Networking: building valuable relationships

What is networking?

When you network, you make new contacts or maintain your existing network. Networking is about building relationships in which you have something to offer the other person and/or the other person can help you further.

You can network both online and offline. Online, for instance, you tell your story using a company profile on networking sites, such as LinkedIn or Higher Level, the Entrepreneur Forum of the Netherlands. Or you can take part in an online meeting, training, or course. Networking offline, you can think of company get-togethers, trade and regional networks, conferences, and training courses. 

This article focuses on business networking – but you can network anwhere. At a birthday party, in your local café, or in the playground. Who knows, maybe the person you spontaneously chat to knows an aunt, neighbour, or colleague who needs your service or product. It just depends on what suits you or your company.

Why network?

Research carried out by KVK found that networking is the main way many self-employed people find new customers. When you network regularly, you make your business known within your sector. By making yourself visible, you increase the chance that people will think of you when they need your products or services. This  can ultimately lead to more customers and more sales. 

“With networking, you get to know new people who can recommend you to others at a later date,” says Judith Smits. She organises the Networking Show and wrote the networking book The FUN Factor. Smits, for example, got a new speaking job through Marie after they met at an event. Afterward, Marie noticed that her organisation was struggling with networking. She thought of Smits and put them in touch. “People want to help each other,” Smits says. “I got a new assignment and Marie had a good feeling because she helped both of us.”

Networking is about making new contacts or maintaining your existing network. It is about building relationships in which you mean something to the other person or the other person can help you further.
Networking can be done online and offline. Online, you can share knowledge and insights from your field. You can send connection requests on networking sites such as LinkedIn or Higher Level. Or participate in an online event such as an interactive lecture or webinar. Offline networking includes company drinks, trade fairs, regional events, conferences, or training courses.

Why network?

When networking regularly, you make your business known to a new group of people. By making yourself visible, you increase the chance that people will think of you when they need your products or services. This can ultimately lead to more customers and more turnover.

‘Networking allows you to meet new people who can recommend you to others at a later date,’ says Judith Smits. She organises the Netwerkshow and wrote the book De FUNfactor. Smits, for example, got a new speaking gig through Marie, whom she met at an event. After their meeting, Marie noticed that her colleagues were struggling with networking. She thought of Smits and put them in touch with each other. ‘People want to help each other,’ says Smits. ‘I got a new job and Marie felt good because she helped us both.’

Practical networking tips

Use networking as a marketing tool or learn from others. Ensure that you not only establish initial contact, but also follow up. That is where the real profit lies. Discover how to use networking successfully with the tips below from Smits.

1. Go to relevant networking events

   Attend networking events with a speaker or theme that you find interesting. If you have shared interests, it will be easier to connect with strangers. Set a goal for this visit, such as meeting with experts or collecting 10 email addresses. Look at the (online) guest list for the networking event. Decide which people can help you achieve your goal and get in touch with them in advance. For example, you can send a connection request on LinkedIn. Send them a personal message discussing the event and why you would like to get in touch.

2. Approach a group of people

   2 people are usually already engaged in conversation, which makes it more difficult to join in. Before approaching someone, observe their body language. If people are talking and standing directly opposite each other, they are less open to another conversation partner. If, on the other hand, they have a more open posture and are standing at an angle or looking around a bit, you can certainly try to join them.

3. Show interest in the other person

   During a networking event, do not immediately start agressively pitching your company but keep a relaxed and open attitude. First show interest in the other person and from there see if you connect with them and whether you can be of service to each other. For example, ask something about the content of the event, such as which sessions the other person attended. Remember that you are not just talking to the person in front of you. You are also indirectly talking to their network. So, round up your conversation positively and listen attentively, so that the other person leaves with a good feeling and may recommend you to someone else at a later date.

4. Make sure your pitch sticks

   Your pitch is important, but avoid just sending information. “Think of different pitches, of one or 2 sentences", so you always have a suitable story ready when you need it. "For example, I am a speaker, I do interim jobs and I am a mother. If the person works with interim speakers, I will respond from a business angle when I tell them who I am. ”

5. Keep your conversation short

   On average successful networking conversation lasts 5 minutes. In that time, you can already lay a good foundation. You can talk to many more people than you initially think. Smits sees people talking to the same person for hours at networking events. For example, with the colleague they arrived with. "By doing so, you rob yourself of new connections, but also your conversation partner.

6. Exchange contact details

   Share your business card or link with each other using the QR code on the LinkedIn app on your mobile phone. Keep track of who you have spoken to, for example in a CRM file or a programme such as Excel. Sometimes you speak to so many people that you forget valuable contacts if you do not save them somewhere immediately.

7. Follow up on a conversation or meeting.

   The most important tip if you want to get the most out of networking: keep in touch. Send another message via LinkedIn after a while if you have a good reason. This could be anything, perhaps you have read or heard something interesting in the media that is relevant to their business. Or maybe the person you spoke to could be of interest to someone in your own network. By helping the other person first, they are more likely to think of you when an interesting assignment comes up.