How To Make Sure Networking Events Aren't A Waste Of Time

Shutterstock

To some, attending networking events or local gatherings of business professionals is a waste of time. I’ve heard complaints that the room was too crowded, they didn’t recognize anyone, or the event was simply too long and inconvenient.

Before examining these misguided reactions, let's first discuss the purpose of networking and the value it brings to building your business.

You can take many roads to discover new leads and make new connections for your organization (both mass and targeted), such as advertising, direct mail, website marketing and telemarketing, among others. However, when you’re selling to other businesses, networking is particularly effective. It’s a time-tested forum to expand knowledge, meet new people, tell others about your business, identify potential new clients and establish key business partnerships.

Now let’s talk about the myths associated with business networking.

Networking is a waste of time.

You need to be selective. You don’t want to become a networking junkie, going to every event that presents itself. The best way to vet potential events is to develop and use screening criteria. This may include things such as reputation of the sponsoring group, location or venue, comments from past participants or company news or events that become timely to share. If the parameters of the event align with these goals, then whether it becomes a complete waste of time is entirely within your control.

The room is too crowded and not conducive for conversations.

Given the choice between an echo chamber and tight quarters, I’ll take tight quarters any day. This greatly increases the odds of engaging in a conversation that may prove quite beneficial. The key to success in such a setting is a keen understanding of the process of quick engagements and assessments. This is where your 30-second elevator pitch can make a big impact. It should be rehearsed, honed and fluid. With the right elevator pitch, you can determine within seconds of meeting someone whether the conversation can go further. Starry-eyed, deer-in-the-headlights gazes are your surefire signals to move on. Politely exiting a conversation to pursue the next is another skill you need to practice.

">

Shutterstock

To some, attending networking events or local gatherings of business professionals is a waste of time. I’ve heard complaints that the room was too crowded, they didn’t recognize anyone, or the event was simply too long and inconvenient.

Before examining these misguided reactions, let's first discuss the purpose of networking and the value it brings to building your business.

You can take many roads to discover new leads and make new connections for your organization (both mass and targeted), such as advertising, direct mail, website marketing and telemarketing, among others. However, when you’re selling to other businesses, networking is particularly effective. It’s a time-tested forum to expand knowledge, meet new people, tell others about your business, identify potential new clients and establish key business partnerships.

Now let’s talk about the myths associated with business networking.

Networking is a waste of time.

You need to be selective. You don’t want to become a networking junkie, going to every event that presents itself. The best way to vet potential events is to develop and use screening criteria. This may include things such as reputation of the sponsoring group, location or venue, comments from past participants or company news or events that become timely to share. If the parameters of the event align with these goals, then whether it becomes a complete waste of time is entirely within your control.

The room is too crowded and not conducive for conversations.

Given the choice between an echo chamber and tight quarters, I’ll take tight quarters any day. This greatly increases the odds of engaging in a conversation that may prove quite beneficial. The key to success in such a setting is a keen understanding of the process of quick engagements and assessments. This is where your 30-second elevator pitch can make a big impact. It should be rehearsed, honed and fluid. With the right elevator pitch, you can determine within seconds of meeting someone whether the conversation can go further. Starry-eyed, deer-in-the-headlights gazes are your surefire signals to move on. Politely exiting a conversation to pursue the next is another skill you need to practice.

Let's block ads! (Why?)

https://www.forbes.com/sites/forbesagencycouncil/2017/09/25/how-to-make-sure-networking-events-arent-a-waste-of-time/