Networking On Purpose

Pointless Networking

If you’re like me, you’ve met people who say, “I know I’m supposed to network, but it doesn’t work for me. Why should I bother?” There are a couple of things going on in those sentences that may shine some light on the issue for these folks. Let’s break them down a bit. First of all, the idea that networking (and virtually anything else we do) is imposed on us is a bit out of touch with the times, isn’t it? Just because a business expert suggested networking as a way to develop and grow, all of a sudden now you have to do it, because you’re ‘supposed,’ to network? Well, I’m one of the first people to tell you that networking can be an extremely effective and low-cost tool in your marketing tool box, and I’ll tell you that if you aren’t networking on purpose, or better yet, with a purpose, you are likely to believe it is being forced on you. Just like flavors of ice cream, you do have a choice about networking types, styles, and events.

You Do Have a Choice

Once you have chosen to use it in your word of mouth marketing strategy, there are some very specific choices you can make that will give it purpose in your overall plan. Here are the high-level, purposeful choices you can make.

1. Where you network. Find out where your target market hangs out (you do have a well-defined target market, don’t you?) and frequent those networking events. Attend regularly. Get lots of visibility. Become well-known.
2. How you network. Hopefully you set out with a goal. Maybe you decided to meet and qualify 2-3 potential referral partners. Perhaps that event is more likely to have direct prospects for your services, and that will influence how you qualify your new connections.
3. Business card blizzard. I’ve seen a lot of desperation lately, and it breeds a virtual blizzard of business cards going back and forth. More often than not, the first thing I see networkers do is offer one of their cards. They do so without knowing whether or not the other person qualifies as a business partner or as a prospect.

You Can’t Be Bothered!?

The other disturbing sentiment in the original statement is that networking is bothersome. Your purposeful networking efforts will have you at events rife with like-minded referral partners and prospects who are eager to hear your value proposition, and that’s exciting! Isn’t it? If you don’t get jazzed by those opportunities, you may want to consider a different purpose for your efforts. If you do get excited to help other people be successful, and you head to events with a plan, congratulations! You’re well on your way to having real purpose in your networking.

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