The Beginner's Guide

to Business Networking
How to use Business Networking to Grow Your
Small Business
 © Copyright 2022-Mark Howard
All rights reserved.
The content contained within this book may not be reproduced,
duplicated, or transmitted without direct written permission from the author
or the publisher.
Under no circumstances will any blame or legal responsibility be held
against the publisher, or author, for any damages, reparation, or monetary
loss due to the information contained within this book, either directly or
indirectly.
 Forward
T he Beginner's Guide to Business Networking is a book that covers the
basics of networking for business owners and entrepreneurs. The book
goes over different aspects of networking, such as how to build
relationships, how to increase brand awareness, and how to generate sales.
The book also includes advice on how to make the most out of networking
events and how to avoid common mistakes.
If you are a business owner or entrepreneur who is looking to learn
more about networking, then this book is for you. The Beginner's Guide to
Business Networking will teach you the basics of networking and help you
build relationships that can benefit your business. Buy this book today and
start networking your way to success!
 Table of contents
Introduction
What is business networking?
How To Read This Book
Chapter 1: What Is Business Networking?
Chapter 2: The Objectives of Business Networking
Chapter 3: The Benefits of Business Networking
Chapter 4: How to Get the Most Out of Business Networking Events
Chapter 5: Business Networking Tips for Success
Before the meeting
At the meeting
Working the room
During the meeting
Preparing the elevator pitch
The General Pitch
The Specific Pitch
The Story Pitch
The showcase pitch
The story about the business coach.
Follow up
How to get the best from a one-to-one meeting
How to invite someone to a one-to-one meeting
What is a one-to-one profile sheet?
Be a great listener
Understanding selling signals and how to use them
Connect Socially
 Email Marketing List
Testimonials
What are referrals exactly?
Chapter 6: Networking Online
Using LinkedIn for networking
Conclusion
Next Steps
About the author
Research and Resources
 Introduction

B usiness networking is a process of building relationships with other

business owners and professionals in order to exchange information
and ideas and develop new business opportunities. It can be an effective
way to build your brand, expand your client base, generate new sales, and
build a reputation for trustworthiness and expertise.
For entrepreneurs and new business owners, business networking can
be an essential tool for success. But if you've never done it before, the
prospect of attending a networking event can be daunting.
This guide will walk you through the basics of business networking,
from how to prepare for a networking event to how to follow up after
meeting someone new. By the end, you'll have the knowledge and
confidence you need to start networking like a pro.

What is business networking?

Business networking is the process of building relationships with other
business owners and professionals in order to exchange information and
ideas and develop new business opportunities. It can be an effective way to
build your brand, expand your client base, generate new sales, and build a
reputation for trustworthiness and expertise.
When I first started my business I found trying to get clients and trying
to market my business very difficult and I tried all different types of ideas to
find the best way to run my business, including fly drops advertising and
paper advertising and so on but none of it really worked. The reason it
didn't work is that although it got my brand out to the marketplace, I was
unable to build my trust value around my business.
This all changed around about 2006 when I was introduced to the
concept of business networking and I was taken to a networking event for
the very first time. Believe me, it was very very nerve-racking and I really
don't know what to expect but looking back on this now it was the
cornerstone and the foundation for my business success going forward.
What I’m looking to do in this book is help you as the business owner
to get the best out of your networking events and to avoid the mistakes that
I made so when you go there you know exactly what you got to do how to
do it and how to walk away with that all-important connection for your
business.
Networking is not about getting sales from day one. Rather it's about
building up your brand, building up your knowledge your skills and most
importantly, building up a trusted group of people who recommend you and
become your salesforce.
Did you know that nearly 70% of businesses fail within their first year?
This is a shocking statistic, but it's one that is all too common. The good
news is that business networking can help you avoid this fate. By building a
strong network of contacts, you can increase your brand awareness, bring in
more sales, and build a reputation of trustworthiness. In other words,
networking is essential for any business owner who wants to succeed.
Some years ago I was a keynote speaker at a conference in South
Africa. I was asked at the end of my talk what was the biggest mistake new
businesses made and the one advice that I could give them.
My reply was that when someone starts a business they tend to have a
budget to get going and often this budget is limited. Consequently the new
business owner will try and spread this budget out over all the areas of
marketing that they can with the end result being that they get nothing in
return due to poor advice or lack of market testing.
For example, small business owners will spend thousands on getting a
new website built when in reality most new businesses do not need a
website for the first 6 to 8 months of trading.
The best trusted and tested place to put some of your budget is into
joining a referral networking group such as BNI. Not only will it help a new
business to grow their brand and client base, but the new business owner
will benefit from training and support from it's existing members.
 I understand that networking meetings and events is not for everyone,
but it is right for every type of business. The chances are if you are not
doing it, then you competitors will be!
If you're new to the world of business networking, this guide will teach
you everything you need to know. From understanding the basics of
networking etiquette to mastering the art of small talk, you'll be ready to hit
the ground running in no time.
Most people believe that business networking is all about shaking
hands and passing out business cards. While this may be a part of it,
business networking is so much more. When done correctly, business
networking can help you increase your brand awareness, build your client
base, bring in more sales, and build a reputation. It can also help you build a
trust element in your business. The key is to remember that business
networking is not about selling, but about building relationships. If you can
keep this in mind, you will be well on your way to success.
This book is perfect for entrepreneurs and new business owners who
have never gone to business networking before. By networking for your
business, you will be able to increase brand awareness, build your client
base, bring in more sales, and build a reputation. This book will teach you
everything you need to know about business networking so that you can
start reaping the benefits for your business.
This book is not for businesses that are already well-established and
have been networking for years. If you are already comfortable with
networking and have seen success from it, then this book is not for you.
Some people may be sceptical about business networking because they
feel that it is not necessary or that it is a waste of time. However, business
networking can be beneficial for many reasons. It can help increase brand
awareness, build client relationships, bring in more sales, and improve
reputation. For new business owners or those starting out, business
networking can be a great way to get connected and learn more about the
industry.
A lot of business books are either too technical, or they're full of fluff
and no substance. This book is different. It's written in a simple, easy-to-
understand language that anyone can follow. And, it's packed with
actionable tips and strategies that you can start using right away to see
results.
This book is also different because it's not just about networking. It's
about building relationships. Relationships are the key to success in
business networking. The right relationships can open doors, provide
opportunities, and help you achieve your goals.
The strategies in this book will help you build the right relationships
with the right people. You'll learn how to connect with people, how to add
value to those relationships, and how to turn networking into a mutually
beneficial exchange.
If you're ready to start building better relationships and achieving
success in business networking, then this book is for you.
How To Read This Book
This book is designed to be a resource for new business owners and
entrepreneurs who are looking to start networking for their businesses. It
will introduce the basics of networking, how it can benefit your business,
and provide tips and advice on getting the most out of networking events.
If you've never been to a business networking event before, don't worry
- this book will give you all the information you need to get started. And if
you're already a networking pro, you may still find some useful tips and
tricks inside.
 Chapter 1:
What Is Business Networking?

