At a glance
- Define clear goals and choose networking groups that align with them.
- Focus on making meaningful connections by listening more than you speak.
- Track your progress and adapt your strategy to support your goals.
Whether it’s a conference, breakfast briefings or an informal gathering, building trust and reputation is critical if you’re a business professional. Connecting with the right people can transform your practice and there are opportunities no matter what your goal or business.
1. Define your goals
Start by outlining what you want from networking – new clients, industry connections to bounce ideas off, or potential partnerships? Maybe you’re looking for a new job; research shows up to 80 per cent of jobs are filled through personal and professional connections.
Setting measurable objectives helps to get the most out of networking. For example, you could aim to attend three events per month.
But James West, co-founder of online business network ONLE, warns networking isn’t a purely numbers game.
“To get results, you need to build trust,” he says. “You do this by your behaviour, your consistency of attendance, and by showing that you are willing to listen and help others.”
2. Choose the right groups
This might sound obvious, but networking works best when you’re connecting with the right people.
Instead of just pitching up to your local small business group every month, select events strategically that can advance your objectives.
West says different networking spaces suit different personalities.
“Trust your instinct,” he says. “Is it the sort of place/environment you’d like to hang out in? Some networking is formal and structured, while other events are very casual. You must find a style of networking that you feel comfortable with. And most importantly, are the people in the network the kind of people you like talking to?”
Perhaps you are looking for local family-run businesses, or an industry-specific meet up, business breakfast or finance-focused group. Leverage platforms such as LinkedIn and a chamber of commerce to find local events and connect with potential clients.
Ask colleagues and mentors for networking group recommendations, and don’t forget to tap into professional bodies which offer free regional networking meetings like the the Institute of Financial Accountants. There are also a variety of virtual conferences and meetings on offer where you can build connections that align with your expertise and goals.
3. Craft a compelling elevator pitch
Most formal networking settings give you 30 to 60 seconds to introduce yourself and, even in informal conversations, you often have a moment to explain your role.
West advises keeping your introduction brief but clear and practising until it sounds natural and engaging.
“Tell me what you do, not how you do it,” he says. “Accountants are some of the worst culprits, saying words like “I’m an accountant, so you all know what I do”. You must be better/different compared to the other 20 accountants I know otherwise you wouldn’t be in business. Tell me how you will make my life better and I’ll listen.”
4. Meaningful connections, not just contacts
Networking isn’t effective if you’re just collecting business cards.
Experts suggest the 70/30 rule is a good place to start making real connections – spend 70 per cent of your conversation listening and asking questions about what your peer does and the challenges they face.
Not only does this show genuine interest; it’ll also help you identify areas where your expertise could be helpful. When you follow up with a contact, offer something valuable, like a relevant article or resource, to establish yourself as a knowledgeable, client-focused advisor.
5. Consistency is key
Networking isn’t a one-off effort where you attend once and instantly get leads. It’s a relationship game – people have to know, like and trust you. That takes time.
Attend events regularly with groups that align with your goals, building familiarity. Ask peers for one-to-one meetings outside of the group and engage with their email newsletters or social media posts.
For virtual networking, engage in discussions, share insights and comment thoughtfully within the chat function to stay visible and relevant.
Consistent engagement across multiple channels helps you remain top of mind, so when clients or peers need accounting expertise, they think of you first.
6. Share before you sell
People connect best with those who offer value, without expecting something in return.
Before pitching your services, you could consider:
- Sharing relevant insights or tips, like tax updates or budgeting advice.
- Inviting new connections to your podcast.
- Hosting workshops for the group.
- Mentioning success stories that demonstrate how your expertise has helped others achieve their goals.
This approach helps position you as a generous thought leader in your field and great to work with.
7. Track progress and reflect
Don’t forget about your goals – measure your networking progress to ensure a return on your investment, especially for groups that require a substantial time or financial commitment.
Check in with your key metrics for each event, recording connections made, follow ups sent or one-to-one meetings scheduled. Assess what worked well and where there’s room for improvement.
If certain groups aren’t delivering results, shift your focus to new opportunities.
Find more information on IFA face-to-face regional networking events HERE.
