IT has been said that there are more business networking events in Dorset than anywhere else in the country.

Most decision-makers in business find themselves invited to a host of breakfasts, lunch and after-work events.

But how do you spot the best events and take advantage of them?

Ian Girling, chief executive of Dorset Chamber of Commerce and Industry, says: “I’ve read there’s more networking going on in Dorset than anywhere else in the rest of the country and I believe that.”

He says it is important to find the networking opportunities that suit the individual business.

They also need to know they will be speaking to people from the right level of their companies, he says, which is why the chamber runs sessions specially for CEOs.

Networking comes in structured and informal versions.

“Our networking is structured so we do the table moves,” says Mr Girling.

“We also make sure we pick people up that are standing on their own and try and create a welcoming kind of environment.”

He believes opting only for free events will not pay off. “People should be prepared to pay to go to networking events. There are some free ones but they generally will not be resourced or run in the same way,” he says.

Jacqui Frampton runs the Boardroom Network, which normally meets at Bourne-mouth’s Hallmark Hotel.

“I can’t offer free networking because it’s my business. I’ll try to offer value for money networking,” she says.

She spends a whole day before each breakfast event sorting out the table places and the several table moves.

“I’ve always found a structured event to be more beneficial. I also believe in a core membership,” she said.

“Networking is about building relationships. It’s not really a place for the sale. It’s not just about selling, it’s about buying, it’s about establishing conn-ections. Everyone in the room meets 100 people.

“That doesn’t mean the person in the room is going to want your service that day, but if they know you, like you, understand what you do and have listened to you as you should be listening to them, one of their contacts may say ‘I’ve got a bad debtor’ or ‘I need a good solicitor’.” Her events are designed for business owners and decision-makers.

“If it’s your business, you’re the one who’s going to be most passionate about it. Even if you’re employed by someone, you’re a decision maker, you still need to be among like-minded people because they’re going to influence your decisions,” she says.

Darren Northeast, who has run Darren Northeast PR for 10 years, estimates that up to 85 per cent of his business has come from networking.

“I’ve never done a sales campaign and I’ve never really done a marketing campaign either,” he said.

“In Bournemouth you could go to a breakfast, a lunch and an evening thing more or less five days a week. Sometimes you could go networking on a full-time basis. But it’s not just about that question of meeting at that particular networking event, it’s about meeting that person afterwards, meeting them for a coffee.”

He adds: “It’s all about people. People buy people. Nobody’s going to go to our website and say ‘I’m going to employ them to do my PR’ only because of seeing it on a website. It’s about developing those relationships.”

Top tips for successful networking

Elaine Wilkins, business development and marketing manager for chartered accountants Princecroft Willis, says some of her biggest deals have come from networking.

Her top tips include:

  • Check you have enough business cards, turn off your mobile and check your appearance. 
  • Prepare a 60-second ‘elevator pitch’ to explain what you do.
  • Never fail to attend – a name badge left on the table gives a bad impression.
  • Obtain a list of attendees in advance.
  • Listen well.
  • Remember it isn’t rude to move on to the next person.
  • Set yourself a target of how many people you want to meet.
  • Smile, enjoy and be proud of who you are representing.
  • Follow up by email or LinkedIn message when you return to the office.

Ian Girling of DCCI says: “Don’t go networking expecting to get instant business. Business generally is about relationship building.”

Roger Williams, president of Poole Chamber of Trade and Commerce, said his top tips included listening a lot more than you talk; considering how you could help other people and following up with every person you meet.

“Business networking isn’t for the faint hearted. It’s laborious, tiring, often fruitless and requires resilience,” he said.

“You have to kiss a lot of frogs if you want it to work for you and remember that this is a long term strategy of becoming a loyal contact who gives more than they expect to receive.”