Etiquette refers to the set of conventions or acceptable behaviours in a society or group.
In this section we will explore etiquette related to networking, including:
- Engaging with networks and industry or professional associations
- Confirming communication channels to exchange information with contacts.
- Engaging with contacts using written and verbal communication
- Cross-cultural etiquette
Engaging with networks and industry or professional associations
If your organisation is a member of professional networks, you can engage with other members by following these tips.
- Research target businesses. Research relevant organisations and individuals such as competitors and suppliers for networking. Think about what would benefit them and how you can provide it to them for a mutually beneficial agreement.
- Approach others. Take the initiative and be the one who makes the first contact with the organisations and individuals you have researched. This conveys your interest in establishing a professional relationship with them. Refer organisations. You can refer newly established organisations within the same industry to join your network to encourage growth. For example, Ace Finance can introduce new accountants to the network.
If your organisation is a member of an association, you can engage with it using the following techniques:
- Maintain a newsletter: Having a newsletter containing updates and trends in the industry keeps all members updated and allows your organisation to be seen as a credible source of information.
- Offer opportunities for professional development: If possible, you may also offer opportunities for further education and improvement to other members, such as seminars or webinars. This displays your organisation’s expertise in the industry
- Personalise marketing tactics: Instead of relying on mass marketing activities, personalise your messages. Generic messages sent to large groups of people may be ignored, while small things like using a member’s name in an email can help them feel a connection to your organisation.
Treat a networking event as a first opportunity to get in touch with people. You must think of ways you can build on this initial contact. This may mean finding ways to spend time with the new contacts away from professional outings. Professional relationships are built from talking with one another, finding areas of interest that you have in common, or areas of your business that can complement your contacts’ business. Some useful tips:
- If your new contact seems like they can help your organisation and you can help theirs, you can mention the common goals that your organisations share and ask for their contact details or business card.
- You can ask them what their preferred method of being contacted is.
- If you have a clear idea of what your schedule looks like, you can already set a time to call or meet with them. If not, you can ask them which days and times they are most responsive so you can plan when to contact them.
Usually, contacting business relations through phone call or email is permitted by organisational policies and procedures. You need to check these policies more closely, however, if you want to establish a more casual line of communication with your business contact through different means, such as social networking sites.
When you follow up on your initial contact using the communication channels you agreed on, remember to re-introduce yourself. This means stating your name, your organisation and job title, and the event at which you first talked to them. You can also give a summary of what you talked about with them at the event to help jog their memory. Once these second introductions are over, you can proceed to explain why you contacted them, in line with your organisation’s objectives.
Business networking is most effective when you focus your efforts. When you network with a potential new contact, keep the following in mind:
- Be concise: A single opportunity with someone should concentrate on detailing a specific area of your business. You do not want to overwhelm those individuals that you are speaking to with too much detail. Networking is about getting information out there, not making a sale. Speak precisely and provide as much detail as you can but stay on topic.
- Know who you should meet: You can identify the individuals you should try to meet by thinking about the following:
- Business card etiquette: A business card is a very important networking tool. Ensure that the details on these cards are updated and that they look presentable, which means there should be no creases on them2. When you receive someone else’s business card, do not write on it or bend it, as this is considered impolite. Cultural differences in business card etiquette can exist, so if you are unsure of how to handle cards, follow the other person’s lead. If they give their card using both hands, receive it with both hands as well. When a business card is handed out can also be subject to cultural differences. In some cultures, it is given during introductions, while in others, it is given after the conversation ends.
Using verbal communication
When you attend a networking event or join a networking association, you should be prepared to speak to many people in a short period of time. The way you make the first contact with someone can leave a lasting impression, so you need to make your introduction strong and positive. The following table provides some simple tips when having conversations with potential contacts.
| TIP | DESCRIPTION |
|---|---|
| Practice active listening |
|
| Display body language |
|
| Share information |
|
| Adjust your tone |
|
Using written communication
The following table provides some simple tips when communicating using written means.