I n its simplest form, business networking is just connecting with other

business owners and professionals. This can be done in person, online, or
both.
There are many different types of networking events, but they all have
one thing in common: they provide an opportunity for you to meet new
people, make connections, and build relationships.
There are two common types of networking meetings.
The first type and the most common type is where local businesses
would just meet together and chat and you got an opportunity to do an
elevator pitch at some point during the meeting. These types of networking
are very good when you're looking to increase your business connections
and you're looking to create affiliations with other local businesses.
The second type of business event is those which are referral
networking. These types of networking meetings tend to focus more on
passing referrals or business referrals between its members and the
meetings tend to be more structured.
Subsequently, these events are better if you are looking to increase your
client base and get more sales into your business.
The referral network meets more regularly, normally on a weekly basis.
They tend to have a higher membership subscription, to get a return on your
investment or look at a build your business quicker than these tend to be a
better and much more productive way to do it.
The best way to see how quickly you get an ROI is to take your
average sale price of one of your services/products and divide that by the
subscription fee. This will give you an idea of how much each referral is
worth to you.
 Depending on which type of networking event you are drawn to, the
key is consistency, being visual at the meetings and ensuring that you attend
every single one that you can when they are available.
Business networking can benefit your business in many ways. It can
help you increase brand awareness, find new customers and clients, make
sales, and build trust and credibility. Networking can also be a great way to
get feedback on your products or services, find mentors and advisors, and
gain valuable insights into your industry.
When you look around today that are so many types of business groups
or business networking organisations that you can join. Some will meet on a
regular basis others will meet maybe once a month and often there will be
some kind of membership connected with some or most of them.
The best way to find out what works for you or which network
organisation best works for you is to try and go to as many as possible (but
not in the same organisation). This will help you to find which type of
business networking organisation is best for your business.
Also, remember size is not everything either. Some of the smaller
groups tend to be more focused on each other, whilst the bigger groups will
tend to be more focused on the business being passed.
For those groups that only allow one profession from each category, it
is worth finding out when your category was last filled. If the person has
only recently left, it will take longer for you to build the relationship
compared to if the person had left some months ago for example.
One of the early traps that people tend to fall into is they feel if they
would keep going to the same meeting as a visitor and not joining or
committing to the group, that they will get work from and this is not the
case with networking as your building relationships, you building trust and
a building a like process.
For this reason, you need to turn to a group that you can commit to and
that you can commit to on a regular basis. So if meeting weekly is better for
you then you need to find a group that meets on a weekly basis. If you
prefer to meet less maybe on a monthly basis then you will need to find a
group that meets on a monthly basis.
 This is important as when you commit to something, it shows that
you're reliable. When you meet regularly in the same group, people will
start to recognise your face and they will get to know you which is very
important in business networking.
What you do not want to do is keep turning up to the same meeting,
maybe a couple of times as a visitor and then disappearing off into the
sunset as this will not work. It takes time to build trust with people and it
takes time for people to get to know you. So if you commit to going along
on a regular basis to the same group, you will find that you will get to know
people a lot better. You will be able to build trust with them and as a result,
you will do business with them.
On occasion, I hear people say that networking does not work, but
often these people have not put the time, energy or effort into it. These
types of people tend not to put the same effort into their businesses as well
and tend to expect quick and easy shortcuts on their business path.
Likewise, you will hear people say that they do not have the time to
commit to networking. Again you need to ask yourself why would anyone
not have the time to market their own business to grow it and get more
clients.
Therefore, in order for business networking to work you need to be
consistent and commit yourself to a particular network or group of like-
minded individuals. Once this is done and you get into the rhythm of things
There are pros and cons to each and every comes down to your
commitment and your time but what you need to ask yourself is networking
about building your business. If this is the case, then time should not be a
factor because networking is part of your business marketing, not
something that you have to do, it's something that you want to be part of.
If you look at any top-performing business, their sales team meets
regularly every week (sometimes daily) to discuss and set goals along with
what services/products need to be pushed that week/month. Marketing
teams will have their own meeting to discuss what needs to be done in order
to increase brand awareness. If these companies feel it is important enough
to have a regular team meeting, then you should be attending regular
networking events in order to help grow your business
 This is not a coincidence, this is a proven fact that if you want to be
successful in networking, you need to make it part of your weekly or daily
routine as part of your sales and marketing strategy.
One of the best things about networking is it's not about selling it's
about building relationships and if you're good at building relationships
then you will find that the sales will come as a result.
The key to successful networking is not about how many business
cards you collect, it's about the quality of the relationships that you build. If
you can commit to going along on a regular basis and building those quality
relationships, then you will find that your business will benefit as a result.
Takeaways:
1. Business networking is the process of establishing and nurturing
relationships with people who have similar interests, goals and
objectives.
2. It involves attending events such as conferences, seminars and
workshops to find potential contacts and build trust within an
industry.
3. Through business networking you can grow your brand awareness,
acquire new leads, learn about the latest trends and exchange
information.
4. Networking can also provide a great opportunity to build lasting
relationships which could open up doors to potential collaborations
with like-minded individuals.
5. When done right, networking can be one of the most powerful
tools in your business’s arsenal and an incredible way of getting
ahead.
 Chapter 2:
The Objectives of Business
Networking

B usiness networking has many objectives. The main objective is to build

relationships with other business owners and professionals in order to
expand your referral network. Other objectives include growing your client
base, generating leads, and building your reputation.
When done correctly, business networking can be a powerful tool to
help you achieve your business goals. However, it is important to keep in
mind that networking is not a quick fix. It takes time and effort to build
relationships and grow your referral network.
Here are some tips to help you make the most of your business
networking:
1. Define your objectives. Before you start networking, it is important
to know what you want to achieve. Do you want to grow your client base?
Generate leads? Build your reputation? Having a clear idea of what you
hope to accomplish will help you stay focused and measure your success.
By defining your objectives, you will be able to better focus your
efforts and make the most of your networking opportunities.
2. Research potential networking events. Not all networking events are
created equal. Some may be more focused on socializing while others may
be more focused on business. It is important to research potential
networking events so that you can find ones that are a good fit for your
objectives.
3. Prepare an elevator pitch. An elevator pitch is a short, persuasive
speech that you can use to introduce yourself and your business to potential
contacts. Having a well-crafted elevator pitch will help you make a good
first impression and leave a lasting impression on potential contacts.
 4. Follow up with your contacts. Once you have made a connection
with someone, it is important to follow up. Send them an email or LinkedIn
message, or give them a call. Staying in touch with your contacts will help
you build deeper relationships and make the most of your networking
opportunities.
5. Create meaningful connections. Networking is about building
relationships, so it's important to create meaningful connections with other
business owners and professionals in the industry. Focus on making genuine
connections with people who share similar interests or goals and don't be
afraid to ask questions.
By taking the time to create meaningful connections, you will be better
positioned to build relationships that can help your business in the long run.
Following these tips will help you make the most of your networking
opportunities and achieve your goals. With practice and determination, you
can become an expert networker and use it to benefit your business
All of these are covered in more detail later in this book.
In marketing, there are three areas which your business will need to go
through with potential clients before they will buy from you and this is the
KNOW, LIKE and TRUST process.
A person needs to know your business. This means they need to know
your brand, what you do and how you can help them.
Then they need to like your business, This is about building rapport
and relationships with potential clients. If they don’t like you or your
business, they are unlikely to buy from you.
Finally, they need to trust your business. This is about having a good
reputation and being seen as an expert in your field. If potential clients
don’t trust you, they are unlikely to do business with you.
Ask yourself this question - why do you buy from certain companies?
It's usually because you either know, like or trust them (or all three). This is
what you need to aim for with your potential clients.
Business networking plays an incredibly important role in the KNOW,
LIKE and TRUST process. Through developing your network of contacts,
you can help people get to know you and your business, build relationships
with them and become a trusted expert in your field.
The best way to achieve this is through networking. By networking
with potential like-minded businesses in your local area, you are able to
build relationships and grow your referral network.
Business networking is a great way to help build all three of these
elements with potential clients. By getting out there and meeting people,
you are able to increase your brand awareness and build relationships with
potential clients. Over time, this can help you build trust and become an
expert in your field.
Of course, networking is not a quick fix. It takes time and effort to
build relationships and grow your referral network. However, if you are
patient and consistent with your networking efforts, you will be able to
achieve your business goals.
When it comes to business networking this process is taken one stage
further with VISIBILITY, CREDIBILITY and PROFITABILITY.
In order for you to start seeing results in your networking efforts you
need to be present (visibility) and be seen to be an expert in your field
(credibility). This can help you attract potential clients and generate leads.
Finally, you need to be able to convert these leads into paying
customers (profitability). If you are not able to do this, then your
networking efforts will not be profitable for your business.
So there you have it, a brief overview of the importance of business
networking and how it can help your business grow. In the next chapter, we
will take a more in-depth look at each of these concepts so that you can start
putting them into practice in your own business.
Takeaways:
1. Networking helps build relationships and trust with potential
clients.
2. Know, like and trust are the three important elements to consider in
marketing.
3. Visibility, credibility and profitability should be the goals for
business networking efforts.
4. It takes time and effort to build relationships through networking
but will benefit your business long-term if done properly.
5. Networking with like-minded businesses will help grow your
referral network.
 Chapter 3:
The Benefits of Business
Networking

