Why Small Business Owners Need to Network In-Person

GUEST AUTHOR: Mindy Colbert, Founder & CEO of Colbert Consulting

Back in the olden days, (you know, when a person’s contact list was called their Rolodex and Facebook required a collegiate email address), social networking was already taking place; albeit in a different way than what we are used to today such as scrolling on our phones, direct messages or LinkedIn. 

The original social network took place in hotel ballrooms, convention center breakout rooms and industry retreats throughout the country by standing face to face, making small talk over a cup of coffee and some bite-sized overpriced food whilst exchanging tangible business cards and then returning home to add that business card to your collection in a shoebox or binder. 

Now, in today’s world, 

• Can you reach out to an affiliate in Taiwan over LinkedIn to introduce yourself? 

• Can you directly input your contact information into someone’s phone simply by tapping your phone to theirs? 

• Can you share industry perspectives and possible alignment over a zoom meeting? 

Sure. 

BUT, there is something to be said for the art of old-school social networking; harkening back to hand shakes, conversation starters, and mingling with strangers. For some, this approach might make your palms sweaty, heartbeat race and make you want to load up on hand sanitizer. 

While it might be more your style for you to promote your business or initiative on virtual forums or platforms, the ability to connect with someone face to face will never be replaced by a screen. 

Why Networking In-Person is a Critical Skill 

Learning how to network socially in person will give you a tool in your toolkit that not only will set you apart from your competition, it will give you a skillset that you can take with you anywhere. 

Just as a vocalist always has their instrument with them, you can also have the ability to connect with people in business, other parents at your child’s school, or the random people you encounter at your 2nd cousin’s child’s baptism celebration or similar event. 

You can use this anywhere. 

With some strategies and tips, this can really be fun as well…I promise.

My First Experience Networking In-Person 

In college, I was given the assignment for my English Writing class to write a profile piece (interview someone and write about their life). 

I went to DePauw, a small liberal arts school in the Midwest, and there was a very small barbeque restaurant in town called Charlie Brown’s barbeque. The barbeque was renowned; but the owner, Charlie, was more of a mystery. He was a quiet man and most of the college students didn’t really know him. 

I decided to reach out and see if I might interview him and he agreed. 

I was nervous myself. I had prepared questions about owning a restaurant, barbeque recipes, etc. but this interview turned out to be so much more. 

What was supposed to be a 1 hour sit down, turned into me being at the restaurant for over 6 hours. 

From black and white photographs on the wall, I learned that Charlie was a champion boxer in the U.S. Army in World War II. In conversation, I learned he and his wife had fostered and adopted several special needs children over the years. 

I was able to meet his friends who apparently stopped by the restaurant almost every day. They told stories about Charlie and his amazing family and shared memories. 

I learned so much more that day than about restaurants or barbeque. 

The Real Value of In-Person Networking

This scenario demonstrates that everyone has a story. Outside of what is on their business card or LinkedIn profile, people have life experiences, hobbies and families that contribute to their story. 

Many times what’s not reflected on their business card is the most fascinating and relatable piece. 

This is why learning how to network in person is so important. 

Expanding your network isn’t about putting people in silos based on their occupation. It’s learning about the individual. 

3 Tips to Be Great at In-Person Networking

Tip 1: Prepare Your Unique & Relatable Point

To put this into practice at your next networking event think about who you are outside of your business card that might make you unique and something the makes you relatable. 

For example, my unique piece might be that my family used to own racehorses and my relatable would be that I’m a mom. 

Be prepared, if asked, to talk about both of these things. 

This allows the folks you are connecting with the feel comfortable chatting with you (relatable piece) but also remember you (the fun fact). 

More importantly, think about the things mentioned above but in a way to learn about other people. 

Tip 2: Have 3 Questions Ready to Go

You should have three questions in your mind that you are ready to ask people before you walk into a room. This will alleviate any awkward silence and will help other people feel at ease. These three questions should be based on where you are and not the same for each environment. 

For example, if the reception is in Aspen, one of my conversation starters might be “I was able to take the gondola up the mountain today and it was a beautiful view. Have you been able to do any sightseeing while here?” But if my next reception is in Boca Raton, I’m not going to start with “In Aspen, I went up a mountain in a gondola and it was beautiful.” 

Conversation is about being engaging and relevant to the moment, not robotic. 

I live in Indiana, home to the Indianapolis 500 race. If I’m going to a reception in Indianapolis, one of my starters might be. “I’m looking forward to spring for the warm weather and the Indy 500. Have you ever been to the race?” Many folks in Indiana have race day traditions and fun memories to share. 

Also, have a few questions ready pertaining to events of the day or week. 

For example, I recently spoke to a university and one of their star players who went pro played in town the night before on the visiting team. It was a great conversation starter to ask folks if they went to the game or watched the game. It led to very memorable conversations about their own kids playing basketball and memories of the star player while he was at the university. 

Think of things going on in the city you are in or in the country that people in the room will likely have heard about. Again, this is not a one-size-fits all approach. Your questions will change each day and event. 

Your objective is to connect with other people about their story. Being prepared with questions, you have the ability to diffuse any awkwardness and allow them to share their story and interests.

I guarantee this will not only allow for more interesting conversation, but you will also be able to make others comfortable who might normally dislike networking events. 

That in itself will make you more memorable. 

Tip 3: Listen Attentively & Show Kindness

People remember others who showed kindness and listened. 

This will empower you to feel more comfortable in these networking situations and inherently demonstrate more confidence. 

Avoid controversial topics such as politics or religion as much as possible. There are so many topics we can connect on in our daily lives; there is no need to bring up something potentially divisive…even if you think you will align with who you are conversing with.  

Also, listening attentively shows you care about what the other person is saying. 

A good way to show attentive listening is to repeat a portion of what they just said, along with your observation about their statement. Or ask them a follow-up question! 

If you don’t want to do the talking, asking follow-up questions can show you are listening attentively and keep you from having to carry the conversation.  

Mastering Networking In-Person Takes Practice

I encourage you to participate in as many networking events as your time will allow. 

You might learn about someone’s amazing trip to Bali or how someone’s son just went to the state championship in lacrosse.

Regardless, you learned how to connect and build your network on a human level.

ABOUT THE AUTHOR

Mindy Colbert is the Founder and CEO of Colbert Consulting, specializing in fundraising, political connectivity, and corporate strategy. With nearly two decades of experience, she has served as a senior political advisor and fundraiser for Indiana Governor Eric Holcomb. She has consulted for various campaigns, including Presidential, Congressional, and Statewide races. 

Mindy has held leadership roles in fundraising for the Indiana Republican Party, the Indiana Chamber of Commerce, and Hoosiers for Economic Growth. A graduate of DePauw University, she has been recognized for her contributions with Indiana’s highest honor awarded by a Governor, the Sagamore of the Wabash.

To connect with Mindy, find her on LinkedIn.