A £40 networking ticket that changed everything

Direct mail consultant Alix Bell remembers the exact moment that proved the value of networking.

Standing in a room full of strangers, she'd paid £40 to be there. A man approached asking if he could film the workplace of the mailing house she was working for.

She declined, as she felt there was too much sensitive government data on site. But that "no" sparked a conversation that would eventually lead to something remarkable.

The man mentioned a colleague at a utilities company who needed help and was drowning in paperwork. Within six months of that conversation, her employer had built a programme to support that business.

Then one of the big six utility companies bought out the smaller firm and Alix's employer ended up handling all of its billing and marketing too.

"From a £40 event, we ended up with a multi-million-pound contract."

Networking to grow a small business

Now running her own direct mail consultancy in Sussex, Alix has become an advocate for networking as a cornerstone of business growth. But she's quick to dispel the myths about how it should be done.

Rather than launching into a sales pitch, she advocates listening first and thinking about what you can give, not what you can take.

"You've got two ears and one mouth for a reason. You're not going to walk away with that million-pound business deal from a networking event every day.

"You need to build relationships and it's not always about the person in the room, it's about who they may know."

Reading the room

Alix's approach includes researching three people she wants to speak to before larger events, but never overcommitting.

She prepares conversation starters about their industry and goes in with lines like, "That must be really frustrating for you at the moment."

"If you're not giving value, you're not going to get value from that person either."

Body language matters enormously, according to Alix, who's an adviser with Enterprise Nation.

"If they're facing inwards, they're in quite an intense conversation. Don't approach. If they're facing outwards, they're opening, they're welcoming."

And whatever you do, don't talk politics.

The follow-up is everything

Alix still swears by business cards and makes notes on the back of each one. She then follows up with personalised LinkedIn messages.

Now, frustrated by the lack of accessible networking in mid Sussex, Alix plans to launch her own monthly group, capped at 25 people.

"It's small, it's personal, but it'll also help build relationships and build confidence."

Walking into rooms with more than 200 people can be intimidating for newcomers, Alix says, especially in what she describes as still "very male-dominated" environments.

Alix's networking success runs parallel to her mission to rehabilitate direct mail's reputation in an increasingly digital world.

Having worked in the industry for decades, she now helps SMEs understand that physical mail, with its guaranteed touchpoint and competitive postage rates through mailing houses, remains a powerful channel in an age of email fatigue.

What the networking experts say

Enterprise Nation member Simon Cox is the co-founder of NNBN (The Northamptonshire Business Network), which he launched with his former business partner Marie Baker in 2009.

What began as the Kettering Business Network in 2015 expanded across the county to include Corby, Wellingborough, Northampton, East Northamptonshire and Daventry before merging into NNBN four years ago.

The network now boasts more than 170 members across a county of 35,000 businesses, 98% of which are micro-businesses.

One of the first 100 businesses in the UK to receive the Fair Payment Code's Gold Award for its payment practices, NNBN runs two monthly face-to-face networking meetings at different venues across Northamptonshire.

It also runs online sessions and hot-desking opportunities at local co-working spaces to make sure everyone has the same access.

Simon's five tips to help ace your networking skills

If you're serious about growing your business through networking, commit to attending at least twice a month. Simon says:

"It's like going to the gym and not using the equipment – you're never going to get fit. You've got to be in it to win it."

1. Understand that networking takes time – don't expect instant results

While Simon struck lucky with a £5,000 order at his first-ever networking meeting, he's quick to point out this is the exception, not the rule.

"It's about relationships. You don't get married on the first date. It's the same in business."

Building trust and meaningful connections requires patience and consistent effort.

2. Know why you're attending

Before you step through the door, understand your reasons for going.

• Are you there to learn from a speaker?

• To make new contacts?

• Or simply for the social interaction?

"Some of our business network meetings are often the only outlet some people actually get in their lives," Simon says.

Understanding your purpose helps you avoid wasting time and focus your efforts where they matter most.

3. Do your homework and reach out to organisers

While some networks don't share attendee lists in advance, Simon recommends checking the website for member directories or simply calling the organiser.

"We publish the attendee details on the day, but often people ring me in advance. This preparation helps you identify whether the group is right for you and who you might want to connect with."

4. Get a buddy if you're nervous – and don't be afraid to disclose hidden disabilities

First-time nerves are natural, but there's no need to face them alone, as Simon explains:

"If someone comes and I don't recognise the name, I'll always say, 'if this is your first time, would you like to be buddied up with someone?'."

Most networking groups will have friendly members happy to take newcomers under their wing and help them feel comfortable.

If you have a hidden disability, or indeed anything that could make you anxious about attending, Simon strongly encourages you to speak to the organisers in advance.

Making them aware means they can provide appropriate support and make sure you have a positive, comfortable experience.

Good networking groups will have dedicated spaces accessible for business owners who can't easily take part in face-to-face events.

5. Follow up, follow up, follow up – especially on referrals

The biggest mistake people make is not following up on an inquiry, Simon says.

"If someone refers you to a potential client and you fail to make contact, it reflects badly on the person who recommended you. A quick text, WhatsApp message or call can make all the difference."

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