April 5, 2024
Networking... I'd say you either love it or hate it, though truth be told, you probably hate it. Even the word itself carries a negative weight for most. With public speaking ranking among Americans' top fears and social anxiety on the rise, approaching strangers at events to "sell" ourselves is the last thing many of us want to do. But before you close this page and dismiss this vital aspect of marketing entirely, hear me out.
Networking is not about trying to “sell” strangers on your product or service. In fact, that’s a recipe for the awkwardness you’re trying to avoid. The first, most important step in getting good at networking is to take the pressure off by acknowledging that selling is not the goal. From here, you can begin to approach it from a more grounded, authentic place.
As social beings, who we know and what we give are vital to our success in business and in life. Networking is about connecting with people, slowly building relationships, finding opportunities to give in those relationships, and trusting that that good energy will find its way back to you. To be clear, this is not about doing something for someone else in anticipation of getting something in return. It’s about being generous and a positive force in the lives of others, alongside sharing your mission, without attachment to any specific outcome. When the time is right, whether it's someone buying from you or assisting with a connection, it will happen organically.
Okay, so now that you know networking isn’t about selling, but about making friends, we can start to have a bit more fun with it! Last week in our Agricultural Development Division team meeting, we all went around the room and offered our best tips for networking at conferences and events. My colleagues had so many wonderful ideas that I’m excited to share with you!
Here are some of their tips, in no particular order:
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If you’re nervous about approaching people, sit or stand at an empty table so there is room for others to approach you.
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If there are two people standing next to each other talking, it’s sort of an unspoken rule at networking events that if you step into the space between them and ask to join, they angle their bodies toward you to form a triangle and bring you into the conversation. This is great to know if you want to join a conversation, but also if you are approached during a conversation and want to bring someone in.
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If available, review the attendee list ahead of time and go in knowing who you want to talk to.
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Go up and talk to someone that looks nervous. It’s a lot less intimidating and you can laugh about it together!
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At a longer conference or event, let yourself sit with people you know for one meal and push yourself to sit with people you don't know for the others.
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Listen to other’s questions during panels, workshops, etc. and approach someone later with a question or comment about what they said.
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Join a conversation with someone you know who is talking to someone you don't know.
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Connect with someone you have noticed at many of the same workshops or events as you.
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Start with compliment.
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Get good at remembering names. People really appreciate this.
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Give yourself permission to take breaks!
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Dress appropriately for the occasion (sometimes this means dressing down!).
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Bring knitting/crochet to have something to do with your hands.
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Limit your caffeine intake.
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Start with small talk about something personal or the weather.
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Stick with someone you know who is comfortable starting conversations with others.
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Start with a basic question that helps bring others' guards down. What brings you here?
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Discussing the weather is NOT dull in agricultural circles!
Feeling prepared to give it a shot? Join me at Vermont Fresh Network's upcoming event on April 15th at Pearl Street Pizza in Barre! It will be an excellent opportunity to connect with fellow farmers, chefs, and food producers in Central Vermont. Registration is free for VFN members, with a suggested $10 rate for non-members, including light refreshments. Choose one or two techniques from above to try out and be sure to say hello and let me know how it’s going!
Thanks for reading the Marketing and Agritourism Blog! I’m your host, Kristen Brassard, Marketing & Agritourism Specialist at the Vermont Agency of Agriculture, Food & Markets. Stay tuned every month for tips on marketing and incorporating agritourism practices on your farm and be sure to sign up for the Vermont Ag Bulletin so you never miss a post!