Anyone who has been to a networking event has met business card thruster guy. Won’t leave you alone, thrust their card in your face, every attempt at conversation gets quickly turned into a sales pitch. These people aren’t networking, they’re selling. Badly. Let me share with you some of my thoughts on what puts
‘work’ in networking. Networking is a form of marketing, and any form of marketing is most effective when you don’t come straight out and say “buy this!” The best marketing techniques work on building relationships – courting trust, showing your intentions to be honourable in what you are offering. And there are certain market characteristics too:
People buy people. People work with (and refer) people they like. People don’t like being sold to.
That’s why
best networkers aren’t
great sales gurus, they’re
archetypal ‘people person’. They are interested in other people and what they do. They want to help as well as be helped, not just because it will see them get business in
future, but because they like helping others. And most importantly, they don’t talk – they listen.
Many networking events involve a ‘round robin’ of everyone there, which certainly has its uses – you get to tell everyone who you are and what you do, and if there is someone there who is looking for
service you provide, they will very likely come up to you for a chat. But that’s not networking, that’s hit and miss, and it’s very important to understand
difference.
What I call hit and miss is what I just described above. You tell as many people in one go what you do in
hope that one of them is looking for it –
social equivalent of a mailshot, and just about as effective.