To Zoom or not to Zoom?

Making networking work, whatever the setting

When the country went into lockdown and after the initial shock of the situation, the business community as a whole felt the need to keep networking. Many people wanted to keep some form of human contact outside of their families and of course they wanted to do all they could to keep their businesses operating. With that desire and need came the rise of the online networking event.

Initially, online networking was something new to embrace, exciting for some and daunting for many. But, most business owners knew it was something they needed to try and get on-board with. Some people had never used online platforms like Zoom before, they had a fear or active dislike of this new video technology and had to be coaxed into using it. Some networking providers didn’t feel confident in the technology themselves or felt that if it wasn’t face-to-face, then they shouldn’t charge attendees. So, more and more free events started to emerge. With no associated travel costs and time, attendance started to sky-rocket for many free networking events.

Feeling zoomed out 

But, over the last couple of months, I’ve seen a big increase in people posting online about feeling ‘zoomed out’, saying that online networking doesn’t work or they are finding it increasingly difficult to get over their dislike of video platforms. This has resulted in a drop in attendance for many online events, even the free ones, as business owners start to think it’s better to wait for face-to-face events to resume again. I think it will be a long wait before networking is back where it used to be and I firmly believe that video networking will be here for the long-term, even when face-to-face sessions resume.

Although initially free events may appear to be free, they aren’t really! To join the meeting may have no immediate cost, but it is time away from your business so there will always be an associated cost. I’ve been successfully delivering online (paid for) small business networking events since March, with consistent attendance rates and lots of business being passed between members. It will always be more important to find a great event for you and your business, rather than purely focusing on the entry fee.

So, how can you make networking work for you, whatever the setting? I believe there are 3 main professional networking skills to live by, whether you’re attending face to face or over a video conferencing system.

1) Find the right events for your business and commit to them for the long-term

Hopping about onto different networking groups is never a good idea. You may know that your business is fantastic and has a lot to offer, but can you really achieve that solid belief with attendees in a one-off visit in just a 60 second pitch? Whilst you may get one-off enquiries, the potential to build long term relationships that will really benefit your business is greatly reduced. That’s why membership groups like  www.yourbusiness matters/connections club work as people are committed to attending regularly. That regular attendance leads to long-term, mutually beneficial relationships. One of my members recently said ‘I have achieved more business through Covid than I did in the whole of last year. I know that this is down to the quality of relationships and trust I’ve built in this group over the last 2 years.’

2) Don’t sell to the room, focus on building strategic relationships

Whether you’re networking online or face-to-face, this will always stand firm. Let’s face it, if you went on a first date with someone, would you expect them to accept a marriage proposal from you instantly? Would you enjoy hearing all about them and their lives with them taking zero interest in finding out about you? No! The same is true in business. It takes time to build trust, to get to know each other and to discover the dynamics of each other’s businesses. It’s only when this trust and understanding is solidified (and mutual) that fellow members will be comfortable referring you to their contacts or utilising your services themselves.

3) Keep it interesting, keep it professional

Humans by nature can be easily distracted. In a face-to-face setting, people may have whispered conversations with those who are sitting near them or perhaps start people watching. Moving networking online has brought a whole host of new distractions; the TV in the background, the hungry or bored child jumping in or the latest Amazon delivery turning up! Some people are also fond of multi-tasking while networking over video calls, getting up from their desks, searching for something in a filing cabinet or even sending emails. Whilst you may be a seasoned multi-tasker and are still taking in what people are saying, it may not appear that way to the speakers. It can be nerve-wracking to speak in front of people, so giving them your full attention is one way to help them feel more comfortable and not worrying that you aren’t interested.

On the flip side, wherever you’re networking, if you’re delivering your 60 second pitch or presenting a longer slot, keep it interesting! Involving the attendees by asking them questions or focusing your content on what would be useful to them is a great way to keep the room engaged. Finally, when thinking about professionalism, don’t forget your dress code. Pyjamas may be perfect when you have a day of no calls with your head down working, but it isn’t right for networking. My rule of thumb is, if you wouldn’t wear it in person, then don’t wear it on Zoom!

What is the future for networking?

As we continue to navigate through a world living with Covid, we’ll continue to see different types of networking. Some events will go back to being in person but may be a lot smaller. Other events will stay online for the foreseeable future and some may be a mixture of both. There are and always will be huge benefits of business networking, but your success will ultimately be determined by the way you approach them.

If you’d like to find out more about Your Business Matters Connections events  contact barbara@yourbusinesdev.wpenginepowered.com or call on 07504 946 585 or book a free conversation here .