For business owners, networking is important in order to monitor and improve reputation, increase visibility, develop a stronger support network, increase business growth, and develop impactful connections.  In other words, it is essential.  But for many, the idea of networking is anathema.  But it doesn’t have to be.  Beyond conferences and industry events, there are many situations where networking can be fun, fruitful and stress-free.  Only when networking is seen as something to adore, rather than a chore, can it be embraced as a lifelong activity.  Here’s where, when and how.

Some people are born networkers.  Networking just comes easily to them.  They are extroverts and love being around people.  Born networkers are energized in a crowded room and have never met a stranger who did not instantly become an acquaintance, buddy or fast friend.  These are the people who are known as “the life of the party.”  They have a ready smile, an easy laugh and a welcoming demeanor.  To them, meeting new people is an actual pleasure. 

But if you think everyone is like that, think again.  Natural-born networkers are the minority, not the majority.  Some studies estimate that as few as 10% of people are natural-born networkers, while others say as many as 50% of people have some natural talent for networking.  So, at best, half of the population are not innate networkers. 

Ultimately, if someone has an affinity for networking is likely to depend on a combination of personality traits, social skills, and life experiences. Some people might simply be more outgoing and comfortable meeting new people than others. They may also be more naturally skilled at building rapport and connecting with others.  Moreover, those who have had more opportunities to network throughout their lives, such as those who have participated in extracurricular activities or who have worked in jobs that require them to interact with a lot of people, are likely to be more comfortable networking than those who have had fewer opportunities.  But the truth is that even those who are adept at networking have to learn how to schmooze.  In most cases, it is practice that makes perfect.  So the more you network, the better you are likely to become at it.

Either way, networking is a lot like nutrition and fitness.  Even when we know what to do, the hard part is making it a top priority.  But, as Tim Ferriss – who is an investor, podcaster and author of the 4-Hour self-help book series that focuses on lifestyle optimization including The 4-Hour Work Week, The 4-Hour Body, and The 4-Hour Chef – observed, “Networking is a lifelong process. The more you network, the more you’ll learn and the more opportunities you’ll create.”  So how do those who are not natural-born networkers engage in a life-long activity that might taste a lot like medicine?  Start by recognizing that networking does not have to mean attending pointless networking event. 

Where and When to Network

Traditional places for business owners to network include industry events, conferences, and meetups.  Those are all fine and important to do at least a couple of times a year.  But networking does not just happen at formal, in-person networking events.  There are also many non-traditional places where you can meet new people and build relationships.

