Pamela Small, Founder & Publisher of Refresh & Renew magazine, Refresh & Renew e-newsletter and RefreshandRenew.com says that “Networking is essential and there are so many ways or types of networking – speed networking, singles networking, membership (exclusive or inclusive) networking, business industry or activity oriented networking - however the first thing to do is to find a networking forum or avenue that you feel comfortable with and that also suite your personality and business objectives”
Given that networking is so popular, and as a small business, have you asked yourself lately - Are you networking successfully? Or are you Working yourself into a "NET"? Intuitively we know what success means – Getting the sale, deal or eventually signing the contract! The ultimate success indicator of networking is – increased business revenues from the relationships you cultivate.
But networking can also become a “net” that you could find yourself tangled up in! You know you have worked your way into a net when you find yourself networking 80% of the time and getting Zero to at best 20% success results. Many clients I have talked to admitted that their periodic networking efforts have generally yielded little results in terms of increased business revenues and they don't know what they are doing wrong!
Another way to work yourself into a net is when you find yourself spending too much time networking and not working for your business that it begins to compromise the daily operations of the business – not to mention the financial cost you are incurring! You definitely know you are in a net when you can not follow up on those business cards that you have collected and watch them as they keep accumulating on your desk! Any one of these symptoms will certainly be a red flag to warn you that something is not working and your business is in trouble.
So how do you take control of the situation and/or increase your chances of success when a networking opportunity presents itself? From a preparation stand point, I suggest that you come up with a follow-up strategy before you even think of embarking on a networking business development campaign. In terms of presentation, have your marketing material in order and have a rotation system of what to take to which networking events, otherwise you would just end-up giving the same people the same material.
In order to achieve greater success while in a networking situation, keep in mind that networking is:
(a) Not about ‘hunting’ so leave your guns and the shark approach at home - its about farming – nurturing, patience and as certainly remembering to calibrate your approach based on the weather!
(b) Its not about making a transaction on the spot; but making a relationship that could lead to a transaction, so stop selling and start serving;
(c) Always keep in mind that people can read through your eyes what you are up to, so stop prejudging and judging people before you know them.
People choose to do business with people they like, and networking is about a leaving a lasting positive impression.” Cheryl B. Walker-Robertson, Certified Etiquette Consultant with Protocol says “There are fundamental dos and don’ts business people should keep in mind in order to maximize a networking opportunity or be successful at it. The Dos are: “(1) Have an objective for the number of people you will help at the networking event; (2) Network with those who stand alone at or near the food table or bar. They are easiest to talk to; (3) Listen attentively, after you have asked an open-ended questions, through your network, you may be able to meet their needs and could open doors for you too;(4) Plan to spend time after the meeting to talk with fellow business people; (5) Look for ways to develop your business relationships, such as inviting Someone to breakfast, lunch or your office.
On the other hand, the following are definitely DON’Ts: “(1) Don’t monopolize the conversation by talking mostly about you, your product or your service; (2) Don’t stay with those you came with or approach people you know already because you are nervous or intimidated to talk to those you don’t know; (3) Don’t rush into a conversation about what you can do, without clearly understanding the prospect’s problems. Remember: A prescription without diagnosis is malpractice. (4) Don’t be a card dropper, handing out your own business card to each person you come in contact with, quickly moving on to the next! Its bad etiquette to hand out your card and not ask for the other person’s card in return; (5) Don’t let the cell phone get in the way – not knowing or practicing good cell phone etiquette can be a deal breaker.
So next time you are networking, I hope you will remember these wise recommendations to avoid working yourself into the Networking NET. Good luck!
Originally published in 2005; then in May 2009 on FB. Copyright @ 2005 Dr. Tendai Ndoro (DocNdoro) – Founder, SLIPPA/Brighten the Corner Foundation; CEO EDCTrainers, LLC.
This is very insightful Dr. Ndoro, who knew that there was a difference between Networking and talking one-self into a NET. This is a refreshingly new perspective and would definitely be aware of the DONT factors! Bravo - Brilliant Article.
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