Networking - Why bother & how to navigate events positively & confidently

networking women
November 18, 2023

Networking – does the word fill you with dread, irritation or joy? We all have to do it but the key question is: are you getting the outcome you want from it? If you’re not currently actively building your network, have you considered how you could benefit from doing so?

In this article, I give you some guidance to progress from whatever point you are at now with your networking to help you move it up a level. We’ll work through what networking is and key tips for each stage of it.

What is networking?

One definition is ‘meeting people to build mutually beneficial relationships’. There are some key elements to remember:

Whilst you need to have networking goals, if you go to events solely focusing on what you want to get out of it, you will come across negatively. You need to be looking out for how you can help others. That might be with connections, but could equally be with information.

Networking is a numbers game. It’s natural that people want to get to know you better and trust you before they give you business directly or refer you to a trusted contact of theirs. Meeting people once is just the start of any potential relationship.

Attending an event is an opportunity to meet new people but also to reconnect. Don’t underestimate the importance of seeing people again you already know. It strengthens the relationship and increases what we know about one another.

It’s about more than the people in the room – it’s who they know too.

There are more reasons to go than business development

  • Become known as a sector expert – raise your profile.
  • Learn new information.
  • Get to know current clients better in a different setting.
  • Build your network to help you with future career opportunities.
  • Network within your organisation to build your exposure (see my article on why that matters here).

Networking – key tips for each stage

To get the most from networking, you need to prepare for it. Take the time to work through Each stage and think about the questions below (and potentially note down your thoughts). This will ensure you get the most from networking.

  • You need a strategy – 
  • Who do you want to meet? If you have BD responsibility then potential clients are an obvious one, but it could also be referrers, partners or suppliers. 
  • Where will these people be and can you be there too?
  • How many evens a week/month do you want to attend?
  • What type of events suit you? Consider the format, time of day, location.

Once you have thought about these, do you research and find suitable networking opportunities. Then make a concrete plan of what you will attend, register if need be and put them in your diary. 

Top tip: It’s better to commit to fewer and attend them than loads and go to none!

  1. You need to know how to introduce yourself

There may be an opportunity to give a 60 second introduction about yourself and your company – how will you maximise engagement in what you say?

If there isn’t a formal, ‘introduce yourself’ session, then you will at some point have to answer the question “And what do you do?”

Avoid answering with a job title ; it’s dull and doesn’t help to provoke further interesting questions. The statement, “I’m a lawyer” only provokes the question “What sort of lawyer?” or “Where?”

How can you make it more interesting?

You could try:

‘I help clients who are want to ensure their business finances are legal and sound – I’m a financial lawyer specialising in corporate tax law’.

‘I work with clever professionals who are frustrated and perplexed that their careers aren’t taking off despite their excellent technical abilities.’

Focus on the type of people or organisations you work with and their problems that you help solve. 

Decide how you will present yourself at an event

Once you’re going to a specific event, it’s best to spend a few minutes beforehand considering :

  • What the appropriate dress code is– this will depend upon who is attending, where it’s being held and even the time of day. If you misjudge this, not only will you stand out for the wrong reasons but you may also feel awkward which won’t help you come across confidently and positively. You may also want to think about what you could wear to be positively memorable; you can read more on that here.
  • What you want to get out of the event e.g. speak to 3 people, have 2 people to have a follow-up meeting with.
  • If an attendee list is provided, see who you already know and if appropriate send them a message to say you’re looking forward to seeing them. Also look for any people you’d like to get the opportunity to speak to and research them in advance (be careful how you use this information as it can come across as creepy and intrusive done incorrectly).

When you’re at an event judging who to start speaking to/which group to join is really key. If you misjudge this, it can affect your confidence. Look for open body language and groups you can easily fit into. Arriving early at an event can be helpful as there will be fewer already formed groups and the host may be able to introduce you to people.

In terms of conversation, always avoid talking about work topics first; remember to be human and discuss points of commonality. If this part of the conversation is natural and free flowing, it will make things a lot easier.

When it does come to work conversation, try to get them to speak first – this shows interest and helps you to understand what might be most relevant and interesting for you to tell them about your work when the time comes. When it does come to this point, remember what you prepared and consider what mini case studies would be helpful to talk about to bring your work to life. What we actually do is often far less obvious to others!

Moving on is key. Everyone is there to talk to more than one person, this needs to be done carefully though. You don’t want to undermine any relationship you have started to build. Read more here on avoiding ‘dumping’ someone. Before moving on, if you can, confirm what is to happen next i.e. a meeting, call or even just connecting on LinkedIn – get their card!

After an event

Fundamentally, if you do nothing after an event, you wasted your time going. If you don’t keep your promises at this stage, you will undo the good work you did at the event.

Within a day, make sure you carry out any actions you promised and as a minimum, connect with everyone you spoke to on LinkedIn. Make any diary notes to follow-up with people in the coming weeks or months.

Finally, look at the goals you set yourself and consider what you might do differently (or not!) at the next event.

Networking is one of the key skills for career success that often gets overlooked. To receive my short email series and Booklet packed with tips and advice on the Nine Neglected Skills needed for career success simply click here.

To read much more about networking, read Joanna’s Amazon bestselling book Getting On: Making work work. Find out more here.

About Joanna

Joanna Gaudoin helps bright, knowledgeable people with great technical skills and experience improve their non-technical skills. Her work helps clients to navigate working life positively and effectively, progress their careers and in turn improve their organisation’s performance. She runs Inside Out Image.

During her former corporate career in marketing and consultancy, Joanna realised that being successful involved skills that weren’t being developed or talked about.

These ‘other’ professional skills involve knowing how to manage your own personal impact and how to effectively build relationships, both internally and externally in every professional scenario. 

She has run her business for over a decade and has worked with thousands of people, both individually and in group settings. She is the author of the Amazon bestseller Getting On: Making work work.

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