Many entrepreneurs have the erroneous belief that if they attend a networking event they will immediately meet new customers and clients. Unfortunately, this unrealistic expectation is what leads many people doubt their ability to network effectively or even to abandon networking altogether as a meaningless business strategy.
However, networking has always been much more for long-term gain than for short-term benefits. The real goal at a networking event is to form connections and relationships. The winner is not the person who goes home with the most business cards collected or distributed. The winner is the one who goes home after having left a good impression on a small number of insightful people, who has learned the names of a few people she might like to talk to again, and who has been exposed to some new ideas to try for themselves.
The reason most people are in such a hurry to network is that they started networking too late. The time to build a network is before you need one. Georgia O’Keefe said that “to make a friend takes time.” These days, too many of us are in too much of a hurry to build friendships; Instead we settle for being “connected” and “linked” to as many acquaintances as possible. While this may work reasonably well in some instances, it is a pale comparison to the power of a true network built on trusted relationships developed over time.
So how do you begin to build a solid network?
Join organizations that are meaningful to you and your business and participate. Focus on what you can give to the organization rather than on what you can gain from it.
Volunteer in areas that you are passionate about. Focus on giving back to others.
Whenever you can, listen to what others are saying. Pay attention to their challenges and concerns. Connect them with others who might be able to help.
Follow up on the connections you make before you need a favor. Send an email, a phone call, or a letter. Show genuine interest in them. Remember, it’s not about how many cards in your rolodex or numbers in your network in Linkedin - It’s about the quality of the relationships you nurture.
Networking is a long-term investment that pays you back manyfold, over time. The return on established, genuine relationships will be so much greater than a few quick wins. So, go ahead and network, be open to new people, take the time to maintain old relationships, and always do whatever you can to help others. You’ll be amazed to find how truly powerful of a business strategy networking really is.
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