Face-to-face networking: why it’s effective and how to use it to promote your business
While popular social media platforms like LinkedIn and Facebook have been praised for their unique ability to connect professionals and advertise ventures, face-to-face networking is truly unparalleled in its powers of promotion and relationship building.
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ome argue that traditional networking is dying, and frankly, I am inclined to agree. Anyone who is active in the business community knows that “networking events,” whether they take the form of a large gala or community breakfast, are alive and well. That said, “networking” in the traditional, empty, pass-my-business-card-along sense has become incredibly taboo. This recent shift in the perception of networking has ushered in a renaissance in the art of connection.
Over the past few years, emphasis has been placed on a return to simple, organic connections. Intimate networking meetings and niche groups have become increasingly popular as professionals continue to turn away from grandiose, overcrowded events. The penetrating presence of social media has triggered a desire for meaningful, face-to-face interactions and purposeful conversations.
While the game has changed, the players remain the same. Networking is a critical component of building a company or personal brand and will always have a place in the business world. Adapting to this changing landscape may be difficult, but it is entirely necessary, whether you are networking on behalf of yourself, or your company. The rules are easy to follow: listen actively, speak purposefully.
Leveraging face-to-face networking to promote your business can be extremely effective if done correctly. While strategy is always important in business, authentic communication is what will unquestionably drive your success. A well-crafted statement means nothing if it falls on deaf ears. Here are five tips to promote your business and build valuable professional relationships with face-to-face marketing:
Select your setting
Business people like to associate with other business people, so select a setting that ensures the right attendees will be present. While conversations and meetings should feel (and be) authentic, skirting around the reason for introducing yourself doesn’t do anyone any favours. Chamber of Commerce meetings, trade shows and relevant networking events (be selective) are appropriate settings for sharing information about your business — with people who ask for it, of course.
Know your target
Leverage digital tools to empower your face-to-face connections: conduct research on Google, LinkedIn and even Facebook to select individuals to target in your networking efforts. Be strategic about who you talk to. Keeping interactions organic, friendly and comfortable will drastically increase your likelihood of success.
Don’t cut out the middle man
While it may seem easier to directly approach the professional you want to connect with, finding a liaison is a great way to keep introductions casual. Make an effort to build relationships with natural connectors like accountants and attorneys.
Be creative
Forced introductions and repetitive conversations result in nothing but wasted opportunities and brand damage. Be innovative in your approach and reserve business cards for select interactions. Ask 1 to 3 pointed questions that inspire inward thinking and meaningful conversation. Truly listen and absorb their answers. When asked about your business in return, craft your response like a writer! Provide context and build intrigue. If you’ve done your job correctly, you’ll have them asking how and why you do what you do — the important, relationship building questions.
Keep it short and sweet
To build a positive and memorable connection, it is crucial not to overwhelm your contacts. Keep tabs on body language, eye contact and tone of voice to make sure your presence is welcomed and appreciated.
In the end, face-to-face networking is the best way to build true, organic rapport and encourage deep, meaningful conversation. Maintaining a relaxed, welcoming presence will inspire comfort and encourage connection. Strategy and networking will always go hand in hand, but an emphasis on natural communication and active listening will help you and your business stand out from the crowd.