Networking is now increasingly regarded as a key business skill. It’s not just social media networking. That’s not as important as face-to-face networking, an important part of the modern business landscape. People will always prefer to put a face to the online connection. Also, good leads and developments in business life can come from the most unexpected connections. You can never tell who and what will help you out. Strong networks are now crucial for every business.
For resellers, networking is important for maintaining relationships with current customers, meeting new prospects, getting referrals to new prospects, receiving referrals to other departments at current customers who may need your services, word of mouth publicity and creating ambassadors who will talk about you with others and connect you with the right prospects. It also builds trust, something that’s absolutely critical these days.
Used correctly, it can be your most essential business skill. Every time you meet people, there is an opportunity to learn from them and be a resource to them as well. Networking is a brilliant way to learn. You gain knowledge through conversations and you improve conversational skills. You also learn to gauge how the most successful people conduct themselves.
Networking is not about an immediate gain. Sometimes it can take years to cultivate a contact. At other times, it can develop into something positive within days.
Networking is not about business cards. It’s certainly not about cold calling strangers and making presentations. Networking is about building connections and contacts. The problem is it doesn’t come easily to everyone. If you’re introverted, and not particularly good at small talk and chit-chat, then networking is hard work. But it’s important when you run a business.
So how is it best done?
Dr Ivan Misner, founder of BNI, the world’s biggest networking organisation, has a number of recommendations.
“Networking is more than shaking hands and passing around business cards,’’ Misner writes. “Based on a survey I conducted of more than 2000 people throughout the United States, United Kingdom, Canada, and Australia, it’s about building your ‘social capital’.
“The highest-rated traits in the survey are the ones related to developing and maintaining good relationships.”
He says real networking means following up on referrals, always being enthusiastic and motivated, being helpful, listening and probably most importantly, never being off duty.
Misner suggests breaking the networking exercise into four groups:
- Casual contact networks, like for example industry groups
- Knowledge networks (i.e professional associations)
- Strong contact networks of groups that meet frequently to build relationships
- Online networks like LinkedIn
Misner says you need to be active in each.
Also, try to connect with people on a level outside of business. Try to find common ground. People bond over those areas of common ground and overlapping areas of interest. That’s the start of a solid professional contact.
It is also important to diversify. Hence the four different groups. Each is as important as the other. If you only associate with people like yourself, you become insular. The wider the circle, the more chance there is of finding people who can help you in different ways.
Maintaining the network, that is to say, keeping in contact with the people in it is critical. A network that isn’t maintained is not worth having.
So how does one maintain a network? That can include everything from arranging meetings and get-togethers, making phone calls, putting up someone’s link up on your Facebook page, endorsing people on LinkedIn, sending thank you notes. With technology today, there should be no excuse for not maintaining contact.
Another important point that many seem to forget is to give back as much as you can. Networking is not about taking whatever you can get, it’s about helping others too. It can be a job referral, a contact, a shoulder to lean on and another set of ears. The quality of how much you are prepared to give will shape the strength of that network.
In other words, networking is not about hunting. It’s about farming. It’s not just about who you know but how well you are connected to them.
Then again, some might find all this difficult. What if you’re introverted? Even then there are some easy steps, all quite painless.
The first thing to do is introduce yourself to people. You need to listen to them and get into a conversation. Then you can start introducing them to others. A network will grow. After all, people love to talk about themselves. All you do is listen and absorb, playing to your strengths as an introvert.
Other tips include keeping a database of everyone you meet from as early in your career as you can, going to events that interest you, hearing speakers you like and taking in topics that you learn from.
Another way is to join alumni groups, or keep tabs on people you already know through work or study, building deeper connections with people you already know. Then, you can always ask someone to mentor you (and join their circle). Alternatively, mentor someone junior to you. It’s all part of the same mix. You can always get in touch with successful people and ask for 45 minutes of their time to talk about their success in your industry. That’s no big sacrifice on their part. Successful people like to share their knowledge. The important thing here is that it’s not about turning up to places to “meet people” and exchange business cards. It’s too forced and won’t work, it has to be meaningful.
Take a look at your most successful competitors. Chances are they would have built solid networks. That in itself is telling you something. Networking is a critical business skill that no one can do without.
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