7 B2B Networking Mistakes & How to Avoid Them

B2B networking is one of the pillars of sales and marketing. In fact, the closing rate for customers obtained via business networking is 40% (Hubspot). Mastering the art of B2B networking is essential for every sales professional to build relationships with potential customers, learn about new opportunities, and stay ahead of the competition.

However, it can be a tough task as there are some B2B networking mistakes that even experienced salespeople might make that can them valuable time and resources. Fortunately, with every challenge there are solutions.

 

1. Being Unprepared

 

The worst thing you can be at a networking event, either virtual or physical, is unprepared. Not knowing who might be attending or the agenda of the events will lead you to uninteresting, surface level conversations. More importantly, you need to know which attendees are within your target market is so you can focus on networking with the right people. In sales, a buyer persona is your biggest asset and can lead to a 171% increase in sales for companies as they understand who their target market is (Zipdo).

In that vein, doing a little research on the specific people you want to network with at events will save you a lot of time and give you the best opportunity to connect with the right people.

Steps:

• Request a list of attendees prior to the event (if possible) and research them and their companies. Look up any interviews they might have done and find out about their latest projects. This can help spark conversations.
• Make a shortlist of who you’d most like to meet and connect with them on LinkedIn before the event.
• Make a note of the interesting sessions at the event, especially those related to your product or services, so you can attend and find attendees to connect with who were interested in the same session.

 

2. Overselling

 

Networking is a skill that requires subtlety and precision. A salesperson who turns every conversation into a sales pitch and only talks about their own products and services is setting themselves up to fail.

Instead, focus on active listening – that’s a big part of communicating and forging a connection. People want to know that their needs and challenges are heard. Listen to understand and tailor your responses accordingly. Networking is about building relationships, not making a sale.

Steps:

• Begin a conversation by asking about specific topics that were discussed at the event.
• Guide the conversation towards their needs, challenges, and interests in that area.
• Ask open ended questions and listen attentively so you can ask relevant follow-up questions.

 

3. Fumbling Your Introduction

 

A big challenge of networking events, especially in-person ones, is the limited time you may have to speak to everyone. There’s a lot of movement and social interactions happening, which means you must make a good impression immediately or risk losing people’s interest.

Something as simple as a firm handshake can provide a good first impressions for 72% of people who are meeting in-person. Approaching with confidence is also key as 70% of communication is non-verbal. Your posture, demeanour, and how you choose to approach someone will set the tone for the rest of the conversation.

Steps:

• Prepare two to three simple introductions you can use when meeting people that will set you apart. Make sure to include who you are, what you do, and your interest. End the introduction with a question for the person you’re talking to that will push the conversation forward.
• Prepare conversation boosters you can call on when needed if an interaction seems to be struggling. These should be open ended questions about their interest, current events, or share experiences.
• In a virtual setting, you can include a link to your LinkedIn profile or website as part of your introduction.

 

4. Being Inflexible

 

When attending any networking event, be it virtual or in-person, you will meet all kinds of personalities. A style of approach that works on one person may not work for another, which means you must be flexible in your style of communication.

Attention is key. If you notice someone only speaks up when asked different questions, do that. There may be those who prefer talking about current events or others who prefer exchanging business cards first before talking about anything. You need to be adaptable and mirror the style of the person you’re networking in – that is how you can build trust and familiarity. This is especially true for in-person networking which professionals agree gives them the ability to read body language and facial expressions (77%) which can lead to building stronger business relationships.

Beyond that, Gitnux found that 80% of B2B buyers expect a B2C-like experience, which tends to be more personalised. This is where you can shine, by adjusting your style to suit the person you’re talking to.

Steps:

• Pay attention to how the person speaks and their body language to mirror their stance and subtle movements.
• Listen actively and adjust your tone, pace, and language to match the person you’re engaging with.
• If you notice that the person you are talking to is disengaged, politely excuse yourself and offer a business card as a gesture of good faith. Do not take it personally.

 

5. Ending A Conversation Abruptly

 

How you end a conversation is just as important as first impressions. It’s your final chance to make a mark with the person you’re talking to and sometimes, it can be exactly what they remember you for. Fumbling your exit is a B2B networking mistake that can undo all the great work you’ve done so far to cultivate a professional connection.

If you remember to do just one thing, let it be an offer to connect on social media such as LinkedIn or Facebook, which are the two largest platforms used by business professionals. In fact, 35% of businesses professionals note that a conversation on LinkedIn has led to fresh opportunities including business partnerships. Make the most of that.

Steps:

• Make sure to give out your business card, if you hadn’t already, at the end of the conversation. When receiving a card, make sure to accept graciously and stow it away in a separate pocket from your own.
• Thank them for their time and insight. Tell them you enjoyed the chat and recount any key points that stood out to you.
• Keep it light, friendly, and suggest a follow-up conversation or meeting. Offer to connect on LinkedIn.

 

6.  Mishandling Business Cards

 

Though it may seem arbitrary in a digital age, business cards are still an important element of B2B networking. Exchanging them is a sign of respect and a quick way to exchange contact details. Research suggests that 63% of people throw away business cards within 7 days of receiving them, but that sales still increase by 2.5% for every 2,000 business cards handed out. It’s a numbers game that you can win by giving out your cards to as many people as possible.

On the other hand, what you do with business cards that you receive is equally important. Receiving a business card isn’t just an exchange of contact details, it’s an invitation to stay in touch. You do not want to mishandle that gift and risk losing the connection you just made.

Steps:

• Give out your business card while clearly pointing out any personal contact details such as a personal phone number or extension.
• When you receive a business card, take a pause to look at it properly and ask a question about the information on the card i.e the company’s location, the person’s title, the design of the card.
• Ensure that you place the business card in a separate pocket or card holder to keep it from getting mixed up with your own.

 

7.  Not Setting a Follow-up

 

The whole reason for networking is to create connections and grow possibilities. This is especially true given that 69.7% of attendees consider in-person B2B conferences as the best opportunity to lead about new products or services (Bizzabo).

So not following up on connections made while networking is essentially letting a lead go cold. All that work would have been wasted otherwise. It’s also important not to start follow-up with a sales pitch.

Steps:

• Before exiting the conversation, make sure to offer connecting on online by exchanging LinkedIn profiles and/or email addresses.
• Offer to meet again sometime soon to share more insights on the conversation you were just having. If you sense potential, invite them to schedule a one-to-one meeting.
• Make sure to follow-up within the first 48 hours to thank them for their time. Reference a point in the conversation you had and make it clear that you are happy to continue the conversation.