I n the previous chapter, we briefly looked at what business networking is

and how it can help your business. In this chapter, we will take a more in-
depth look at the benefits of business networking and how it can help you
achieve your business goals.
1. Increase brand awareness
One of the main benefits of business networking is that it can help you
increase brand awareness for your business. When you meet new people
and tell them about your business, you are effectively increasing the reach
of your marketing efforts. The more people that know about your business,
the more likely they are to use your products or services.
2. Build relationships
Another benefit of business networking is that it can help you build
relationships with potential clients. By meeting new people and getting to
know them, you are more likely to build trust and rapport. This is important
because people are more likely to do business with someone they know and
trust.
Networking is also good to build business relationships so for example,
an IT company would have a great synergy with a Web company, Social
media company and so on. You can all help each other to grow by referring
businesses to one another. These are often known as power teams and these
teams tend to pass more business to each other due to their client bases
being very similar. It also means that these power teams can refer business
to each other easier because of this similarity.
Another example would trade businesses such as plumbers,
electricians, carpenters and so on, which again can easily refer to each
other.
3. Generate leads
By getting out there and meeting new people, you can increase your
chances of generating more leads for your business. Business networking
makes it easier to meet potential customers who may be interested in what
you have to offer. This means that you can increase the number of potential
customers that are aware of your business and the services that you offer.
4. Build trust and reputation
By meeting new people and having genuine conversations with them,
you can start to build trust. This is important because potential customers
are more likely to do business with someone they trust than someone they
don't know. Building a good reputation is also important as this will help to
increase your credibility and make it easier for potential customers to trust
you.
5. Grow your referral network
Another benefit of business networking is that it can help you grow
your referral network. When you meet new people and build relationships
with them, you are more likely to be referred to their friends and contacts.
This can help you expand your reach and generate more leads for your
business.
When you start networking and the trust element develops, you will
find that other members will start to refer you to their existing contact base.
Referrals are a great introduction as you are personally being recommended
by someone that they already have a relationship with.
Later I will show you how to use this to get referred to your ideal
business, but for now, remember that referrals are a prequalified opportunity
to quote for business.
6. Increase sales
Business networking can also help you increase sales for your business.
When you meet new people and tell them about your products or services,
you are more likely to generate interest and make sales.
 It is easy to feel that you need to offer discounts for members but this
would be the wrong way to go about it. Instead, focus on the quality of your
products or services and the benefits that they offer. This will help you
stand out from the competition and make more sales.
7. Save time
Business networking can also help you save time. When you meet new
people and tell them about your business, you are effectively building your
network. This can save you time in the future because you will already have
a group of people that you can rely on for referrals and introductions.
8. Make new friends
Another benefit of business networking is that it can help you make
new friends. When you meet new people and get to know them, you are
more likely to build relationships and friendships. This is important because
these relationships can help you in both your personal and professional life.
It is still important to understand that these are business colleagues,
however as you are building trust and gaining experience in networking,
you will naturally form new friendships.
9. Get Support & Training
Another benefit of business networking is that it can help you get
support. When you meet new people and get to know them, you are more
likely to find people that can help you with your business. This is important
because having a support network is essential for any business owner.
Most of the members will be seasoned business owners as well as
networkers and as such are there to help and advise. Remember any issues
you are having in business, there is a good chance that they have already
been through it and are able to support you too.
It is worth noting that some (not all) networking groups will have other
business training and development as part of their membership. This can
take many forms but will often be group learning and sharing best practices.
10. Have fun
Last but not least, business networking can also be a lot of fun. When
you meet new people and get to know them, you are more likely to enjoy
yourself. This is important because if you are not enjoying yourself, you are
less likely to stick with it and see the benefits.
Business networking can be a great way to grow your business and
achieve your goals. By meeting new people and building relationships, you
can increase brand awareness, grow your referral network, and save time
and money. In addition, business networking can be a lot of fun and help
you make new friends.
If you are not sure where to start, there are many resources available
online and in libraries that can help you get started. Remember, the key to
successful business networking is building relationships and showing
people that you care. So be sure to take the time to get to know everyone at
your networking events and show them that you are interested in what they
have to offer.
Takeaways:
1. Improve brand awareness
2. Build a referral network
3. Increase sales
4. Save time
5. Make new friends
 Chapter 4:
How to Get the Most Out of
Business Networking Events

I f you're new to business networking, then attending events can be a little

daunting. But don't worry – we've got you covered. In this chapter, we'll
show you how to make the most out of business networking events, so that
you can get the most value for your time and money.
First, let's start with the basics. When you're attending a business
networking event, it's important to remember that you are there to make
connections and build relationships. You're not there to sell your product or
service – that comes later. The goal of networking is to create a rapport with
potential customers and clients so that they will want to do business with
you in the future.
There is an old saying in networking which says to 'sell through the
room, not to the room'. In other words look to educate the members at the
event about you and your business so that they in turn can easily tell their
network of friends, family and clients.
With that in mind, here are my top tips for getting the most out of
business networking events:
1. Dress to impress
When you're meeting potential customers and clients, you want to
make sure that you're making a good first impression. That means dressing
professionally and looking your best. First impressions count, so take the
time to make sure that you look your best.
Dress as if you are going on to a client straight after the meeting. So for
example you would not expect a plumber to arrive in a suit but in their
workwear. Likewise, you would not expect your solicitor to arrive in shorts
and a t-shirt.
 One good tip is to have something that stands out (if you can) maybe if
you wear a stylish hat or have a flower in your lapel. This is being a little
more creative and is called peacocking. It makes you more memorable to
those at the meeting especially when you are following up after the meeting
itself.
2. Arrive early and leave late.
When you arrive early to an event, you'll have the opportunity to
mingle with other attendees before the event gets started. Most business at
networking events is done before the meeting and after the meeting itself.
Arriving early also gives you the chance to talk to the event organizer
and find out more about the meeting. This is a great opportunity to get your
foot in the door and start building relationships with potential customers
and clients.
Members will be interested in you and your business and this open
networking session is the ideal time to arrange to meet with members after
the meeting or at a different time and location.
Leaving late also allows you to continue networking after the event has
officially ended. This is when most people let their guard down and you can
really start to build rapport and relationships.
3. Have a plan.
When you're attending a business networking event, it's important to
have a plan. What are your goals for the event? Who do you want to meet?
What do you want to achieve?
Having a plan will help you to focus your attention and make the most
out of your time at the event.
3. Bring plenty of business cards
You never know who you're going to meet at a business networking
event, so it's always a good idea to bring plenty of business cards. That way,
you can make sure that everyone you meet has your contact information.
I personally use an NFC card from V1ce which can be found at this
link bit.ly/3Ocg5Af
 To use this card (and you only need one) you simply tap a person's
mobile with it and all your contact details automatically appear on their
phone as a new contact. Looks very impressive and certainly leaves an
impression. What's more, you can change the details on the card online
anytime in case you change your contact details.
4. Be personable
When you're networking, it's important to be personable and friendly.
People want to do business with people that they like, so make sure that
you're putting your best foot forward. Smile, make eye contact, and be
interested in what others have to say.
5. Listen more than you talk
When you're networking, it's important to remember that people want
to do business with people that they feel like they know. And the best way
to get to know someone is to listen to them. So, make sure that you're
listening more than you're talking. Ask questions and be interested in what
others have to say.
6. Follow up
One of the most important parts of networking is following up with the
people you meet. Send them an email, give them a call, or connect with
them on social media. Whatever you do, make sure that you stay in touch
and build on the relationships you've started.
We cover this in a lot more detail later in this book.

7. Give more than you take

When you're networking, it's important to remember that people want
to do business with people that they feel like they can trust. And one of the
best ways to build trust is to give more than you take. So, make sure that
you're always looking for ways to help others. Offer your advice, share your
knowledge, and be a resource for others.
8. Be authentic
People can spot a fake a mile away, so when you're networking, it's
important to be authentic. Be yourself and don't try to be someone you're
not. People will appreciate your honesty and integrity, and they'll be more
likely to do business with you as a result.
9. Focus on quality, not quantity
It's better to have a few strong relationships than a lot of superficial
ones. So, when you're networking, focus on quality, not quantity. Seek out
people that you click with and that you can see yourself doing business.
Nurture these relationships and watch them grow.
10. Take notes
There will be a lot going on and might be a little overwhelming. Take a
pad and pen with you and make some notes. This will help you remember
who you've met and what you talked about. You can even jot down a few
ideas for follow-up.
Business networking is a great way to grow your business. By meeting
new people and building relationships, you can increase your brand
awareness, build your client base, bring in more sales, and build a
reputation. Along with all of these benefits, business networking also helps
to build trust in your business.
If you are an entrepreneur or a new business owner, business
networking is a great way to get started. By meeting new people and
building relationships, you can increase your brand awareness, build your
client base, bring in more sales, and build a reputation. Along with all of
these benefits, business networking also helps to build trust in your
business.
For those who are looking to start business networking for the first
time, there are a few things you should keep in mind. First, remember to be
professional. Second, make sure to follow up with the people you meet.
And third, always be prepared to talk about your business.
Business networking is a great way to grow your business. By meeting
new people and building relationships, you can increase your brand
awareness, build your client base, bring in more sales, and build a
reputation. Along with all of these benefits, business networking also helps
to build trust in your business.
Takeaways
1. Be prepared: Before attending a networking event, make sure you
have an elevator pitch ready to go and any relevant materials you
might need.
2. Listen more than you talk: Ask questions and be interested in what
others have to say. People want to do business with people that
they feel like they know, so don't be afraid to show your
personality.
3. Follow up: Send an email, give them a call, or connect with them
on social media after you meet someone. This will help you stay in
touch and build relationships.
4. Give more than you take: Offer your advice, share your
knowledge, and be a resource for others. People want to do
business with people that they feel like they can trust.
5. Focus on quality, not quantity: Seek out people that you click with
and that you can see yourself doing business with. Nurture these
relationships and watch them grow.
 Chapter 5:
Business Networking Tips for
Success

B usiness networking is a process of developing relationships with other

business people and potential customers. The main purpose of business
networking is to exchange information and get referrals. It can also be used
to build relationships that can lead to sales, partnerships, or joint ventures.
The following tips will really help your networking experience go well
and help you to achieve your goals. Remember you are not looking to sell at
the meeting, but looking to create meaningful contacts that will help your
business.

