whether you need it or not;

•  The 'Butterfly' So many people to see and so little time to do it. Flits around determined to take away business today and completely missing the point that networking is about the long-term;

•  The 'Speaker' So busy telling you about their business and what they want that they don't give other people a chance. Don't build relationships and wonder why they don't get referrals.

What successful networking really comes down to is the relationships you build and how you approach networking, your ability to listen and to communicate - and, of course, actually being there!

So, next time you receive an email for a networking event, think twice before you delete it. You never know who you will meet!