Most entrepreneurs get networking wrong

As an active networker, (who even volunteers to serve on leadership boards of networking groups) I see it all the time. Business owners will come a networking event, hand out business cards (or the Zoom equivalent), try to sell their service or product, and then get discouraged when they don’t make a sale after one or two events.

Then there is the business owner attending networking events with absolutely zero expectations, makes lots of friends, but talks little about her business. She feels frustrated that she’s not receiving any business. She is building the relationships but not the business.

In both example cases, the issue stems from the misapplication, or lack, of networking strategy.

For most female entrepreneurs, networking is frustrating, time-consuming, and unfruitful. So, I’m writing this mini guide on networking, so you can network in a way that helps to build your business.

Stop networking to meet prospects

Networking is not about meeting and converting prospects. It’s not even about meeting prospects. The first rule of networking is to stop looking for potential clients.

Does anyone actually like to be sold to? Nobody enjoys a hard sell, or an expectation that an introduction should equal a sale. Yet so many people approach networking like a sales pitch.

You can grow your business much faster when you’re not the only one bringing in clients, right? What if you had a friend who sent a potential client your way every month? That’d really help, right?

Well, imagine if you had 8 of those friends, and were receiving really great potential clients every single week? How would that impact your business? You could grow and scale so much faster.

That’s what strategic partnerships can do for your business, and that’s exactly what you should be looking for in your networking events; not prospects.

You might happen to meet prospects along the way, but that shouldn’t be your only focus.

Start networking to make strategic partnerships

So, you go to a networking event looking for strategic partners. How do you know someone might be a strategic partner?

A good strategic partner will be adjacent to your industry; someone you can collaborate with and refer clients to. For example, as a brand photographer, I like to collaborate with and recommend my clients to hair and makeup artists, personal stylists, website designers, content creators, social media managers, and brand consultants.

These are not my competition, but they are the businesses that can elevate or transform the work that I’m doing for my clients. I’m likely to send business their way, but they can also refer clients to me.

You’ll know if someone might be a potential strategic partner if there’s overlap in your client base.

Start networking to make strategic alliances

Another person to meet when networking is someone who is in the industry or demographic of your Ideal Client. Having an “in” with someone who represents your Ideal Client gives you a lot of valuable opportunities.

Building relationships with someone who “looks like” your Ideal Client is like having an embedded reporter. You’ll have the opportunity to learn more about their world (and they yours), stay connected with upcoming events, learn more about their space.

How does the alliance work both ways? Women want to help each other. If you are not trying to sell her something, most women will gladly share information with you, make introductions, and collaborate.

Network strategically, not equally

Your time is limited. You have clients to delight and a life to live. Not only do you not want to spend all of your free time at networking events, but you don’t want to spend hours upon hours on Zoom or coffee dates either.

Let’s say you go to a networking event and meet 3 amazing women who could be potential strategic partners.

1. You talked with one woman named Linda for 20 minutes about the challenges shared across your industries, and really liked her personality.

2. You talked with another woman named Sarah for 10 minutes about your backgrounds and your companies, and both agreed to get together.

3. You talked with a final woman named Veronica for 5 minutes about how you’ve never been to this kind of networking event before, then traded cards.

You might be thinking you need to schedule Zoom dates with each of these women. Nope, not the case. Not only do you not need to restrict yourself to Zoom or coffee dates to continually network, but you don’t need to network the same way with everyone.

You can grab lunch with Linda, have a 30 min virtual coffee with Sarah, and start an email thread with Veronica. This is strategic networking; be strategic about where you spend your time and with whom. You don’t need to divvy up your calendar equally to every person you meet.

Get involved

Have you ever heard the saying “arrive first, leave last”? One of the best ways to leverage your networking is to be involved.

Getting involved in any organization, especially a networking group, will help you grow your business. Why? When you are involved people see you more, recognize you, and hear your name. It’s free marketing. Involvement means you’re not just a schmo, you have a name and a profession that people will remember.

Not to overuse a cliché, but the more involved you become, the more people know, like and trust you. Everyone assumes your involvement in an organization or activity means you are a person of status and value.

Beyond value as a networking opportunity, taking an active role in networking groups and events is excellent for your resume. Even if you are self–employed, showing the world that you are involved beyond the borders of your business can demonstrate your interests, abilities, and skills that are part of your narrative but aren’t necessarily part of your business. It’s a great way to differentiate yourself and show community-mindedness.

Should you just join everything? No need. Choose ways to become involved that feel fun or natural to you and your skillset. Don’t lead a book club if you hate to read. But don’t assume that just because you’re not aware of any openings, that there aren’t opportunities to get involved. Most networking organizations love to hear from members who are interested in becoming involved in leadership or handling events.

Get creative

Networking doesn’t always have to involve a “ business networking group”. If traditional business networking doesn’t feel comfortable for you, get creative in where you meet people. There are associations and alliances for almost every social, professional, and business sector. You may find them through your church, your art community, women’s groups, and pet lovers. Look for associations that may be tangential to your industry or to the audience you’re trying to reach.

Another way to network is getting involved in a nonprofit or volunteer organization. Lots of professionals give back within their communities through nonprofits and volunteering. Regular participation in these groups is a great way to network. And, see above, getting involved in the organization raises your visibility and helps you meet more people.

There are also many different kinds of networking groups and if you search, you are sure to find one that is a good fit for you. If you find a network that suits your style and interests, you are more likely to make real connections and partnerships.

Follow up with your network

Often, we attend a networking event, meet someone great, have a Zoom date, and then never talk to that person again. Why?

Because they never send us any clients. But the problem is that we’re not sending them clients either, or even continuing any kind of conversation. This is a huge networking mistake.

Strategic partnerships and alliances aren’t built in an hour, or even a day. They are built over time through consistent and regular communication and connection. What if instead of walking away from your next 1:1 networking call or date without a plan, you knew exactly what to do instead?

Here’s a few things you can do:

• Send a resource (related to something you discussed during your call/date) the next day and ask her thoughts

• Ask for a suggestion on a business tool or resource within a week of meeting

• Introduce her to a potential strategic partner for a mutually beneficial relationship

• Add a reminder to your calendar to follow up and meet in person 4-6 weeks later

This is probably the most important step. If you aren’t engaging with your network by giving them support, asking for help, or providing value, you won’t stay top of mind for them. But when you are top of mind, and they meet someone new or come across a potential client for you, you’ll be the first one they recommend.

When you focus on engaging with a strong network of strategic partners, you’ll actually spend less time networking, but get more results!

Stop the hate, find the joy, and have fun

Done right, networking should be fun and not feel like a chore. It is a place to strengthen your business, build strategic partnerships, and make true friends. Is it uncomfortable to be a stranger in a new group? Of course. But there should be something in your networking that brings you joy, even at the first event. It could be the venue, an interesting person you met, the event flow, the manner of introductions, the speaker, the food, or the overall vibe.

Find a networking space that feels comfortable to who you are and aligns with your values as a business owner and as a person. If your networking doesn’t leave you feeling uplifted and joyful, you are either in the wrong networking group or you need to adjust your expectations.

Want to network with me? I love to connect with people! Contact me and let’s start a conversation.