Page 14 - IFV Issue 7 July 2024

Business

TO NETWORK OR NOT TO NETWORK –

THAT IS THE QUESTION

Networking is seen as a powerful marketing tool and has become a time-
honored institution. The challenge I wish to address in this article is whether it

is worth all the effort it takes to attend traditional networking events.

BY ANDREW HORTON

n theory, networking events are Challenge no 2: you ‘HAVE TO’. Only attend events which
one of the best ways to acquire new People attend events without any will add meaningful value to you and your
Icustomers and to grow your business. foresight. There is a misconception organisation.
Has this been your experience? If you think that any networking is better than
about all the networking events you have ‘NO NETWORKING’. The truth is that STRATEGIES TO OPTIMISE YOUR
attended during your business career, networking at the wrong event, with NETWORKING EXPERIENCE
has the time and effort you have invested people who are not interested in what you I have listed a few ideas below outlining
turned into the success you desire? have to sell, is completely pointless. some very effective ways which I use to
If you are like most people who optimise my own networking experience.
attend networking events, you are not Challenge no 3:
enjoying the consistent results you are Most people attend networking events HOSTING YOUR OWN EVENTS
looking for. Remember that your success with little or no preparation. They wander I know this may seem like a stretch and the
at networking is tied to your ability to aimlessly around hoping to bump into the costs involved in facilitating one of these
effectively interact with people who are right person, who needs what they have events may seem extremely high but the
trying to achieve the same things you are, to offer. They leave each networking event benefits of hosting your own networking
namely meaningful business and sales with a pile of business cards and never do event, where you can have a room filled
success. anything with them. with your perfect clients, far outweigh the
The reason most people do not get to Unless you are going to attend a expense and effort involved. Hosting your
enjoy the kind of success they want from networking event which is focused on your own events gives you almost complete
traditional networking events is due to industry or one where you have a definite control over the attendees, the setting and
one or a combination of the challenges purpose for attending, networking events the outcome. It’s a great way to add value
listed below. are a complete waste of effort. Don’t waste to existing clients and connections - and
time attending a networking event when it can also be an opportunity to meet and
Challenge no 1: your time could be invested far better develop relationships with prospective
Most networking events are mixing focusing on developing your existing clients.
bowls for professionals with very different relationships.
agendas. Everyone at an event is focused MAKING NETWORKING
on their own needs and expectations, WHAT IS NETWORKING? ‘WORK’ FOR YOU
namely to meet new clients, create I see networking as any activity which Most sales professionals struggle to find
awareness of their product or service increases the intrinsic value of your the right balance when allocating their
or they want to connect with the right business connections or raises the value time between creating an unforgettable
people, with whom they can form of the contributions which you make to customer experience and developing
mutually beneficial long term business it. As I stated previously, avoid attending new business. When done properly, you
relationships. networking events just because you feel can accomplish both by hosting a client

12 • Issue 7 2024 • The Villager