Key Point

• Networking might not be the most comfortable thing to do, but it’s a great way to grow your small business (and other small businesses) in the community you serve.

Nothing elicits a full-body cringe like telling a massage therapist that networking is a great way to get new clients. At the same time, good networking can bring a reliable and steady stream of new clients into a business. Behold, the double-edged sword of small business: having to meet people and talk about your business while being uncomfortable meeting people and talking about your business.

Networking is more than feeling like an awkward, pushy salesperson. At its core, good networking is an extension of the caregiving work we do every day. It’s about making connections that serve you and your business as you contribute to the well-being of other businesses.

Explore Your Options

When you’re ready to start, search online for business networking groups in your area. The most common nationwide organizations are chambers of commerce, the US Small Business Association, and Business Network International (BNI).

In addition to the big organizations, most areas have small local groups. Consider looking into niche groups, like those for women-owned businesses or networking groups specific to LGBTQIA+, or communities focused on wellness that align with your values. It helps to ask every local small-business owner you know if they belong to a particular group or what they do for networking.

Visit

Most networking groups would be delighted to have a visitor who wants to learn more about the group. Reach out to the group leadership and ask about visiting. 

Some groups have regular meetings and events, others may host classes to teach business skills—this is a great way to meet people and it can feel a little less awkward when there is a class element/structure. Typically, you can attend a group event without a commitment, just to explore the vibe and meet people.

Prepare

Even in this age of less paper and more tech, networking events welcome business cards, so have a stack with you and dedicate a pocket or place in your bag to hold the cards you receive from others.

Dress in a way that suits the situation. You don’t need a business suit, but your office scrubs or yoga pants may not be appropriate either. Poke around the event info for a dress code, but if you don’t find one, opt for the nicer end of business casual. You can also look through images on the group’s social media pages to see what the dress code was like at past events.

At the event, it’s helpful to be honest about being new and nervous. If you stumble, it’s OK to say, “This is the first time I’m doing this so I’m a little nervous,” and carry on. Most people will be understanding and supportive.

Keep your script simple and specific. When someone asks what you do, say your version of “I’m Allissa. I’m a massage therapist in Norton. I mostly treat people with anxiety, and I have a lot of clients with cancer.” You may get follow-up questions and the opportunity to talk more about your work. But any time the conversation stalls, ask about the other person’s business or their experience with this networking group.

Sometimes you’ll meet a rather enthusiastic networker, and it can be hard to escape a conversation. Be ready with an exit script like, “Well, I don’t want to keep you from meeting more people. It was great talking to you!” Even better, get their help mingling and ask them to introduce you to other attendees with, “I’m very new here and I don’t know many people. Who are the other super networkers I should meet? Could you introduce me?”

Right after the event, make notes about people you want to follow up with, and be sure to do so within a day or two.

Define Networking Success

Everyone will have different goals. Maybe attending one event each for a few different groups is enough for you. You could take time to reflect and decide if you want to join a group for future networking.

Success could also mean finding a few like-minded people and making connections outside the group in the future. If you go through the process but don’t find a group that works for you, maybe it’s time to start your own. You get to decide what it looks like, the frequency of meeting, and who is invited to participate.

Think Outside of Business

If specific business networking is not for you, consider this: By virtue of having a well-rounded life and being involved in your community, you will meet new people.

Look for local volunteering opportunities in the community you serve. Food pantries, conservation groups, charitable fundraisers, or more structured    Lion’s Clubs or Rotary Clubs are always welcoming to new volunteers.

There are hobby clubs for nearly everything—knitting, hiking, gardening, you name it. Community wellness classes and support groups can be another great way to meet people. 

No matter how you get started, your networking skills will improve with experience and your business will benefit from the growth.