In a sector so reliant upon building up relationships with key contacts in the industry, in addition to gaining the practical, hands-on experience and skills, it is equally important that creatives know how to network; making new contacts, sharing experiences and good practice, and generating new ideas.
Communicating at Networking Events
For most of us there is no avoiding the networking circuit: be that through networking clubs, business associations, exhibitions or conferences.
There are certain groups that attend networking events:
Stands alone, smiles at everything that moves and constantly goes to the bar, the toilet, the coffee machine, the buffet table, the car park, in fact anywhere that avoids actually talking to anyone. Wants to appear busy without doing anything confrontational. Believes that one-day they will be accepted, if only because everyone will know their face.
Hovers anywhere, takes unhealthy interest in your business, has an out of this world business vision, and product. Uses stealth limiting radar to find you at next meeting.
Been networking since the 80's, they get close to other networkers and milk the life out of their contacts and friends etc. Are they good or bad? - bit of both, probably.
Stands in a group, with one eye always watching what goes on around them. Motto for every networking session 'come away with at least one more contact'. Usually has a successful business, and enjoys being at networking events for the buzz, and of course, the opportunities. This person will look after the newbie, introductions will follow and will also offer a bit of mentoring (as they probably do all day long in their own business).
It has long been the issue of how to approach fellow networkers at an event; with justifiable reason. Some events have lost the principal objective: meeting new business opportunities. Quite literally, the tighter the group at an event, the harder it is to get yourself in. If you see a group of networkers talking and there is a reasonable space between them, there is a reasonable chance of joining that discussion.
Those who network do so because they want to be there; they want new business, they want to meet new contacts and they understand the initial pressures of joining a group. With this in mind you should approach one of the key organizers and ask for their help in pointing out possible sources of business, or one better, get them to introduce you to them: organizers are there for this purpose (or they should be).
Your responsibility, when introduced, is to say something interesting about something you know both of you have an interest in: i.e. if you sell marketing/advertising and the target has a printing business, you would say something like, "have you seen the latest calendar sent out by The Print Shop?". You would then be able to both talk about the same thing and get a feel for each other: remember this is not a sales pitch, it's just common ground.
The secrets of networking
According to Teresa Graham, board member of the DTI's Small Business Service, networking is vitally important for entrepreneurs. Without it, they lose the opportunity to share experiences with other, like-minded business people facing similar problems and issues-from the effects of new legislation to implementing new shareholder schemes. New business may come as a result but "networking is not a panacea for selling," she says. And you shouldn't expect immediate results.
Heather White, MD of The Magic of Networking, who trains companies in networking skills, believes that networking is "the proactive marketing of yourself or your business." Where companies prefer to buy through word of mouth referrals, networking can be more appropriate than advertising as a way of winning business.
Networking might strike you as very un-British or even rude-going up to strangers and asking for something, but its advantages far outweigh any negatives. And it's a fun way to expand your social life-as well as your business circles.
So what are the secrets of building a great network? Here are some top tips from the experts....
Choose your targets
Networking is a strategic activity which should be linked to specific business objectives. It needs to be carefully planned and executed; are you trying to raise your visibility in a particular industry? Then who do you need to know? Are you hoping to find a new trading partner to promote your products? Then who should you be considering?
Choose the right events
Once you've got your hit list, just where do you meet them? Many companies choose the wrong events to do their networking-or never move beyond the obvious, such as Chamber of Commerce meetings. It's important to belong to several networks in order to develop both a breadth and depth of contacts. It's also important to join the type of network that best fits your objectives and personality.
Do your homework
Knowing who you want to meet beforehand means you can find out more about their company and interests. One of the benefits of online networking is that you can see who's attending an event beforehand and print off their profiles. But for any type of networking event, including trade fairs and exhibitions, it should be possible to find out who will be there in advance.
Know how to get a conversation going
When you enter a room full of people, simply select the group of people you wish to join, say hello and ask to join them. "No one will ever say no," says Glenda Stone, founder of the Aurora Women's Network. But it's important that you approach everyone you meet as a person first--not a sales prospect.
Use business cards wisely
Giving out business cards should therefore be a natural outcome of a good conversation, requested and exchanged, rather than something to be thrown around like confetti. It's better to give them to a few people you've talked to in more detail, who are more likely to remember you, than to scores of people you've chatted to only briefly. But, even though they're often overused, business cards remain an important networking tool. They provide important contact details. They help to remind you who you've met. And you'll need them to stay in touch.
Be positive
Apathetic networkers usually show, from their facial expression or body language, that they don't really want to be there--so it's no surprise that no one wants to talk to them. Aggressive "spammers" are forever trying to hard-sell their product, which as an even bigger turn-off. But positive people-who are open, relaxed and smiling-are invariably the ones who get noticed.
Give as well as take
Networking is a two-way street. Those who use networking to take what they can get may find it works once, but not again. Any good networker will tell you that you have to be prepared to put a lot of effort into it. It's about giving more than selling.
Be an active listener
Good listening skills are crucial in effective networking. This is so you can identify what the other person needs, show you understand, and then offer to help them in the best possible way. The art of good conversation also involves skilled questioning. Do women make better networkers than men? Many experts think they do, simply because they're often better at listening and asking questions. Male competitiveness can turn networking into a verbal tennis match, scoring points rather than seeking co-operation.
Make sure you're remembered
Good networkers try to connect people. Being considered a good matchmaker is the ultimate accolade. It gains friends and builds trust. And if you've been helpful, people are more likely to remember to do business with you in the future-or to give you a glowing referral. But if you don't follow-up your contacts, memories will fade-no matter how good your initial impression.
Always follow-up
As soon as you've made a useful contact, you should be thinking about how to build the relationship. After any event you could go through any business cards you've collected and send an email saying that you enjoyed meeting that person. And if you've promised them some help, or to refer them to someone you know, be sure you do it. If there's something you or your company are doing which you think might interest your contact, email or phone to let them know. Keeping your ears open for business news that is relevant to them, or forwarding articles from the Internet, are other good ways to stay in touch.
Go for the long term
Once you've got a good contact, it's important to keep them. But you must continue to do so regularly. Networks need constant maintenance and monitoring, as well as replenishing. Networking is about opportunities-to learn, share or trade. It can broaden your experience as well as your social life. But it should always be considered a means to an end-not an end in itself.
Sources:
www.bizhelp24.com
www.growingbusiness.co.uk
Networking