Networking events require effort to create quality connection time

Editor’s note: Michelle Stockman works with Little Rock-based Arkansas Capital Corp. to promote entrepreneurship development around the state. Stockman earned a bachelor’s degree from Loyola University-Chicago in communications and fine arts, and earned a master’s in entrepreneurship from Western Carolina University. Her thoughts on business success appear each week on The City Wire.

The idea or concept of networking for business is old, and one could argue is a topic that has been discussed ad nauseam. However, how many social events have you, the business owner, been to where either the same people are present or the same people are “hanging out?” Especially in small communities, it seems the same people are in attendance leaving one to believe the networking event was more of a social time over a time of business.

Over time, the business owner will either lose interest in attending local “networking” events, or the networking events will lose value for the business. Whether it’s a chamber event or board meetings for a local nonprofit, the business owner needs to find value in each networking opportunity.

The lesson for the business owner, or anyone looking to network for any reason, is to create value for the time spent trying to make new connections. Before getting up pre-dawn to attend that breakfast meeting, one should invest (at least) a second of thought into the purpose and intention for attending the event. There are countless reasons for setting out to make new connections, define yours before you go so that you may achieve your purpose.

Knowing your “mission” before the networking opportunity will allow you to quickly gauge if the event will meet your needs. If not, then seek out other events that will allow you to achieve your goals even if you have to drive to the next town or region. For instance, if you are a new business owner selling IT services, your goal may be to find new corporate clients. You attend a business breakfast where you were able to sit at a table with Presidents of three mid-sized companies. This is a golden opportunity to get to know three potential new clients.

Once you are at an event in which you are meeting the right people for your needs, you are in the driver’s seat to make the most of the networking opportunity. Do you have an intriguing elevator pitch (30 second intro) to introduce yourself? Do you listen and ask questions with the person you just met? Are you qualifying the person you are talking to for a good business fit? If the person doesn’t match your customer qualifications, are you still talking to that person to be polite or have you moved on to others who can bring you business? Have you brought enough business cards to share with others?

Lastly, is your concept of networking limited to live in-person opportunities? If so, you and your business could lose incredible opportunities in all areas of your business. Businesses must get online in some form, or your business will be left behind in the upcoming years. Even restaurant owners can find value in online networking as a means to stay in touch with loyal and new customers. You are simply limited by your imagination with online networking.

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Stockman can be reached at [email protected]