Before the meeting

Once you have found the meeting you are looking to attend, then the
first thing you need to do is to find out who will be there. Will your
competitors be there? Some groups do not allow the same business type in
the room and if this is the case you may not be able to attend in the first
place. Knowing who will be there, gives you the opportunity to research
them before the meeting and most groups have a website which outlines
their current members.
If it is not possible to find out online who is going, then a quick email
to the organiser asking them for a list of attendees will be sufficient.
When you have a list of attendees, look them up online. Check out their
website, social media platforms and any other information that is available
about them. This way when you meet them, you can ask more specific
questions.
It also gives you information on the businesses you want to connect
with and meet at the networking event. Again, a quick email to let that
person know you will be attending the meeting and ask if they can spare
some time in the end for a discovery conversation.

At the meeting
When you arrive at the meeting, make sure you have plenty of business
cards with you. Give your business card to everyone you meet and ask for
their card in return. This is one of the most important things to do at a
networking event as it ensures you have their contact details and they have
yours.
Plan your journey beforehand and try to arrive slightly earlier than the
start time. This allows you to feel comfortable in the meeting and start
networking with the members or those who have visited these events
beforehand. It is easy to feel intimidated especially with seasoned
networkers in a room but remember, these businesses are looking to do
business with companies such as yourself.
It is also worth noting that no one is there to prejudge you or your
products and services. These open networking sessions are the best time for
you to build relationships and start the process of arranging meetings with
other businesses in discovery sessions at a later date.

Working the room

You will often hear or see the phrase Working the room in books but
what exactly does that mean? It means when you arrive at the meeting, take
the time to speak with as many people as possible. Do not just stand or sit in
one corner and wait for others to come to you. Instead, go up to different
groups of people and introduce yourself.
If it is your first time attending a networking event, try not to focus on
selling your business. People are more likely to want to work with you if
they feel comfortable and trust that you know what you are talking about. In
other words, it is important to be friendly and polite when networking.
If you do this correctly, conversations will naturally move from
introductions towards the services and products offered by each person in
the room.
 Of course, this again may be a little daunting, but you tend to find
seasoned networkers at these events will come to you.
On those rare occasions where they don't look for groups of three or
more people talking and just go over and introduce yourself. Groups where
there are two people talking tend to mean they are more often in a private
conversation, however body language is key here too.
For example, if in a group of two you see them facing each other then
this is a closed group and a private conversation. If you see them talking
and there is a slight gap or more of an angle between their bodies then this
is an open group and looking to invite people in.
Too many people put too much emphasis on the working the room
phrase, and in truth, you won't really have any issues meeting and talking to
people, as those there will want to talk to you.
If you do see someone on their own by the coffee area looking around
then take the opportunity and go speak to them. the chances are it's their
first time too.
There is of course the possibility at the networking events, especially
those where they don't lock out competitors that she will bump into your
competitor or someone of a similar industry to yourself.
Even in these circumstances network and get to know them. Maybe
there will be a synergy between the two of you, or you might find that you
are able to help each other out with future projects and concepts.
Finally, at the end of the meeting try and take some time to go back and
speak to those people you have not had a chance to talk with. Doing this
will ensure you get the most out of your networking session.

During the meeting

Depending on the type of network you are attending will depend on the
order as different networking events work slightly differently in their
approach.
In the more structured meetings, you find that they have a specific
script from beginning to end and at some point, during the meeting, you
will be given the opportunity to educate the members in the room about
your business. This part of the meeting is often known as the elevator pitch,
the 60-second round, or even the Minute Manager.
It is best to ensure you have a pen and Notepad with you so you can
make notes of what the members are saying during their elevated pitches,
and also gives you an idea of which additional businesses you may want to
connect with further after the meeting.
Finally, if you are attending your first networking event don't forget to
remind yourself that everyone there was once in the same position as you
and therefore be open to learning and helping others in the room.
Networking is a two-way street and it takes time and patience to reap the
rewards.

Takeaways
1. Be friendly and polite – Remember that people are more likely to
want to work with you if they feel comfortable and trust you.
2. Listen before you speak- Take a few moments to observe the
dynamics of the room and get an idea of who is there, what people
do and how it relates to your business.
3. Ask questions- Asking questions shows the people in the room that
you are genuinely interested in what they do and how it may help
you.
4. Bring business cards – A great way to make sure your contact
details stays with someone after the meeting.

Preparing the elevator pitch

At some point during the meeting, you will be asked to stand and
present your business to the members of the room. Depending on which
event you attend some will ask the members to do this first followed by the
visitors, others may just start with one person and go around the room.
This can be a daunting and nerve-wracking prospect. What you need to
remember, is this is the time for you to let the members of the room know
who it is you are, your business and the type of clients you are looking for.
 As with everything in life, preparation is key to success, and by
preparing your 60 seconds before your meeting and writing it down you
will find that this point in the meeting will go a lot quicker and a lot
smoother for you as well as getting your key points across to the members.
Not everyone is an expert when doing this even the member's struggle,
and it's worth noting that not everyone will get it right. But there is no
reason why if you prepare your 60 seconds and write this down that you
cannot stand in the meeting with it in front of you and read from your
written word.
Over time, you may become more confident about doing this and you
become more confident in your pitch.
You may even find in the future that you can do this without it written
down. I would add however that preparation is still key to any successful
60-second pitch.
There are in fact three different types of 60-second pitches:
1. The general pitch
2. The specific pitch and
3. The story pitch
Regardless of which type of Pitch you decide to use each one is
formatted in exactly the same way. Each one will start with an introduction
i.e. who you are and your business name. It will then go on to the main part
of what you're looking for or how you can add value to other businesses.
Finally, you will finish off with a call to action or just the end of your pitch
reminding people of your business name and yourself.

The General Pitch

The general pitch is more often used by people when they just want to
get across who they are and what their business does and offers. When you
get used to doing the elevator pitch, this might be the best one to start with
and then progress to the specific pitch later on.
The following might be an example of a general pitch that you could
use.
 "Good morning my name is Mark Howard and I am a Digital Business
Mentor.
I help local businesses out when it comes to online marketing, websites,
social media or even their sales funnels that may not be working.
I also work alongside other digital agencies when they have specific
clients who need additional help or are not sure why their client's marketing
is not working 100%
I offer a number of services that help local businesses to train and be
mentored in the right way to ensure that they get a good return on their
investment with my marketing processes and these can be found on my
website www.markhoward.coach.
I am based within Horsham and can work with clients both Nationally
and Internationally and would love to work with any business (regardless of
size) that is stuck with online marketing and really needs help and support.
So, I'm Mark Howard, the Digital Business Mentor
Passionate about growing your business!"
The last part where I say I'm passionate about growing your business is
often called a tagline. it's a good hook or way for someone to remember
your business and many businesses will use them.
For example, Mcdonald's tagline is "I'm Loving it" and Amazon's is
"Work hard, have fun, make history".
It's not necessary to have a tagline in your pitch, but worth it if you
have one or make one go with your business as part of your brand and
identity.
You may also find some members using props to emphasise their point
or their pitch. Personally, I have never been a fan of this and find that some
members go overboard on this. Saying that if you have a product business
i.e. a florist, showing a specific plant or arrangement would certainly bring
your pitch alive.

