The benefits of networking

For some it represents a serious and measurable business generation tool, while for others it is nothing more than a costly talking shop. Love it or hate it, business networking has become an accepted and ever-increasing part of the world of business. Whether you build relationships over breakfast, launch your new product over lunch or discuss strategies over dinner, there will be a network near you that is just waiting for your subscription.

So why is networking favoured in particular by women? Well, with more and more women making up the workforce in the UK (currently 47% and growing), more women than ever are seeking support and mentoring from others. Networking seems to offer these resources in a safe, non-threatening environment.
What women want
Women have cited the following qualities they look for in a networking organisation:
• A non-threatening environment where they are not forced to take to the stage
• The opportunity to connect with like-minded individuals, even those in the same sector or business as themselves
• A sense of community
• The opportunity to learn from more experienced business people
• A social aspect to the group
A woman’s experience of starting and running a business in the early years can be very different from their male counterparts’, making it more important for them to have peer group contact, access to networks and high quality pre-start up support. A key advantage of networking for women is its ability to help them build the courage and self-confidence to believe they can successfully start and run a business. Successful female role models act as an inspiration for many women considering starting a business, particularly if they are prepared to share their learning with their network. For this reason there are many women-only networking groups springing up nationwide.
Top tips for successful networking
• Take plenty of business cards with you, as well as flyers if appropriate. These do not need to be expensively produced – they can be printed on a home PC.
• Practise your ‘elevator pitch’, that is the 30-60-second pitch in which you can explain your business, your product or better still the benefits it provides to its clients. Include not only who your ideal clients are, but also who they are not
• Keep a few opening lines up your sleeve for the informal chat part; questions about the other person’s business are always useful, as they buy you a little time to collect your thoughts, as well as giving you the opportunity to assess whether that person is a potential client (or a client-getter)
• Go along with a mindset to enjoy it – at least the food if nothing else!