Networking

Is networking all about free lunch - or could it be a core business activity?

A network of benefits

Being part of a network seems to go a long way towards reducing the sense of isolation that many business owners feel. Other benefits may be less immediately obvious.

Jennifer Schramm is an adviser in training and development at the CIPD (Chartered Institute of Personnel Development):

Meeting people who are doing the same kind of work...can also be a useful source for mentors and ultimately employees, when you're in a position to recruit.

Get out of your comfort zone

With so many obvious benefits, it's no surprise that Scotland's most successful wealth creators are also exponents of its largest networking and members organisation, The Entrepreneurial Exchange. The Women into Business programme also runs networking events aimed specifically at women.

So why do some business owners still avoid networking?

One reason is that networking can often entail getting out of your comfort zone and challenging yourself. The best networkers don't even know they're doing it - they're simply being good conversationalists, adept at being high profile, talking and responding, and getting to know people.

But for the less gregarious amongst us, it can be easy to find something more pressing to do. And even if we force ourselves to a networking event, insecurities can often get the upper hand. The fear of approaching a total stranger, or of coming on too strong or aggressive, can leave us nursing a drink on the edges before beating a hasty exit.

Make the time

Other people don't even make it to the event in the first place, believing themselves too busy with more important stuff to take time out for what they perceive as a 'jolly'.

But networking doesn't have to be a formal process that takes up lots of time. It's as much a state of mind, taking the growth of your business seriously and understanding the value that connections can add.

Find your own way

The more you get into the habit of talking to people about your business, the easier and more natural it gets. If formal networking events make your blood run cold, then start by chatting to the traders around and about. If approaching strangers brings you out in a sweat, join an informal local group that meets regularly.

Once you start thinking creatively about expanding your network, you'll be amazed at the number of opportunities you start to see, and how much more appealing they seem.

And finally

If you think it's all a waste of time, remember that successful businesses don't operate in a vacuum, they make connections. Business is about relationship building - with customers, suppliers and other businesses - and networking is your key relationship building tool. If you follow some of the networking tips and techniques listed here, and give it as much attention as you give to all those other vital daily tasks, you will see tangible benefits.