The Specific Pitch

 The specific pitch is more tailored towards an individual or business
and what you can do for them. It is often used when there is something
specific in mind and you want to get that message across to the people
listening.
This could be something like you have a new product or service that
you can offer and you want to target a specific person or business.
This tends to be a lot harder to do and requires a lot of preparation. It is
also the most effective in any business networking event and as such tends
to be the one that gets the better response, notably at referral meetings.
The premise is that you are looking for introductions to a specific
person or company and as part of the preparation you will need to know the
following:
1. Business name
2. Contact person and their position in the business
3. Location of the business
4. What they do
5. Why do you want the introduction
The following is how you might put this into your elevator pitch.
Please note that the details in this pitch are fictitious (as far as I'm aware):
"Good morning my name is Mark Howard and I am a Digital Business
Mentor.
I help local businesses out when it comes to online marketing, websites,
social media or even their sales funnels that may not be working.
I also work alongside other digital agencies when they have specific
clients who need additional help or are not sure why their client's marketing
is not working 100%
I would love an introduction to John Doe who is the Marketing
Director of Diamond Beer based in Guildford, Surrey.
I have noticed that their website is not compliant with the latest
industry regulations. It is also not mobile responsive and there are some
areas on their site where they will be losing clients, specifically during their
checkout process.
So, I'm Mark Howard, the Digital Business Mentor
Passionate about growing your business!"
Why this works is that you are giving a lot of information specific to a
person or company, and you are also giving the reason why you need the
introduction. This sets you apart from the other members who may not have
done as much research or preparation and gives you a better chance of
getting that referral.
It also goes further than just the specific as in this pitch I have made it
clear that I'm also looking for introductions to Marketing Directors,
potentially other Beverage Companies and also looking for business in
Guildford and Surrey.
Following this structure, it helps to make sure that your elevator pitch
is clear and concise as well as contemporary and relatable. With practice,
you can also use the elevator pitch to give more information and explain
further, which will help you build relationships with other members of the
group.
I was at a meeting where a tree surgeon asked for a specific referral to a
certain well-known theme park. That specific got him the introduction
meeting he requested and resulted him in winning a contract worth over a
Million pounds.
I also heard of one lady who got an introduction and audience with
HRH Elizabeth II as this member was an animal artist. Another person in
the UK wanted an introduction to the then President of the USA - turned
out someone in the room had a brother working for the President at that
time and the member got to fly to the USA and to the White House.
Why this works is often a person forgets who they know in their social
and business circles, and often does not connect the dots until someone says
something very specific.
This happened to me when a member was asking about an introduction
to athletes. Initially, I'm thinking that I do not know any until this person
said a specific name, which turned out to be someone I went to school with
and was still in contact with.
There are literally thousands of stories around the world similar to
these and the power of being specific can really help build your business
clients a lot faster.

The Story Pitch

Often it is not always possible to do a specific pitch and businesses
such as trades for example may struggle a little using that option.
Another way to do this is to prepare a story pitch and let members
know what you have done that week for example. This is a great way to
showcase not only your business but also how you go about certain
processes of work within your business.
"Good morning my name is Mark Howard and I am a Digital Business
Mentor.
I help local businesses out when it comes to online marketing, websites,
social media or even their sales funnels that may not be working.
I also work alongside other digital agencies when they have specific
clients who need additional help or are not sure why their client's marketing
is not working 100%
This week I was asked by a Fitness company in Brighton to review their
Facebook marketing. I was able to address a number of areas that they
were doing wrong, fix these so that they started to get an ROI on their ADs
and put in place a marketing plan for the next 6 months.
They also asked me to train them on blogging techniques that will help
not only their SEO but also their sale marketing on Facebook.
I'm looking for similar introductions to businesses that are having
similar issues or concerns.
So, I'm Mark Howard, the Digital Business Mentor
Passionate about growing your business!"
This is almost a mini testimonial but gives members an insight into
how you work and how you can help their own businesses grow. It also
shows that you are confident enough to take on challenges, be creative and
deliver successful results - all these things will put members at ease when
looking for referrals.
By being able to use both of these methods in combination with each
other, it will ensure that your business networking is a success and that you
are able to reach the right people. Through this approach, you can build up
a solid base of contacts, increase your client base and make sure that your
business is always growing in the direction that you want it to be.
Takeaways
1. Introduce yourself and your business - Give a brief overview of
who you are, your mission and what problem you are solving for
customers
2. Keep it concise - Your elevator speech should be no more than 60
seconds long
3. Talk about the benefits - You should focus on how people can
benefit from what you offer
4. Practice makes perfect - Rehearse your pitch beforehand to ensure
it flows and you feel comfortable delivering it
5. Speak with confidence - Show passion for what you do, speak
confidently about yourself and be prepared to answer any
questions that come up.

The showcase pitch

The Showcase pitch is often reserved for the members of the
networking group and the chances of you doing a showcase pitch will not
necessarily come about unless you join. Saying that, it is better to
understand how a showcase pitch or the 10 minutes presentation (as the
member usually gets 10 minutes to do this pitch) how to do this pitch and
prepare for one, if/when you decide to join a particular networking group.
The following process was devised by a brilliant networking guru by
the name of Andy Bounds and you can find more details of this process in
his book 'The Jelly Effect' which is available on Amazon.
In his book, Andy explains that we are taught to write and prepare in a
specific way when we are at school. So for example we would write an
introduction, followed by the body and then finally the conclusion.
Subsequently when we write it this way we spend more time on the
introduction and the body of the work and hardly any time on the
conclusion. If you were to put this in a business sense and change the
wording slightly then the introduction will become your headline and your
conclusion will become your call to Action.
The most important part of any presentation you will ever be asked to
do is to ensure that your call To Action is right and you will need to spend
the most time on this part for the presentation.
In his book, and he uses a menu in a restaurant as a way to show how
to prepare the ideal presentation. So for example the introduction becomes
your starter the body becomes your main and your conclusion becomes
your dessert.
So when you prepare your presentations rather than starting with the
starter you start with the most important part of your presentation which is
the Desert or your call To Action. The reason is that the slide will become
the last slide anyone in a room will see. This slide will detail to the
members and the room what it is you want them to do after they have
finished listening and watching your presentation.
Consequently, you need to ensure that this slide is the most worked-on
slide in your presentation. You must be able to exactly bullet point what you
want the members in the room to do the moment they've left the building.
Next, work on your starter slide or your headline. This Slide with detail
in a single paragraph or a single sentence exactly what the members will
expect to see in your presentation.
This is also the hook to your presentation and will ensure that people
are kept engaged throughout. And to do this, you need to be slightly clever
with the way you word your headline (starter) for example, if I was to do a
presentation on the benefits of SEO for a business I would write a headline
like this:
How to get to Number 1 on Google using these simple tricks.
If you're not comfortable with creating this then I suggest looking to
use a system such as Jasper which helps you great eye-catching headlines
for presentations, social media and even your website.
Going back to my headline the way I would start my presentation
rather than saying how to get to number 1 on Google using simple tricks, I
would say something along the lines of "by the end of this presentation I
will show you how to get to number 1 on Google using some really easy top
tricks and tips."
What you are doing is engaging the audience. They know that by the
end of this presentation they're going to get something from it and you told
them right up front what it is they are going to get if they're not engaged in
the presentation they could easily miss out on the tips and tricks.
So you have engaged your audience before you've even started your
presentation.
Finally, you want to look at working on the main part of your
presentation. This slide(s) will contain most if not all of the information that
you want to share with the members of the room. However, when you are
preparing this section make sure that it is short and sweet - remember you
only have 10 minutes for this presentation.
As a rule of thumb, I would suggest one slide for 2 minutes of
presentation including your Starter and Dessert slides. Therefore a 10-
minute presentation will only require 5 slides in total.
Personally, I would also ensure that there is a slide about you giving
you a very brief background to you and how you got to where you are
today. This helps give transparency to those watching the presentation
which in turn increases their trust.

The story about the business coach.

