The Truth about Networking

It's often considered a dirty word - networking. It conjures images of being cornered at a cocktail party by a slick and pushy salesperson, having your ear chewed off in a one sided conversation throughout your alternate serve dinner or facing a crowded room full of people you don't know at your boss' insistence ("and come back with at least 3 leads to follow up...!")

But there are as many articles and books published about how vital networking is as there are horror stories and complaints about the reality of having to network.

So what's the truth about networking? Do we really need it? And, if we do, how do we do it effectively?

Firstly, my golden rule about networking is the same as my golden rule about personal growth: the result will be a reflection of the people you meet and the books you read. Be strategic and mindful of the people you spend your time with and the books you spend time reading. Decrease (erradicate if possible) the amount of time and energy you spend with people or books who will not make your life better.

So given you've identified the kinds of people you need to meet, here are just a few reasons why you need to network:

* It saves you time, energy and money. Effective networks will provide you with recommendations and referrals for the best (and worst) people, suppliers, customers, books and more. When I started Events Hunter, I was amazed at both the generosity of my network and the knowledge stored within it ("Have you met so-and-so? She's the one you need to talk to about how to draw up a spec for your logo and branding, her work is amazing").

* It builds brand and profile - for the individual and for the organisation. In such highly competitive times, where we are competing not just locally but globally for business, the visibility and integrity of your brand is vital. People want to buy from people they know, trust and identify with, not from strangers. And don't think that doesn't include online stores. I have seen some amazing stores that create a network of raving fans and followers (think Remo General Store, Victoria's Secret, Greg and Audrey's Garage and Lorna Jane). Networking gives you an opportunity to get to know your customers and your target market in an intimate, relaxed setting that the best market research in the world cannot capture. Use it.

* It gets you out of your comfort zone (and, as a result, you grow). Those awkward moments when you realise you don't know anyone in the room, when you need to break into a group of people having a conversation, when you need to succinctly introduce yourself and what you do in a few breaths hoping to capture the interest of your audience... major cringe factor. But here's the upside: the more you do it, the easier it gets, and a small network grows exponentially the more contacts you make. So the small amount of pain results in considerable gains. And it won't kill you.

I could go on and on, but you can easily find more reasons about why networking matters online if you still need convincing.

Assuming I've convinced you of the importance of starting, editing and/or growing your network, here are my truths about pure networking, which are like golden rules to apply to ensure the network you build is one that reaps you the rewards you seek:

1. (the most important rule). Networking is not about selling. Don't expect to come away from your 1st, 2nd or 3rd networking event with a book full of orders or even a long list of leads. People don't want to be sold to (but they do want to buy from you - when they are ready). Networking is about creating connections with people, building your brand, communicating your unique selling proposition (what makes you different/best/expert) so that when people are ready to buy, they think of you first and mose favourably.

2. Networking is not about you. Creating connections with other people is all about them. To get to know people, to get them to like you and be interested in you is simple - get them to talk about themselves. Ask questions. Listen. You'll come away with a fairly comprehensive knowledge of at least a few new people, understanding their needs and their businesses which can in time lead to a solid relationship built on trust and friendship.

3. Networking takes time. Noone expects to meet their future partner on their first date and marry them that day (except in Vegas). Like all successful relationships, building an effective network takes time - give it at least 6 to 12 months. Set yourself a goal of 1 event per week or 3 per month, depending on the size of your current network and the availability of networking events in your field that are appropriate, and don't make excuses not to go. Then set a goal of meeting a certain number of brand new people at those events (rather than clinging to the people you met last time). Before you know it, your contacts list will have grown and so will your business.

4. The more you give the more you get. This very wise rule, and all its variations, was taught to me by a previous employer and applies to networking as much as it does everywhere else in life. Don't expect to give a referral and get one in return. Don't keep score ("I've invested $1,000 in networking events this year and haven't received one lead or bit of new business" or "I've referred so much business to him and not gotten anything in return"). Trust that in giving of yourself, your knowledge and your experience will in time ensure that it comes back to you in spades. Often those who buy from us can't articulate where they heard of us "I just see your trucks driving around" or "your logo just jumped out at me when I looked online"... that's an indirect result of your networking, but just as valuable as a direct lead or referral.

5. Be yourself. Nerves, a few drinks, shyness, fears of all kinds can paralyse us at networking events, preventing us from letting our true selves shine through. To build connections with people, you simply must be yourself. To help overcome nerves, practice your "elevator speech" (a 30 second introdution to yourself and your business) so that it comes naturally when asked; don't drink (alcohol can be a relaxant but it can also leave you tongue tied or prone to giggling at inappropriate times) and remember most other people, despite appearances, are just as nervous and uncomfortable as you are.

6. Networking isn't just about attending events. Everywhere you go, everyone you meet, is an opportunity to meet new people who can enrich your life in all kinds of ways. Your local shopping village, school, kids' sports teams, your neighbourhood... In a digital world it's easy to forget we are social beings, designed to interact, to grow stronger and continue evolving through a human social experience. Don't be content with your current circle of friends and contacts. Keep inviting new people into your life and you just can't lose.



One final word. Once your network is established, or even whilst its still in its infancy, be kind to those you meet who are just starting their networking journey. When you see the awkward, nervous man or women entering the next networking function you're at, go up to them and introduce yourself. Sure, it might be uncomfortable for you, but you'll be doing that person an enormous favour, and it could be the start of a beautiful friendship...

Eventshunter.com.au was created to make it easier for more people to attend more events. Check out our website and share your event details with us on our calendar.