Experts say that networking is a cross between art and the science of building professional relationships. In theory, the more people you meet, the bigger your circle of acquaintances is and the chances to find best customers, partners, employers or employees are greater.
In Moldova, this marketing tool is relatively new and poorly studied. Given that the networking theory is well developed in western sources and was originally intended for businessmen with a western mentality, it is not astonishing that in our country the business community reacted to this tool with understandable suspicion. Everyone understands that business relationships and contacts are essential, but not everyone knows how to make and use them. For emerging entrepreneurs this issue is of particular importance. Even with a unique product or idea, it is difficult to break into the market, especially a market as conservative as in Moldova, without the right contacts.
A short history
The roots of networking are to be found in behaviorism – a popular at the beginning of the 20th century in the United States of America branch of psychology. The essence of this doctrine was in studying behavior, not consciousness. Though some of the postulates of this approach were more than questionable, many behavioral ideas gave impetus to research in politics and economy. In the 60s, the famous American psychologist Stanley Milgram formulated the concept of "six degrees of separation", which formed the basis for the creation of the "networking" tool.
Another breakthrough happened when, in 2009, the American economist Oliver Williamson was awarded the Nobel Memorial Prize in Economics. The essence of his theory is the ability to minimize transaction costs, including the costs of collecting and processing information, the costs of negotiating and decision-making. Minimizing costs is important, especially for practical business. One of the conclusions of Williamson's theory is the claim that contacts can help solve any problem, while the lack of contacts and the inability to create them doom a business to failure.
Particularities of business networking in Moldova
As we have noted, networking in the Republic of Moldova is still gaining momentum. There are a number of objective factors that are impacting this process. Among them, the small size of the domestic market. The saying "this is a small world" is the best suited to describe the Moldovan business community. Conclusion: Moldovan businessmen know each other, know their competitors and colleagues working in related industries. Another factor is the mentality of businessmen who are not accustomed to use such working methods. It would seem that these features of the Moldovan market would have a negative impact on the successful implementation of networking. What use is this tool if all contacts have been made and are in place? In fact, things are not that simple.
The experience of networking in the framework of exhibitions organized by Moldexpo (for already more than half a year) shows that the first reaction to this innovation was reserved. But in the process people started feeling more comfortable - they quickly learned to talk about themselves, listen to their partner, create a relaxed atmosphere around them. If it is true that the important rule of networking is to be the first to make a step forward and give people more than you get from them, then the participants, in general, were successful in learning this rule. By the closing of the event they were pleasantly surprised with the results. Also, a few simple things became obvious .
Firstly, networking in Moldova could become one of the most effective and least expensive tools for businesses revitalization. To find new names on the market, to establish contacts, to create a friendly relationship - everything within an hour, it's an achievement, isn't it?
A wide network of business contacts, covering the largest possible number of people you need, who, in turn, are interested in your ideas, projects and working skills - that's the first stage of networking in Moldova. The next step refers to the proper alignment and use of business contacts. And this, too, can be learned. Networking is a skill, it can be learned, it is a matter of practice. However, it is not about quantity (the amount of time spent in a networking session), but about quality - the correct use of received information and obtained contacts.
Secondly, networking disciplines. Getting ready for a meeting, a businessman is planning his behavior, his goals, his actions, even the exchange of advertising leaflets and business cards. By the way, a proper organization and discipline are very important for emerging businessmen (startuppers). For them, the networking is, in general, a unique opportunity to find an investor, and you must make a good impression on potential donors. If you succeed, the interested investor will find a way to get in touch with you.
Perspectives
Of course, it is still early to speak about a serious breakthrough of networking events at Moldexpo exhibitions . The key factor for success in networking is the follow up. The participants have established communication, received the first positive impression of the business communication. As in any other form of marketing, in order to build up this contact (in fact, to build up a relationship), one needs time. Do networking has any future in Moldova? With the right approach, yes. The most important thing is not to reduce it to a simple business relationship (without forgetting the main purpose of participation). It is very important to understand that people like to associate with those who show genuine interest in them. And indeed, as the Chinese say, " who can not smile should not trade". The correct understanding of networking as ethics of relationships where each remains himself, and communication is the starting point of further relations, will be the best guarantee of the effectiveness of this tool.
In this sense, the 4th International specialized exhibition and Forum for business products and services B2B Expo Forum 2016 will represent a great opportunity for businesses to maintain contacts and for startups to make new ones. In the framework of the exhibition will be held a special program - Business Networking Event. This program, enabling the establishment of business contacts, a platform for communication and exchange, offers a unique opportunity for direct contacts with business people. For startuppers, beside the Business Networking Event, a special zone - "Start-ups Area" – will be provided, where emerging businessmen will not only present their ideas, but also communicate with leading experts in the field of their interests.
The thematic sections of the exhibition cover almost all sectors of economy. On September 29 - October 1, 2016, IEC Moldexpo will bring together not only representatives of businesses, investors, heads of companies, but also experts in various fields, representatives of government structures, as well as corporate clients.
Thus, participation in the Business Networking Event during the exhibition is a great opportunity to establish contacts with the representatives of the most diverse sectors of the national economy and enjoy the communication with the leaders of various market segments.
