The rapid growth of Business Networking events offers an opportunity for aspiring professionals to extend their contacts and to generate new business.

The idea of walking into a room full of strangers can be a daunting proposition for even the most confident of people. Yet, networking and speed dating seem to fall into the same category of no-go areas for many African professionals, if people’s attitudes are anything to go by.

“As Africans, we are not very effective networkers”, says Beatrice Njindou, founder of the Young Professional Cameroonian Network. “Too often, there is no follow up, which is key to networking. You meet someone at functions, you are given a lead and yet you don’t follow up. On the whole, it seems like as Africans we have a challenge to realise that you have to put in hard work to generate opportunities through networking.”

So, if you have been invited to one of the growing number of business networking events, how do you make the most of this opportunity?

This may sound obvious (after all it’s a networking event!) but too many people still go along intending to pick up other people’s cards without investing in their own. Your card is what people will use to remember you – so make sure it is professionally printed and contains up-to-date contact information. If you include your website, make sure that the site is live and not just a registered domain!

Be ready to talk about your business and yourself in brief and succinct terms. If you can’t explain what you do in a couple of sentences, you need to practice until you can. Some early research about who is attending the event will help you structure your pitch. Remember, the aim is to identify contacts and the clearer you are about what you do and what you need, the easier it is for others to help.

Keep your body language positive, don’t lurk in corners or keep glancing at your watch looking for the earliest opportunity to leave! Don’t fold your arms across your chest – the message you are sending out is that you are feeling defensive and don’t want to engage. By the same token, be aware of other people’s body language and join groups of people who seem open to talking to others, rather than those engrossed in a serious conversation.

Stay focused on the person you are speaking to rather than scanning the room trying to see who looks more interesting or important. Read up on relevant news so that you always have something to talk about. When you think it’s time, move on politely to meet other people – that is what you are there for.

A networking event offers you an opportunity to share information, ideas and contacts that could lead to business. If you are expecting others to bring their contacts to you, you should be ready to do the same. The key to networking is to provide as many contacts as you can and, in the process, build up a cadre of people who will, hopefully, be ready to help you when they have an opportunity.

Don’t try too hard to sell your services at the event. Focus on identifying what the other person’s interest or needs could be. If they are potential clients, arrange a follow up meeting to take things forward. If they are not, explore any suggestions they may have or contacts they may know.

Finally, remember to follow up! That stack of business cards can be converted into solid business if you take the time to make the calls, send some e-mails and follow up on your leads.

he room trying to see who looks more interesting or important. Read up on relevant news so that you always have something to talk about. When you think it’s time, move on politely to meet other people – that is what you are there for.

A networking event offers you an opportunity to share information, ideas and contacts that could lead to business. If you are expecting others to bring their contacts to you, you should be ready to do the same. The key to networking is to provide as many contacts as you can and, in the process, build up a cadre of people who will, hopefully, be ready to help you when they have an opportunity.

Don’t try too hard to sell your services at the event. Focus on identifying what the other person’s interest or needs could be. If they are potential clients, arrange a follow up meeting to take things forward. If they are not, explore any suggestions they may have or contacts they may know.

Finally, remember to follow up! That stack of business cards can be converted into solid business if you take the time to make the calls, send some e-mails and follow up on your leads.

Happy networking!