Networking Do’s and Don’ts for Retailers

By Alan Miklofsky | November 1, 2024

Professional networking is an essential skill for retailers looking to grow their businesses, connect with peers, and stay updated on industry trends.
Effective networking can lead to valuable partnerships, mentorships, and new customers. However, building strong business relationships requires more than just making connections—it
requires etiquette, intentionality, and an understanding of common networking pitfalls. This article outlines essential networking dos and don’ts for retailers, highlighting best
practices and mistakes to avoid in order to foster positive, long-lasting connections.

Networking Do’s for Retailers

Follow these best practices to make your networking efforts successful and meaningful:

• Be Genuine and Approachable: Authenticity is key to building meaningful connections. Approach networking with a genuine interest in others, showing that you value their experiences and insights. Smile, make eye contact, and be open to conversations. People are more likely to remember you if they feel you are sincere and approachable.

• Prepare an Elevator Pitch: A concise, 30-second introduction to your business can help others understand what you do quickly. Include your store’s name, specialty, and what sets you apart. For example, “I’m Alan Miklofsky, and I run a specialty shoe store focusing on high-quality, sustainable footwear. We prioritize personalized customer service and carry exclusive brands that aren’t widely available.” This pitch gives others a clear snapshot of who you are and what your store offers.

• Listen Actively: Effective networking is about listening as much as speaking. Pay attention to what others are saying, ask follow-up questions, and show genuine interest in their stories. Active listening demonstrates respect and helps you understand potential areas for collaboration.

• Follow Up Promptly and Personally: After meeting someone, send a follow-up message within a few days. Refer to a specific part of your conversation to show that you remember the interaction, such as, “I enjoyed our conversation about inventory management and appreciated your tips on sourcing sustainable materials.” This personal touch reinforces your interest in staying connected.

• Offer Value Where Possible: Networking is a two-way street, and offering value—whether it’s an introduction, a resource, or advice—helps build trust. If you know of an article, tool, or contact that could benefit the person you’re connecting with, share it. Small gestures can go a long way in establishing goodwill.

• Attend Industry Events Regularly: Consistent attendance at trade shows, conferences, and local industry events keeps you visible in the community and helps you build long-term relationships. Try to attend events that align with your goals, whether it’s connecting with vendors or learning about retail trends. Familiarity over time strengthens trust and makes it easier to network.

Networking Don’ts for Retailers

Avoid these common mistakes that can hinder your networking efforts:

• Don’t Be Overly Salesy or Self-Promotional: Networking is about building relationships, not making a sales pitch. Avoid pushing your products or services aggressively. Instead, focus on getting to know the other person and understanding their needs. If they’re interested, they’ll ask about your business in due time.

• Don’t Interrupt or Dominate Conversations: Good networking involves equal participation. Avoid interrupting others or steering conversations back to yourself. Allow others to speak, and engage with their ideas before sharing your own. Respectful communication fosters a positive impression and makes people more inclined to connect.

• Don’t Ignore Social Media Etiquette: Social media is a powerful networking tool, but it requires appropriate use. Avoid sending unsolicited direct messages with self-promotional content or overwhelming new connections with frequent messages. Instead, engage with their content by liking, commenting, or sharing thoughtfully. Use social media to nurture relationships subtly and authentically.

• Don’t Forget to Follow Through on Promises: If you promised to send a resource or make an introduction, follow through promptly. Failing to deliver on promises damages credibility and can weaken new relationships. Consistency in your words and actions shows that you’re reliable and respectful.

• Don’t Assume Every Contact is a Transaction: Not every networking interaction will lead to immediate results. Avoid the mindset that networking should yield immediate benefits. Some connections may take time to develop, and others may never directly impact your business. Focus on building a network of relationships based on trust, rather than immediate transactions.

• Don’t Ignore Body Language: Nonverbal cues, such as crossing your arms, checking your phone, or looking around while someone is speaking, can give the impression that you’re uninterested or disengaged. Maintain open and engaged body language by facing the person, nodding, and making eye contact. Positive body language reinforces that you’re present and attentive.

Tips for Maintaining Networking Relationships

Once you’ve established new connections, nurturing them is essential. Here are tips to help keep those relationships strong over time:

• Schedule Periodic Check-Ins: Reaching out periodically shows you value the relationship beyond your initial meeting. Share relevant news, ask about their business, or update them on changes in yours. Periodic check-ins keep your connections warm without overwhelming them.

• Share Industry News and Resources: Forwarding relevant articles, reports, or updates shows that you’re thinking of them and helps maintain a positive connection. For example, if you find an article about emerging retail trends, share it with contacts in the industry.

• Celebrate Their Successes: Recognizing your connections’ achievements, whether it’s a store opening, award, or successful event, strengthens relationships. A congratulatory message shows that you’re invested in their success and builds rapport.

• Offer Help When Possible: If your contacts need advice, support, or resources, be willing to help. Offering help without expecting anything in return fosters goodwill and solidifies trust in the relationship.

Conclusion

Effective networking is a blend of strategic planning, genuine interest, and professional etiquette. By following best practices, such as active listening,
following up personally, and offering value, retailers can build meaningful connections that support business growth. Avoiding common networking pitfalls, like being overly sales-focused
or failing to follow through on promises, ensures that your efforts contribute to strong, lasting relationships. Networking, when approached with authenticity and respect, can be a powerful
tool for personal and professional growth in the retail industry.