If you are making initial contact using written means, rules and proper etiquette still apply. Emails and messages through social networking sites are the most common methods to reach someone with whom you want to establish a business relationship. Emails tend to be more formal, while messages can be more casual, depending on who you are trying to contact.
| TIP | DESCRIPTION |
|---|---|
| Use the subject line properly |
|
| Be concise |
|
| Proofread |
|
| Sign off with enough details |
|
Most of us work or will work in multicultural environments or collaborate with clients, customers, partners from different cultural backgrounds. One way to appreciate some of the differences including communication styles and how to develop rapport is to understand the concept of high-context and low-context culture, which was developed by anthropologist Edward T. Hall in 1976.
Watch this YouTube video on the difference between high-context and low-context cultures.
Watch
What is the difference between a high-context and low-context culture?
Anthropologist Edward T. Hall’s theories of high-context communication cultures (East Asian, Latin American, Southern Mediterranean, Arab countries) vs low-context communication cultures (North American, Western European countries) distinguishes how different people communicate around the world.
Duration: 2.48
Questions
Pre-Watch Question: Can you think of examples of non-verbal cues or implicit understandings which high-context cultures might use in communication?
Post Watch Task: Reflect on the differences in communication between a high-context communication culture such as Japan vs a low-context communication culture such as New Zealand.
Whilst it is important not to stereotype, the following image suggests that countries may sit on a continuum of low to high context.
General Rules (a summary)
There is no room for wallflowers in business relationship development. Whilst it is not necessary to be an extrovert and it is definitely not appropriate to be obnoxious or domineering, a certain amount of confidence will go a long way. Introduce yourself to people, make cold contacts, perhaps even volunteer to speak at an event or host a booth.
There are different communication methods depending on your networking objectives and your organisation's networking policy and procedure. Regardless of the method, they all involve approaching others! Ensure you adjust your tone, language style, dress code, and behaviour to suit your audience and the location. For example, a formal dinner attended by senior corporate personnel will require a more polite, professional tone and appearance. Whereas a community sausage sizzle will require relaxed, casual conversation and comfortable, practical attire. Be mindful not to drink too much alcohol, swear, or tell offensive jokes.
One reason people attend events such as conferences is to stay up-to-date with what is happening in their industry. Another reason people attend is to network and hopefully, meet specific people of interest and increase their network.
Active listening involves:
- listening intently
- showing interest by asking questions
- not getting distracted
- not listening purely so you can have your turn to speak.
Business cards are an important networking tool. It gets your contact details into the wallets and hands of those with whom you wish to do business. Before attending an event ensure you have a good supply and that they look professional with accurate up-to-date details. Be aware that in some cultures there are specific rules regarding how and when a business card is provided. Always ensure you research your target audience and observe normal social etiquette.
This skill goes hand-in-hand with active listening. Techniques such as making eye contact (but not staring too much), nodding, smiling and mirroring their posture will all result in overall positive body language.
Once the business relationship has been established, ongoing communication may consist of written mediums such as email.
Consider the following email etiquette tips:
- Write an informative subject line but keep it brief. It is important to have your email stand out from the crowd.
- Use an appropriate greeting for the audience. As a general rule, it is OK to use the term 'Hi' as a greeting, however, if communicating with a more formal audience it may be more appropriate to use 'Good Morning/Afternoon'.
- Keep it concise. Don't send lengthy boring emails or too many messages. Overwhelming a person with too much detail or having communication that is too frequent will leave a negative impression.
- Proofread before sending an email. Spelling and grammatical errors will look bad or can even result in miscommunication or offence being taken.
- Email signature. Design a professional email signature that lists your name, job title, company name and logo, and contact details.
Watch the following video which explores one-to-one networking. One-to-one networking only works when both parties benefit. The video is from Colorado Technical University in the U.S.; however, the tips are also applicable to New Zealand.
Watch
Professional Networking: How to Add Value to Your Connections
Tips showing how to avoid networking mistakes when dealing with business contacts..
Duration: 3.32
Questions
Pre-Watch Question: Why is networking important to your business?
Post Watch Task: Think about how you and your stakeholders benefit from professional networking.
You’ve come to the end of this topic, well done! Before moving on to the next section be sure to complete all the exercises and go back over any linked videos and articles if you need to.
