I have a confession to make. I used to hate networking.
My firm would regularly send me to business events and I had absolutely no idea what I was supposed to do. Put me in front of 250 people with a lectern, a laptop and a PowerPoint presentation and I wouldn't bat an eyelid. Ask me to walk into a room full of strangers, coffee in hand, and strike up conversations... that was an entirely different challenge.
Then I started my own consultancy.
It didn't take long to realise that clients don't magically appear because you've got a good website or an active LinkedIn profile. If nobody knows who you are, they're unlikely to buy from you. Reluctantly, I took the plunge and, to my surprise, discovered that I actually enjoyed networking.

Not every event, admittedly. Some are excellent. Some are forgettable. And every now and then you wonder whether you'd have achieved more by staying in the office and writing a blog!

What I have learnt, though, is that networking is one of the most misunderstood activities in business.

There isn't a "best" networking group

People often ask me which is the best networking organisation.

The honest answer is that there isn't one.

The best network is simply the one that helps you build relationships with the people who matter to your business. It could be a structured referral organisation, a Chamber of Commerce, a sector-specific group, an informal breakfast meeting or even LinkedIn. It depends on your business, your customers and your personality.

Free or Paid

The real question is never whether a network is free or paid. It's whether it gets you in front of the right people.

Different businesses need different networks

• Businesses selling mainly to other businesses often benefit from networking with professional advisers and business owners who can introduce work or become trusted partners.
• Businesses selling directly to consumers may gain greater value from community events, exhibitions, sponsorship and local business groups.
• Many businesses do both, which is why a mixture of networking activities is often the most effective approach.

“Be interested before trying to be interesting.”

Networking is about relationships

The biggest lesson I have learnt is that networking isn't really about selling.
It's about building relationships, finding people you trust and becoming someone others trust.
As business owners we all need people we can recommend with confidence, and those relationships develop over time through consistency rather than a single meeting.

One final thought…

If there's one thing I've learnt over the years, it's that networking isn't a sales technique; it's simply another way of building relationships.
Some of the people I've met have become clients. Others have introduced me to clients years after we first met. Some have become trusted advisers whose opinions I value, while others have become friends.
I've also learnt that it's perfectly acceptable to walk away from a network that isn't right for you. Life is too short to spend every month attending meetings that you don't enjoy or that don't help your business.
Whether you choose a free network, a paid membership organisation, a Chamber of Commerce, a sector-specific group or simply make better use of LinkedIn, the principles remain exactly the same.

• Be interested before trying to be interesting.
• Be prepared to listen more than you speak.
• Take opportunities to help other people without expecting anything in return.
• My experience is that if you do these things then business is more likely to follow.