014: The Opposite of Networking is NOT Working
The Opposite of Networking is NOT Working
Here’s the definition of networking: A supportive system of sharing information and services among individuals and groups having a common interest. Here’s the breakdown of that definition:
Networking requires a supportive system. This indicates that there should be a symbiotic, rather than a parasitic, relationship.
Networking requires the sharing of information and services. Again, can’t be one-way or parasitic.
Networking requires individuals or groups that have a common interest. It doesn’t mean those individuals need to have multiple common interests, nor does it mean all individuals in your network have the same interest. In other words, you network with different people for different reasons. Here are my top six tips for how to actually make this happen:
1. Set goals for your networking activities, both on the macro- and the micro-level.
For example, you might join a particular networking group with the goal of generating $x in sales directly attributed to that networking group within the first year of joining. On a micro level, you want to have specific goals for each meeting you attend, and each one-on-one interaction you have. This is a great way to assess the ROI of this particular networking activity. Is it yielding the results you planned for when you joined? Do your results warrant you staying with the group, or is it time to move on? I recommend you evaluate your overall networking strategy at least once a year, and make any changes needed to maximize your results.
2. Create an intriguing and engaging elevator pitch that leaves ‘em wanting more.
I’m working with a client right now whose elevator speech was, to put it kindly, BORING. It went something like this:
“Hi, my name is DELETED. I am the founder of “COMPANY DELETED” and Professional Coach. I work with individuals in 1x1 session setting to help them deal with difficult situations in life or career.”
My perfect referral is an IT Professional striving to become a leader or a new IT Leader who needs support. I also work with individuals in life transition. I offer favorable coaching packages. Here’s what we came up with during her coaching session:
Hi! I’m NAME DELETED, and I support IT professionals in their quest to become superior leaders, so they can make maximum contributions to their company, their employees, their profession, and, most importantly, themselves.
Notice that nothing is mentioned about this client being a coach. If the networking partner is engaged, they will naturally ask “How do you do that?”, giving my client the opportunity to talk about being a coach. Her next sentence, after they ask “How do you do that?”, might be:
“I’m a coach with X years’ experience as an IT leader. I am passionate about providing IT professionals with the support I DIDN’T have when I was at their career stage.”
3. You have two ears and one mouth for a reason.
The message is this: listen twice as much as you talk, particularly in one-on-one networking meetings. Whenever possible, start with THEM, and listen carefully. Interrupt only for clarification; save your ideas or comments for afterwards. Focus SOLELY on how you can provide value to the other individual. Turn off the sentences in your mind about your own story or what you’re going to say when it’s your turn.
4. Be specific in your ask.
Do your homework ahead of time to determine a possible ask for this individual, while at the same time being open to the meeting going in a completely different direction than you had planned. LinkedIn can be a tremendous asset in determining who this individual knows and can connect you to. Seek to connect with them prior to the meeting so you have full access to their network. Remember that vague requests lead to vague results, so tell them exactly what you’re hoping they can do for you.
5. Do what you say you will do.
My sales and marketing superstars know that follow-up is the key to success, and it applies to your networking efforts, as well. Make the introductions you said you would make, follow up with the networking contact when you said you would, etc. Be a person of your word; this will take you far in your networking efforts.
6. Finally, don’t be afraid to try new networking events that may not be obvious choices for you. Step way outside your comfort zone – you never know!
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