Mediaboss Marketing

Networking events can initially seem an inconvenient distraction for entrepreneurs from the day-to-day running of their company.

But all the evidence suggests that there is business to be won for savvy networkers.

Networking events range from business breakfasts to after-work happy hours at restaurants, as well as more formal events.

And the benefits frequently become manifest on innumerable levels regardless of the setting or the tone of the event.

But Will Kennedy, sales and marketing director at managed services provider Solar Communications, believes that the IT sector in particular is missing a trick when it comes to the many benefits of networking.

He explained: The impact of networking in the IT industry is often underestimated, even by the very people working within it.

After all, once weve installed the software and done twiddling with the wires, do they need to see or hear from us again unless theres a problem?

That, I fear, is the perception, and it couldnt be more wrong.

Whats so important for us in the IT industry to understand and appreciate, is that our products are critical to the everyday functioning of our clients businesses.

Being on hand, be it through a fully furnished corporate event, or over a cappuccino, strengthens that sense of trust in us as providers of solutions who will always be there should things go wrong.

Many networking experts maintain that there are five steps when it comes to successfully building business contacts...

Kennedy added: Cultivating and developing that trust through regular contact with clients is good for building a reputation, understanding more about their business and a stronger relationship but it also has another, more basic function - increased sales.

Ours is a fast-moving industry, and new technologies and solutions are appearing all the time offering new ways for businesses to execute mission-critical processes more quickly, more efficiently, more easily and more cost-effectively.

Regular face-to-face contact with clients gives us the opportunity to showcase these solutions and, hopefully, close sales further down the line.

A reputation for reliability and trustworthiness is vital for all industries, but particularly so for ours, an industry whose failings can have a catastrophic impact on our clients businesses.

Organising events where we can share our levels of expertise via thought leadership allows clients both existing and prospective an opportunity to see and hear that they are right to put their faith in our solutions and in our people.

It consolidates their belief in us, and that belief can translate to enhanced loyalty, greater custom, and new partners. Successfully selling a product to a client shouldnt be the end of face-to-face interaction with them - it should be the beginning.

Lawrence Jones, CEO of UKFast, adds: "There is nothing more important for a start-up than getting to know people. Potential customers, potential mentors, other start-ups and successful businesses everyone knows something or someone that you dont.

"Nowadays, theres really no excuse. The internet has opened up the world and there are more routes than ever to meeting new people. I recommend using all of the tools at your disposal

"LinkedIn is fantastic to expand your network and access to professionals whereas Twitter gives you more personal, broader access. Twitter is an incredible tool for getting advice and linking into events that you cant make.

"That being said, nothing can replace meeting face to face. Getting to know someone over a cup of tea, a game of squash or at an event rather than solely online is a sure-fire way to build a lasting business relationship.

"When I first met Sir Richard Branson, we went for a run every morning. Whilst getting exercise and enjoying the beach around us, we were chatting about business and asking each other questions. We ran for hours and the insight that I gained was extraordinary.

"Equally, Ive been skiing, climbed Mount Snowdon and been camping with many business leaders, rather than sitting in an office forcing the conversation

"If youre struggling with where to start, take a look at TechMCR which connects businesses and mentors and holds events throughout the year for tech startups."

Tech Manchester was launched earlier this month with the expressed remit of enabling the next generation of tech entrepreneurs to access the support they require to grow their business.

As part of this process, it has promoting networking and is organising events throughout the year.

For more details visit: techmanchester.co.uk/events

Read more:
The real benefits of social networking id you're a tech entrepreneur - Manchester Evening News