Independent retailers often seek out new people and reconnect with old acquaintances when attending markets and conventions. Since store owners have a few days to get everything done, they must manage time wisely and only speak with select groups of people. These individuals can offer the expertise, resources, and advice that help retailers sustain and grow their businesses. Building a Network of “go-to” people you can depend on is essential for everyone operating a business. While some people are more adept at networking than others, it’s a skill that improves with practice.

Be Selective in who you approach
Networking is about more than connecting with a large group of random people; it’s about building relationships. When you seek out a person or group to join your network, you should have a specific purpose in mind. It’s essential to be clear about your goals and what you hope to accomplish by pursuing the relationship. Start by asking yourself a few questions: How will connecting with this person or group benefit my business? What is the time commitment? Who will be the point person in managing the relationship?

Develop an “elevator” speech
Networking requires being prepared to share exciting details about your business in the amount of time it takes for an elevator to reach the ground floor. Developing and being comfortable delivering the perfect elevator speech is essential for anyone who wants to be skilled at networking. The pitch requires providing a message about your ideas or business in five minutes or less. Depending on the size of your network, it may be necessary to repeat an elevator speech multiple times within a few days. The point is to make your pitch memorable by setting yourself apart from everyone else. Remember, you’re being evaluated, too, since the other person is deciding if you should be added to their network.

• Explain why you are contacting the person and how the relationship will benefit them
• Do your research to ensure that you effectively communicate your intent
• Quickly outline a list of what you can offer to the relationship

Establish and Nurture Relationships
Networking is an excellent opportunity to get insights from retailers who may have in-depth experiences with issues you are encountering within your operation. Many retailers have found mentors or developed long-term relationships with owners they met at markets, conferences, or tradeshows. Exchanging ideas can demonstrate your expertise and expand your knowledge. The home improvement industry connects every touchpoint within the supply chain. Manufacturers, wholesalers, retailers, and consumers are critical to ensuring that every facet of the supply chain performs as expected. It’s up to retailers to determine who to include in their network.

Ways to Stay Connected
Landline telephones used to help people stay connected, but now, it’s primarily social networking. Start by developing a plan and defining your goals. This step can help identify the best communication methods, such as Facebook, Twitter, or Instagram. Due to the pandemic, people also stayed in touch with each other via Zoom, Google Meet, and Teams. Based on your objectives, some methods are more effective than others. Consider adding these people or groups to your network.

• Retailers
• Manufacturers and sales reps
• Business owners within your community
• Wholesalers and product merchants
• Industry organizations
• Local Chamber of Commerce
• Current and potential customers

Join Local and National Networking Groups
It’s a good idea to start your network with the people, businesses, and organizations you interact with regularly. However, expanding your circle requires joining groups that offer different perspectives and motivate you to improve your skills. Here are a few suggestions.

Your Local Chamber of Commerce is a great place to form business connections. It is a hub for local business owners interested in training, professional training, and resources to help grow or revitalize their businesses.

Rotary Club International offers community-minded business owners the opportunity to join a network of entrepreneurs and community leaders with similar interests. Since Rotary Club chapters focus on community service and leadership, the skills members acquire support initiatives important to the local community.

SCORE refers to itself as the nation’s largest network of free volunteer small business mentors. For the past 50 years, the non-profit has helped owners obtain essential skills, expand their network, and achieve their business objectives. Due to the support of the Small Business Administration, and corporate donations, joining the organization is very affordable.

Some people are naturally reserved and may think building a network is challenging. However, independent retailers already network daily with the people they interact with to operate their businesses. Broaden your horizons and actively form more significant connections.