The independence, flexibility and potential financial rewards of owning a business persuade over 5 million U.S. entrepreneurs to take the plunge each year. The founders and owners of Salt Lake-based Backyard Bookkeeper, Backyard Payroll and SPC Strategies, locals Julie DeLong and Alex Mic-Podar tackle tough questions affecting entrepreneurs today. 

DeLong has written several articles for Intuit and Forbes Magazine and was an adjunct professor for the University of Utah. Mic-Podar has started a total of seven businesses and provides coaching and consulting services. She is a board member for multiple nonprofits and was a 2023 recipient of the Utah 40 Over 40 award. 

This is the final article in a four-part series about how to start and grow a business.

What is networking exactly, and why is it important?

Mic-Podar: Networking is making connections and letting others know you exist. It is not necessarily picking up clients or customers, but it’s making friends who will recommend you to their friends because you’ve made an impression on them.

The word “networking” has “net” in it, and I compare it to a spider building its net. If you connect lots of dots, eventually the right bug will fly into it. 

You need to be known in your community. If you are a business-to-consumer company, the right networking places help you meet distributors, fulfillment center owners, etc. If you are a business-to-business company, your potential clients will be in your community, and if people don’t know who you are, they can’t help you grow. 

What do I need to understand about networking?

Mic-Podar: First, give more than you receive. Go meet people and become a solution in their lives, a support system, and they will reciprocate by recommending you to their friends and family. You're the newbie. They don’t know you, so you need to prove yourself.

Second, don’t network to get clients. Lots of people go to a few networking events and give up. Networking takes time. Many from your industry also attend events to fish, not just you. Be the fisher who casts the net and waits for the fish to jump in. Make friends and show them why you’re different and how you give more than your competition.

Third, the idea that networking is not for everyone is a myth! Everything you do is networking. You could simply be going to a conference to educate yourself, but you’ll miss out if you don’t get to know the person sitting next to you. 

When you first open your business, you’re also missing out if you don’t take each client to lunch, spend time getting to know them, or send a thank-you card for choosing you. That is networking, too. 

You don’t have to look specifically for “networking events” because you’re networking every day as you run your business. Even if a prospective client went with the competition, it’s your job to make such an impression on them that they’ll remember you a few years later. For business owners, networking is your bread and butter. 

DeLong: Networking is a long game. It rarely pays off in the short term. When it does, great! But otherwise, focus on making connections and becoming a person people look to for solutions and ideas, whether or not that results in sales. In the long term, you will create a network in which people provide significant value to each other, and this will eventually result in sales.

How do I get started? How do I find industry-specific events? 

Mic-Podar: Easy! If you are not on LinkedIn, get on and find me! Direct message me, tell me what you’re looking for, and I’ll make some introductions. If you’re not on LinkedIn, you’re not serious about your business or career. 

Then get an Eventbrite account. Industry-specific networking means attending industry-specific conferences. Utah has a lot of free events where you can get to know others in your industry or meet potential clients. Search your current or target industry on Eventbrite, and you’ll find a lot. 

As soon as you start your business, put yourself out there. Offer to help others for free. 

At your first event, tell everyone you’re new and would like to know about upcoming events. I guarantee you’ll leave with multiple options to attend each week. As stated in previous articles, you don’t need to spend a lot on marketing. Get leads by gathering business cards at events from relevant people you talk to and including them in email marketing.

This is really the secret of networking: give and ask for support. Everyone was in your shoes or still is, and everyone loves to give advice. Be a good listener, and you’ll make friends quickly. And if you promise to attend something, show up. Be consistent.

What if I’m uncomfortable talking to strangers?

Mic-Podar: It’s not “if” you’re uncomfortable with strangers. You will be, so just start. Introduce yourself, and ask questions like, ‘what industry are you in? What brought you to this event? Do you know the organizers?’ Make it about the other person. 

If you're nervous about answering their questions, say something along the lines of “I haven’t practiced my elevator speech yet, but I’ve started a business in this industry.” Give yourself breathing time, and always always be honest. 

With practice, it will be easier because your community is smaller than you think, and with time, you’ll find you already know lots of people at events, and conversation will be easy. 

What should I do after I’ve met a contact at an event?

Mic-Podar: I always carry a pen, so when others give me their business cards, I make a small note on the card to help me remember who they are.  

After the event, find all the people on LinkedIn whose business cards you collected. Add them and send a message. As soon as they accept your connection request, remind them where you met. Perhaps remind them of any advice they gave and thank them again. 

I actually add people to my LinkedIn while I’m still at the event because I’m very visual, and if I see their profile picture, I know exactly what we talked about.

If someone could take your business to the next level or is a potential client, don’t be shy—ask them to lunch. It’s cheaper to buy lunch than spend 10 times that on online advertising and get no leads. 

Remember, networking is just relationship building. Always, always move on your leads within 24 hours. If you don’t, they might not remember you. 

DeLong: As Alex indicated, it’s extremely important to take notes about each person you meet. While it’s still fresh, write down details and keep them in mind when you follow up. Be someone who notices and remembers, whether it’s a particular milestone your contact is working toward or a recent health challenge for their parent. 

The next time you talk to them, ask about the milestone or how their parent is doing. If you genuinely care, you’ll develop deep, meaningful relationships in your business community.

How do I network online?

Mic-Podar: As indicated above, online networking starts with LinkedIn. It’s where I do most of my networking. I recognize most of my LinkedIn contacts when I see them at events. We currently have over 600 clients, and more than half are clients because of LinkedIn. 

Don’t do any selling or spamming, but it’s important to comment on posts and engage with your contacts’ content. Whether you have a business or not, get on LinkedIn! It can help your business succeed and has answers for your next career move, but you don’t need to pay $60 a month to access benefits. I haven’t paid for the upgrade for years.

What are some common mistakes?

Mic-Podar: This is an unpopular opinion, but I don’t advise signing up for paid networking memberships that offer exclusivity. Trust me. In the long run, it’s not worth it. Exclusive clubs will become a waste of time, and you’ll only meet the same people over and over.  

It could be beneficial to use clubs for business advice, but they won’t help you with networking much. You’ll get more clients with Google or social media ads.

DeLong: Many networking groups, even paid ones, allow guests to visit for free at least once. Take advantage of that! This will help you get to know the community and get your name out there without making a risky financial commitment.

Should I join a chamber of commerce?

Mic-Podar: YES. Your local chamber of commerce is NOT an exclusive group promising you’ll be the only one from your industry. It is a club, but every business owner is welcome, and they have the best networking events. My favorite ones are the South Valley Chamber and the Davis County Chamber. I love the people and the members.

DeLong: Chamber events are often great networking opportunities. You don’t usually need to be a member to attend, but your ticket may be a bit pricier. Attend a few events to decide whether the chamber is right for you.

What are some other ways to find leads?

Mic-Podar: Think outside the box. Be creative. Talk to vendors at trade shows, home and garden shows, expos or even markets with local makers. If you’re in the business-to-business industry, every vendor is a prospective client or a prospective supplier. 

Turn any event into a networking opportunity by gathering people’s information and sending them a follow-up email. 

Parting thoughts 

Mic-Podar: Network, network, network. Build that spider web. You can do it. If I did it, you can, too. I believe in you. To connect with me, find me on LinkedIn as Alexandrina Mic-Podar. Shoot me a message, and if I have time, I’d love to help you set up your LinkedIn.