'Building the Numbers through Networking' David Beveridge, Managing Director of Macdonald Henderson, will share some thoughts on building your business through effective networking. With around 20 years’ experience in business development, David will explore the different facets of good networking and highlight the pitfalls to be avoided - in what many find to be a challenging aspect of the Business Journey.

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The BusinessJourney
16 February 2016

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Business
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David
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4. The Business Journey
Building the numbers through networking
16th February 2016

5. A top 15 Scottish corporate law
firm by number of deals completed
(2012, 2013, 2014 and 2015
Business Insider)
Leading Advisor to Scottish Family
Businesses at The Herald Scottish
Family Business Awards 2012 &
2013
Based in the International
Financial Services District of
Glasgow
Turnover and profits increased
by 25% since a Management
Buyout in 2009
Law Firm of the Year 2010 (under
50 fee earners)
Up and Coming Law Firm of the
Year 2010
(Law Awards of Scotland)
“Best Friends” policy with 20
firms in 15 jurisdictions and a
conflict referral firm of choice for
some of Scotland’s largest
commercial law firms
Entered Legal 500 Recommended
Law Guide in August 2015.
Aggregate deal values
completed tripled in year to April
2015 against previous year
(Business Insider March 2015)
KEY FACTS

6. Networking
The following is some personal thoughts – not the
result of any training or specific education, but
some conclusions drawn from experiences in
business development of a professional services
firm.

7. Networking – what is it?
Connecting is a better word – connecting with people. But not just about getting
sales – or being herded into a room to play a game of card swapping and hoping
that something sticks.
We do this by getting to know each person , and in turn letting them get to know
you and your qualities and capabilities as a smart, dedicated business person.
Note the word – “person” – not firm, company or brand – we connect with people
and it is with the person that the relationship forms.
So this is not about going into a room and coming out with ten new business cards
- this is not a game of collecting cards like a Panini Football Stickers for Suits – the
best word I can use is “refresh” – refreshing and deepening connections, and
hopefully, in that process making new connections.

8. Why networking?
Networking is about team building – building a team of peers, advisors,
customers, clients, potential colleagues, suppliers and experts.
Yes, new sales/instructions
But also:
New talent
New suppliers
Someone who can supply “the answer”
Peer wisdom and know how
Market knowledge
Funding and resources

9. Virtual and Real
Some old ground - each of us is a brand - both virtual and real.
Virtual - there are specialists who can advise on linked in profiles,
website building, digital marketing and the like – it’s not my area of
expertise. As a practitioner it’s important that if someone finds you on
line, you are:
Findable
Convincing/ up to date
Persuasive

10. Real – by this I mean the action of meeting people and
engaging in conversation.
Everyone has their own likes, dislikes, interests,
passions and opinions
Keep conversation CIA -
1. Casual – light, not deep or too specific
2. Inquisitive – don’t imagine that the world
wants to hear your story – listen and ask questions.
3. Authentic – don’t force a persona with which you are
uncomfortable.

11. Plan your networking
Business cards are important – make sure it strikes the right balance – a new client
passed a card the other day - it was illegible and accompanied by an excuse – not a
great first impression;
Organise yourself - don’t just be reactive to invitations, think about who you’d like to
see/meet;
Say yes - Keep an eye out for events for you to attend – social media is full of what’s
going on – and when you are starting out, if in doubt – say yes;
Hosting - Think about events where you could arrange a seminar, host a table, or take a
client or introducer as a guest to an event but remember to think about the nature of the
client and their objectives and get the pitch right;
Keep in touch - Think about clients who are important to you and refresh the
connection – many working clients don’t have time to spend meeting or spending time
with you if it’s not on a project – be prepared for the “brush off” – but find other ways to
keep in touch with email updates, corporate gifts and the like.

12. Plan your networking
Budget – think about what might be coming up and organise your diary so that you
don’t blow the budget too early in the year;
Seasonality - note that things are seasonal – so Christmas is crazy, but January is dead
up to the last week – from then, it’s fair game till June when (for July, August and early
September) things can be quiet;
Be Bold - remember that at events, everyone is there for the same purpose, so don’t be
afraid to start a conversation and remember to bring others in – don’t leave them
hanging off the end;
Research - Do your research – if attending a table, try and get a list of attendees and
carry out some basic googling of who is there – you can target your attention, it can
show that you are interested in their story/business and lead to interesting
conversations;
Conferencing – always grab a delegate list and plan who you’d like to see – it also
serves as a useful reminder if it’s a late night.

13. Some practical tips
1. Survival kit:
(a) A pen – especially if you are an advisor – it looks professional and indicates
preparedness;
(b) Business cards – no brainer;
(c) A pocket notebook – a great prop if in meetings and a note or two can show you
are taking interest;
(d) Mints – sometimes for the other party!
(e) Cash – especially at dinners – most require donations and it’ll be noticed if you
have to pass/borrow.

14. 2. Booze – context is everything
(a) Little effective business development happens after 11pm if
booze is involved – at this point you are having fun – so are
you achieving anything (positive)/ should you be there?
(b) this is a competitive business environment, and parties are
often looking for excuses not to invest or do business – don’t
jeopardise business opportunities;
(c) Remember that productivity can suffer the next day – so if
it’s a late one, think about meetings the next day and plan
your day carefully;
(d) It’s fine not to drink – unless it’s a Burns supper or a Sports
dinner, almost every other event these days assumes there
will be non-drinkers – don’t be afraid to be one of them;
(e) Get there early and order a sparking water with ice and a
slice of lemon– impossible to tell from G and T!

15. 3. Dress code – context is everything
(a) Try and get a handle on the mood of the event and the type
of attendee;
(b) If in doubt, dress up, not down;
(c) If you dress up, do it properly – a trouser press is a wise
investment for the chaps;
(d) Remember your role – as advisors, potential clients expect us
to be smart – but in other sectors, a sharp suit can be
anachronistic;
(e) Shoes – gentlemen – if you are smart enough to wear them,
you are smart enough to polish them.

16. 4. Get your head right
Networking takes it out of you, so:
(a) Make sure that you are in the right mood – try not to read
emails on the way if you could read something distracting –
you can’t do anything about it and you’ll just be grumpy,
meaning that you’ll suffer doubly (lost the client and wasted
your time);
(b) Don’t read emails – you are wasting your time at the event;
(c) Don’t overdo it – Christmas time can be particularly bad.
You cease to be effective, forgetting names, not following up
properly and giving your bit “by rote” - try to leave space
for the day job and for private and family life.

17. Contact Details
David B Beveridge
Managing Director
0141 248 4957
db@macdonaldhenderson.co.uk

18. THANK YOU

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David
Beveridge Questions