Preparation is key to any presentation no matter the length and this
really hit home when I encountered a story about a business coach I read
about to a colleague.
In the story (which I understand was based on a true account), the
business coach ran into his son's teacher whilst out shopping. The teacher
(recognising the business coach) asked if he would be interested in doing a
talk to the pupils about his business and if so when would he be available.
 The coach replied he would love to do the talk and said depending on
how long he had, depends on when he would be able to do it. So for
example, if he had 10 minutes when he would need 2 weeks to prepare, 30
minutes about a week and if he had an hour then he would pop in tomorrow.
The point of this story is that the shorter the time period to present the
longer he needed to ensure that he had everything right. That the
presentation got across the right message and the right actions.
With the hour then basically he knew no real preparation was needed as
he would be able to get across his point during the time period a lot easier.
My last piece of advice is this - aim the presentation as if you are going
to show it to 5th Graders. This means losing any technical jargon and
anything that could be confusing and really keeping it simple.
Some time ago I was asked to mentor a new member of my BNI group
and with their first 10-minute showcase coming up, I took the member to
one side and advised them on how to deliver their presentation.
As I knew their business was very technical, I advised them to aim it as
if talking to 5th graders or to the least technical person in the room.
The following week they delivered a great presentation which was easy
to understand and follow. One of the members (who was not technically
minded) actually stood up and said that initially they were a little concerned
to hear the presentation as they knew little about the technology, but
thanked them for making it so easy to understand and even gave a referral
for work that day.
Fast forward about 6 months and that member's presentation
opportunity came around again. This time they said that they were
confident that they did not need my support and went ahead with their
presentation.
To this day I cannot recall anything about the presentation other than
that I got lost in all the jargon and struggled to understand what they were
talking about (and I knew their business very well).
Ironically the member that aired their concerns last time and gave a
referral, stood up and said that they honestly did not know what the
presentation was about and maybe they need to chat further. They also said
that they were unable to give any referrals to this other member because
they were not in a position to relay back to other people what they did.
It is very easy to overcomplicate a simple presentation and it is better
to aim the content at a more basic level that everyone in the room can relate
to.
Takeaways
1. Make sure to keep your presentation concise and to the point - no
more than 10 minutes is ideal
2. Open with a strong introduction that will capture the attention of
your audience
3. Support your points with examples and stories that are relevant to
the topic
4. Keep technical jargon out of it and instead focus on the most
important points
5. Make sure to end with a clear call-to-action and any relevant
contact information you may want to provide.

Follow up
The final part of the networking event is the follow-up. This is a crucial
part, as it sets the tone for any potential business relationship you may have.
Following up after the event shows that you are serious about your
connection and opens the door to building a mutually beneficial
relationship.
It's important to remember when sending out follow-ups that they
should be personalised to each individual contact you've made, otherwise,
you risk seeming generic and not taking the time to build a relationship.
Making time to arrange to meet the person outside of the event is
crucial and this is often called the coffee moment. These individual
meetings are the time when you will be able to get across more about your
services as well as understand more about the other member.
Some groups call this a one-to-one meeting and you may even see
some of the members carrying out these meetings directly after the
networking event itself.
 Make sure that your follow-ups include contact information for
multiple ways to reach out, so that your contacts can choose their preferred
method of communication. Additionally, be sure to note how it was nice to
meet them at the event and what kind of business opportunity may come
from the connection.
Finally, it's important to be prompt and timely in your follow-up. This
will let the other person know that you are professional and appreciate their
time. Personally, I tend to do the follow-ups the moment I get home as
things will still be fresh in my mind.
Taking these steps can turn a simple networking event into a beneficial
business relationship.
Takeaways
1. Send out personalized follow-up messages to each contact you
made at the event.
2. Make time for one-on-one meetings with contacts outside of the
event, such as a coffee meeting.
3. Provide multiple ways of contacting you in your follow-ups, such
as email or telephone number.
4. Show appreciation for their time and mention potential business
opportunities that may come from the connection.
5. Be prompt and timely in your follow-up to show that you are
professional.

How to get the best from a one-to-one meeting

A one-to-one meeting is a private conversation, between two people,
where the purpose of the meeting is to discuss business opportunities. The
participants can use this time to share their experiences and knowledge in
order to get the most out of each other’s networks.
It gives you the opportunity to talk more in-depth about each others
business and find out if there are any opportunities to collaborate.
Before the meeting, you should research the other person and their
business. This will allow you to come prepared with questions as well as
topics for discussion that could be beneficial for both parties.
 During the meeting it is important that you are an active listener,
encouraging others to talk about their experiences and ideas. Also, ensure
that you come across as confident, reliable and professional.
Finally, make sure to follow up after the meeting with a thank-you note
or email. This will show your appreciation for their time, as well as giving
them a reminder of who you are and what you discussed.
Once you have arranged the one-to-one meeting, it is important to
make the most of this opportunity. Here are a few tips on how to get the
best out of a one-to-one meeting:
Make sure that you are prepared and arrive early. This will
show them that you value their time and have made the effort
to be ready.
Show an interest in their business and ask questions. This will
help build a rapport, as well as provide you with more
knowledge about what they do.
Bring along materials that you can leave with your contact;
this could include brochures, business cards or other relevant
documents.
Don't forget to listen as this will help you to understand where
they are coming from and what their needs might be.
Speak about your own business, highlighting why you are the
best for them. Be sure to keep it short and sweet as no one
likes a lengthy sales pitch!
Provide any additional information they may need, such as
references or testimonials.
Make the most of the conversation by discussing a potential
plan of action. This will help you both to determine if there is
an opportunity for a mutually beneficial business relationship.

How to invite someone to a one-to-one meeting

Networking is all about building strong relationships. Inviting someone
to a one-to-one meeting can be a great way to establish a professional
relationship and explore potential business opportunities.
 When inviting someone for a one-to-one meeting, it’s important to
consider their interests, needs and availability. Be sure to send a
personalised invitation that includes the purpose for the meeting, time frame
and location. Additionally, it is important to make sure your invitation is
clear and concise.
The best way to invite someone for a one-to-one meeting is through
email or phone call. When sending an email, include a brief introduction of
yourself and what you do. Let them know why you would like to meet with
them and provide a few possible dates, times and locations that they can
choose from.
In the email be sure to include a copy of your business card and any
other relevant documents such as brochures or pamphlets. Additionally, let
them know what kind of preparation is necessary for the meeting and how
they can best get in touch with you if they have any questions.
When sending an email, be sure to end the message with a call to
action such as “I look forward to hearing from you” or “let me know what
works for you”. This will encourage them to respond and let you know their
availability.
Using an online system such as Calendly.com also allows the person to
easily book a time for a meeting with you. This way, all the necessary
information is provided and it allows them to easily pick a time that suits
their schedule.
Inviting someone for a one-to-one meeting can be an effective tool for
networking. By following these tips and making sure that your invitation is
clear and concise,
An example structure of a one-to-one meeting might be:
Start the meeting by introducing yourself and your business.
Ask questions about their background, experience, and what they
do.
Discuss their needs and how you can help address them.
Present how your product/service could be of benefit to them.
Provide additional information such as references, testimonials,
and research.
 Give them the opportunity to ask questions or clarify points they're
unsure of.
Summarise the main points discussed and agree on an action plan
going forward.
Exchange contact information and thank each other for their time.
Follow up after the meeting with a thank you email and any
materials or documents that were discussed.
Keep in touch with regular updates on your progress and invite to
connect on social platforms such as LinkedIn and even your
mailing list
By following this structure, you can ensure that each meeting is
productive, leaving both parties feeling positive about the experience. With
a successful one-to-one meeting, you’ll be one step closer to establishing a
strong and mutually beneficial business relationship.
The structure can really be anything you like but I have found this way
to be the most effective. Listening and asking questions about the other
parties' business increase interest and builds a bond. Nobody wants to go
into a meeting and start selling. Again remember you are not selling to the
person you are meeting but to their contacts.
Making it as easy as possible for them to remember everything is also
key and one way to do this is using a one-to-one profile sheet which you
can print or send after the meeting.

What is a one-to-one profile sheet?

This is a key element to a one-to-one meeting and outlines all your
details in a single A4 sheet and comprises of the following:
1. Your contact details including, phone, email and any social media
links
2. Overview of your business
3. A list of the services that you offer
4. Your selling signals
5. A selection of testimonials and references
 6. Ideal referral partners (people that could be part of your power
team)
Having this single sheet means that the other parties can remember all
the important points discussed in your meeting. It’s a great way to leave a
lasting impression and ensure you stay in their thoughts.
Takeaways
1. Keep your invitation clear and concise, providing all information
such as the time, date, place and duration of the meeting.
2. Prepare for the meeting by researching the other party’s business
and understanding their needs in order to have a productive
conversation.
3. Use an online system or provide contact details so that the other
party can easily book a time that suits their schedule.
4. Create a one-to-one profile sheet for both parties to refer back to
after the meeting, which includes contact details and any relevant
information discussed.
5. Follow up after the meeting with a thank you email and any
materials or documents that were discussed, as well as keep in
touch with regular updates.

