As an executive coach, I often work with small business owners overwhelmed by aggressive networking expectations. We’ve all heard the advice: “Attend conferences! Join the Chamber of Commerce!”
Here’s the thing. While these are all great ways to build relationships and find new handholds for growing your business, they are not the only way. In fact, for most small business owners, these traditional strategies may not be the most effective use of time.
Here are some key strategies that I recommend to my clients based on their most common networking frustrations.
“I’m feeling overwhelmed and time-strapped”
Being a small business owner is a big lift, so rather than committing to full-day conferences, schedule 15-minute “micro-networking” video chats with potential connections over coffee.
These focused interactions allow you to make meaningful connections without huge time commitments. You can accomplish a lot in short bursts!
Use your existing relationships to turn a potential client or helpful contact. Leverage these dormant ties for introductions to fresh opportunities.
“I’m struggling to break into new circles or industries”
If you’re looking to expand into new spaces, volunteering for a cause you’re passionate about allows you to network beyond your immediate industry.
Giving back builds goodwill and connects you with like-minded professionals in unexpected places. Get creative–find opportunities outside of your industry or niche.
Here’s a fun one that pays dividends once you get started: Position yourself as a thought leader by offering workshops, trainings, or webinars. As you generously share your expertise, you organically attract the attention of ideal potential clients.
“I feel uncomfortable in traditional networking settings”
Sometimes, showing up to those massive conference halls can be overwhelming. When struggling to break the ice, start conversations organically by finding common ground.
These connections thrive on giving value. Offer helpful ideas, resources, or connections without expecting anything in immediate return. People are more open when they don’t feel pressured.
It also helps to practice a short, genuine elevator pitch summarizing what you offer. When you’re clear on your value, conversations flow easily.
Other surprisingly effective strategies
Here are some other strategies that can work for you.
Launch or join a podcast: Consider becoming a guest on an industry podcast. This allows you to broadcast your message to a wider audience and forge connections with the host and listeners.
Get social: Collaborate with complementary businesses on co-branded social media contests, challenges, or giveaways. Creative partnerships stretch your collective reach and engagement.
Open your office door: Offer short “office hour” consultations or Q&A sessions to share your expertise. Freely giving your advice positions you as an invaluable resource.
The key to masterful networking is being genuine, following up consistently without being “salesy,” and focusing conversations on creating value rather than immediate gain. Try out a few of these tactics and see if you notice a difference in your networking value!
