(5 minute read – networking)
Hi There accounting fans!
It’s time to take a break from the accounting stuff and talk about networking! Networking is super important for all business owners everywhere. It is DOUBLE more so if you are a side-hustler trying to start up. So before we go any further, let’s address the question:
What is networking?
Networking is, simply put, the act of building up a working net of contacts (hence net-work). Practically speaking, it is going out and meeting people and creating connections. Creating connections are important regardless if you are a business owner or a career-driven employee. Even if you are a stay at home parent, connections are STILL important (playdates don’t organise themselves!!). All through life we are constantly creating connections everywhere we go. We have friends, acquaintances, social media contacts and other people that we see regularly as we go about our daily lives.
So no, networking isn’t hard. In fact, you’ve been doing it most of your life. So in this simple guide, we’re going to look at how we can leverage our natural tendency to connect with one another and use that to grow our business.
Step #1: Sign up with your local chamber of commerce for networking
A great place to start is to check out your local chamber of commerce. Just type in search ‘Chamber of commerce near me’ and you should have one that is within driving distance of you!
Chambers of commerce are great places to start connecting with other business owners in your area. I’m part of the Waikato Chamber of Commerce which regularly runs events after 4pm and early in the morning before 8am – so it’s ideal for side hustlers who want to fit in some networking before and after working hours.
Chambers of commerce sometimes run online events (as is the norm these days) and you can still join these from the comfort of your own home!
Step #2: Find the right networking business groups on social media
Ok, so you don’t want to sign up for ALL THE GROUPS but you definitely want to focus for groups that are relevant to you. If you’re reading this article, you may have clicked on it through such a group! Business groups are a great place to connect with other business owners, market your services (if allowed) and share your knowledge with the business community.
A great place to start is to join a local business group. I’m part of the Small Business NZ group (and a few others) which have helped me connect with some truly amazing people (and potential customers).
From there, you can have a think about what sort of people you want to connect with. If you are looking for other female entrepreneurs, search up female business owner groups. If you are looking for like minded individuals – try joining an industry group for your industry. You may want to engage with users of your product/services, so you could join groups that cater to them. An example would be a character portrait artist joining the local Dungeons and Dragons/Fantasy fan group to market their services.
Step #3: Network well!
The strategy is the same, whether you are networking digitally or in person. You want to introduce yourself, show a genuine interest in the other person’s issues and offer your help only if you can actually help them. A common mistake in networking (online especially) is a tendency to oversell yourself. In most cases, people don’t like being sold to. I myself have been guilty of pushing my accounting services at the slightest mention of tax on any social media post (I’m working on it!).
If networking in person, people will be less forthcoming with their issues. People tend to have a veneer of confidence that we put up when meeting individuals in person. In such cases, you will want to talk a little bit about yourself and your business and show a genuine interest in what the other person does. Make them feel like what they do is the most coolest, most awesomest thing in the world. And then when they have a job that requires your expertise, they will think of you.
Networking online is very different. Often in social media, individuals will post up problems and issues (as in the case with small business groups). Most people (including myself) have a tendency to push their services without trying to help resolve the problem the individual is facing. I try my best to avoid this. No one needs yet another accountant posting on their ‘tax help needed’ post without actually answering their issue. Nowadays I like to put myself in the poster’s shoes – I try to consider what is it that they need help with. From there I will offer to the best of my abilities, my advice on how they can resolve their situation. And then I end the comment with a ‘if you need more help feel free to PM me,’. Most of them never get back, but some do, and now they’re satisfied clients of my firm.
Step #4: Let people know you’re still there for them.
For face to face contacts – this can be difficult as the context for starting a new conversation can be challenging. But sometimes it is as easy as sending an email asking how they are doing and if they’d like to catch up sometime soon.
For digital contacts, this is a lot easier to do. If you are part of a social media group – posting regularly on that group will let other members know that you are there. Done with the right posts/contents at a reasonable interval, you can establish yourself as an expert in your area. Be active in commenting on other people’s posts, especially if you have the right advice/skills that can help them. Remember not to sell yourself too hard though! It is important to come across as genuine and wanting to help people instead of just being after their money (although, let’s be honest – that’s why you’re there right?).
But there’s more to networking than just that!
Obviously there is more. Once we start diving off the deep end of content marketing and customer engagement, there is so much more that can be said about building effective networks. Networking is not only the process of creating the initial contact, it is also about retaining and maintaing those contacts as time goes by.
If you want to graduate from being a side-hustler to having your full-time business, networking correctly will help you get the right start on your entrepreneurship journey.
Until then,
Stay positive!
Sam