In today's digital and highly competitive world, business networking is essential for professional success. According to studies, 70–80% from professional job positions are provided through network connections rather than through advertisements or traditional channels. In addition, 49% from the professionals stay in touch with their network of contacts to expand their career opportunities, and 41% would rather attend in-person networking events than use online platforms. These statistics highlight the importance of well-established contacts and the ability to create lasting partnerships. Although the digital environment has greatly changed the ways of communicating and facilitated these processes, there are still some universal rules and strategies that not only increase the chances of success, but also help in building a stable partner network.

As technology advances, digital platforms play an increasingly important role in networking. LinkedIn, professional forums, and even social networks like X allow professionals to maintain active communication with specialists in various fields.

The art of networking, of course, is not limited to digital tools and the skill of using them. For example, studies on effective networks show that weak ties – acquaintances with whom we do not have frequent contact – are sometimes a source of valuable information and opportunities.

The beginning

To create and develop our network of partners, we always start from the most crucial moment, namely the first meeting or contact. The first impression is always key. A confident handshake, active listening and clearly expressed goals are the basis for building trust. According to data from the Journal of Management Education, successful contact also includes the ability to adapt to cultural differences, taking into account local traditions and preferences.

Additionally, a short and clearly formulated presentation of your skills, known as an “elevator pitch,” can have a hugely positive impact. It should include specific examples of successes and the value you could offer your potential partner. The main points to pay attention to are:

Practice your presentation before events to sound confident and persuasive.
The presentation should be brief and include: Your name and role; Unique value (service, product, skill, etc.) you offer; Example(s) of success.

However, things don’t always go as planned, so it’s always good to have a backup plan or simply to be aware that not everything depends on us. Often, when meeting for the first time, many people feel awkward in social situations, especially when it comes to professional networking. A useful and effective approach is to focus on small groups of people or one-on-one conversations where you would feel more comfortable. Prepare preliminary questions or remarks to stimulate dialogue. Practice active listening – this often leaves a better impression than speaking. Remember that effective business networking is a combination of confidence, strategy, and consistency.

Preliminary preparation

One of the most effective strategies for successful networking is prior research. This allows you to adapt to the cultural characteristics of your potential partners and demonstrate respect and interest in their values.

1. Environmental study

Cultural norms: Learn about the customs, etiquette, and ways of communicating in your culture. For example, in India, it is customary to greet people with "namaste," while in the Middle East, honor and family are highly valued.
Business etiquette: In some countries, such as China, gifts are an important part of business relationships, while in others, such as Sweden, it may be considered inappropriate.

2. Researching the potential partner

Individual profile: If possible, learn more about the potential partner's personality, professional history, and interests. Platforms like LinkedIn, Facebook, Instagram, etc. can provide useful information about their career and successes.
Organizational culture: Research the company, its values, and how it works. This will help you build a dialogue that is relevant and impressive to them.

3. Preparing interaction strategies

Adapting the approach: Develop a way of communicating that is culturally appropriate. For example, when working with Japanese and Chinese partners, it is important to use formal address and observe protocol and hierarchy in meetings.
Flexibility in relationships: Be patient and willing to understand how decisions are made in different cultures. For example, in China, decisions are often made slowly and after long deliberations, while in the US the focus is on speed.

Digital tools – the key to networking efficiency

With the advent of platforms like LinkedIn, professionals have the opportunity to build global networks, even without leaving the comfort of their own office. But creating them requires some additional skills, which if you don’t have, you should acquire and start applying in practice. Create an optimized profile on the platform that you think will be most suitable for your goals, in which to present your skills, experience, qualities, etc. will attract the attention of other specialists and potential partners. Be proactive, follow key figures in the field you are interested in, participate in discussions, publish articles on relevant topics.

And finally…the handshake

It is one of the oldest and most universal ways of greeting, dating back to the 5th century BC. Although it may seem like a simple gesture, it is extremely important in business etiquette, as it creates a first impression that can determine the course of future relationships. Although it only lasts a few seconds, it conveys numerous signals such as:

Trust: a firm handshake demonstrates confidence and inspires security in the other person.
Character: the way you shake hands can reveal whether you are confident, dominant, or, conversely, insecure.
First impression: according to studies, first impressions are formed within the first seven seconds of meeting someone. The handshake is one of the main elements that influence this opinion.

Before traveling and meeting people from different cultures, research the place and its traditions to avoid misunderstandings and demonstrate respect. An effective approach here is the strategy of a culturally adapted handshake, which varies greatly between cultures. For example:

In the US and Europe, a firm and confident handshake is preferred.
In Japan, a light handshake accompanied by a bow is customary.
In the Middle East, long handshakes and the use of both hands are a sign of friendship and respect.

Business networking is a key skill that can open doors to new opportunities, build trust, and create lasting partnerships. From first contact to deepening relationships, the right approach, combined with cultural adaptation and advance preparation, can chart the path to your professional success.

The Business Innovation Center BIC Innobridge plays an important role in supporting companies and entrepreneurs in this process. By organizing networking events, trainings and consultations, BIC Innobridge provides a platform for creating valuable connections and exchanging knowledge. The center's innovative approach helps businesses adapt to changing conditions and build sustainable partnerships both locally and internationally.

With the right strategies and support from organizations like BIC Innobridge, networking becomes a tool for success that ensures that every handshake has the potential to change the future of your business.

From first contact to lasting business partnerships – the art of business networking

The beginning