Strategic networking

In the B2B world, finding and pursuing the right industrial contacts can make or break a startup. This masterclass explores how to build and leverage meaningful business relationships, illustrated through real experiences from successful entrepreneurs who've mastered the art of strategic networking.

Industrial contacts

Make an extensive list of possible customers and pursue them. Ask them all possible questions about price, specifications, needs, acquisition strategy- sometimes you can learn a lot in this regard at trade shows. Getting introduced to these contacts by a third party can speed up and simplify the process. Use (future) investors and members of the board for this. Also appeal to your personal network. For once do not separate your work life from your private life and ask your family, friends and acquaintances about interesting contacts and have them introduce you.

“We took our prototype to a trade show in Germany, put together a quick brochure, and let people see it firsthand. The feedback was mixed, but hearing some say, ‘I’ve waited my whole life for this’ confirmed we were onto something. Trade shows have been essential for us, connecting us directly with the market and valuable contacts from day one.” Koen Vervaeke, founder and CEO of Magcam

Finally capitalise on your industrial contacts. Use them to track down other potential customers. Always ask them to suggest to you who might need your product or service. Try to collect names, e-mail addresses and telephone numbers. Do not be disappointed by a few rejections. Perseverance is the key!

Do not just use your network, unless it is an alternative for an evening out. Do not participate in every event to build up your network, unless you are confident you can find potential customers at every local reception (a strong local market). In fact a lot of technological companies have a very small local market. Often their market is abroad, so that maintaining a local network can quickly prove a waste of time. Expanding your network in the south of Germany or to the north of Italy is a lot tougher. You are better off approaching this market through dealers and using their local contacts. When appointing a new dealer on the local market, it is very important to evaluate the quality of his contacts (often industrial references).

"I see so many founders spending hours on events, social media, and newsletters—myself included at times. But honestly, much of it just feels productive without actually moving your business forward.. It’s all about reclaiming your time for what’s genuinely productive and important." Emiel Cockx, co-founder and CEO of Genvision

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