Well, in a few minutes I’ll head out to another networking event. And I’m terrified.
It’s not what you think. What terrifies me is how people approach networking these days. In an age where the masses no longer exist and individualism is king, many still network as if it were a contest to see who gets the most business cards by the end of the night.
Part of the problem is nomenclature. Networking isn’t an event, it’s a process.
If you consider it too much trouble to build a network the right way, then it’s probably too much trouble to do business the right way as well. At least that’s how it looks from my perspective.
Ed,
I used to be that guy, cruising to each group with business card in hand, ready to shake hands, give my 60 second elevator pitch, quiz them, get their card and move on. I did that from about 19 years old to about 25 years old. It kinda worked. It was certainly better than nothing. However, the business cards I collected were pointless because their was no connection when I would email or try to followup. They sorta remembered me. They sorta wanted to revisit the idea of letting me in their trust circle… So, it kinda worked. The one thing it did well though was get the message out that I was “the web guy”. Nobody knew what that really meant, but hey, I was properly labeled within the business I wanted. However, it really didnt lead to many sales or referrals.
NOW, when I network I try to move through casually. I learn about them first, immediately probe to any challenges they have and try to talk about some ideas that might help them. I’ve found that recommending a book (Seth Godin’s books usually) is the easy way to get their attention and interest as a knowledgeable helper. From there, I talk a little bit about what I do and I remind them how I help people get what they want.
As a result, very often I get people who come to me in a network setting asking if “I’m the guy that so and so talked to”. Side note, I remember names and faces well so this makes it look really easy when I say yes and where we were etc. Anyway, my point is that by going to these events specifically with the idea in mind that Im going to try to get involved and help someone either directly or by referring them to someone or something else, I get a whole lot back.
I still hand out cards. I still do some self promotion. But I look for ways to move people past the “networking” speak and into their hearts and minds. I see fewer people at a single event, but i get a lot more attention and follow through.
Good Luck! Let me know how it goes and if this note helps any.
Best,
Justin McCullough
twitter.com/leader4hire
Justin – loved your feedback. Truly connecting with people is the right approach, and that won’t happen if we focus solely quantity vs. quality.
Over the last few months, I’ve made it a point to hand out my blog card instead of my business card. I’ve found that it’s a great way to start off a new relationship. Sure, I still hand out a business card if someone asks for one. And the sales process takes longer. But that’s the point. I realize that my goal is to build credibility and trust – and neither comes quickly.
Ed
Hey Ed,
Great comments. Credibility and Trust are key. I wrote this article awhile back that hits on this http://leader4hire.net/2009/12/how-to-build-trust-and-how-leaders-learn/
As I sit here right now, I have a thought. Perhaps Trust and Credibility can come quick nowadays. It’s not happening for me quickly, but maybe it could. As you will see in that article, the way “online leaders” get trust is through online communication, authentic discussions, transparency, and by freely sharing information. These guys get Trust and Credibility pretty quickly (its just a matter of how long it takes for you to read their blog posts, signup to the enewsletter, download the ebook, post on their comments). All those actions move you farther down the funnel of trust and credibility. One person might take 3 months, another 3 days, but the “time” it takes doesnt matter. It’s still a sequence of events that build based on the persons interpretation of the discussion.
Hmm. Maybe I’m crazy, but maybe I’m not. What do you think? Is it possible that Trust and Credibility is a formula? Lets think on this.
Justin
Great post Ed. As you know, I run Connecting to Greatness, an NYC based business networking group. Because of this, I know quite a few professionals. I can not tell you how many people email me saying something very similar to the following: ‘Dear Kate, I’m sending along a link to my website and would love for you to send along leads and referrals for my business.’ These are people I don’t know and have never met personally. Hellooooooooooooooo….folks, slow down! Attend my events, get to know my attendees. Referrals come with trust and trust is built over time. Who in the world gives referrals to someone they don’t know that simply writes them a one line email? Hmmmmmm.
Kate: now that’s an example of people who really have the formula wrong! It’s all the more surprising since Connecting to Greatness stands for the exact opposite of that approach. But that’s the point of posts such as this – it’s my hope (and certainly yours) that people reevaluate how they do business, which starts with how they network.
Justin: it’s worth a discussion. Off the top of my head, my immediate reaction is that yes, it’s somewhat formula-driven, but hardly an exact science. But quickly – that I’m not sure about. Sure, a best-selling author will have immediately credibility based upon his or her status as an author, but getting to that point is a long road. And even then, I’ve met an author or two that didn’t even come close to living up to their billing – so their road back to credibility (at least with me) suddenly was that much longer.
That said, I like the questions you’ve brought up, and they deserve more thought. Which is really the point a blog – so I thank you for embracing that!
And by the way, I liked your post…
Ed