Andy Lopata asked me recently to write an article on the mistakes that people make in business networking. This article is now published in Andy's newsletter at Fresh Business Thinking. As I researched the topic with my network and reflected on my experiences I realised there was one BIG mistake.
Business people often turn to networking at different times. Start ups will often network like crazy early on and established businesses will often start when traditional routes to market dry up. The thing they very often have in common is the idea that networking is the answer to their problem. This first and BIG mistake that many people make is they dive headlong into the activity of networking with a complete misunderstanding of what networking really is.
This activity often involves looking for opportunities to ‘network’ with lots of people. They attend group meetings (once) swapping business cards with everyone they can, broadcasting their message, chasing immediate transactions and moving on. They join online networks, put together a profile and broadcast some more. After a while this doesn’t work and many conclude that networking doesn’t work.
Some think they may need to do something differently and they may get some training into how to work the room and how to craft the perfect elevator pitch. They do the rounds again and wait for the avalanche of new clients to contact them by email, phone, twitter, linkedin, facebook et al. Again this doesn’t work and a few more conclude that networking doesn’t work.
It doesn’t have to be that way! There are plenty of networking groups out there with experienced business people that will help you avoid the mistakes and make sure networking does work for you and your business. For 10 tips on learning from the mistakes others have made go the to full article on The BIG Mistake That Means Networking Doesn’t Work.
Good Networking!
Dave Clarke 
The BIG Mistake That Means Networking Doesn’t Work
How to identify the key people for your network
If you know your target market (or markets) precisely you can work out where you need to network. Some people think that this means finding people in the target market to 'network' with. This is not networking, but direct selling. In fact it is often the face to face equivalent of cold calling.
The important aspect of this in the networking context is you can then identify the key people for you who have access and influence in your target market. This is important in both finding the networking groups to join and who you should be inviting to join you in your groups.
As I wrote yesterday in 'How networking really works' you need to be building relationships with these key people. These people have access to many opportunities for you in your target market so are likely to be operating in the same market as you. They may well provide services that are complementary to yours.
Good Networking!
Dave Clarke
How networking really works
I sometimes meet people who run around frantically to as many events as possible. They meet as many different people as they can and deliver their 'elevator pitch' as often as possible. In my book that is not networking. It is the face to face equivalent of cold calling. It is difficult and time consuming.
The key to successful networking is building strong relationships where you get to know, like, rate and trust each other. As I have written before:
"You don't build profitable business relationships by hardly getting to know lots of different people!"
A small number of people you get to know really really well can give you access to all the new people you want to meet. Effective networking is about support and sharing knowledge and finding advocates who recommend and refer you. Good networking groups provide the environment for you to strengthen existing relationships & build new ones. It is much easier and more enjoyable to develop your business in an environment like that.
Good Networking!
Dave Clarke
Is this the most important thing in marketing?
In a discussion on following up in the NRG-networks Linkedin Group yesterday Helen Dowling of 'Exceptional Thinking' shared that she thought that following up is "the most important marketing technique you can do".
She certainly has a point about the importance of following up. My experience of marketing in general and networking in particular is that following up is the activity that really makes the difference. There is very little point in attending lots of events, delivering your pitch, chatting briefly with many different people and collecting boxes full of business cards you do nothing with.
You don't build profitable business relationships by hardly getting to know lots of different people!
You build those relationships by finding the real points of connection and then following up with different interactions over time. That includes regular participation in your networking group, follow up emails, follow up phone calls, follow up on Social Networks and most importantly of all, follow up 121 meetings.
In other words take the lead and become one of the proactive few. It is after all the first habit of highly effective people.*
*Read more on Stephen Covey's 7 habits in my article - Applying the 7 habits to your business networking.
Good Networking!
Dave Clarke
What comes first in business networking?
The first habit of highly effective people is being proactive* according to the best selling book by by Stephen R. Covey. I was reminded of this when reviewing the video interview in my recent post, 'Just how important is a network in business?'.The last question I was asked in that interview was what key piece of advice I would give to someone new in business.
I was pleased to find my answer in line with some great advice from Robert Craven in his article, 'The Shortest Book on Business?'. According to Robert success is down to some very simple basics - clarity, focus, confidence and activity. And as he says in regard to activity, "Take Massive Action".
It's great advice for networking your business. You do need to be clear about what you do and who for. Some people, however, spend huge amounts of time and energy on honing their service offerings before undertaking any business development activity.
The important thing is not to put off the activity itself. Go out confidently and build your network first and they will help you refine your messages and offerings.
*For more go to my article - Applying the 7 habits to your business networking.
Good Networking!
Dave Clarke