Be a great listener
By being a great listener, you can ensure that each one-to-one meeting
is productive and beneficial for both parties. Plus, it can help to build trust
between you and the other person, which is essential for successful business
networking.
1. Pay full attention to the other person, without distractions.
2. Ask questions to confirm you have understood what they have said
and to show your interest in the conversation.
3. Summarise your understanding of their points to ensure accuracy
and invite further explanation if needed.
4. Don’t interrupt or speak over the other person.
5. Show that you appreciate what they have said by providing
appropriate feedback and acknowledgement.
Understanding selling signals and how to use them
Selling signals are a way to educate people on what they have to listen
out for to start a conversation about a sale. They are conversation triggers
that indicate the other person might need your services, help or support.
Knowing how to pick up on these signals can help you move the
conversation from a general chat to a more business-orientated one.
For example, if someone is talking about their time management
problems, this could be an opportunity for you to talk about your own
services or solutions that could help them achieve their goals.
Examples of selling signals for a Digital Agency might be:
● The website is not ranking or is not getting visitors leads or
information
● Issues with the current web marketing company
● Looking to understand social media or how to use LinkedIn
correctly
By understanding and teaching people about these signals, they will be
able to swiftly move the conversation from a general chat towards an
opportunity for a meeting with yourself. This will help you build
relationships with potential clients and grow your business.
Takeaways
1. Pay attention to the conversation for any potential hints or triggers
about their needs.
2. Ask questions to clarify and understand their needs more
accurately.
3. Explain in detail how you can help them with their issue or
challenge.
4. Provide examples of your work or success stories if relevant.
5. Be prepared to give a free consultation or trial offer if appropriate.

Connect Socially
One sure way to ensure you stay in touch is to connect with the
members on their Linkedin profiles and Facebook pages. This allows you to
continue the process of getting your social media in front of them without
being pushy.
As with the meetings, you are looking to sell through social media, not
to the members i.e you are looking to get to their contacts and their friends
and family.
You are looking to get your message out there and build your
reputation, so when they look for something you provide it is likely that
they will associate with you.
Another great way to continue a relationship with members is to add
them on Twitter. This would allow the chance for one-on-one conversations
and even better more in-depth conversations about how you can help each
other.
Remember that networking is not just about making a sale or getting a
contract but also building relationships, so being social and friendly with
the members should be an important part of your networking strategy.
Linkedin also gives you the opportunity to connect with them and join
the same groups. This allows you to see what they are doing and collaborate
on projects together. You can also see their online network and see if there
are any further introductions you would like to make.
Above all, networking should be fun and productive, so make sure that
you keep the conversations going by using these social media platforms.
The key is to stay in touch with each other, even after the meeting has
ended.
Takeaways
1. Connect with them on social media platforms like LinkedIn,
Twitter, and Facebook.
2. Follow up on conversations you had at the meeting by engaging in
relevant discussions on different platforms.
3. Invite them to join groups or attend events related to their industry
or interests.
4. Offer helpful advice when possible – this will help build trust and
provide value.
 5. Follow up with a thank you message after each meeting, as this
will help to maintain the connection.

Email Marketing List

As business owners, you should be keeping an email marketing list or
starting to look at doing email campaigns. using systems such as Active
Campaign is a great way to get started and allows you to create lists or
groups of people you have made a connection with.
One way to utilise this is to create a group for the people you have met
whilst networking. You will have their email addresses from their business
cards and I suggest sending a personal email first to let them know you will
be adding them to your newsletter and that if they do not want to receive
them, then they can unsubscribe when they get the first one.
Do not just add them and then send a newsletter of sales offers as this
will not create a good impression instead try to add value to your new
contacts by showing what they can get from being part of your list. Perhaps
invite them to a free webinar or give them some tips and advice in the
newsletter that is relevant to their business. When done properly, this will
help build relationships with those on your email marketing list and help
build your business relationships.
Email marketing campaigns are a great way to keep in touch with your
connections, increase brand awareness and help grow your business. With
the right message and offer, you can reach out to potential customers who
may be interested in hearing from you.
By making use of email marketing lists, you will start to see the
benefits of business networking as you will be able to keep in touch with
those you meet, add value and increase your client base.
Takeaways
1. Start building your email list as soon as possible.
2. Customise emails to make them personal and relevant to the
recipient.
3. Segment your list so you can deliver content tailored to different
audience segments.
 4. Test different subject lines, offers, and formats for optimal results.
5. Include a Call-To-Action (CTA) button in each email to encourage
readers to take action.

Testimonials
Testimonials are also a great way to draw attention to your business.
This can be done through word-of-mouth marketing or through reviews
posted on social media platforms such as LinkedIn or Facebook.
Testimonials can help build trust, credibility and loyalty among customers.
The more positive comments you receive, the more likely it is that others
will be inclined to use your product or service.
Testimonials within networking groups are not only a great way to
thank another member but also get your brand across to their clients. One
trick here is to ensure that the testimonial is typed out on your letterheaded
paper and placed in a nice frame.
The person will then (more often) place this frame at their place of
work, which means clients coming through will read and see your brand,
which increases your chances of building your clients.
Creating a testimonial takes a little time but you need to ensure
whoever reads it, knows that it’s real and that if they too were to use your
services or product, then it's worth their time.
That's why the first paragraph is not so much about the testimonial but
about you / your business. This allows the reader to understand who you are
and why you are giving the testimonial
So an example opening paragraph might look like the following:
"My name is Mark Howard and I'm a Digital Business Coach. I help
businesses with fixing and implementing online marketing strategies that
will grow their sales and their client base online.
Due to the nature of my work, I need to be sure that I use services and
solutions that I can rely upon and that meet my needs and timeframes as
required. It is for this reason that I have no hesitations in
recommending....."
 As you can see, although this will be a testimonial, the reader is being
told about who you are and why you can rely upon the service/product that
is being recommended.
Testimonials are a great way to build trust in your business while also
getting your brand recognised by others in the network. It takes a bit of time
and effort but the rewards far outway any effort spent. So make sure you
take the time to get some testimonials from your clients and contacts. After
all, word of mouth is still one of the best forms of advertising.
I would also then follow up with a shorter testimonial on the business's
Google page. Not many businesses have these but the testimonials help
with building both parties' brand awareness and you can put in links to your
website too.
As you can now see follow-up is key and you can use all or a
combination of the ideas I have mentioned to help build trust in your
business and increase your client base and ultimately sales.
The follow-up can take as much time and preparation as getting ready
to go to a meeting, but the effort you put in with this will certainly be
rewarding and help build your business relationships.
Takeaways
1. Ensure that the testimonial is typed out on your company's
letterheaded paper and placed in a nice frame.
2. Make sure the opening paragraph of your testimonial is about
you/your business so that the reader understands who you are and
why you are giving the testimonial.
3. Include links to your website in your testimonial.
4. Follow up with a shorter version of the testimonial on the
business's Google page.
5. Put in the effort to the follow-up process, as it will help build trust
and relationships for your business.

What are referrals exactly?

Whilst reading this book you wanna see me talking about referrals, but
what exactly are business referrals?
 Business referrals are when one business recommends another business
to a client or contact. This is done through word-of-mouth marketing, where
the recommendation comes from someone they already know and trust.
Referrals can be very beneficial to businesses as it increases their brand
awareness whilst gaining more customers and sales.
When referrals occur, two different companies can benefit from the
introduction. The referrer will benefit from being seen as a trusted source,
and the company that was referred to may gain business due to the positive
recommendation.
The key here is trust. Not only does it build trust between two
businesses but also with potential customers who are more likely to choose
one business over another if they trust the referral.
In conclusion, referrals are a great way to build relationships with
potential customers and other businesses alike. So take the time to build
those relationships and start asking for business referrals! You’ll be
surprised at how beneficial they can be.
Takeaways:
1. Testimonials are a great way to build trust in your business while
also getting your brand recognised by others in the network.
2. Take the time to get some testimonials from your clients and
contacts. After all, word of mouth is still one of the best forms of
advertising.
3. Referrals are when one business recommends another business to a
client or contact.
4. Referrals build trust between two businesses and potential
customers who are more likely to choose one business over
another if they trust the referral.
5. Take the time to build relationships and start asking for business
referrals! You’ll be surprised at how beneficial they can be.
 Chapter 6:
Networking Online

B usinesses today have an opportunity to reach a much wider audience

through networking online. Whether you're selling products or
services, networking online can be a great way to introduce yourself and
your business to the world. You will need to select one or more social media
platforms that best suit your target market and create content that will help
you connect with them.
There are many networking opportunities available online. You can
create profiles on popular social media sites such as LinkedIn, Facebook
and Twitter, join specific professional or industry-related forums, attend
webinars and podcasts, and even use video conferencing tools like Zoom
and Skype to connect with potential customers.
By connecting with others in your industry or niche, you can learn
valuable information about current trends and topics that may help you
expand your business. You can also make connections with potential
customers, which will help you grow your customer base and boost sales.
When networking online, it's important to be mindful of the way you
present yourself. Make sure to post helpful content that adds value to the
conversation, and keep your posts professional. Above all, be sure to reply
promptly to any messages or comments that you receive so that you can
build trust with potential customers.
Networking online is a great way to grow your business and reach new
potential customers. With a little effort and patience, it can help your
business gain exposure and build relationships with new customers.
Takeaways
1. Select the most appropriate social media platform for your target
market.
 2. Create content that adds value to the conversation and is helpful to
others.
3. Reply promptly to any messages or comments you receive from
potential customers.
4. Be professional in all your online interactions and posts.
5. Take the time to learn about current trends and topics that may
help you expand your business.

