Learn the Rules of Effective Networking
Business is personal. Trust, chemistry, and authentic connections represent the foundation of ongoing interactions and completed transactions. Sound business relationships—like all of your associations—require time, patience, understanding, and dialogue.
Building a business network begins with an introduction. Too often, many entrepreneurs ruin gold-plated, relationship-building opportunities. Many attend networking events or business conferences for all the wrong reasons, turning them into social affairs to shoot the breeze, search for dates, munch on hors d’o?euvres, or play with the latest gadget. You may have a blast but such activities will not advance your business.
Instead, take advantage of the chance to transform these brief encounters into solid relationships that can ultimately provide support systems and lifelines for your business. Keep in mind that the endgame is not to wind up with a Rolodex chock-full of names that offer little, if any, professional or personal return.
Fully embrace long-term relationship-building. “Drive-by networking” is where individuals track you down, greet you with a quick, incoherent pitch, and slap a business card into your hand. For these business card bandits, venue doesn’t seem to matter: they will approach you at graduations, funerals, and even public rest rooms. Aggressive action such as this can be applauded but, such missteps come with a cost. Not only will you turn off prospective business associates but you may do irreparable damage to your reputation.
To effectively build a business network, always look for an avenue to connect with another individual. Some of the most enduring relationships can be formed on airplanes, golf courses, or even at the grocery store. These low-pressure, informal environments offer the time necessary to begin the process of sharing professional and personal experiences, exploring interests, discovering values, and establishing common ground. Regardless of whether you meet an entrepreneur who operates a one-person consulting firm or a CEO who runs a multimedia enterprise, engage in meaningful conversation instead of delivering a sales pitch.
The most critical element is the follow-up. After every event or conference, go through the business cards which were slapped into your hand, separating pretenders from contenders. In most cases, you don’t have to worry about whether someone will become a drain on your time; you won’t hear from 95% of the people who give you their cards. Reconnect with contacts within 48 hours. Preferably send them handwritten notes, or an e-mail to their individual address, a personal touch executable within minutes.
Most professionals, especially those at the highest levels, are extremely busy. Phone calls can prove intrusive when they’re managing an appointment-packed schedule. Sometimes the most effective means of outreach is often through e-mail. It may sound rudimentary but direct contact via e-mail enables you to bypass gatekeepers and, more important, allows them to process it when they’re most receptive to your message and to respond at their convenience.
Remember business networks are exchanges. Too many entrepreneurs make the mistake of reaching out to people only when they are in need. Developing genuine relationships obligates you to take an interest in others. Without prodding, you should be willing to offer resources or an ear when they’re confronted with challenges.
Keep in mind that the process doesn’t happen with a single conversation and a business card. Through time and commitment, you’ll eventually find the most valuable byproduct will be relationships that last a lifetime.
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