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Networking is a huge part of the business world. Networking can bring you everything from a new deal to venture capitalist funding to a new career. Doing business networking in a social environment can be a challenge, however. There are benefits, but going about it the wrong way can hurt you more than if the encounter had never happened in the first place. Before you try and bring your social world and your business world together, consider the benefits and risks of social and business networking.
Networking at a social event in hopes of making business contacts can be very successful. People are more relaxed in a social setting. Their guard is down; they are not on the prowl for new contacts nor are they waiting to dissect any pitch that comes their way. In the company of family and friends, people will let their hair down and be open to making new social connections. This kind of environment can let you approach people who may be too busy to talk to you normally, or people whom you find intimidating in a business setting. Networking at a social event means you don’t even have to talk business. You can cement a social relationship with someone that in turns opens the door for a business relationship.
If you find networking events like trade shows and meet and greets nerve wracking, then networking at a social event may be just the ticket for your. With the pressure off, you may find you are more successful at making connections with people that you can later build up in your career. If you have to do some networking in a more traditional environment, social occasions can be a great training ground.
Using a social event for business networking can be a potential minefield, though. It is essential you pay attention a few rules of etiquette and take note of the social cues around you. First, consider the kind of event you are attending. A party that involves a lot of mingling or working the room may be an appropriate venue for you to seize the opportunity to make a few new business contacts. On the other hand, maybe your friend’s wedding reception is not the place to make the rounds pitching your services or products. If you want to be successful at using a social opportunity for business networking, then you need to be adept at identifying which kinds of events have the potential to provide you with great contacts and which events will just make you look like the most annoying party guest in the room.
You also need to pay close attention to the reaction of the people to whom you are speaking. Some people do not appreciate someone encroaching on their personal time with shop talk for any number of reasons. If you see their eyes glazing over or frantically looking for an escape route, back off. If you’re not sure, don’t be afraid to speak up and ask if it’s ok to talk business for a few minutes. If it just doesn’t feel right, tell the person it was nice to meet them, and offer to swap business cards so you can arrange a more appropriate time to talk. Rather than letting that golden opportunity slip away, your new contact will appreciate your respect of their boundaries and be all the more willing to talk to you in the future.
Social events can be a goldmine for someone trying to build up their network of contacts. Play your cards right, and soon you’ll be the one at the party all the business people want a few minutes with.
