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13 Even for those who are confident and comfortable in groups of people new to them, sometimes the prospect of networking at events can be about as thrilling as the thought of going to the dentist. In addition, networking to promote yourself, as opposed to your institution, can make you self-conscious. However do not be deterred. This way of doing business is perfectly natural and acceptable to the people to whom you will be seeking to promote your expertise. Don't be intimidated by the idea of networking being a major aspect of your total consulting activity. If you are reticent about engaging in such a promotional technique, there are many courses on effective networking which would help you a lot. You can get advice on courses from government supported organisations, such as "Business Link" (www.businesslink.gov.uk). Using your network does not mean asking directly for work – this usually just causes embarrassment. It is generally acceptable, however, to ask for advice (everyone likes to be asked their advice). So an initial step is to contact individuals you know, outline what you are doing, and ask for their advice. They may be able to refine your offering or to suggest companies or individuals to whom it would be of interest. Your own institution will almost certainly have marketing staff and skilled networkers who may be able to help your consultancy activities. In addition, those responsible for marketing the institution's intellectual property will regularly be making numerous commercial contacts. Close relations with them may help to uncover relevant opportunities. Nowadays there are many local and regional networking events designed to connect people. Your institution may run some, as do the local agencies, industry trade associations, local branches of the Institute of Directors or the Confederation of British Industry, etc. All of these are worth contacting to identify what is available. When attending such events, it is important to maintain realistic expectations. You may expect to raise your profile and to make a few useful new contacts, but it is very unlikely that you will meet someone with a current need for your services. Nevertheless, the opportunity to meet potential clients in relaxed circumstances is extremely valuable. Persistent effort is likely to yield important returns. Most networking events hand out lists of attendees, which will help you identify specific individuals that you may want to make contact with. When doing so, it is also important to Marketing Section 3