Grow Your Business Online

Events organised by Women in Business, run by the Australian Government, are also high on her list. “They’re really good because they’re free, and they have good speakers,” she says. “I tend now to do a lot of networking events that I’m interested in, rather than just going for the sake of going, because that way you know you’re definitely going to get something out of it.” Women in Business organises between four to six events a year.

Her advice for maximising these events? “Always have business cards in your bag, you never know when you’ll meet somebody.” This advice also extends to everyday activities, including socialising with friends. “It’s something you have to see as a holistic approach, rather than just Tuesday nights at seven I’m networking and the rest of the time I’m not.”

The holistic approach fits perfectly with Stafford’s criteria for developing a networking plan. Besides being constantly ready to network, she recommends attending events regularly rather than moving around and not leaving anyone with a positive impression. “It’s important to get to know people over a period of time. A lot of people make the mistake of attending one networking event, meeting a lot of people, then another one, then another one, there’s no consistency,” she says. “Attend them regularly, attend them well.”

It’s also important to know who your target market is, so you can later assess the charter of each networking group, and choose one with events relevant to your business. “Don’t waste time with people who are not potential referrers or potential clients,” explains Stafford. The group you eventually decide to join should not only be good for networking, but should also support you in your professional development.

After joining a networking group, you need to be prepared to connect other people within the group. “Be in the organisation with a spirit of willing to give, rather than receive, and it will come back to you,” says Stafford. “There’s enough business in the world for everybody.”

Always turn up prepared to an event, and early if possible. You’ll gain the opportunity to meet the host, the most influential person in the room. This will also allow you to scan name-tags so you know who to meet and what you want to talk about, so you’re ready once the conversation gets going.

Finally, make sure all quality conversations are followed up, even if you just send an email. “There’s no point to networking unless you actually follow up.”

Online Option

Keeping in touch has become easier. Like everything in life, social networking has evolved and gone online. Online social networks, made popular by teens who share their personal details on sites like Facebook and MySpace, now come in all shapes and sizes, including GrowCo and LinkMe. While most professional online networks have a small membership fee, they make up for it with their range of services.

Also, for those with no experience in networking, the online environment is much less intimidating, says Fletcher, who founded GrowCo for this reason. “I’ve been there and seen how hard it can be and how nervous people get, and how they don’t want to talk to people because they don’t want to be seen as pushy,” she says. “It’s kind of scary, walking into a room on your own and talking about what you do to other people, especially when you first start out, because you don’t have as much confidence.”

Websites like GrowCo allow you to ease into networking without the pressure of face-to-face interaction, and if you find they suit your needs, you can choose to continue networking purely online. “I think that really helps people get over their initial nervousness,” Fletcher says.