It’s daunting to walk into a room full of strangers and talk yourself up, but networking is an essential skill for small business owners to develop. It’s about being intentional with your efforts and building authentic, lasting relationships.
In the spirit of International Networking Week, which runs Feb. 4 to 10, 2024, ATB is breaking down need-to-know networking basics to make the most of your time.
Are you looking for customers, partners or suppliers? Are you looking for advice, mentorship and community? Get clear about your values and what distinguishes your business, and identify events, companies and professionals that align.
Be targeted in your approach, but let relationships develop organically. Don’t attend every event or see networking as a sales tactic; it’s a relationship-building tactic, so be your authentic self, demonstrate curiosity and explain what you can do for others.
Reflection questions to identify a worthwhile networking opportunity:
When you build a community of supportive people, both inside and outside your industry, you can count on them for different perspectives and advice.
Where to network:
You just stepped into an elevator. You have 30 seconds to describe yourself to the stranger next to you. What do you say before you go your separate ways?
An elevator pitch is a short speech that clearly communicates who you are, why your business is unique, what you’re looking for and how you can benefit someone.
Brain dump everything you want people to know about your business. Remove the jargon and unnecessary words. Connect each sentence for a natural flow. Practise your speech aloud so you’re prepared to talk to anyone anytime. The person listening wants to know what’s in it for them.
Know your key points and create alternate versions of your speech to tailor it to different audiences and situations you might face. Your pitch will be different for potential clients versus partners versus a stranger whose background you don’t know. Does what you're saying match what your website and social media says?
Bring business cards, a growth mindset and enthusiasm to each event. Consider what kind of first impression you make. While it’s good to chat with people you know, make the effort to meet new people—but don’t spend too much time with one person.
What you can say and do:
Networking involves meeting people, being curious and asking questions—not selling products or forming alliances. Your peers might also feel awkward, so take a chance and chat up a stranger—they might be just the person you need in your network.
Keep the momentum going by sending followup emails and connecting on LinkedIn within a day. Mention where you met, why you’re excited to connect and if there is an opportunity or invite you’d like to extend. Consistency, patience and persistence are key.
After every event, update your list of connections with contact information (name, company, title, phone number and email), where you met, topics covered/talking points, date connected and actions required. You can annually evaluate which relationships helped your business.
How can you connect with a stranger on a personal level? Networking might feel awkward or transactional at first, but by polishing your interpersonal skills, you can create authentic, symbiotic connections that could pay off in the long run.
Get involved by subscribing to relevant newsletters, finding events that interest you and saying yes to invites. Have a short pitch about yourself ready and show genuine interest in others by asking engaging questions and actively listening. Follow up with people after events and stay in touch to build relationships. Remember to focus on connection quality, not quantity.
For a list of entrepreneur events and opportunities to meet like-minded business owners, visit the ATB events page.