Networking Isn't a Dirty Word!

By Susan K. Morrow, CPPP

“Networking” is a big buzz word right now. There are tons of opportunities to network, like happy hours, Business After Hours events, breakfast meetings, and monthly association luncheons, along with many events that are specifically for networking. I lead one such group, called NBX, or National Business Exchange.

NBX is a very casual group, but others, such as BNI, have more structure. All of them present great opportunities to grow your business, if you know what to do.

And that’s the tricky part. Many people, just like you, have heard that “networking is a great way to get more business” or “you have to network.” They go to networking events, like a weekly luncheon, and they give out some business cards, maybe get a few from others, and then they sit back and wait for the bucks to start rolling in!

These same gentle people sit down with pencil and paper after a month or a year and figure up what they’ve been spending on their so-called networking. “Hm, let’s see…$12.00 per week for about…40 weeks out of the year…. Hey! That’s $480.00! Well, let me compare that to what I’ve gotten out of it. Must be a lot more than $480….”

And then comes the sad realization that, in fact, no business has been acquired through this “networking.”

Here’s where I can help. What is the point of any of our marketing efforts? To get more business, right? With few exceptions, networking must be a strong part of any marketing plan. Although I now have websites and various other marketing tools, most of my business, since 1999, has come from networking.

Just what is networking? Aha! This is where some of us get into trouble. We don’t even know what networking really means.

There are many ways to say it, but simply put, networking is building and maintaining a number of relationships that are mutually beneficial. From these relationships come business referrals, which are different from “leads.” A referral is a true introduction, the beginning of a relationship between two people with a mutual acquaintance.

How can you get these wonderful referrals? Here are some basics:

First of all, give referrals. Personally, my networking (and life) philosophy is this: “I am willing to give more than I hope to receive.” Write that one down—it’s worth saving. Introduce people you know to others you know, especially your clients, but also friends who need to know about other friends. Don’t expect referrals to come back from the same people you give them to—necessarily. Sometimes they will, but sometimes they will come from someone else. Call it Networking Karma.

Secondly, ask. If a colleague or client doesn’t offer referrals for you, there is nothing wrong with saying, “By the way, if you know __________, I would really appreciate an introduction to her.” If you are good at what you do—a pre-requisite for being in business!—chances are very good that you will get that introduction.

Third, when you ask, be specific. If you say, “I want to meet someone who wants to spend money on my product or service,”—and who doesn’t?—you will not get anything back. But if you say, “I am looking for a human resources assistant who is new to the industry,” or “I’d like to meet a family who are trying to sell their three-bedroom home by themselves,” or “I want to meet someone in the legal department at XYZ Company,” you will find that you get more responses.

And lastly, go to those events! Go to networking groups, Chamber of Commerce gatherings, and happy hours. Don’t try to “work the room,” but visit with two or three people. Add them into your network—not as businesspeople or “leads,” but as new friends. See what you can do for them. Don’t worry about what they can do for you. If you are willing to give more than you hope to receive, all you give—and more—will come back to you.

Happy networking!

Susan K. Morrow, Certified Professional People Person and self-proclaimed Networking Nut, is a trainer, editor, and writer in Austin, Texas. Her workshops and seminars include Networking Camp, Introduction Instruction, and Grammar Damage 101. Subscribe to “Networkers’ News” at www.WorkshopsAreWe.com and to “Grammar Grouch” at www.WordsAreWe.com.