Networking, daunting but essential
By Ralph Risk – CEO – R.R Marketing
Not everyone likes to network and even the most experienced networkers can often find it overwhelming, but as the saying goes, people buy from people, so building genuine relationships is still one of the best ways to grow your business, especially in the business-to-business arena.
Still, it’s totally normal to feel a little trepidation when stepping into a networking event, (I will let you into a little secret, I still do every time). The doubt that can sometimes creep in - Will I know anyone there? What do I say? How do I find the right person to talk to?
But how can you overcome these and get the most out of one of the key marketing and sales activities? Here are some of my top tips.
1. Go in with a “Learn First” mindset
When you attend a networking event, don’t set yourself a sales target, or even a minimum number of contacts you need to achieve.
Instead, look at it as a way to learn about others and their businesses by asking questions and getting to know what they do – the telling what you do will follow. People will remember you if you’re genuinely interested in them, which makes it more likely they’ll reach out when they need your services down the line.
2. Start small
Networking doesn’t have to mean diving into large, crowded or even formal events. If you’re new to it or feeling unsure, start with smaller, more relaxed events – ones without an agenda, presentations or even ‘stand up and introduce yourself’. It’s easier to engage and make real connections when the atmosphere is less intimidating.
3. Bring someone along for support
A colleague or someone who enjoys meeting new people can make all the difference. They can help break the ice, start conversations, and take some of the pressure off you, so you can join in without feeling too overwhelmed. While it would be great if they were intimate with your business, it is not essential, as long as they work to help introduce you and bring you into conversations. Another option is if you know someone going, even from another company, meeting up beforehand for a coffee can make it feel less daunting.
4. Share advice freely
Networking is about offering value, not just selling. You know your business and how you help clients, so share your insights, experiences, and give advice when it feels appropriate. Helping others with solutions or resources makes you memorable and positions you as a go-to person when they need additional support.
Conference Networking
5. Ask more questions than you answer
Focus on asking more questions than you answer. People love talking about their business and challenges. The more you listen and learn, the stronger your connection will be so focus on the conversation. If you feel you don’t have a good ah-hoc chit chat, then create some questions beforehand that you can call on.
6. Don’t expect immediate sales
Networking isn’t about closing a sale right away – it may happen, but that is the exception rather than the rule. It’s about building a network of new relationships; remember you will often get new clients from the people they know rather than themselves. Be patient, stay engaged, and don’t expect immediate returns as, in life, relationships take trust, and trust takes time to build.
7. Follow Up
After the event, don’t let all the work you did to make a connection go to waste. Follow up with a short message referencing something specific you talked about as a bit about how you might be able to help (but don’t go too selly here either). It shows you’re genuinely interested in keeping in touch and helps keep the conversation going. But don’t stop there, add them to your nurture campaigns, providing ongoing educational information and value. Follow up is the true differentiator and often something that is forgotten.
Networking is about building relationships
At the end of the day, networking is about creating connections, not selling. Approach each event with an open mind, focus on building relationships, and the business opportunities will come naturally. Keep it relaxed, be yourself and try to enjoy the process (once you start getting to know some of the people, it can be a really fun experience). People want to work with those they trust – and that starts with genuine face-to-face connections.
Author Bio
Ralph Risk, founder of R.R. Marketing, brings over 25 years of experience in the market research industry, including over 17 years at Kantar’s Profile Division, where he played a key role in shaping global marketing strategies. Ralph held several senior positions at Kantar, including Director of Global Marketing and Internal Communications, Marketing Director for EMEA, and Marketing Manager for Europe. During this time he successfully launched Kantar Profile’s European marketing function and became a distinguished speaker at major industry events, including the Insight Show, MMA, and chairing the 2012 Figaro Digital Marketing conference. He also spearheaded a comprehensive re-design of Kantar Profile’s marketing strategy, aligning it with client and commercial objectives.
Ralph’s expertise extends beyond marketing strategy and brand building to include comprehensive event planning and implementation. His leadership in organising Kantar’s own expert-led seminars and participating in key industry events such as ESOMAR, Insight Show, Research & Results, and Quirks helped drive significant client engagement and brand visibility.
Additionally, Ralph crafted change management communication plans for corporate rebrands, including the amalgamation of three separate companies under the Lightspeed GMI umbrella in 2014. His expertise in internal communications was instrumental in aligning teams and fostering engagement during periods of organisational change. Ralph also led Kantar’s largest-ever employee event, ensuring smooth execution and contributing to improved leadership and employee satisfaction scores.
As a fractional Chief Marketing Officer (CMO) and consultant, Ralph now supports market research companies by refining communication and brand positioning, helping businesses unlock their full potential and achieve sustainable growth.
