Business links
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Networking is a chance to gain knowledge from the experiences of others, stay up to date with developments in your sector and find new customers and suppliers. To find out more, Tom Whitney works the room
There are various ways to network, ranging from attending regional business events and sector-specific conferences, to informal social gatherings and online discussion forums.
"People think of networking as attending an event and 'working a room', but networking takes place every time you meet a business associate or contact," says Business Link Kent adviser Janice Sandwell. "Every time you tell people about your business, effectively you're networking." You need to decide what you want to achieve by networking. For example, you might be looking for customers or trying to source a new supplier. Alternatively, you might just want to learn from the experiences of others. "You need to communicate your needs clearly to people you meet, but giving them the hard sell is likely to put people off," advises Sandwell. "Show people how you can help them, so they can see what they stand to gain." Choosing networks Find out which organisations offer the opportunity to contact people most relevant to your business. Target places and events where you are most likely to meet useful contacts. "If you are going to an event, check the attendee list to identify people you most need to speak to," says Sandwell. "Also bear in mind that while many networking events are free to attend, some charge a small fee." There are many small networking events throughout the UK. Start by contacting your local chambers of commerce (visit www.chamberonline.co.uk). Most chambers networking events are free to attend. Your trade association is also likely to stage events (visit the Trade Association Forum website). Such sector-specific events can be a good source of knowledge and support, and are generally free for members. The large national trade fairs and conferences are also excellent hunting grounds for new business contacts, of course, but you need to have a detailed plan of action. Online networking One alternative if you are pushed for time is online networking. There are many forums that allow business-owners to post online messages and share information (eg Ecademy, the Business Referral Exchange and LinkedIn). "The main advantage of online networking is that it is quicker and you can be a lot more direct," says Heather White of leading consultants The Magic of Networking. "For example, you can post a message saying 'I'm looking for "X", can anyone help me?' and people will normally respond. "Face-to-face networks tend to be more time-consuming, because relationships have to be built before favours are traded," she adds. "It's essential to follow up on any networking you do," advises White. "Make sure you capitalise on any contacts you've made. Keep them informed of what you're up to and build the relationship by speaking to them on a regular basis," she concludes.
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