“One of the challenges in networking is everybody thinks it’s making cold calls to strangers. Actually, it’s the people who already have strong trust relationships with you, who know you’re dedicated, smart, a team player, who can help you.” – Reid Hoffman
The presentation environment is like a greenhouse: you can grow the flowers and fruits you want, but they need to be mindfully cultivated. Networking is one part of this ecosystem. It can yield amazing results for your business, idea, or goal, but it needs to be nurtured. So, how can you develop the right kind of networking stills you need? And what kind of results can you yield from all that hard work?
Why It Matters
The people who spread the good word about your ideas and you will be the people with whom you have made a meaningful connection. Consider this: The Department of Labor estimates that 70% of jobs and vacancies are unadvertised or filled by someone known to the employer. This is because people place their trust in known quantities. Business risk encompasses money, time, and energy; why hire a stranger when you can hire a friend?
No one is above networking, no matter the field. Redefine even the way you think of the word “networking,” which implies a dusty stack of business cards. The dictionary defines “networking” as: “the exchange of information or services among individuals, groups, or institutions; specifically: the cultivation of productive relationships for employment or business.” This is our revised definition: “networking is the exchange of energy, passion, and effort between like-minded individuals.” It is, in essence, a business-friendship. Best business friends forever, really.
Still not convinced? According to Harvey Coleman, who worked his way up the chain at IBM and wrote “The Organizational Game Revealed,” success is created from formula he calls P.I.E. It looks like this:
From which well does that exposure spring? You guessed it: networking.
Putting It Into Practice
Before you go into your next business event or presentation, take some time to plan out your networking strategy in advance. You need to have the right tools available in order to tend a beautiful garden of connections, friends, and future business partners. Start by:
Schedule It – It’s already a given that you should set aside plenty of time before or after an event for networking. But think ahead a little bit and schedule yourself time for follow-ups and follow-follow-ups further down the road. You can use scheduling apps like Sunrise, Tempo, or Cal, some of which are free, to help you make time.
Create It – Yes, this tiny sheet of paper is often teased, but this is a tech-free, confusion-free way to make a connection. Ensure that your card is creative enough to be memorable (like these!), and that you have a designated, mess/hazard-free place to put cards you’ve received. Also watch this for inspiration:
Tip: Diversify your connections, even if they aren’t exactly in your field
Ask It – A networking connection isn’t a pitch, it isn’t a monologue, and it certainly isn’t a good time brag about how wonderful you are. The best way to make connections is to thoughtfully listen to the other person. It’s not about what they can accomplish for you, although the relationship could yield some amazing results. It’s really about what you can do for them. Find out what exactly that is by asking questions: what are they looking for? What keeps them up at night?
Give It – Once you’ve understood their needs, offer them something. Plan to meet for coffee, share a book, offer time to chat later, or anything that can add value to the connection. Invite them to connect, but make sure you are telling them “why” it would be a good idea. This doesn’t have to be a pitch, but instead should give them the feeling that you’ve got their back.
Tip: Always give help before you ask for help
Exit – When you’re ready to leave, be sure you have a polite but to-the-point exit strategy so they can continue on their tour du networking. Here are a few suggestions from La Trobe University:
‘I’m sure you want to meet other people, so I’ll let you go. Would you like one of my business cards?’
‘It’s been great speaking with you. Do you have a business card? Thanks, I’ll send you a copy of my proposal tomorrow.’
‘It’s been great meeting you. I promised I’d circulate the room so do you want to come over and I’ll introduce you to… ?’
Tip: People prefer to say “yes” than “no,” make everything you ask be an easy “yes.”
Write It – The reason why so many perfectly good business cards (and as a result, connections) go to waste is because you forget the details. You won’t remember what you talked about, what they do at their company, or anything about the encounter a few weeks down the road. It is critical to write down some information about the connection either on the business card itself, or using a contact organizing app like Groups or ContactsJournal. These notes should be taken the day of the event and can be about anything; maybe they were wearing an awesome suit, love fishing, or are scared of clowns. Take note of all of it so that you can have conversation fodder for later.
Following Up
“When times are tough, a client will leave you, but a friend won’t.” – Dr. Ivan Misner, Founder and Chairman of Business Network International
If networking is like cultivating a greenhouse garden, then following up is like harvesting the fruits and veggies of your labor. If you don’t bother with a follow up, all of those delicious crops will wither on the vine. The metaphor is strong with this one. So, how to best start a follow-up strategy?
Thank Them – Consider this to be the equivalent of ½ of a follow-up. This can be a short note (digital or otherwise) that just says “hey, I’m here, I remember you, and a really long, wonderful follow-up is coming soon.”
Connect With Them – Whether it’s coffee, a phone call, an email, or a Skype, make time to schedule a first connection with people who you can add value you. How can you help them? How has their week/business/life been lately? The easiest way to connect with someone is to try and see how you can help them. The best strategy is really all about generosity.
Tip: Even if they may not need anything, don’t let the connection grow stale; follow up or restrategize another way you can become valuable to them.
Reconnect With Them – Make yourself a goal to reconnect with 2-3 contacts a month, or many more as needed. There are even apps like CircleBack to help remind you about getting back in touch.
Tip: No address book can succeed if it’s just a random assortment of numbers and names; make sure you are really getting to know them.
Watching your greenhouse of networking connections flourish takes work. You have to be sure that you are a valuable resource for your connections first and foremost, before you can expect to see any return. As any good gardener knows, the effort comes first. Then all of the delicious vegetables.
“You have to have a generous spirit. The greatest networkers I know genuinely like to help others. They’re always doing it. And if they ever do need anything, people will fall over themselves to help them.” – Andrew Sobel
The secret ingredient to a great networking strategy? It sounds a lot like love to us.
Question: How can you improve your networking skills?