Using LinkedIn for networking

LinkedIn is a great platform for business networking. It has over 600
million users, making it one of the world's largest professional networks. By
creating a profile on LinkedIn, you can connect with potential customers
and industry experts who are looking to grow their businesses.
LinkedIn allows you to post updates about your company or industry,
as well as post comments in conversations. You can also create groups for
networking, join industry-specific networks and follow influencers who are
sharing valuable content related to your field.
In order to make the most of LinkedIn's features, it's important to create
an engaging profile that reflects you and your business. Posting regular
updates about your services or products and engaging in conversations with
other users can help you stay visible and attract potential customers.
By using LinkedIn to network, you will be able to connect with a wider
audience, gain exposure for your business and build relationships with
potential customers. With a little effort, it can become an invaluable
resource for growing your business.
Over the years, LinkedIn has become less of a networking source and
more of a selling platform. The number of times I have approved a
connection to my network to only then be invited to a webinar has gone
beyond annoying.
It does not mean LinkedIn can still be a valuable resource and knowing
some key areas to change on your profile will help gain more exposure.
LinkedIn Profile and how to create your introduction
 Select a professional headshot as your profile image or get a good
selfie of yourself in a nice location (head and shoulders). This helps people
to relate to you and helps with the trust process if they know what you look
like.
One of the key areas that are used for searching is your name. The
issue is unless someone knows you personally, finding you in the search
will be hard. Also, most users will use key terms or phrases to search for
someone i.e. Business Coach. So how do you take advantage of the search
facilities to increase your searchability?
One way is to amend your name in your profile by using the first name
field as your full name and the surname field as your business term so for
example:
First Name: Mark Howard
Second Name: Digital Business Mentor
This way my profile now shows Mark Howard Digital Business
Mentor and those searching can now find me by the search term Digital
Business Mentor.
The next important part is the headline that appears under your name.
Here you are restricted to the number of characters you can use and need to
get across what you do in a single sentence.
The best way is to start with the wording "I help businesses by......"
So for example my headline is "I help businesses by showing them
how to get more leads, sales, and signups from their website"
Write an engaging introduction about yourself in the “About” section
of your profile. This should include information about who you are, what
you do, and how you can help others. Do not use this section to try and sell
your services. Instead, use it as a way for users to get to know you and
understand your work ethic and processes.
By creating a profile and engaging correctly, LinkedIn is a great
platform to use for business connections rather than networking. Taking the
time to optimize your profile will help you stand out from the crowd and
maximize your reach.
 You are always welcome to connect with me at
https://www.linkedin.com/in/markhoward-sa/ and see how my profile
is set up. Please just mentioned you have read my book so I can approve
your connection as soon as I see it.
Takeaways
1. Create an engaging profile: Make sure your profile is up to date
and reflects you and your business accurately, with a professional
photo and headline that conveys what you do in one sentence.
2. Engage regularly: Post updates about your services or products,
participate in conversations with other users, join relevant groups
and follow important influencers.
3. Find the right connections: Connect with customers, industry
leaders and potential partners to expand your network.
4. Start conversations: Reach out to people you’d like to connect with
and start meaningful conversations that could lead to business
opportunities or collaborations.
5. Measure your results: Use LinkedIn’s analytics to measure how
well your posts perform, what works and what doesn’t. This will
help you refine and improve your networking strategy over time.
 Conclusion

I n this book, we have discussed the basics of business networking and

how it can help to grow your business. We explored why networking is
important for growth, how you can use different types of networks to
increase your reach, as well as strategies for making quality connections
with potential customers or partners.
We also covered the importance of knowing your market,
understanding how to create and implement an effective elevator pitch, and
staying organized and professional in order to make a good impression.
Finally, we discussed the importance of evaluating your progress and
following up for success.
It is important to remember that business networking is not a one-time
event but rather a continuous process which requires both dedication and
consistency. With the right approach and mindset, networking can be an
effective tool to help your business grow and develop.
We hope that this book has helped you to gain a better understanding of
how business networking works and how it can help you achieve your
business goals.
 Next Steps

T hank you for investing in The Beginner's Guide to Business

Networking and I look forward to getting you started on a successful
business networking.
Your next steps are to begin implementing what you have learned in the
book. Start by learning more about the types of business networking events
that are available, as each type has its own advantages and disadvantages.
Once you understand which type of event is best suited for your needs, it’s
time to start attending events!
Remember to always be prepared ahead of time and make sure you’re
following the tips and tricks outlined in the book. This will help ensure that
your business networking experience is a positive one.
Finally, don’t be afraid to reach out! If you come across someone at the
event who can offer valuable advice or mentorship for your business, don’t
hesitate to make a connection.
Now that you know the basics of business networking, take these steps
and start using them to build your network and increase brand awareness
today! Good luck!
Overall Takeaways from this book:
1. Know your market and industry - research who the key players are
in your industry, what topics are trending, and where you can find
potential customers or partners
2. Create an elevator pitch that is understandable yet memorable -
make sure that it highlights what makes you unique and how you
can help others
3. Prioritize quality over quantity - when it comes to networking,
having a few strong contacts is better than having an extensive list
of weak connections
4. Leverage technology - take advantage of social media platforms
and other online tools to reach more people and stay connected
with those you already know
5. Network outside your industry - attending events or connecting
with individuals from other industries can help you gain a different
perspective as well as uncover new opportunities
6. Be organized and professional - make sure that your appearance,
presentation materials, and follow-up procedures are all in order
7. Listen more than you talk - focus on gathering information rather
than trying to do all the talking yourself
8. Follow up promptly - after meeting someone, take the time to
follow up with them in a timely manner
9. Keep track of your progress - take note of the people you meet and
any outcomes that come from it so you can better evaluate your
networking efforts
10. Never stop networking - continue to attend events, build
relationships, and look for new opportunities to make valuable
connections.
 About the author

M ark Howard is a digital business mentor with over 15 years of

experience in online marketing. He has helped businesses from a
variety of industries to understand and make the most of their online
potential. Through one-on-one coaching sessions, Mark helps businesses
that are not seeing the desired results from their online marketing efforts to
get back on track. With his witty tone and vast knowledge, he is able to
simplify complex concepts and help businesses attain their desired
outcomes.
Mark started his business networking journey back in 2008 when he
joined BNI. His networking experience has taken him to the USA, Asia and
South Africa.
He has also been a keynote speaker for many conferences and forums
throughout his networking journey and is still very much involved in
networking to date.
 Research and Resources
Andy Bounds - The Jelly Effect
Like throwing jelly at a wall, poor communication never sticks.
Too much information and not enough relevance is a problem that
pervades almost all business communication. So what's the answer? More
relevance and a lot less jelly.
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V1ce Contactless Business Cards
Instantly share social media, contact info, payment apps & more with
just a tap. Never buy new business cards again, always up-to-date with your
latest information.
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Jasper
Jasper is an AI copywriting tool that writes long-form blog posts, social
media posts, conversion-driven content, and many other types of marketing-
related copies
bit.ly/3iamErq

Calendly
Calendly is a scheduling software that helps individuals and businesses
create more efficient meeting calendars. The website uses an easy-to-use
drag-and-drop interface to allow users to quickly create scheduled events
with the click of a button. With Calendly, businesses and individuals can
dramatically reduce the time they spend coordinating meetings and
appointments, allowing them to focus more on what matters most.
bit.ly/3XpaPh1
 Active Campaign
ActiveCampaign is an AI-powered customer experience automation
platform, with features like email marketing, automated email sequences,
SMS marketing, and much more. With ActiveCampaign, businesses can
create personalized experiences for their customers that increase
engagement, conversions and revenue.
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