Being visible and spreading the word is important for your business to grow but it also can feel challenging and overwhelming. If this is the case for you, here’s what I’ve seen work best…
As a startup, the best way to get out there is to network. There’s just no getting around it. I’ve known people who tried growing their business without networking and it was quite slow and challenging because they didn’t have enough connections (that was me by the way). Conversely, I’ve seen people launch and grow their businesses very quickly because they had many connections within their community who were happy to support them.
The more connections you make, the more you’ll learn about your community and what they’re looking for. Whether you’re selling a product, service, or both, meeting the right people is key to knowing who’s looking for your product or service and how you can cater it to what they want. Catering to what they want is essential to increasing your sales and reducing waste (in terms of time, effort and even wasted products).
Even if you have a service or product you want to sell nationally or internationally, it’s important to vet what you are selling and make sure it’s something that can be profitable. Plus, it’s vital that you refine your own skills in selling it so that even if you hire someone to do your sales someday, you have a process you know works well for your clientele and you can train your salesperson well.
When it comes to networking, the quality of the connections can make the biggest difference. Really getting to know the members of the networks you visit brings your networking group from just mere acquaintances to caring and collaborative partners. The beauty comes when you know you’re there to support one another. And just because you’re new doesn’t mean you don’t have value to bring. You most certainly do. All the years of connections, knowledge, and experience that you have are invaluable. Remind yourself that as often as you can.
The Benefits of Networking
- Your network will contain some great referral partners. Because they have had the chance to get to know you and what you’re looking for, they won’t just send any leads, they will refer people that are a good match for you. Even if they are in your same industry, it’s very possible that what they do is complimentary to you.
- Your network can become great friends and collaboration partners. When you step out of a job working for someone else, you may feel isolated and alone. The people in your networks will often fill in that gap and you’ll create a new group of collaborative partners and friends that understand challenges of being an entrepreneur. It’s not easy and it’s great to have support.
- You will have a safe space to grow. Many people in the networks remember what it’s like to be new. The first few years it’s all about discovering what works in terms of how you introduce yourself, how well it’s received and describing what you do in such a clear way that people really get it (this is especially hard for a service-based business). It’s also about outgrowing all the discomfort that comes from being new. The right networks will encourage you no matter where you are in your entrepreneurial journey.
- It will be easier to fill your events. If you hold workshops, webinars, or other events, having a group of people in your network that can attend and encourage other people to attend your events is vital. Otherwise, get ready to have several empty events which isn’t much fun (been there!).
- Some will become clients. I put this last for a reason. You will be missing out on all the other benefits if this is all you focus on. It is true that some people in your networking groups are looking for what you offer but please don’t make this your primary purpose. Instead, commit to staying in the groups for a year or more to build long term relationships.
A Few Dos and Don’ts
To get the most from networking, there are a few important guidelines to follow.
- Don’t sell to your networking groups. Your number one job is to inform your network about what you do so that they can point you in the right direction and refer people to you. If anyone within the group is interested in what you offer, they will seek you out and ask you questions. (I believe the same is true when meeting with your potential clients. Don’t sell to them, empower them with information so they can make an educated decision.)
- Don’t expect quick results. Networking is about developing your skills and building relationships based on trust. Both take time to develop. Place your attention on getting to know people and you will get a lot more out of it.
- Don’t focus on what you can get but rather on what you can give. A practice of giving first will not only feel less gross and salesy but it will help you to develop positive connections quicker. Give ideas, resources, connections, materials that you know will help another. Attend each other’s events (as time allows) and support one another with getting out there. Do this from the heart and without expectation of receiving something in return. This invokes the law of reciprocity: as you give, so shall you receive.
- Don’t compare yourself. If you find that you have a yuck feeling after networking, it’s possible that you have a negative inner voice that is tearing you down. Notice what you’re telling yourself after the events and quickly you’ll see that the key to feeling better is to turn this negative voice around. After each networking event, make note of the things you did right and the thing you were proud. It takes courage to step outside your comfort zone. And remember, it’s not about being perfect, it’s just about getting out there and making new connections. You’ll learn as you go.
- Do find networks that you enjoy going to. Not all are the same so take time to find ones that you look forward to going to and will return to consistently. Make sure it’s at a time where you can attend regularly too.
- Do invite people for one-on-one meetings to get to know them. These are often referred to as coffee dates. You can learn a lot more about the members in your group this way and they can learn a lot more about you. These can be done in person or virtually.
- Do warm introductions. Look for ways you can connect people and if you have a good referral for someone in your network, take the time to warmly introduce your connection to your network partner. A nice email introducing the two of them is always good and increases the likelihood of things going well for both.
- Do business with other local startup businesses you like and trust. This is such a great way to support your local economy and create more synergy. The more people in your community that you know about, the more you can refer others and the more they can refer you. This is how your business can really take off!
Take Your Time and Make it Enjoyable
Remember, Rome wasn’t built in a day, and neither is your network. Take some time, visit different networks, and see which ones are right for you. All networks let you visit before asking you to become a member so visit a few times and make sure it’s a good fit. Meanwhile, find ways to make networking fun and not so serious. Let it be something you look forward to and enjoy. See what good surprises unfold for you.