Strategic Networking: Why Random Contacts Rarely Lead to Success
Many people associate networking with attending an event: They listen to a presentation, talk to other participants during the breaks, exchange business cards and have a few conversations during the final get-together.
However, this is often where the problem begins: Networking without a clear objective is usually nothing more than small talk.
Successful networking does not begin with shaking hands at an event – it begins with
Networking Begins Before the Event
Before registering for an event, you should consider which goals you want to achieve by participating. These goals can vary. Here are some examples:
- acquiring new customers
- finding cooperation partners
- getting to know suppliers
- discovering suitable service providers
- gaining information and insights into industry trends
- meeting people with similar interests, for example to establish an association together
- discovering professional opportunities (e.g. finding a new job)
The clearer your goal, the more effectively you can conduct conversations.
Not Every Event Is Suitable for Every Goal
An event with many entrepreneurs can be ideal if you are looking for cooperation opportunities. A specialist conference may be more suitable if you need expert knowledge. A start-up or industry meeting can be valuable if you are looking for like-minded people or new business ideas.
Choosing the right event is already part of successful networking.
Visitor or Speaker? Two Ways to Network
Many people attend events as visitors. This is a good way to establish contacts. However, it can be even more effective to actively participate as a speaker.
- If you sell products or offer services, potential customers may approach you directly.
- If you are looking for people with shared interests, you can make a statement on the topic and invite others to connect. For example, this could be a call to establish an association that addresses a regional issue.
As a speaker, you become recognized as an expert in a specific field. You share knowledge, increase your visibility and build trust more quickly.
Follow-Up Is Often Underestimated – This Is Where the Real Value of Networking Is CreatedFollow-Up Is Often Underestimated – This Is Where the Real Value of Networking Is Create
Many contacts are lost because no further connection is established after an event. Only through follow-up does a brief encounter become a valuable relationship: a personal message, a scheduled conversation or a helpful exchange keeps the connection alive and creates long-term opportunities.
Learn More: The eBook on Networking
Would you like to build your network strategically and make better use of events? Our ebook explains how to prepare networking professionally, find the right contacts and turn encounters into long-term business relationships.