Schmoozing, selling, socializing…if you use any of these words to describe networking, you might have a negative perception of one of the most powerful business and personal marketing tools available.
In today’s uncertain economy, it’s going to take every resource we have to grow our businesses, stay competitive, and keep our jobs. The strongest safety net you can build will be made of a wide range of mutually beneficial relationships.
Very few people will argue, I believe, that having people you can count on to help you with information, resources, and referrals can only be helpful. So why do some of those people actually scoff at the idea of networking. Like selling, an honorable profession, networking has suffered from the less-than-tactful application of the activity by some.
By holding a negative perception of networking, we limit our ability to develop our skills and achieve results through networking. We cannot be successful at something we secretly disdain. We don’t want to become one of “those people” so we may unconsciously sabotage ourselves, or don’t even try it in the first place.
Do you have any of these negative perceptions of networking?
It’s Just Schmoozing and Socializing
What you really mean is that you don’t think there’s a point to networking beyond self-aggrandizement or perhaps a free drink or two. Few events in the business world should be purely social. The organizer should always have a purpose and should communicate that purpose to the attendees. If you personally don’t have a specific purpose for your networking, well then, it can devolve into pure socializing. If your mindset is to meet people for the purpose of discovering how you can help them and eventually create a reciprocal relationship, then any gathering of people will have a great purpose for you.
Networks are Only for Good ‘ol Boys
Unfortunately, I have to admit this might still be true for the upper echelons of banking and Wall Street Investment firms (you cannot ignore the evidence of the pictures in the Wall Street Journal). But in your local business environment, this is an outdated belief. And, if you work in small business, even more so. According to the U.S. Small Business Administration, minority ownership of small businesses doubled from 1982 to 1997, and as of 2002, women owned 30% of all businesses.
You may also feel that there’s no use networking because everyone already has their close group of people they refer to, but this is also not true. Smart networkers know they should never close the door on a relationship just because they already know someone in that business. Like parents who always have enough love for all their children, there is always room to build a relationship that helps both parties. In either case, if you’re not part of the “in crowd,” it’s now a big and diverse enough business community that you can start your own “in crowd”
Just Passing Out Your Business Card is Enough
Handing your business card to everyone within arms reach is not networking. It’s advertising. You’d be better off to spend the time at a major intersection with a sandwich board for all the good it’s going to do you. There is nothing worse than meeting someone for the first time and having them hand you five of their business cards so you can “pass them along if you meet anyone who needs my services.” If I don’t know you, I’m certainly not going to risk damaging my relationships by referring an unknown business. And whether it’s a brochure, flyer, or business card, if the information is not asked for, not expected, and not relevant, it will end up in the trash.
Only Extroverts can be Good at It
Not only is this not true, but sometimes extroverts are terrible networkers. Getting to know someone takes excellent listening skills. Extroverts tend to be people-persons, but can let their enthusiasm run away with them. They can dominate the conversation and miss out on opportunities to develop rapport and find things in common. Introverted people with good people skills can be excellent networkers who are most successful when they are helping others connect; they just don’t want to deal with too many people at the same time.
If you feel a little intimidated by large crowds, be assured that a majority of the population actually considers themselves as introverts and most people report feeling shy at some time in their life. Use the buddy system and start small until your confidence builds.
Networking is All About Selling
Well, you’ve got me there… it is about selling. Selling yourself, your image, and what you have to offer someone in a business relationship. But for actual “here’s-my-brochure- would-you-like-to-buy-something” type of selling, I think that a professional networking event is the last place that should happen. You are there to show your target market that you are willing to invest your time in them and the community, that you are interested is meeting people for the long-term, and that – while yes, you do have a product or service to sell – you understand that you need to earn their trust first.
There are unfortunately people who either don’t understand this or who are under so much pressure to sell that they ignore their gut telling them that outright selling is not welcome. If you don’t network because you think you have to sell, you are now off the hook. Don’t sell at networking events. Get to know people, find out how you can help them and earn their trust.
Conclusion
Have you dumped out any of those old, limiting beliefs of networking yet? Since perception is reality, you may previously found that your events were full of business-card-distributing, schmoozing, good ol’ boys. But with a fresher attitude and an expectation of friendly faces and successful connections, you’ll find that networking is a more enjoyable process whether you are job networking or networking for business.
Looking for more networking tips, tricks, strategies & advice? Visit Meeting Wave’s Networking Motivator Blog.
About the Author: Beth Bridges is The Networking Motivator ™ and creator of the 5 Part Networking Success Plan ™, a simple networking system that can help anyone from business owners to sales agents to college students develop a powerful network. Subscribe to the weekly Networking Motivator Newsletter at www.thenetworkingmotivator.com for a quick boost of networking inspiration, information and motivation.”
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