At a networking event not too long ago for which 500 people attended, the speaker who was on stage directly before my presentation asked the audience, “How many of you came here hoping to do some business today, maybe even make a sale?” The overwhelming majority of the people in the audience raised their hands. Then he asked, “How many of you are here hoping to buy something today?” Not one person raised a hand.
This is what I call networking disconnect. I find it ironic that people are so “disconnected” about a process that’s intended to be about connecting people. This kind of disconnect leads to poor results, which in turn leads people to believe that networking doesn’t work. From what I’ve experienced over the past 26 years, along with the results I’ve witnessed with hundreds of thousands of people around the world -- networking works just fine.
My advice: Do not confuse direct selling with networking. Of course, there is always someone out there who says, “But, Ivan, I’ve made sale before by attending a networking event.” I’m not saying it doesn’t ever happen, but it occurs about as often as a solar eclipse. You’re crazy if you think the odds are in your favor to “sell” at a networking event.
So why go to a networking meeting? You go because networking is more about farming than it is about hunting. Sometimes you go to increase your visibility and to connect with people you have never met. Sometimes you go to establish further credibility with people you know. And sometimes you may go to meet a long-time referral partner and do some business. In any case, the true master networkers know that networking events are about moving through the relationship process and not just about closing deals. Visibility leads to credibility which, with time and effort, leads to profitability.
In order to make your networking efforts work, you need to embrace a “relationship networking” mentality. Here are five things to remember when attending networking events:
1. Don’t go there to sell, go there to connect.
2. Have meaningful conversations with people you meet.
3. Follow up with people you found interesting or who you can help in some way. Don’t follow up to sell them something.
4. Meet these people in a one-to-one setting, learn more about them, and ask them: “how can I help you?”
5. Go for the long-term relationship, not the short sale.
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Comments:
Thanks David, Great info for me as well as passing along to others. Cecelia
I have been looking for better networking platforms. My business is mainly geared toward woman and the gift market. Using social media, email and other web based marketing has been successful however I find that inorder to stay ahead of last months numbers I need more freshfaces each month to drive them toward me. Personally I am trying to develope my mid west and center state customer base. Where can one go to easily gather a heard?
It is important that we do remember why we are going to networking meet ups, the more people we meet the, the better our changes are that we will come across someone that we truely need what they have to offer, So get to know as many people as you can !!!!!
Ivan - you are right on. How many times have I come across another business owner who has dropped out of the local Chamber of Commerce because "they didn't give me any business." Missed the whole point of networking. I also find it sad when I read on some of the "Social Media" posts, the number of young entrepreneurs that think networking events are "the old way and not any good anymore." God help us.
I just had this exact same conversation with a small business owner the other day! He was frustrated with networking events and called them a waste of his time. He had the same focus as the attenders at the networking event you spoke at--- he was there for the sole purpose of making a sale! He complained that he often didn't even meet any actual prospects, and he was ready to give up on networking events entirely. We discussed the need for a complete turnaround in attitude and approach to networking events. 1) Lose the salesy edge. Quit focusing on selling for a moment and consider how YOU might be able to HELP those that you meet. (It's like the advice you may have heard as a child--- if you want a friend, you have to be a friend first. )Look for ways to help others. If you plug them in first, I can guarantee they will rack their brains trying to figure out ways to return the favor! 2) Maybe the person you spoke to at the event isn't a direct prospect, but... who does THAT person know? Hand out those business cards to everyone you meet.. you never know when someone may ask that person if he knows anyone in your line of work. If you had a nice conversation at the event and he has your information, you might get a referral call someday... seemingly out of nowhere! These events, and the connections you make at them, have interesting ways of leading to business down the road, sometimes when you least expect it. As you mentioned, it's totally a farming activity. Don't look for the immediate payoff. 3) Is there anything wrong with meeting people just for it's own sake? I recently wrote an article titled "It's Lonely At the Top" that discusses the isolation that many entrepreneurs face. Many people don't often "get" them... but other entrepreneurs do! Maybe you'll meet someone who is a complete non-prospect for you (and you for them!), but you hit it off socially. There's nothing wrong with simply making a friend at one of these events...there are some days we need those more than we need a sale! :-) Lisa www.StartYourOwnSmallBiz.com
Wonderful advice. I love the list of things at the bottom of the article. it is also easier to go to the events if you aim is to connect to people instead of selling them. Gene Hammett http://genehammett.com
The hard-sell approach and shameless self-promotion is bound to throw people off.
Perfect. It's just like going to a party. Have fun, meet new people, ask them about themselves and they might just ask you about you too.
I have always looked at networking as a minimal activity. Thank you Ivan for setting me straight. I enjoyed and received benefit from the read.
Many thanks for the advices! This post is really helpful. If you go to an event or a networking event, you go there not just to sell something but to create "connections". That is why it is called networking. We create network of friends.
So true. If someone tries to sell to me without first trying to build a relationship, it ruins everything. Some people simply don't know when to sell and when not to. They have no sense of balance with this, it seems.
You've got practical tips that makes sense. I mean, when you go to live events to network with people, the last thing you want to be is to look like some Twitter bot come to life like Christine here: http://www.youtube.com/watch?v=Aswwf3bu1I8
Great advice, and a good reminder to any of us out there networking. My favorite is: 3. Follow up with people you found interesting or who you can help in some way. Don’t follow up to sell them something. I make a point to send a handwritten note to folks I truly connected with (no selling) at a networking event.
Well put Ivan and I'm going to post a link to this on my FB page and want to share an article here that I wrote about a few more mistakes not to make re: networking: http://biznik.com/articles/what-should-you-not-do-at-a-networking-event
We always wanted to be hunters when playing as kids - but as adults in the business world being a farmer is way cooler!
There is nothing more frustrating than being at an event and meeting someone who approaches you with their elevator sales-pitch. "No, I don't want your services. No, you cannot add me to your email list. You have demonstrated no substance or reason to continue developing a relationship. Goodbye! :)"