Real networking isn’t about handing out business cards at a networking event, or seeing how many you can collect before the event is over. Real networking is about relationships that, when cultivated properly, will breed referrals and positive word of mouth about you and your company.
Too often I hear the famous networking complaint: “networking doesn’t work for me.” There are a variety of reasons why someone might feel this way. 90% of the time it has nothing to do with them or their business; it has to do with what they think networking really is. Networking IS NOT simply going to networking events and hoping that you’ll get some new clients or referrals. Let’s say you join your local Chamber of Commerce and go to every lunch meeting that they offer. You do this for a solid year. Are you likely to get any business? If all you did was go to the lunch meetings then the answer is either probably not, or very little.
Networking events are just the beginning of the most important part of networking; Building Relationships. You’re not going to be able to build strong relationships simply by saying hello to a few people once a month at lunch. The relationships that are likely to generate those precious referrals you’re looking for are built outside of the networking event. These business events are really just a great place to meet people with whom you’d like to build a relationship. Certainly there’s a little more to it than that, but identifying these prospects is the primary benefit of these meetings.
The key to building real, profitable business relationships is what happens outside these networking events. It’s the one on one personal interaction with the gentleman or lady that you met at that last event where you’ll find the gold. It’s difficult to get to know someone, and learn what they’re truly passionate about in a noisy room with dozens or even hundreds of other people. If you sit down with that same person for coffee, or lunch you’ll have a much better chance to get to know who they really are.
Solid networking relationships are built on trust. The best time to do this is while sipping latte’s, slurping spaghetti, or slugging Shiner (a local Texas beer). Of course a meal doesn’t have to be involved. You might call and ask if you can take a tour of their business operation. Invite them to another coming event that they might be interested in, and schedule time afterwards to sit down and share what you though of the event with each other. Even a phone conversation will get the ball rolling. The point is you’ve got to take the time outside of these networking events to get to know these folks
The next time you go back to your office from a networking event take out the stack of business cards you collected. Find a couple of people that you’d like to really network with. Now pick up the phone and give them a call. Take a few minutes to get to know them a little bit better and schedule a time to get together. Coffee, lunch, beers, it doesn’t matter. Just make sure you’ll have enough time in a suitable environment that you can learn more about each other and your respective businesses. This is the beginning of real networking.
Once you’ve really gotten to know someone the possibilities are unlimited. Just remember that networking with someone is not a one time event. It’s an ongoing process. You’ve got to communicate regularly and follow-up on the things you say you’re going to do.
Happy networking!
3 comments:
Great article. At www.konnects.com our focus is for professionals to network amongst each other not only to network but as well as to develop relationships.
WANTED _NETWORKERS WHO REALLY WANT TO NETWORK!
I get a little annoyed when people go to events and treat them as social events, coffee breaks, or a chance to steal a few minutes when the boss is not looking. If you are one of these people, I suggest we set up a special separate area for you guys far away from the rest of us eager entrepreneurs who really want to pitch our products and services to prospects or maybe form some sort of referral relationship. Time is precious - life is short .......do you know what I mean?
Another beef I have with networking events is having them in places the size of bedroom closets, places with inadequate ventilation, and places with lousey acoustics. All this in my opinion does not lead to pleasant memories of the host in addition to wasted dollars spent by the host to advertise and promote this less than sparkling event on his turf. If a bigger crowd shows than expected at one of events, is it wrong for me to expect the host to have a contingency plan (ie. like expanding the event outside with a few tables & chairs and moving some drinks and eats out there)? And serving alcohol just does wonders for the noise and breath levels of the party animals among us......... Am I the only one who attends these events who feels this way? Let me know how you really feel about this issue..............
ELSCPA
www.NewBusinessLearningCenter.com
You bring up a good point about what really makes an event great. Surprisingly enough, everyone seems to have their own comfort zone or definition of what a positive experience is. I think this is why it is hard for event planners to make everyone happy. Some may like small places so they can talk more one-on- one and others like HUGE events so they can move around. I think the best way to do this is to find a group or organization that makes you feel good and helps you get the most for your business.
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