Has COVID changed Business Networking?

After more than a year of online networking, face to face business networking events are becoming possible again. But has anything changed? And should you change your networking approach?

Business networking is a vital component of establishing and growing a business, whether you’re a sole trader or an employer. It’s about getting your business known, meeting potential collaborators and strategic partners, finding new routes to market and learning from others in business.

Until Covid hit, the standard networking format was face to face networking meetings. The time, place and meeting structure varied, but it was unusual to meet online.

And then everything changed.

Online networking became the only option and people reacted to it in different ways. Many enjoyed the ease with which they could try new groups, meet new people and travel further afield. Others missed the personal touch of face to face. And for many, the limitations of broadband and home office space made online networking difficult, sometimes impossible.

An opportunity to review your networking

Now, networking is reverting to physical meetings and it’s easy to simply go back to the ‘old’ way of networking. But the one thing the last 18 months has given us is an opportunity to stop doing what we’ve always done, review – and adapt where necessary.

So if you’re going back to face to face networking, stop and consider whether you could make it work harder and smarter for you.

What’s stayed the same…

Before we go onto what’s changed, it’s worth remembering that the fundamentals of successful business networking are the same;

• Be selective You have limited time in your working week. And every minute spent in a networking meeting is a minute spent not doing something else, so choose carefully. Are the other attendees similar in scale, type or outlook to you? Are there useful collaborators and strategic partners in the group? Does the meeting format work for you?

• Measure Be clear about how you’re going to measure the success of the networking. Is it introductions, leads, conversions, sales? Whatever it is, have a measure and be aware of whether it’s meeting your goals.

• Plan Know what you want out of each meeting. Is there a particular person you want to meet or an introduction you’d like facilitated? What do you want to say about your business? What are you looking for? Have a look at the attendee list before you go and identify who you want to talk to.

• Follow up Successful networking extends beyond the meeting. Follow up with 121s and introductions. If you didn’t get to meet someone on your target list, make contact after the event.

What’s changed…

In a word, everything.

The extraordinary situation has created an opportunity to stop, think, review and change. Some people have radically altered how and what they do in their business, others have gone back onto their previous path.

Whatever your situation, it’s important to recognise what may have changed for others and to respond accordingly.

• Social anxiety For every person who embraces the opportunity to go ‘back to normal’, there is someone who is apprehensive about face to face and group events. Regardless of the reason for their anxiety, it will impact on the way they interact – so be considerate of responses which are different to yours. If you are anxious about face to face meetings, do what you can to minimise your concerns. If you don’t want to shake hands, tell people. If you’re more comfortable wearing a face mask, wear one. And if you’re happy to shake hands and be mask free, don’t assume the same applies to everyone. Do what is right for you but be considerate of others.

• Listen We’ve heard lots about businesses pivoting and adapting through the pandemic. So don’t assume that a business you knew pre-Covid is still doing the same thing, the same way. Listen to what people say during their pitch and don’t assume.

• Explain If you’re one of the businesses which has altered in any way, be clear in telling people what has changed. And if you have stayed as you were, take the opportunity to review how you describe your business and your target audience. Now is a great opportunity to refresh your pitch.

• Working practices Most people have changed the way they work in some way. They may be based at home or be working in a hybrid style of office and home. Whatever the situation, it will have introduced some changes into people’s working practices. So take the opportunity to question how you work and network. Maybe a mix of face to face meetings but online 121s is the most effective way. Or will a face to face 121 have more impact and give you an opportunity to really get to know the other person. It all comes down to individual preference, but question how you work and make it a conscious decision.

Whether you need to get back on your previous business path or are travelling in a new direction, the right networking group can help you to get there quicker.

Your Business Matters offers different networking formats and venues across the East Midlands. We match businesses to the right opportunities, ensuring your networking is effective and efficient

Your opportunity to try a new network group

Free trial On August 19th you can trial our Business Room format, ideal for sole traders and newer businesses. Come to an online meeting and test the format. Book The Business Room taster session.

The Business Room – one line launches on 23rd September. Book your seat

New launch September 15th is the inaugural meeting of Connections Club, Stamford. Aimed at decision makers and SMEs, this launch follows the success of the Northampton group

Book online via Event brite 

Or call Barbara Hodgson on 07504 946 585 / 01933 652884,

barbara@yourbusinesdev.wpenginepowered.com for more details.