The psychologists' guide to networking

It's something many people loathe and find awkward, but here's how to do it well and make a good impression

The idea of introducing themselves to a room of strangers fills many business owners with dread. They know networking is important for growing their business, however they loathe it all the same. But what is it that makes people feel so uncomfortable ?

Paul Russell is the co-founder of training company Luxury Academy and has an MSc in occupational psychology. He says people get nervous before networking events because of a fear of rejection. The danger is that this fear can itself create an awkward situation.