We all know the value of great networking of industry relationships, but there’s no denying that it takes a significant amount of time and energy to keep your connections fresh and engaging. In a “normal” pre-pandemic season, it already felt like a lot of work to be intentional in your networking approach. Now that we’re in this extremely busy season, nurturing your relationships might drop to the bottom of your to-do list.
As we work our way through this taxing recovery period, many people are simply trying to keep their heads above water. You might think networking can wait until things settle down — especially if the money is flowing and you’re actively turning people away.
Yet, this moment is really when you should be stepping up your game. Relationships are key to filling your pipeline with clients and this busy season won’t last forever. When things settle down on the other side of recovery, you will be grateful for the relationships you’ve cultivated during this intense period! Plus, we could all use some extra emotional support right now, and leaning on your network is a great way to build camaraderie and remind yourself you’re not alone in this.
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So, how does networking in a post-pandemic recovery environment look? What can you do when everyone else is equally stretched thin and working overtime week after week?
Follow these five tips to remain top of mind without overburdening those around you.
Be intentional about your approach.
Go ahead and schedule time for networking on your calendar right now. Set aside one hour a week just to send out emails to your industry peers. But leave your expectations at the door! This is not the time for exploring collaborations or asking for referrals. Check-in and ask if you can help with anything. It can be as simple as:
“Wedding season, man, right? Hope you're doing well and staying sane. If there's anything I can do for you right now, let me know. Can't wait to catch up when things slow down.”
It’s a low-pressure way to say hi, send your well wishes, and open your door for others to reach out if they need help or just want to talk. You can remain top-of-mind without coming across as intrusive or overtly forward. Simple, easy, and effective!
Go the extra mile with gifts.
At this time, the average day in the life of a wedding pro is nonstop grinding. Client meetings, sales calls, design work, onsite implementation — there is a lot to do, and it can feel suffocating when there’s no breathing room in one’s schedule.
Give them a breath of fresh air with a small, thoughtful surprise — a Starbucks card, a cool notebook, or a delivery of sweet treats can be just the thing that brings a smile to their face on an otherwise rough day.
For those you work with regularly, you might even consider taking it up a notch by gifting things like a certificate for a massage or a self-care gift basket. It will require a bigger investment on your end, but that intention will sow seeds that you’ll be able to harvest in the next chapter.
Remain self-aware in your outreach.
When establishing new relationships (or revisiting old ones), be mindful that everyone is experiencing recovery in a different way. Some have had great successes come out of the pandemic, whereas others are in full rebuild mode to recoup their losses.
Keep your touchpoints light. Don’t slide into someone’s DMs with an impersonal message about wanting to work together. If you try to be sales-y or are just out to get business for yourself, people will see right through it and you’ll be seen as annoying and self-interested.
Focus on nurturing relationships through low-pressure channels. Follow them on social media, engage with their content, check-in with them through DMs or emails — you can be present and thoughtful without seeming thirsty for business. When things slow down, you’ll have that recognition and be top-of-mind with the folks you’ve stayed connected to throughout this period.
Respect others’ boundaries in person.
Recognize that everyone has different comfort levels about being out networking, wearing masks, and touching others. Avoid making assumptions about how someone else feels. It never hurts to say, “Hi, I’m vaccinated!” or “I’m not vaccinated, would you be more comfortable with me wearing a mask?”
While the last year has been different for everyone, we all went through the experience together. Being honest and vulnerable goes a long way in establishing credibility not just as a business owner, but as a human. When you show respect, you will receive it in return!
The big lesson here: Networking shouldn’t stop for anything. Your relationships matter just as much (if not more) as they did before the pandemic, and they will continue to play a role in the growth and success of your business. Don’t let it fall on your list of priorities — by nurturing your relationships and creating new ones during this period, you will set yourself up for success as we move into the next stages of recovery and beyond.