• Online Networking Groups. There are many online groups where you can connect with other business owners. 
• Volunteer Opportunities. Volunteering is a great way to meet people who share your interests and values. You can volunteer for a local charity, a political campaign, or even a sports team.  The people you meet there can potentially become customers or serve as connectors and referral sources for business.
• Clubs or Groups. There are many clubs and groups for business owners, entrepreneurs, and professionals. Join a business group or association.  Attorneys might participate in Bar Association functions.  But it doesn’t even have to be a business-related group.  Even a social club can provide opportunities to network.  Perhaps you are passionate about birds?  Why not attend The Biggest Week in American Birding, a festival which starts on the Friday of the first full week in May and continues for 10 days.  Not only is such a festival organized around a great birding spot at an optimal time of the year, it’s also a fun way to meet people.  From local birders to expert Ornithologists, it’s an opportunity to meet others who share your hobby as well as Cornell Lab representatives, who attend several festivals each year.  For a sales rep from Viking Cruises, Pennington Bird Food company, or Perky Pet Bird Feeder, for example, this social club might be the perfect place to network with a key audience. 
• Sporting Events. Sporting events are another casual, relaxed way to meet people who share a passion for sports.  Attend games.  Go to watch parties.  Or join a fantasy sports league. 
• Place of Worship.  While this might seem disingenuous, meeting people at Shul, for example, allows you to network with those who share a common faith.  For most people, their Temple or place of worship is not just a center for religious connection and instruction but also a space for community and connection.  And that community – who can attest to your values – can also be a source of business opportunities. 
• Classes. Taking a class is a great way to learn new skills and meet new people. You can take a class at a local community college, a continuing education center, seminar, or even online.  Or, if you are an expert at what you do, teach a class.  Those who attend your seminar or webinar today might become a lifelong customer tomorrow.
• Sorority and Fraternity.  An event held by your old sorority or fraternity brings together a large group of people from different backgrounds who have a common bond.  This can serve as an ideal chance to meet new people and make connections. And, typically sorority and fraternity members are involved in their communities and have professional connections they are committed to sharing with a fraternity brother or sorority sister.
• Alumni Organization.  If you attended a college, university or school, alumni events provide an exceptional opportunity to network.  You might run into people with whom you went to school but lost touch.  Or you might meet new people from classes ahead or behind you.  Either way, these are people with whom you have an automatic and somewhat nostalgic connection.  Most people hold their alma mater dear to their hearts and are willing to help out a fellow alum with an introduction or some business.
• Travel. Traveling is another nice way to meet people from all over the world. You can attend conferences, workshops, or even just strike up conversations with people you meet along the way.
• Social Media Platforms.  While social media gets a bad rap, some platforms provide an easy way to connect with people who share the same interests or pursuits.  On LinkedIn, for example, you can join online groups, follow industry leaders, and post about your business.  It’s also a good place to reach out to people who can not only provide advice but also open doors to contacts you want to meet.
• Personal Events.  When it comes to networking, think outside the box.  Your cousin’s wedding or your best friend’s engagement party might be just the place to meet prospective clients.  Social gatherings are excellent places to network.  While this might seem seedy, it is actually a good opportunity to get to know someone during a joyous occasion.    

These are just a few non-traditional places for business owners to network.  The best way to find the right places for you is to think about your interests and goals. Where do you like to spend your time?  Are you a pickleball afficionado?  Join a league and network there.  What are you passionate about?  Wine.  Take a trip to Napa for Wine Connoisseurs.  You might just meet other accountants, Realtors or medical professionals like you.  The key is to network and network often.  So how often is that?

How Often to Network

There is no one-size-fits-all answer to this question, as the frequency with which you network depends on individual circumstances and goals. However, most experts agree that networking should be an ongoing part of everyone’s professional development.  That said, here are some factors to consider when determining how often to network.

• Career Stage.  When just starting out in a career, there is likely a need to network more frequently than once a career is more established. That’s because in the beginning, you’ll be building a network from scratch, and you’ll need to meet new people to make connections and learn about business opportunities.
• Industry.  Some industries require more networking than others.  Real estate, law, finance and technology, for example, require more frequent networking than those in industries that are either more traditional or are changing less quickly.  Podiatrists, for example, probably don’t need to network as regularly as Pharmacists and Epidemiologists.     
• Personal Goals.  Business owners who are just launching a new startup need to network frequently while those that have an established business needn’t network as often unless they are trying to grow or sell the business.

That said, it’s a good idea to network at least once a month. This could involve attending industry events, connecting with people on LinkedIn, hosting a webinar, attending a social function or simply reaching out to former colleagues or classmates. The more you network, the larger your network will become, and the more opportunities you’ll have to connect with people who can help advance your business.

Preparing to Network

All this notwithstanding, it is not enough to just show up to these places.  It is important to prepare for the event and make the most of every opportunity.  As the saying goes, if you fail to prepare, you prepare to fail.  Tune in next week as we look at the obvious and not-so-obvious ways to prepare for any event where you can expect to network.  It will mean the difference between wasting your time and making the most of every minute.  Don’t miss it!

Quote of the Week

“Networking is an investment in your business. It takes time and when done correctly can yield great results for years to come”. Diane Helbig

© 2023, Keren Peters-Atkinson. All rights reserved.