Navigating Networking: Real Talk for Business Sisters

Get clear, ditch the script, and connect authentically

Networking – a term that echoes through boardrooms, coffee shops, and virtual meetups. As business owners, we’re told it’s essential – the secret sauce that fuels growth and opens doors. But let’s be honest: Even for an extrovert like me, networking isn’t a walk in the park. It’s more like navigating a maze blindfolded, unless you have prepared (more on ths below).

Here's networking can be so unsettling: you’re at a networking event, surrounded by unfamiliar faces. The room hums with conversations, and you wonder if you accidentally stumbled into a parallel universe. Do you just stand there or do you interrupt? When do you ask for those business cards? Oh, the pressure! It’s like collecting Pokémon cards, except these cards are supposed to lead to lucrative deals and collaborations. But deep down, it all feels a tad… well, fake.

Does the above scenario sound familiar? Based on the feedback I hear, that’s why many of the Business Sisters I work with initially squirm at the thought of networking. Who wants to come across as fake? Some are genuinely shy, while others say they haven’t quite nailed down their elevator pitch – that 30-second spiel that’s supposed to encapsulate your entire business.

For the record: elevator pitches too often come across as fake to me. Don’t get me wrong: having a clear idea of how you help clients is crucial. But do you need a perfectly scripted spiel for every encounter? I don’t think so. We’re not robots spitting out rehearsed lines. Authenticity beats perfection any day.

So, how do you connect effectively at a business event? After organizing 30 (yes, I counted!) gatherings since Business Sisters took flight in 2018, I’ve picked up a few practical tips. Let’s dive in!

1. Clarify Your Intentions:

Before stepping into any networking event, pause and ask yourself: What’s my goal here? Do you want to connect with fellow business owners, gather specific information, or solve a particular problem? Perhaps you’re on the hunt for leads. All these intentions are valid, but having one clear focus helps steer your networking ship.

2. Match the Event to Your Purpose:

Investigate the event you’re attending. Who’s in the audience? If you’re after leads and potential clients, ensure they’ll be present. Maybe it’s an opportunity to connect with influencers who can refer clients your way. But here’s the reality check: sometimes the event won’t align perfectly with your intention, and that’s okay! When in doubt, reach out to the organizer or attend with the intention of learning about the audience and deciding if it’s a fit for you.

3. Keep It Real and Simple:

Forget the rehearsed elevator speech. Instead, be genuine. State what you do, and sprinkle in what sets you apart. No need for theatrics. For instance:

• “I’m a massage therapist specializing in sports injuries.”
• “As a multimedia artist, I teach lessons in my own studio – the only one of its kind in the region.”
• Or maybe you’re all about helping people. Try this: “I work with [type of client] who [feel, suffer from, etc.], and I help them feel [desired outcome].”

4. Reciprocity and Curiosity:

Reciprocate: Ever met someone who could talk about themselves for hours? We all have. Don’t be that person! Effective networking involves a delightful dance of give and take.

Ask questions. Be curious. It’s like the Ted Lasso philosophy (if you haven’t seen the series, it’s a must-watch!). Deep down, people crave being seen, heard, and understood. Show genuine interest in what others do, and you might just become the most popular person in the room.

5. Be Ready to Move On:

Now, let’s say you’re stuck with a self-absorbed chatterbox. It happens. You demonstrate respect for others when you acknowledge the speaker and then politely turn to someone else in the group and say, “That’s great to hear [to the chatterbox]. Now, [other person’s name], tell us about what you do.” Or, if things are really dire, go ahead and say, “Thanks for sharing. How about we both explore the room and meet others we haven’t connected with yet?” Life’s too short to be trapped with a narcissist!

Conclusion

At the end of the day, networking isn’t about collecting business cards or mastering the perfect elevator pitch. It’s about cultivating meaningful relationships with people you genuinely like and trust. Whether your network spans continents or fits in a cozy rural community, authenticity is key. Be yourself, share your passion, listen actively, and show interest in others’ stories. These authentic connections are the ones that blossom into long-lasting relationships and unexpected business opportunities.