Written by Networking…
Some consider it to be a “four-letter word” in its own right. When heard, it can cause a knee-jerk reaction, a shudder, or even earn you a look of sheer disgust. While some love to use it in their everyday vocabulary, others loathe even hearing it whispered nearby.
Like social media, networking has become a necessary evil in the continuously oversaturated world we call entrepreneurship. With the explosion of self-employment – especially in the virtual hemisphere – getting in front of someone, shaking hands, kissing babies, smiling, nodding, and exuding confidence in what you do is making all the difference.
Don’t believe me?
From my own experience: I was burned out from networking, so I took off – per Facebook – 36 weeks (the last time Facebook said I had signed into my local networking Facebook groups). Nine months of just working – no networking, no schmoozing, no getting to know others in my industry. Want to know what happened? I was forgotten.
Out of sight, out of mind is real. My name was no longer spoken in rooms because I had become a ghost. I was no longer top of mind because I wasn’t there to be remembered. I stopped being the go-to referral because, by not showing up – even in a small capacity – I was telling the world, “I am far too busy to be sent referrals; feel free to move on to the next person.”
Now, while in my case at the time that was true and I had shut down my pipeline for new clients, if it wasn’t (and for some it isn’t – they just need a break from the cost, time commitment, and overwhelm), the adage “you get out what you put in” rings true. If you don’t show up to represent your business, to breathe life into the room, to make sure you are remembered in some way – your business will suffer.
For those with a unique business, your shelf life may be a little longer.
For instance, I was able to refer a commercial real estate agent because the woman I met at a WBL speed networking event was the only one I had ever come across. Same with a social media manager and web designer who focuses only on local brick and mortar businesses – she stayed top of mind for me. When someone mentioned doing a video series for local businesses, she was the first person I thought of.
But here’s the kicker: when I mentioned her to another associate who had met her before, they had no idea who I was talking about – because she hadn’t shown up in that space in a long time.
What I’ve heard from others
At the last few networking events I’ve attended – where we’ve sat around the metaphorical campfire – the same theme keeps coming up: the need to network and get in front of people. Along with that comes the same complaint: they aren’t being heard on social media, organic traffic isn’t flowing, and they’re getting lost in the noise. They want to be seen and heard, and getting out from behind a screen and into a room seems to be the only way to do that.
We try our best as entrepreneurs to show up in different ways: building offers, taking coffee chats, hosting consultation calls, or using paid marketing. But one of the most effective ways to show up for your business is to physically step into a room and represent it.
The need to prove you are human
As our world shifts – with the ever-growing presence of AI – people are craving human verification. We want to know the person behind the blog, video, or email is real. Are they as articulate in person as they are in writing (or is AI writing everything)? Are they as capable as they appear (or is AI doing most of the heavy lifting)?
So if you’re like me and the idea of networking makes you want to find the nearest exit, trust me – the more AI impacts our world, the more people will want you to show up in person and prove you are who you say you are. That you can do what you say you can do. That you are someone they actually want to refer, work with, or collaborate with.
I know it’s been cozy sitting in that office chair, working in your pajamas (this can’t just be me), but it’s time to pivot back into the real world.
Write your own rules
With that being said, do what works for you. If the idea of three networking events a week – twelve a month – makes you want to cry, don’t do it. Focus your energy where you know you’ll see a return on your investment.
If your work is centralized in a specific city or region, lean into chamber networking. If your niche serves a specific demographic, prioritize communities that align with that. If you’re unsure, explore groups online – most have Facebook pages or social accounts that give insight into their members and structure. For example, if you only have daytime availability and they meet at night, it’s not a good fit.
Word of advice from your favorite introvert (just let me have this): networking in a group may seem intimidating, but I would take it over a 1:1 coffee chat any day. Why? Because you’re probably not the only one feeling uncomfortable in the room.
That said – make sure the structure works for you. If you need to reach out to the group coordinator and ask how their meetings run, do that. No one likes to be blindsided.
Networking where everyone goes around in a circle is a lot different (and less anxiety-inducing) than being thrown into a room with no structure and told to mingle. That not only forces you out of your comfort zone, but also requires you to start conversations, engage, and interact – which can be very off-putting.
There’s something about being in a group, where you can listen and observe, that brings a sense of ease. As much as I love the energy of one particular local networking group, their “shove everyone in a room and talk amongst yourselves” approach is exactly why I rarely go to their events.
If you’re still unsure, bring a friend – or bring something comforting. For the longest time, I brought a book with me. If I felt overwhelmed, I’d step away, read for a few minutes, and reset. No one says you can’t be a wallflower the first time around to get a feel for the community. I’ve walked into networking events, given them a chance, and walked out saying “never again.” There is nothing wrong with that!
Networking doesn’t have to be a dirty word or something that triggers fear. It can be whatever you make it – but you do need to show up if you want your business to be remembered.
Nothing – absolutely nothing – has a stronger ROI than word of mouth.
Stay Connected
Enjoy the tips we periodically share here? Why not get them straight your inbox. Sign up today and stay connected with our latest tools, tips, discounts and more.
