As a business owner, networking may feel like a necessary evil. You have to get your name out there by meeting other people, but does it have to be so uncomfortable? Making small talk and figuring out how to promote yourself and your business without sounding cringy is no easy task for most of us.

If you’ve felt this way before, you're not alone. A recent Forbes article discusses the discomfort that abounds in the American networking style and contrasts the American way with how Italians network. The American approach to networking often seems forced and self-serving. However, the Italians network in a way that allows business connections to form naturally, based on genuine relationships and a desire to help others, which is easier and more satisfying. So, let's explore how you can promote your business by networking more effectively with a few strategies from our friends across the Atlantic.

You've probably been there. You walk into a crowded room, name tag slapped on your chest, and immediately feel the pressure to "work the room." Everyone around you is on a mission to collect as many business cards as possible, and it feels superficial, or like a waste of time.

But here's the thing: this approach rarely leads to meaningful connections. You might walk away with a stack of cards, but how many of those people will you actually remember? And more importantly, how many of them will remember you?

The American style of networking often focuses on quantity over quality. You're taught to elevator pitch your way through conversations, always looking for what others can do for you. It's exhausting, and frankly, it doesn't work as well as you might hope.

Now, picture this: You're at a small café in Italy. You strike up a conversation with the owner about the local olive harvest. Before you know it, he's introducing you to his cousin, who runs an import-export business. You're not trying to network – you're just having a pleasant conversation. Yet somehow, you've made a valuable business connection.

This is the essence of Italian-style networking. It's not about collecting contacts; it's about building relationships. Italians don't see networking as a separate business activity. Instead, it's woven into the fabric of daily life. They help others because it's the right thing to do, not because they expect something in return.

In Italy, the phrase "I've got a guy" is common. Need a plumber? Your neighbor's got a guy. Looking for the best local wine? The shopkeeper's got a guy. This network of personal recommendations is built on trust and genuine connections. And guess what? It's incredibly effective for business too.

How can you bring this Italian flair to your networking efforts? Here are some key strategies to keep in mind:

Focus on Giving, Not Getting. The next time you're in a networking situation, flip the script. Instead of thinking about what others can do for you, ask yourself how you can help them. You may know someone who'd be perfect for their project, or you have experience that could solve a problem they're facing.

Offer Something of Value, Deliver it, Then Follow Up. In the same vein, offer something of value to someone else. Then, deliver the thing of value immediately and follow up after. The thing of value should be related to your business or the services you provide, and could be a free book, report, or a free service. Then once you’ve delivered the valuable offer, follow up by continuing to add value until they are ready to take the next steps. One example may be including them on your house list and sending a weekly email newsletter. But make sure your newsletter is chock-full of interesting and valuable content that people want to read!

By focusing on giving value first, you create a positive impression. People remember those who help them and are more likely to return the favor down the line. Plus, it just feels good to help others!

Take Your Time and Build Genuine Connections. In the Italian approach, relationships aren't built in a single conversation. Take the time to get to know people beyond their job titles. Ask about their interests, their families, and their dreams. Share your own stories and experiences.

This doesn't mean you need to become best friends with everyone you meet. But by showing genuine interest in others as people, not just potential business contacts, you create deeper, more meaningful connections. These are the relationships that lead to long-term business opportunities and partnerships.

Expand Your Network Organically. Instead of limiting your networking to formal business events, look for opportunities to connect with people in everyday situations. Join a local sports league, volunteer for a community project, or become a regular at your neighborhood café.

As you build relationships in these settings, you'll naturally expand your network. And because these connections are based on shared interests or experiences, they're often stronger and more genuine than those formed at traditional networking events.

Adopting this approach might feel slow at first. You're not going to walk away from every interaction with a new client or business deal. But over time, you'll build a network of people who know, like, and trust you. And that's incredibly valuable in business.

Think about it: when you need a service or product, who are you more likely to choose? A company you found through a Google search, or one recommended by a friend you trust? Effective networking puts you in the position to be that trusted recommendation.

Moreover, this style of networking is more sustainable and enjoyable. You're not constantly "on," trying to sell yourself. Instead, you're building real relationships and helping others. It's a more natural and less stressful way to grow your business connections.

So, it's time to ditch the aggressive, self-serving approach to networking. Instead, take a page from the Italian playbook. Focus on building genuine relationships, helping others without the expectation of immediate return, and letting your network grow organically. You might not collect as many business cards, but you'll create something far more valuable: a network of people who truly want to see you succeed.

As your LIFTed Business Advisor, I know how crucial your marketing and networking strategies are to your business success. I also understand that when you’re trying to build a business, you may be so busy networking that you neglect the other important parts of your business, like your essential legal, insurance, financial and tax systems. But without these systems in place, your business can suffer, making your networking efforts fruitless.

That’s why I offer a comprehensive LIFT Business Breakthrough Session, where we’ll analyze your current business foundations and develop a plan to address gaps. Together, we’ll ensure that your business is built on a solid foundation so you’re free to do what you do best - focus on growing your business.

Book a call here to learn more and get started today.

This article is a service of a Personal Family Lawyer®. We offer a complete spectrum of legal services for businesses and can help you make the wisest choices with your business throughout life and in the event of your death. We also offer a LIFT Business Breakthrough Session, which includes a review of all the legal, financial, and tax systems you need for your business. Call us today to schedule.

The content is sourced from Personal Family Lawyer® for use by Personal Family Lawyer firm leaders, a source believed to be providing accurate information. This material was created for educational and informational purposes only and is not intended as ERISA, tax, legal, or investment advice. If you are seeking legal advice specific to your needs, such advice services must be obtained on your own, separate from this educational material.

We offer a complete spectrum of legal services for business owners and can help you make the wisest choices on how to deal with your business throughout life and in the event of your death. We also offer you a LIFT Your Life And Business Planning Session, which includes a review of all the legal, insurance, financial, and tax systems you need for your business. Schedule online today.