The 3 biggest reasons why people fail at networking

Networking can be daunting for some, and more so when it comes to understanding how it can help in your business success. We have listed the 3 main reasons why people do not succeed when it comes to networking. Networking does work, you just have to make it work for you. 

1: Selling to the room 

A popular misconception is that you need to turn up to an event and ‘sell’ to people directly, but this could not be further from the truth. Instead, networking should be focused on 'selling through the room' to the people they know, or forming connections and relationships with people who may not necessarily need your services right now but can provide valuable connections down the line. 

Once people know, like and trust you, they will consistently refer work to you. 

2: Not making it easy for people to refer to them

We've all been there when someone asks “What do you do?” and it's hard to give an accurate and concise explanation in a sentence or two. Well, the fact of the matter is if you don't know exactly what you do or how you can help solve problems for your customers, then it will be even more difficult for those you come into contact with to explain it to someone else and pass your business along. 

The solution? Be specific when you explain what it is you do, who it is that you help and how you help them. If you can name a certain business type, an industry, even specific people and businesses - that makes it easier for others to spread the word about the amazing work that you do, and most importantly, get you more business. 

3: Not putting effort into referring other people

A lot of people go to networking events with one goal in mind — getting work — but what they don't realise is that it's a two-way street. In order to succeed, it's important to give first, before you expect to get something in return. The famous saying, “The more you give, the more you get” has some truth to it. That's why it's important to look for ways to help other people and align yourself with people who have similar target markets or expertise as you. If you're a web designer, look for ways to connect with SEO specialists, for example. Someone who you help and pass business to, will be more likely to refer business back your way.  

To sum it up 

To sum up the above, to get more result from networking you simply have to: 
  • Sell through the room and not to it
  • Make it easy for people to refer you by explaining what you do, how you help and who you help
  • Help and give to others as much as you can
These tips will truly help your networking journey. 

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