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Networking

Networking is a vital activity in business and life, whether you have your own company or are employed. Where, when and how you network will depend on your objective. Bearing in mind that word of mouth leads to the majority of jobs at a senior level and also work projects & contracts for self-employed people, it is absolutely crucial.

So why network? The reasons vary depending on your circumstances:

• to establish yourself when you have just joined a company
• to increase your profile in your company to secure a promotion
• to increase awareness with prospective employers externally
• to keep/build a high profile in your profession
• to maintain or increase awareness of you and your skills to win your next project, contract or interim assignment
• to increase your broad commercial awareness of business by extending your knowledge of & interaction with other departments
• to get more clients or customers
• to learn new skills
• to get business advice
• to meet new people

Whilst the old adage “it’s not what you know, it’s who you know”, is perhaps true in some professions, in the majority of professions, it is a combination of what and who!

Networking, like public speaking, can be stressful for some people, worrying about what to say, how to come across, not being too pushy etc. They conjure up images of standing awkwardly shuffling from foot to foot, drying up in conversation, feeling desperate & needy or even spilling food and drink down themselves or standing alone with no-one wanting to talk to them.

Reframing networking

If the concept of networking feels alien to you, then reframing the word ‘networking’ is a good place to start. What word feels more ‘you’ and comfortable than networking? Networking is about ‘working’, i.e. leveraging your ‘net’, i.e. your contacts and doesn’t have to be hard work! It can be phoning up your contacts, introducing them to each other, going out for a business lunch, attending interesting events etc. It is an important, not urgent activity, however, so it is easy to let it get gazumped by other more pressing needs.

I think of networking as ‘connecting’ with people. People tell me that I am a good networker, but it’s not a word I personally relate to. I think that being thoughtful, a good listener and questioner, taking action and following up and linking up people and opportunities are all component skills of networking, and I’ve been told that I possess these.

It is easy to network all the time with little tangible to show for it, so be clear about what you are trying to achieve, with whom and by when. To make the most out of networking, not only is it key to spend time connecting, it is also vital to have powerful, relevant and consistent communication of yourself/your business. After all, you are a unique brand.

How to stand out when networking

It is really worth investing time thinking about yourself/your business as a brand and how you will communicate this impactful and consistently, whether through your CV, your corporate identity, the decoration of your reception or how you dress. Time invested will help you to stand out and achieve more, as well as having a greater sense of what makes you/your business special & unique.

When at a networking event, you get asked the question What do you do? it pays to have a distinctive answer. Having a relevant and meaningful company name, or an audio logo which you say when asked helps.

Having an original job title or ‘audio logo’ not only provides a way of expressing both about your brand and what you do in an interesting way, it also provides for a more enjoyable conversation when networking or socialising.

Another example of an audio logo is The Bean Counter with the Difference for an accountant.

We love coming up with audio logos for people and these have included: We put the shhh in Shiatsu and We keep the roof over your head and you out of the gutter (for a roofer)

Do you have an impactful audio logo? Would you like one? Imagine what difference it could make to create a conversation starter rather than stopper at both networking and social events.

Example of the power of networking

Here’s one example of the amazing results that can be achieved through proactivity and working your net.

I invited a shiatsu practitioner, Katharine as a visitor to my networking group , who later joined. She then referred her brother, Tom an artist to me for business coaching.

During coaching, I suggested that Tom made one phone call to offer a former purchaser of his work an exclusive preview of his new tranch of paintings. This led to Tom’s client offering his home as a space to exhibit to which he invited his friends and legal clients which resulted in immediate, follow up and commissioned painting sales, both private and corporate. Tom achieved financial peace of mind and great sales. Tom then came along to a BNI visitor day where he met another visitor from a furniture company.

Tom & the furniture met up after the meeting and Tom was offered an exhibition in their showroom with all their clients being invited. Another networking opportunity!

The exhibition led to additional sales for Tom. Inspired by the results achieved by her brother, Katherine then commissioned me as her marketing mentor as well as recommending me to her clients and contacts.

This one example shows what can be achieved through networking, and very cost effectively. Think of the opportunity cost to everyone involved of me not getting around to inviting Katharine to my BNI networking meeting! Planning time in your diary to network gives the space for even one action to happen and to potentially create amazing results!

Here are my suggested top 10 tips to help you network.

1. You have 2 ears and 1 mouth; use them in that proportion. People like being asked questions and listened to and this will enable you to find out more about them, so when you respond, it is from an informed position.
2. Think of networking as serving others and exploring what their needs are and how you can help them. Find out the issues and needs of your target audience and become an expert.
3. Set goals for any networking opportunity. Imagine the occasion is over. What have you done or achieved? Who have you spoken with and what is the next step. Are you information gathering or sourcing relevant business cards to follow up?
4. Write on the back of business cards the date and place where you met them and their key needs and follow up ASAP.
5. Wear something with pockets. At networking events, keep a supply of your business cards in one pocket to give out and put received business cards in the other pocket.
6. Never eat and drink at the same time. It will give your hands too much to do, make you feel uncomfortable and will make it difficult to shake hands with new people.
7. Don’t worry about what you should say; focus on what to ask others. People love to talk about themselves and be asked their opinion or advice, then you can reply in a focused way based on what they’ve shared with you.
8. For major networking events, do some research and prepare key points or questions to ask your target contacts. Take a look at their web site, annual report or recent press coverage. Forewarned is forearmed.
9. Networking is an ‘important but non-urgent’ activity. Plan it in your diary regularly to ensure it happens. Set aside specific times of day, days of the week or month to catch up with your contacts.
10. Who are your key contacts who could provide you with good word-of-mouth referrals? Nurture them and ask them to refer you, don’t assume that they will. Neglect them at your peril!

So do make time to connect and get clear about your brand and brand communication. The time invested will pay dividends.

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