When I launched my own business, back in October 2023, I knew I would need to get visible if people were to buy from me. Deep down I hoped that I could hide behind social media content and blog posts, like this one, because the thought of face-to-face networking terrified me!

Just nine months later and I feel very different. Yes, I am ambitious and want to grow both the business and my income, but my change of feelings towards face-to-face networking is deeper rooted than that and with growing confidence I can gain more and more from each event I attend.

Whether you’re a seasoned entrepreneur or just starting your business journey, attending networking events can open doors to new opportunities, collaborations, and insights that our digital interactions can’t always provide.  Through networking I have gained new clients, established partnerships, and built a network of supportive professionals around me who have become “my team”.

I now look forward to networking events and schedule them into my diary. Networking has now firmly become part of my business plan: it sits as part of my marketing strategy and budget. By building networking into my strategy, I ensure that I consistently engage with potential clients and partners, stay updated with industry trends, and maintain a visible presence in my business community.

Still not sure, here are my top reasons as to why face-to-face networking matters.

Fosters Deeper Relationships

Meaningful Conversations: In-person meetings often lead to more meaningful and in-depth conversations. You can discuss topics in detail, ask follow-up questions, and get immediate feedback. You don’t need to even talk about work. Some of my best leads have come from just getting to know someone and making a new friend.

Memorable Encounters: Meeting someone in person makes you more memorable. It’s easier for others to remember you and your business when they’ve had a face-to-face conversation.

Builds Trust and Rapport

Personal Connection: When you meet someone in person, you can read their body language, gauge their reactions, and establish a personal connection that is difficult to achieve through emails or virtual calls.

Trustworthiness: Face-to-face interactions help build trust. People are more likely to do business with someone they have met in person because it adds a layer of credibility.

Encourages Spontaneous Opportunities

Serendipitous Moments: Networking events are ripe with spontaneous opportunities. You might meet a potential business partner, client, or mentor purely by chance.

 How to Approach a Networking Event

There is an art to networking if it is to be beneficial.

Don’t attend each event thinking “what can I get from this?”  or “how many ideal clients will I meet today?” but rather show up thinking how you can help others and how you can leave an impression with someone else around how you can help them.

Networking is not about quick wins and fast sign ups; its about building those deeper relationships I have already talked about. You need to trust the process and in time leads will come or you will find opportunities to grow your business and yourself through the connections you make.

Here are a few practical tips for approaching networking events.

• Define Your Goals: Before attending an event, decide what you want to achieve. Are you looking to meet potential clients, partners, or simply learn from industry experts? Do you have the need to find support for you in some area of your business.
• Identify Key Individuals: Research who will be attending and make a list of people you’d like to connect with. This helps you stay focused and ensures you don’t miss out on important connections.
• Elevator Pitch: Have a concise and compelling elevator pitch ready for when you are asked what you do. This should include who you are, what your business does, and what makes it unique.
• Conversation Starters: Think of a few conversation starters or questions to ask. This can help break the ice and get conversations flowing smoothly.
• Stay Prepared: Always carry enough business cards. They are a quick and easy way to exchange contact information.
• Be Approachable; Smile, make eye contact, and use open body language. This makes you more approachable and invites others to engage with you. Be Genuine: Show genuine interest in others. Listen actively and ask questions about their business and experiences.
• Quality Over Quantity: Focus on building quality connections rather than collecting many business cards. A few strong relationships are more valuable than many weak ones.
• Manage Your Time: Balance your time between engaging in meaningful conversations and meeting new people. Don’t spend the entire event with just one person.
• Follow Up: After the event, promptly follow up with the people you met. Send a personalised email or LinkedIn message mentioning something specific from your conversation.
• Maintain Relationships: Stay in touch with your new contacts. Networking is about building long-term relationships, so keep the communication lines open.

Face-to-face networking is powerful tool for building business relationships, gaining insights, and discovering new opportunities. By approaching networking events with clear objectives, preparation, and a genuine interest in others, you can maximise the benefits of your interactions. Remember, the key to successful networking is not just about meeting people but building lasting, meaningful relationships. So, put yourself out there, embrace the opportunities, and watch your network—and business—grow.