How business networking really works

There are some people you meet who seem to 'get' networking instinctively. People seem to gravitate to them with a regular stream of opportunities for them and their business. They don't engage in the face to face equivalent of cold calling They spend most of their time with a regular close group of associates and advocates and a lesser amount of time making new contacts. They are active as participants, leaders and advocates of their networking groups.

They know that success from networking is about building relationships. Strengthening their existing ones and building appropriate new ones. They know that the best route to people they don't yet know is through an introduction or recommendation from someone they do.

It can be tempting to think that networking is about finding places and people you don't know. We can learn that is not from those who are successful through networking. As is often the case it's the counter intuitive approach that works. Network with the people you know to get to the ones you don't.

As Andy Lopata posted on Twitter yesterday "networking put simply is working with others to achieve more than we could achieve on our own.

Good Networking!
Dave Clarke

What is the right approach in business networking?

It can be tempting to only 'network' with others who do completely different things to you. People who provide different services or products and those from different professions. In fact some groups only allow for one member from each.

In reality it is often those that are more complementary to you that lead to more and quicker opportunities. The similarities mean you get to establish relationships more quickly and it is much easier to find referrals for each other without going out of your way. Even those groups that exclude members in the same line of business recommend joining other more open groups as part of your overall networking strategy.

In the UK a couple of days ago the new Government took their places in Parliament. For the first time in 70 years in the UK there is a coalition government. Whether it will be a success remains to be seen, but it would be refreshing to see a new politics. One that sees politicians working together for the good of the country rather than constantly doing each other down. If the two parties had looked to their differences it is very likely that we would be in a different situation now. By focusing on similarities they have made progress and have the potential to really change the way things work.

The lesson for us in networking is the many more possibilities that open up with an open and collaborative approach.

Are you looking for the common ground with your network?

Good Networking!
Dave Clarke

Are you networking with the right people?

In 'The circles (no more strangers)' Seth Godin writes "It's so tempting to seek out more strangers." He makes the point that trying to reach strangers is expensive and you may very well upset your true fans. He uses an excellent graphic (shown to the right here) to illustrate his point that delighting and overwhelming your true fans is a better strategy than chasing after strangers.

Many business people and professionals give in to this temptation and concentrate their marketing efforts on strangers. Building word of mouth from the people they already know can be neglected and their behaviour in networking can be similar. Their networking is all about finding and connecting directly with the people they don't know.

The key to successful networking is to take the opposite view. Instead of looking for strangers it is about building strong relationships where you get to know, like, rate and trust each other. Instead of spending time with people you don't know try investing quality time in building the right relationships. I think it is worth repeating what I wrote last week in 'How Networking Really Works. A small number of people you get to know really really well can give you access to all the new people you want to meet.

Effective networking is about support and sharing knowledge and finding advocates who recommend and refer you. Good networking groups provide the environment for you to strengthen existing relationships & build new ones. It is much easier and more enjoyable to develop your business in an environment like that.

Good Networking!
Dave Clarke

How to identify the key people for your network

If you know your target market (or markets) precisely you can work out where you need to network. Some people think that this means finding people in the target market to 'network' with. This is not networking, but direct selling. In fact it is often the face to face equivalent of cold calling.

The important aspect of this in the networking context is you can then identify the key people for you who have access and influence in your target market. This is important in both finding the networking groups to join and who you should be inviting to join you in your groups.

As I wrote yesterday in 'How networking really works' you need to be building relationships with these key people. These people have access to many opportunities for you in your target market so are likely to be operating in the same market as you. They may well provide services that are complementary to yours.

Good Networking!
Dave Clarke

How networking really works

I sometimes meet people who run around frantically to as many events as possible. They meet as many different people as they can and deliver their 'elevator pitch' as often as possible. In my book that is not networking. It is the face to face equivalent of cold calling. It is difficult and time consuming.

The key to successful networking is building strong relationships where you get to know, like, rate and trust each other. As I have written before:

"You don't build profitable business relationships by hardly getting to know lots of different people!"

A small number of people you get to know really really well can give you access to all the new people you want to meet. Effective networking is about support and sharing knowledge and finding advocates who recommend and refer you. Good networking groups provide the environment for you to strengthen existing relationships & build new ones. It is much easier and more enjoyable to develop your business in an environment like that.

Good Networking!
Dave Clarke