Common sense networking

Utilizing some common sense in networking can make networking fun and profitable for you.

Written Sep 02, 2008, read 473 times since then.

A few days ago I went to a networking event and upon stepping in the door had one networker try to sell me his products. I moved past him, but also watched him for the rest of the evening. His focus throughout the evening was primarily on selling people his product, and I watched as people would quickly free themselves of him so that they could go back to networking. It quickly became apparent to me that he didn’t know how to network or what the purpose of networking was. For him, it was an event all about him, and his product. But that isn’t what networking is.

So what is networking? What is the goal of networking? What it is supposed to accomplish?

Networking lets you meet other people who you can do business with. It connects you to people who may be willing to help you by referring business your way, provided you are willing to do the same for them. It’s also a useful way to meet people and learn a bit about what they do and what they are looking for.

When going to a networking event it’s important to keep the following in mind:

1. Don’t go there to sell something. While you might occasionally get a client at a networking event, most of the people you meet at such an event aren’t likely going to be your clients. They may however know somebody who could become your client. If you go to a network event to sell people on your product or service you will likely turn them off. It’s important to tell them a bit about your business and what you do, but it’s also important to know how to talk about other stuff and also be able to listen to what other people have to say about what they do and/or want. In fact listening sometimes will get you much further than talking, because it shows the person that you care and are genuinely interested in what they have to say.

2. Don’t judge people by their appearance. If you meet a person who doesn’t fit the conventional image you associate with people you would do business with, don’t judge that person too quickly. The reason you don’t want to do that is because that person could bring a lot of business your way or be really well connected to other peopel who could help you. I once had a potential business partner tell me that my pony tail and hat bothered him. While I appreciated the honesty, I also found I really couldn’t do business with that person because I knew my appearance would be an issue for him. At a networking event you will meet people of all trades and businesses. Don’t assume anything until you get to know the person, because basing business decisions on appearance will end up losing you business in the end.

3. Plan on investing your time and energy in your networking groups. If you go to a networking group only once or twice you won’t get a lot out of that group. Networking requires committment and the results aren’t always available immediately or even in the short term. You’ve got to let people get a chance to get to know you and what you provide. And of course you need to get to know them. This can take a lot of work. It’s important that you invest your time and effort in a networking group because the payoff for it will occur down the line again and again.

4. Networking involves making connections. The connections you make in networking are how you get a head. They are also useful for helping you help other people out. When you can refer someone to a service you help the person who needs the service and the person who offers it and both of them will remember that and also think about how they can help you. The connections you make are strengthened by what you do to help other people thrive. Networking is a collaborative effort.

5. Follow up. After you’ve done your networking follow up with the people you met with an email or phone call to remind them of who you were and also to let them know you are thinking about them. Stay in touch with the occasional email and phone call and also make sure you keep going to networking events. And if you can help them out, help them out so you can stay fresh in their minds.

Learn more about the author, Taylor Ellwood.

Comment on this article

Posted by Jason Eke, Chesley, Ontario Canada | Sep 04, 2008

Nice article Taylor, I agree with your direction that being 'pushy' is not proper etiquette at networking socials. However, I would say that we are still 'selling.' In fact I would say that we should always be selling. We're selling ourselves at networking socials, we're marketing through promotion and building on the perception our network has of us. It's important to discuss what you can offer and what you need.
Posted by Jeff Fisher, Portland, Oregon | Sep 04, 2008

Taylor - Very much agree with your take on "Damn glad to meet you, here's what I'm selling" networking. Initially I'm much more interested in the individual and what they do (rather than what they are selling). The selling does eventually come into the conversation, but shouldn't be first thing out of one's mouth.

This morning I am sending off emails to the 100+ I recently received biz cards from at a conference where I was a speaker. It's a great way to connect with them again and keep that relationship developing.

Jeff Fisher | Jeff Fisher LogoMotives | Vote for me! • StartupNation Home-Based 100
Posted by Taylor Ellwood, Portland, Oregon | Sep 06, 2008

Hi Jason,

I would definitely agree with you that we are still selling, but being so overt about it, in a manner that shows no interest in what other people need is definitely not good networking or sales. What I like about networking is that it teaches you a very essential skill for sales, namely how to listen to what others are saying so that you can help them!

Hi Jeff,

I agree...Selling comes into play down the line, when a relationship has been established. Good luck with the email sending. I hope you net some good results!
Posted by Jason Eke, Chesley, Ontario Canada | Sep 06, 2008

Right, It's an etiquette thing, which I believe you are writing about in your points #1, #2 & #5. But we develop our "elevator speech" for only one purpose and we use it when we network, heck we should use it everywhere. I think by using your five points, there are other benefits to networking in addition to fun and profit, as you mention, like education for one example. The main point I guess I want to make is that as entrepreneurs, especially as micromagnates, we need to be networking in a profitable way. We're taking time out of our "work day" to network, so in the end there needs to be a financial advantage or else it's simply an unproductive waste of resource - it's just "hanging out with your mates." I do a lot of networking and have been to "networking socials" where it's been a good 'ol boys drink up and nothing gets said about business - I wouldn't call that "networking."
Posted by Taylor Ellwood, Portland, Oregon | Sep 06, 2008

I agree Jason...that isn't networking, and not very profitable either. I see the education aspect as an important component of what will help me refer people to the people I network with, as well as, of course, selling my own services.
Posted by Jason Eke, Chesley, Ontario Canada | Sep 06, 2008

Great! I was trying to figure out how to write that in, but you said it well.
Posted by Carolyn Allen, Los Angeles, California | Nov 17, 2008

Excellent points Taylor. Our network becomes a "tribe" and we live side by side with occasional "sales" opportunities, but many more opportunities to refer people to one another and point out resources we've discovered that others might find helpful. Kind of like birds scouting out good food sources and telling their flock about them! Networking is in our DNA :-)