Every so often each of us must take inventory on what is working and what is not when it comes to our networking initiatives. I’m going through this myself right now, so I’m writing for my own benefit than perhaps for others.
Let’s start with the bottom line: the ultimate goal of networking is to grow our businesses. We need to be brutally honest about that. We can talk about the importance of relationships – and they are – and the need to infuse confidence in our constituents regarding what we do. At the end of the day (to use a well-worn cliche) if our business doesnt’ grow and we’re not making money, then why network? There are a lot more exciting clubs we could join.
So, if we are serious about networking we must see results. If results aren’t coming and we wonder whether we should keep our current strategy, here are some questions you should ask.
1. Have I really given my strategy enough time?
Networking experts indicate that it normally takes twelve to eighteen months to see the fruit of networking in most groups. We must be cautious on impatience. People DO need to get to know us; we DO need to build good relationships; and we DO have to give people confidence in our capabilities.
2. Have I accurately communicated what I really do?
The other day I was with a friend who asked me, “So, Randy, what do you say to people when they ask what you do?” After I answered him, I thought to myself, “Sly, that sounded so lame!”
Good networking communication must be built carefully and creatively. Enlist others to evaluate and help us hone our message. Take time to evaluate your elevator speeches and conversations.
3. Am I networking in the right places?
While most networking venues can provide referrals and good relationships, there are only so many hours available to develop your contacts and you need to be sure you are focusing in the right places.
Recently I attended a networking event that was a tremendous experience. The location was wonderful, the food and drink was superb, and the conversation with those present was fascinating. However, I knew right away that the people in that room lived in a different world from the one I needed to touch.
We all must be cautious about letting the venue and the menu dictate our networking strategy!
4. Have I become a networking cynic?
I’m amazed how quickly one can become a jaded networker. As a writer, I’m always on the lookout for graphic designers, marketing/PR specialists, etc. At a Chamber event awhile ago I said to myself, “If I talk to one more banker, insurance agent, or realtor I’m going to explode!”
To build our businesses through networking, we must keep a certain perspective, remembering that every person we meet wants to do the same thing. They want to find those who will help strengthen their place in the market. If we can’t give them a referral, we can give them the gift of our interest in who they are and what they do.
One of my favorite movies is “What About Bob.” Bill Murray plays the patient every psychiatrist prays he will never encounter. At one point, he just looks at his “shrink” (played by Richard Dreyfuss) and shouts, “I need! I need! I need!”
Engaging in networking with a “What About Bob” perspective will sink our business opportunities and keep us out of sync with those who may, in the long term, be able to help. When we approach networking with the desire to help others succeed, we will grow as well.
We may also experience some great surprises when those we have “written off” end up sending us a great referral or our “golden goose.”
Networking is, in many ways, serendipity!
