What you need to know about Networking to get results

Posted on January 31st, 2008 by Jane in Networking

Business Networking is a boon to solo professionals and SMEs. In fact, for some of us it’s our main way of getting new business. ‘Word-of-mouth Marketing’, as they call it, is very powerful indeed.

But there’s more to effective Networking than a row of jollies in your diary. There’s a skill to learn. An etiquette you need to perfect.

The first and, in my humble opinion, the most important rule is this:

Networking is NOT selling.

It’s about building relationships and growing a network of people who you can help and who can help you. The work comes from those relationships.

There is nothing more off-putting than going to a networking meeting and having someone pin you in a corner and try and hard-sell you.

Equally irritating – and stupid – is being ignored because you’re not an obvious, immediate customer, as this story from my friend Michelle McDines, the House Coach, illustrates.

‘A guy came up to me at a networking meeting and asked who I was and what I did. I told him, and he said: “Well, there’s no point me talking to you. You won’t buy anything from me.”

‘So I stared him straight in the eyes, smiled and said, “Try me!” He gave me his spiel, and I replied: “You’re right, I won’t. But I know about twenty people who might be very interested in what you’ve got to offer. And that’s how networking works!”‘

Indeed, it is.

It’s about building up trust, being remembered and being referred. It is not about coming away from a meeting with a list of done deals.

Don’t forget, people refer people they like, respect and get on with. Michelle admits that she can’t remember a thing about that obnoxious guy’s business. ‘And with an attitude like his’, she told me, ‘I wouldn’t refer him to anyone I know, anyway.’

So, now you know.